EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

USER SATISFACTION TOWARDS WHATSAPP, AVADI, CHENNAI

SURAJ SINGH*, ARUN PRASANTH** AND A.K.SUBRAMANI***
*
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMILNADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMILNADU, INDIA.
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMILNADU, INDIA.

ABSTRACT:
2013 has undoubtedly proven to be the year of virtual chat with more than 90% of smart
phone users busy texting each other using some app or other. In fact, WhatsApp has emerged as
the most popular app among Indians with virtually every second cell phone user using the app.
As part and partial fulfillment of management course subject of marketing research for MBA
program we have selected "WhatsApp Inc." for general understanding of the marketing
research. However in particular our emphasis was on to fulfil the objective of research and to
find out and to explore the analyses of primary data.WhatsApp Inc. was founded in 2009 by
Americans Brian Acton and Jan Koum (also the CEO), both former employees of Yahoo!, and is
based in Mountain View, California. The company employs 55 people. This research paper is to
measure the Satisfaction level of WhatsApp Messenger; user satisfaction is a measure of how
products and services supplied by a company meet User expectation. User satisfaction is critical
if a company is to register high sales profits. The study of on this project helped me to know
current market scenarios of WhatsApp and also the variety of services that it offers to the users.

KEYWORDS: User satisfaction, User loyalty, User satisfaction, WhatsApp.

I. INTRODUCTION
User satisfaction is the degree of satisfaction provided by the goods or services of
a company as measured by the number of repeat Users. User satisfaction survey is a process of
discovering whether or not a company's user are happy or satisfied with
the products or services received from the company. It may be conducted face to face, over the
phone, via email or internet, or on handwritten forms. User answers to questions are then used
to analyse whether or not changes need to be made in business operations to increase
overall satisfaction of Users. It is defined as "the number of Users, or percentage of total Users,
whose reported experience with a firm, its products, or its services exceeds specified
satisfaction goals. In a competitive marketplace where businesses compete for Users, User

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
The purpose of this study is to understand the factors influencing User satisfaction
towardsWhatsApp. More specifically, the focus is on examining the grouped impact of the
factors on user satisfaction. First, this research draws on existing research on the factors
influencing User satisfaction. Second, an empirical research is conducted to discover the
combined effect of different factors on user satisfaction and on the other hand on User loyalty
towards WhatsApp.

II. COMPANY PROFILE

WhatsApp Messenger is a proprietary, cross-platform instant messaging service for smart phones
without having to pay for SMS. In addition to text messaging, users can send each other images,
video and audio media messages as well as their location using integrated mapping features. The
client software is available for Google Android, BlackBerry OS, and Apple iOS, selected Nokia
Series 40, Symbian, selected Nokia Asha platform, Microsoft Windows Phone and BlackBerry
10. WhatsApp Inc. was founded in 2009 by Americans Brian Acton and Jan Koum (also the
CEO), both former employees of Yahoo!, and is based in Mountain View, California. The
company employs 55 people.WhatsApp, a dream come true of talking to a friend sitting oceans
apart through radio-waves, means absolutely free. What used to cost a somewhere between Rs.
5-15 per message was brought down to being free by online messaging like Way2SMS.

III. REVIEW OF LITERATURE

Sandhuharv,September 19, 2011, after being bugged by various friends to get WhatsApp, I paid
the 69p and saw what WhatsApp was all about. WhatsApp is Smartphone messenger where you
can message between different phones and platforms. WhatsApp uses the internet to send instant
messages to your friends, keeping your text allowance nice and high. WhatsApp is currently
available on iPhone, BlackBerry, Android, and Nokia phones. You can download it at each
platforms app store. The iPhone app costs 69p, free for BlackBerry users and about 1.20 per
year for Nokia and Android phones. Its a small price to pay considering the amount of texts you
will save.Using push notifications, WhatsApp also allows you to send videos, images and voice
notes to your contacts free of charge. This is particular useful for sharing photos quickly with
your friends. With the app there is no need to add your friends using pins or user names, if a
friend has WhatsApp and is in your contacts then the app will automatically add your friend to
your WhatsApp buddies list. So there is no chasing person for their details! Instead of sending
international SMSs, which arent cheap, you can uses
WhatsApp over an internet connection to avoid being charged extortionate fees. It is also
great ways to keep in contact with your overseas friends who have WhatsApp. You are able to do
group chats with multiple friends on WhatsApp just like using MSN messenger. This is great for
sorting out nights out with your friends and family. With custom statuses; you can tell everyone
whats on your mind or where you are. Whether you are in the gym, at the office or available to
chat you can tell all your friends in one place. As long as you have an internet connection, Wi-Fi,
3G or EDGE you can send as many messages, photos, videos as you want to your friends.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

IV. OBJECTIVE OF THE STUDY

To find out the User satisfaction towards WhatsApp, Avadi, Chennai.
To know usage pattern of WhatsApp.
To find out the key success feature of WhatsApp.

V. LIMITATIONS OF THE STUDY

The study is conducted forWhatsApp in Avadi with 58 respondents.
The respondents response may have the bias, which may not give true picture about the
chosen research topic.

VI. RESEARCH METHODOLOGY

Descriptive research is followed in this research. The universe of the population includes
the respondents who are the user of WhatsApp, in Avadi. The samples (i.e. sample size 58) were
selected among the user of WhatsApp, at Avadi for this research. The samples were chosen from
the population, by using Convenience sampling technique (i.e. Non-probability sampling
technique), because the exact population size is unknown and the accessibility of the User is
difficult. Survey method of data collection was used in this research. The primary data were
collected using structured questionnaire.

VII. DATA ANALYSIS AND INTERPRETATION:

1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.
Table 1 Frequency Analysis on Age, Gender and Occupation
S.no Particulars Frequency Percentage
1. AGE:
Below 16 years. 12 21
16-25 years. 28 48
26-35 years. 10 17
36-45 years. 5 9
Above 46 years. 3 5
2. GENDER:
Male 30 52
Female 28 48
3. OCCUPATION:
Student 38 65
Service 6 10
Professional 4 7
Home-maker 3 6
Unemployed 7 12
(Source: Primary Data)

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

INFERENCE:
From the table 1, it is inferred that only 48% of the respondents are between 16 25
years. Majority of the respondents(52%) are male. 65% of the respondentsbelongs to the student
category.
Table 2 Frequency table Satisfaction of user
S.No Particulars Frequency Percent
1 Reason for using WhatsApp
To be in touch with the people 22 38
Knowledge Sharing 17 29
Sharing of information 8 14
Fun 10 17
Other 1 2

2 Which WhatsApp feature attracts you more

Ease of navigation/use friendly interface 6 10
Group Chatting 14 24
Speed 4 7
Cross-Compatibility 12 21
Sharing(Videos,Audios,Photos,Status) 22 38

3 From which medium you came to know about the WhatsApp

Word of mouth 26 45
Advertisement 11 19
Internet 13 22
Newspaper 8 14
(Source: Primary Data)
From the table 2, it is inferred that 38% of the respondents are using the WhatsApp to be
in touch with the people and 38% of the respondents like the WhatsApp feature to share the
videos,audios, photos and status easily. 45% of the respondents came to know about the
WhatsApp through the word of mouth.

2. MEAN AND STANDARD DEVIATION

Table 3. Mean and Standard - Factors of usersatisfaction
S. No Particulars N Mean Std.
Deviation
1. Preferences for being in touch with the people 58 3.66 0.939
2. Preference of social media app 58 3.58 0.702
3. Basis of using WhatsApp 58 3.70 1.222
4. The Reason for not using WhatsApp 58 3.94 1.017
5. The purpose of purchasing the smart phone 58 3.86 0.904
6. Medium to know about WhatsApp 58 3.94 0.793
7. Feature attracting most 58 4.00 0.808
8. Charges taken by WhatsApp in the future 58 3.78 0.840
9. The amount expected to be paid in future by the user 58 4.26 0.873
(Source: Primary Data)

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

From the table 3, Users are more satisfied with respect to amount to be paid in future to
avail WhatsApptaken by them in the future with mean value of 4.26, and WhatsApp features
with the mean value of 4.00.

2. INDEPENDENT SAMPLE T-TEST:

HYPOTHESIS 1
Null Hypothesis:
There is no significant difference between male and female respondents with respect to
the factors of user satisfaction towards WhatsApp.

Table 4t-test for significant difference between male and female respondents with respect
to the factors of user satisfaction towards WhatsApp.

S.No Particulars Gender Mean Std. Deviation t value p value

1. Preferences for being in touch Male 3.74 0.915 0.454 0.389
with the people Female 3.62 0.983
2. Male 3.61 0.656 0.344 0.307
Preference of social media app
Female 3.54 0.761
3. Male 3.96 1.022 1.513 0.027*
Basis of using WhatsApp
Female 3.42 1.391
4. The Reason for not using Male 3.96 1.022 0.112 0.313
WhatsApp Female 3.92 1.055
5. The purpose of purchasing the Male 3.70 0.822 1.335 0.963
smart phone Female 4.04 0.958
6. Medium to know about Male 3.91 0.900 0.209 0.402
WhatsApp Female 3.96 0.720
7. Male 4.04 0.825 0.520 0.956
Feature attracting most
Female 3.92 0.796
8. Charges taken by WhatsApp in Male 3.91 0.900 1.261 0.595
the future Female 3.62 0.752
9. The amount expectation paid Male 4.17 0.937 0.659 0.737
by the user Female 4.35 0.892
(Source: Primary Data)
INFERENCE:
From the table 4, it is inferred that p value of base of using the WhatsAppis 0.038, in
which null hypothesis is rejected and alternative hypothesis is accepted with respect to working
hours of Basis of using WhatsAppat 5% level of significance. Male users are comparatively
more satisfied than female users with respect to Basis of using WhatsApp. Other factors of user
satisfaction excluding Basis of using WhatsApp,p value is greater than 0.050 in which null
hypothesis is rejected at 5% level of significance. Hence it is concluded that the there is no
significant difference between the male and female respondents with respect to other factors of
user satisfaction towards WhatsApp.

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 EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

3. CHI-SQUARE TEST:
HYPOTHESIS 2
Null Hypothesis: There is no association between Age group of the respondentsand overall
satisfaction towards WhatsApp.
Table 5Chi- Square test for association between age and overall satisfaction towards
WhatsApp.

Age group Highly Dissatisfied Neutral Satisfied Highly Chi- p

dissatisfied satisfied square value
value
2 0 4 7 2
1.5 1.8 3.0 7.2 1.5
Below 16
13.3% 0.0% 26.7% 46.7% 13.3%
years
40.0% 0.0% 40.0% 29.2% 40.0%
4.0% 0.0% 8.0% 14.0% 4.0%
1 2 3 5 4
1.4 1.7 2.8 6.7 1.4
16-25 years 21.4% 21.4% 21.4% 21.4% 14.3%
60.0% 50.0% 30.0% 12.5% 40.0%
6.0% 6.0% 6.0% 6.0% 4.0%
0 3 3 14 1
2.1 2.5 4.2 10.1 2.1
26-35 years 0.0% 14.3% 14.3% 66.7% 4.8%
0.0% 50.0% 30.0% 58.3% 20.0%
0.0% 6.0% 6.0% 28.0% 2.0%
12.304 0.138
3 3 3 3 2
36- 1.4 1.7 2.8 6.7 1.4
45 21.4% 21.4% 21.4% 21.4% 14.3%
years 60.0% 50.0% 30.0% 12.5% 40.0%
6.0% 6.0% 6.0% 6.0% 4.0%
3 3 3 3 2
36- 1.4 1.7 2.8 6.7 1.4
45 21.4% 21.4% 21.4% 21.4% 14.3%
years 60.0% 50.0% 30.0% 12.5% 40.0%
6.0% 6.0% 6.0% 6.0% 4.0%
5 6 10 24 5
5.0 6.0 10.0 24.0 5.0
Total 10.0% 12.0% 20.0% 48.0% 10.0%
100.0% 100.0% 100.0% 100.0% 100.0%
10.0% 12.0% 20.0% 48.0% 10.0%

INFERENCE:
From the table 5, since p value is 0.138 which is greater than 0.050 in which null hypothesis
is accepted and alternative hypothesis is rejected at 5% level of significance. Hence it is
concluded that there is no association between age and the basis of usage for WhatsApp
depending upon the special features and compatibility.

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 EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

HYPOTHESIS 3
Null Hypothesis: There is no association between gender and willingness to recommend
WhatsApp.
Table 6 Chi- Square test for gender and willingness to recommend WhatsApp
to their friends / relatives.
S.No Gender Will you recommend WhatsApp Total Chi-square P value
Yes No value
1 Male 28 2 30
2 Female 27 1 28 0.201 0.675
Total 55 3 58
(Source: Primary Data)

From the table 6, p value is more than 0.05, the null hypothesis is accepted, and alternative
hypothesis is rejected at 5% level of significance. Hence it is concluded that there is no
significant association between gender and willingnessof the users to recommend WhatsAppto
their friends and relatives.

VIII. DISCUSSIONS:
38% of the respondents are using the WhatsApp to be in touch with the people.
38% of the respondents like the WhatsApp feature to share the videos,audios, photos and
status easily.
45% of the respondents came to know about the WhatsApp through the word of mouth.
Users are more satisfied with respect to amount to be paid in future to avail WhatsApp
taken by them in the future with mean value of 4.26, and WhatsApp features with the
mean value of 4.00.
There is no significant difference between the male and female respondents with respect
to other factors of user satisfaction towards WhatsApp.
There is no significant association between gender and willingness of the users to
recommend WhatsApp to their friends and relatives..
The Male users are comparatively more satisfied than female users with respect to Basis
of using WhatsApp. Other factors of user satisfaction excluding Basis of using
WhatsApp, p value is greater than 0.050 in which null hypothesis is rejected at 5% level
of significance. Hence it is concluded that the there is no significant difference between
the male and female respondents with respect to other factors of user satisfaction
towards WhatsApp.
There is no significant association between gender and willingness by the users to
recommend for using WhatsApp to their friends and relatives.

IX. IMPLICATIONS:
In the wake of increased competition, it has become imperative for WhatsAppInc. to
secure its place as the true leader of multi-platform instant messaging. Though there are
alternative solutions, it is fallacious to regard services like Blackberry Instant Messenger
as true competitors as they are not true multi-platform solutions; working only on
Research in Motion's Blackberry devices and Apple's iOS devices respectively.
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EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Presently, there is no efficient and effective way to know which contact in the users
phonebook has just signed up to WhatsApp. The user has to scroll through the Favourites
list (WhatsApp contacts) and try to figure out who just signed up. More so, only an
observant user would notice the increase in his number of Favourites (WhatsApp
contacts).
There is a need for a more elegant solution that enhances the fundamental appeal of not
needing a username and password to use the service. The need for this feature is to allow
travelling users to still receive their WhatsApp messages while at the same time
avoiding expensive roaming charges. It also allows non-travelling users the convenience
of using multiple devices with their subscription.

X. CONCLUSION:
Through the research paper entitled, A study on Usersatisfaction towards WhatsApp, it
is concluded that the demographic variables such as age group, gender and occupation are
having less impact on the factors of usersatisfaction. The research outcome also indicates
that, most of the users aresatisfied towards WhatsApp store with respect to the chosen
factors.

XI. REFERENCES:
1. Ainsley O'Connell. "Inside Erlang, the Rare Programming Language behindWhatsApp's
Success". Fastcolabs.com. Retrieved February 21, 2014.
2. Voice calling, March 12, 2015
3. "WhatsApp Voice Calling". 4 April 2015.
4. Parmy Olsen (August 25, 2014). "WhatsApp Hits 600 Million Active Users, Founder
Says". Forbes. Retrieved October 2, 2014.
5. Nate Ralph (April 18, 2015). "WhatsApp touts 800M monthly active users". CNET.
Retrieved April 20, 2015.
6. Albergotti, Reed; MacMillan, Douglas; Rusli, Evelyn M. (February 20, 2014).
"Facebook's $18 Billion Deal Sets High Bar". The Wall Street Journal. pp. A1, A6.
7. "Facebook to Acquire WhatsApp" (Press release). 19 February 2014.
8. Parmy Olsen (February 2, 2014). "Exclusive: The Rags-To-Riches Tale of How Jan
Koum Built WhatsAppinto Facebook's New $19 Billion Baby". Forbes. Retrieved
January 14, 2015.
9. Jan Koum (19 December 2013). "400 Million Stories". WhatsApp Blog. WhatsApp.
Retrieved 17 January 2014.
10. Amit Chowdhry, "WhatsApp Hits 500 Million Users", Forbes, retrieved 14 May 2014
11. Christian de Looper (September 6, 2014). "WhatsApp to reach 3 billion users,
Zuckerberg to invest billions". Daily Digest News. Retrieved September 7, 2014.