MAJOR PROJECT REPORT

ON

A STUDY OF CUSTOMER SATISFACTION TOWARDS AIRTEL

With Special reference to Delhi Circle

Submitted in partial fulfillment of requirement of

Bachelor of Business Administration (BBA) General
Batch 2014-2017

Under the Guidance of: Submitted by:

Mr._____________ Vaibhav Kanwal
Assistant Professor, MAIMS 07561101714

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086
 DECLARATION

I VAIBHAV KANWAL Enrolment No. 07561101714 Class BBA VIth Semester of the
Maharaja Agrasen Institute of Management Studies, Delhi hereby declare that the major Project
Report titled A STUDY OF CUSTOMER SATISFACTION TOWARDS AIRTEL: With
Special Reference to Delhi Circle is an original piece of work and the same has not been
submitted to any other Institute for the award of any other degree.

(VAIBHAV KANWAL)
Enrolment No. 07561101714
BBA (G) VIth Semester
 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the major project titled “A STUDY OF CUSTOMER SATISFACTION
TOWARDS AIRTEL: With Special Reference to Delhi Circle” is an academic work done by
“Vaibhav Kanwal, Enrolment No. 07561101714” submitted in partial fulfillment of the
requirement for the award of the degree of Bachelor of Business Administration at Maharaja
Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of
my knowledge and belief the data & information presented by him in the project has not been
submitted earlier.

( )
Assistant Professor
MAIMS, Delhi
 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the

efforts, ideas and co-operation of a number of entities.

I take this opportunity to express my gratitude, high regards and sincere thanks to ___________,
Assistant Professor, Maharaja Agrasen Institute of Management Studies, who has helped
me throughout this project titled A STUDY OF CUSTOMER SATISFACTION TOWARDS
AIRTEL: With Special Reference to Delhi Circle.

Vaibhav Kanwal
Enrolment No. 07561101714
BBA (G) VIth Semester
 EXECUTIVE SUMMARY

Airtel is a very successful brand in India and providing customer satisfaction is to be their main
motive. The Internet access on the move as people are more dependent on it in their daily lives like
wide network and good 2G/3G/4G services. The customer satisfaction is the most crucial step of the
company as they are to be satisfied and provides Internet access on the move such as Wide network
and good 4G services as they are important and technology advanced stuff required by almost
everybody in today’s environment,

The two-thirds of Airtel users preferred to remain with Airtel. Also good number of users who
were willing to switch from their respective subscribers showed interest in Airtel. Hence, these
statistics imply a bright future for the company. Connectivity is the backbone of the company and it
is still the reason why consumers use it and the most users of the company fall in the youth category
and are now using postpaid services as they are aware of the services provided as the youth is the
main target of major of companies as the country mainly comprises of them.

This project focuses mainly to know how important is the customer service for a business
to exist and to know about the marketing and management skills that are necessary in this present
scenario for any organization’s growth. This survey is mainly based on satisfaction levels of
Airtel customers. Feedback is taken from the customer on visiting the Airtel outlets about their
experience visiting to these outlets is collected by the help of questionnaires.

The main purpose and objective for this study is

 To know whether the signal is good in their area

 To find out if they are satisfied and aware of the services and offers provided

 To recommend measures for improving the product

 To understand the awareness of Airtel products among consumers in the market.

 To create more numbers of Airtel subscribers.

 CONTENTS

S.No. Topic Page

No.

1.  Declaration i
 Certificate from Supervisor ii
 Acknowledgement iii
 Executive Summary iv

2. Chapter-1 : Introduction:
 About the Industry
 Company Profile
 Introduction to Customer Satisfaction

3. Chapter-2 : Review of Literature

4. Chapter-3 : Research Methodology & Limitations

5. Chapter-4 : Data Analysis & Interpretation

6. Chapter-5 Findings and Suggestions

7. Chapter-6 Conclusions

8. Bibliography

9. Annexures 1: Attendance Sheet

Annexure 2: Questionnaire
 Chapter 1: Introduction
Industry & Company Profiles and

Introduction to Customer Satisfaction

About the Industry

Indian mobile telephony market is increasing day by day and there is more to happen
with technological up gradations occurring nearly every day and the ever-increasing demand for
easier and faster connectivity, the mobile telephony market is expected to race ahead.

India is currently the world’s second-largest telecommunications market and has

registered strong growth in the past decade and half. The Indian mobile economy is growing
rapidly and will contribute substantially to India’s Gross Domestic Product (GDP), according to
report prepared by GSM Association (GSMA) in collaboration with the Boston Consulting
Group (BCG).

The liberal and reformist policies of the Government of India have been instrumental
along with strong consumer demand in the rapid growth in the Indian telecom sector. The
government has enabled easy market access to telecom equipment and a fair and proactive
regulatory framework that has ensured availability of telecom services to consumer at affordable
prices. The deregulation of Foreign Direct Investment (FDI) norms has made the sector one of
the fastest growing and a top five employment opportunity generator in the country. The Indian
telecom sector is expected to generate four million direct and indirect jobs over the next five
years according to estimates by Randstad India. The employment opportunities are expected to
be created due to combination of government’s efforts to increase penetration in rural areas and
the rapid increase in smartphone sales and rising internet usage. International Data Corporation
(IDC) predicts India to overtake US as the second-largest smartphone market globally by 2017
and to maintain high growth rate over the next few years as people switch to smartphones and
gradually upgrade to 4G.

Market Size

Driven by strong adoption of data consumption on handheld devices, the total mobile
services market revenue in India is expected to touch US$ 37 billion in 2017, registering a
Compound Annual Growth Rate (CAGR) of 5.2 per cent between 2014 and 2017, according to
research firm IDC. According to a report by leading research firm Market Research Store, the
Indian telecommunication services market will likely grow by 10.3 per cent year-on-year to
reach US$ 103.9 billion by 2020. According to the Ericsson Mobility Report India, smartphone
subscriptions in India is expected to increase four-fold to 810 million users by 2021, while the
total smartphone traffic is expected to grow seventeen-fold to 4.2 Exabytes (EB) per month by
2021. According to a study by GSMA, smartphones are expected to account for two out of every
three mobile connections globally by 2020 making India the fourth largest smartphone market.
India is expected to lead in the growth of smartphone adoption globally with an estimated net
addition of 350 million by year 2020. Total number of smartphone shipments in India stood at
25.8 million units in the quarter ending December 2016, and smartphone shipments during 2016
stood at 109.1 million units, up by 5.2 per cent year-on-year. Broadband services user-base in
India is expected to grow to 250 million connections by 2017.

Investment

With daily increasing subscriber base, there have been a lot of investments and
developments in the sector. The industry has attracted FDI worth US$ 23.92 billion during the
period April 2000 to December 2016, according to the data released by Department of Industrial
Policy and Promotion (DIPP).

Government Initiatives
 The government has fast-tracked reforms in the telecom sector and continues to be proactive
in providing room for growth for telecom companies. Some of the other major initiatives taken
by the government are as follows:

 The Government of India has allocated Rs 10,000 crore (US$ 1.5 billion) for rolling out
optical fibre-based broadband network across 150,000 cumulative gram panchayats (GP)
and Rs 3,000 crore (US$ 450 million) for laying optical fibre cable (OFC) and procuring
equipment for the Network For Spectrum (NFS) project in 2017-18.
 The Ministry of Communications & Information Technology has launched Twitter Sewa,
an online communications platform for registration and resolution of user complaints in
the telecommunications and postal sectors.
 The TRAI has released a consultation paper which aims to offer consumers free Internet
services within the net neutrality framework and has proposed three models for free data
delivery to customers without violating the regulations.
 The Government of India has liberalised the payment terms for spectrum auctions by
allowing two options of payments to telecom companies for acquiring the right to use
spectrum, which include upfront payment and payment in instalments.
 The Department of Telecommunications (DoT) has amended the Unified Licence for
telecom operations which will allow sharing of active telecom infrastructure like antenna,
feeder cable and transmission systems between operators, thereby lowering the costs of
operations and leading to faster rollout of networks.
 The TRAI has recommended a Public-Private Partnership (PPP) model for BharatNet, the
central government’s ambitious project to set up a broadband network in rural India, and
has also envisaged central and state governments to become the main clients in this
project.
 The Ministry of Skill Development and Entrepreneurship (MSDE) signed a
Memorandum of Understanding (MoU) with DoT to develop and implement National
Action Plan for Skill Development in Telecom Sector, with an objective of fulfilling
skilled manpower requirement and providing employment and entrepreneurship
opportunities in the sector.
  The TRAI has directed the telecom companies or mobile operators to compensate the
consumers in the event of dropped calls with a view to reduce the increasing number of
dropped calls.

Road Ahead
India will emerge as a leading player in the virtual world by having 700 million internet
users of the 4.7 billion global users by 2025, as per a Microsoft report. With the government’s
favourable regulation policies and 4G services hitting the market, the Indian telecommunication
sector is expected to witness fast growth in the next few years. The Government of India also
plans to auction the 5G spectrum in bands like 3,300 MHz and 3,400 MHz to promote initiatives
like Internet of Things (IoT), machine-to-machine communications, instant high definition video
transfer as well as its Smart Cities initiative.
Company Profile: Bharti Airtel Ltd.

Bharti Airtel Limited is an Indian global telecommunications services company based

in New Delhi, India. It operates in 19 countries across South Asia and Africa and Jersey and
Guernsey, British Crown Dependencies. They are not independent countries. Therefore, Airtel's
countries of operation is considered to be 19. Airtel provides GSM, 3G and 4G LTE mobile
services, fixed line broadband and voice services depending upon the country of operation. It is
the largest mobile network operator in India and the third largest in the world with 400 million
subscribers. Fixed line & mobile telephony, broadband & fixed-line internet services, digital
television, and IPTV are products of Bharti Airtel Ltd. Airtel was named India's second most
valuable brand in the first ever Brandz ranking by Millward Brown and WPP plc.

Airtel India is the largest provider of mobile telephony and second largest provider
of fixed telephony in India, and is also a provider of broadband and subscription
television services. The brand is operated by several subsidiaries of Bharti Airtel, with Bharti
Hexacom and Bharti Telemedia providing broadband fixed line services and Bharti Infratel
providing telecom passive infrastructure service such as telecom equipment and telecom
towers. Bharti Airtel Limited is part of Bharti Enterprises and is headed by Sunil Bharti Mittal.
Factsheet:

Bharti Airtel Limited

Type Public

Traded as BSE: 532454NSE: BHARTIARTL

BSE SENSEX Constituent

ISIN INE397D01024

Industry Telecommunications
Founded 7 July 1995

Founder Sunil Bharti Mittal

Headquarters Bharti Crescent, 1, Nelson Mandela Road, New

Delhi, India

Area served India, Sri Lanka, Bangladesh, and Africa

Key people Sunil Bharti Mittal (Chairman and MD)

Products Fixed line and mobile telephony, broadband and fixed-line

internet services, digital television and IPTV

Revenue ₹966.021 billion (US$14 billion) (2016)

Operating income ₹341 billion (US$5.1 billion) (2016)

Profit ₹54 billion (US$800 million) (2016)

Total assets ₹2,248 billion (US$33 billion) (2016)

Total equity ₹708 billion (US$11 billion) (2016)

Number of employees 25,400 (2016)

Parent Bharti Enterprises (68%)

SingTel (36.27%) [3][4]

Subsidiaries Airtel India

Airtel Sri Lanka
airtel Africa
Wynk
Robi (25%)

Website www.airtel.com
Bharti Airtel limited - Organization structure (India and South Asia)
Corporate structure

Airtel has two distinct Customer Business Units (CBU) with focus on B2C (Business to
Customer) and B2B (Business to Business) segments. Airtel's B2C business unit deals with
servicing the retail consumers, homes and small offices providing mobile, fixed line, DTH and
m-commerce services while the B2B unit deals with large corporate accounts.

Services

 Mobile- Prepaid – Postpaid (2G,3G,4G).

 Home Phones – Fixed Line - Fixed Wireless Phones
 Broadband & Internet
 Calling Cards
 Wireless Internet – Data Card - USB Modem
 Airtel Digital Tv (DTH).

Telemedia

Under the Telemedia segment, Airtel provides broadband internet access through DSL, internet
leased lines as well as MPLS (multiprotocol label switching) solutions, as well as IPTV and
fixed line telephone services. Until 18 September 2004, Bharti provided fixed line telephony and
broadband services under the Touchtel brand. Bharti now provides all telecom services including
fixed line services under a common brand airtel. As of September 2012, Airtel provides
Telemedia services to 3.3 million customers in 87 cities. As on 30 November 2012, Airtel had
1.39 million broadband subscribers. Airtel Broadband provides broadband and IPTV services.
Airtel provides both capped as well as unlimited download plans. However, Airtel's unlimited
plans are subject to free usage policy (FUP), which reduces speed after the customer crosses a
certain data usage limit. In most of the plans, Airtel provides only 512kbit/s beyond FUP, which
is lower than the TRAI specified limit of half the subscriber's original speed. The maximum
speed available for home users under the new V-Fiber program is 100MBit/s and with DSL is
16Mbit/s. In May 2012, Airtel Broadband and some other Indian ISPs temporarily blocked file
sharing websites such as vimeo.com megavideo.com, thepiratebay.se, etc. with out giving any
legal information to the customers.
Digital television

The Digital television business provides Direct-to-Home (DTH) TV services across India
under the brand name Airtel digital TV. It started services on 9 October 2008 and had about
7.9 million customers at the end of December 2012.

Enterprise

The Enterprise business provides end-to-end telecom solutions to corporate customers and
national and international long-distance services to telcos through its nationwide fibre optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international
bandwidth access through the gateways and landing stations. It has two sections under it.

Mobile Data Service

The different services under mobile data are BlackBerry services, a web-enabled mobile email
solution working on 'Push Technology', USB modem that helps in getting instant access to
Internet and corporate applications, Airtel Data Card that gives the liberty to access the internet
anytime, Easy Mail is a platform that provides access to personal/corporate e-mails independent
of handset operating system and application services that shorten the queues at the billing
section, off-load the pressure on the billing staff and bring convenience to the user.

Enterprise Business Solutions

There are two kinds of solutions offered by Airtel. One is GPRS Based Solutions like mobile
applications tools for enterprise, TrackMate, automatic meter reading solutions etc. and the other
is SMS Based Solutions like interactive sms, bulk sms, inbound call centre solutions.

The ‘India with Airtel’ package is said to be a one-stop-shop for availing all telecom and
connectivity solutions including mobile and fixed telephony, global and domestic data capacity
and connectivity solutions, VSAT, Virtual Private Network, data centre and cloud solutions,
Value Added Services and payment and billing integration, machine-to-machine, and managed
services.[31]

Android-based Tablet
Beetel Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August 2011, launched
a ₹9,999 (US$150) 7-inch tablet in India based on Google Inc.'s Android operating system. The
offering is intended to capitalise on the expected demand for cheap computing devices in the
world's fastest-growing and second-largest mobile phone market.

Airtel Money

Airtel has started a new mCommerce platform called Airtel Money in collaboration with
Infosys and SmartTrust (now Giesecke & Devrient). The platform was launched on 5 April 2012,
at Infosys' headquarters in Bangalore. Using Airtel Money, users can transfer money, pay bills
and perform other financial transactions directly on the mobile phone. It has an all-India
presence.[34] Certain charges are levied per Airtel Money transaction.

SmartDrive

SmartDrive is navigation app exclusive to Airtel customers. The app features voice-
based turn by turn navigation, traffic updates, and approximate travel time based on current
conditions. The app was launched on 12 September 2012. At the time of launch, it was
available only in Bangalore, Mumbai and NCR. Services are currently available in Chennai.
Service was expanded to Pune and Hyderabad in December 2012.

IPTV
Airtel Broadband launched its IPTV service in 2009. On 31 August 2016, the company
shut down the service, and offered its 50,000 subrcibers a free upgrade to Airtel Digital TV. The
company stated that the move was part of its strategy to focus on a single television service.

Subscriber Base:

The Airtel wireless subscriber base according to Telecom Regulatory Authority of India
(TRAI) as of July 2016 was:
Metros

 Delhi – 11,347,967
 Kolkata – 4,756,286
 Mumbai – 5,901,183
"A" Circle

 Andhra Pradesh & Telangana – 24,115,714

 Gujarat – 8,624,110
 Karnataka – 21,252,139
 Maharashtra & Goa – 13,465,482
 Tamil Nadu & Chennai– 17,721,709
"B" Circle

 Haryana – 3,256,498
 Kerala – 4,410,132
 Madhya Pradesh & Chhattisgarh – 13,167,350
 Punjab – 8,080,854
 Rajasthan – 19,650,609
 Uttar Pradesh (East) – 21,513,837
 Uttar Pradesh (West) & Uttarakhand– 8,396,686
 West Bengal & Sikkim – 15,150,564
"C" Circle

 Assam – 6,130,263
 Bihar & Jharkhand – 29,015,941
 Himachal Pradesh – 2,886,707
 Jammu and Kashmir – 3,297,984
 North East India (excluding Assam and Sikkim) – 3,952,201
 Orissa – 10,672,418

Airtel is the market leader in India with about 256.80 million wireless subscribers in India or
about 24.83% market share at the end of July 2016. In 2016 version of The Brand Trust
Report published by Trust Research Advisory, Airtel is placed as the most trusted mobile
operator brand in India.

Key Milestones and History of the Company

 In 1984 Sunil Mittal started assembling push-button phones in India, which he earlier
used to import from a Taiwan company, Kingtel, replacing the old fashioned, bulky rotary
phones that were in use in the country at that time. Bharti Telecom Limited (BTL) was
incorporated and entered into a technical tie up with Siemens AG of Germany for manufacture of
electronic push button phones. By the early 1990s, Bharti was making fax machines, cordless
phones and other telecom gear. He named his first push-button phones as 'Mitbrau'.

In 1992, he successfully bid for one of the four mobile phone network licences auctioned
in India.[14] One of the conditions for the Delhi cellular license was that the bidder have some
experience as a telecom operator. So, Mittal clinched a deal with the French telecom
group Vivendi. He was one of the first Indian entrepreneurs to identify the mobile telecom
business as a major growth area. His plans were finally approved by the Government in 1994 and
he launched services in Delhi in 1995, when Bharti Cellular Limited (BCL) was formed to offer
cellular services under the brand name AirTel. Within a few years Bharti became the first
telecom company to cross the 2-million mobile subscriber mark. Bharti also brought down the
STD/ISD cellular rates in India under brand name 'Indiaone'.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular

operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell
Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta.
Bharti Enterprises went public in 2002, and the company was listed on Bombay Stock Exchange
and National Stock Exchange of India. In 2003, the cellular phone operations were re-branded
under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered
Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. This expansion
allowed it to offer voice services all across India.

Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so. The Airtel theme song, composed by A.R.
Rahman, was the most popular tune on that year.
 In May 2008, it emerged that Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21 countries in
Africa and the Middle East. The Financial Times reported that Bharti was considering
offering US$45 billion for a 100% stake in MTN, which would be the largest overseas
acquisition ever by an Indian firm. However, the talks fell apart as MTN Group tried to reverse
the negotiations by making Bharti almost a subsidiary of the new company. In May 2009, Bharti
Airtel again confirmed that it was in talks with MTN and the companies agreed to discuss the
potential transaction exclusively by 31 July 2009. Talks eventually ended without agreement,
some sources stating that this was due to opposition from the South African government.

In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network
infrastructure for the fixed line business. Later, Bharti Airtel awarded the three-year contract
to Alcatel-Lucent for setting up an Internet Protocol access network across the country. This
would help consumers access internet at faster speed and high quality internet browsing on
mobile handsets.

In 2009, Airtel launched its first international mobile network in Sri Lanka. In June 2010,
Bhartil acquired the African business of Zain Telecom for $10.7 billion making it the largest ever
acquisition by an Indian telecom firm. In 2012, Bharti tied up with Wal-Mart, the US retail
giant, to start a number of retail stores across India. In 2014, Bharti planned to acquire Loop
Mobile for ₹7 billion (US$100 million), but the deal was called off later.

Airtel launched 4G services on mobile from February 2014. The first city to get the
service was Bangalore. Airtel has started their 4G services in Karnal and Yamunanagar in
Haryana on 16 June 2015. Airtel 4G trials has been started in Delhi from 18 June 2015. Airtel
had 1,20,000 4G subscribers as of May 2014.

On 30 November 2015, Airtel announced the launch of a network transformation

programme called Project Leap. Under the programme, the company will invest ₹60,000 crores
over the next 3 years to upgrade its network across India. Airtel will deploy over 160,000 base
stations nationwide, and also expand its mobile broadband coverage to over 500,000 villages.
Under Project Leap, Airtel will introduce several technologies such as small cells, carrier
aggregation solutions, WiFi hotspots, and several different spectrum bands to improve network
coverage in indoor areas. The company will also deploy more than 5,50,000 km of domestic and
international fiber, and upgrade its legacy networks and base stations over the three-year period.

Airtel Broadband will also benefit from Project Leap. The ISP's maximum offered speed will rise
from 16 Mbit/s in 2016 to 50 Mbit/s when after the programme is implemented.

On 14 June 2016, Airtel launched the Open Network initiative under Project Leap. The
Open Network service allows users to view Airtel's mobile network coverage and signal strength
across India, in addition to network site deployment status. This was first launched on a trial
basis in December 2015, before its official launch in June 2016. In February 2016, Airtel
deployed LTE Advanced carrier aggregation technology in Kerala. Carrier aggregation combines
the capacities of TD-LTE (2300 MHz spectrum band) and FD-LTE (1800) enabling better
spectrum utilization and efficiency. The network achieved data speeds of up to 135 Mbit/s. As
of March 2016, Airtel provides 4G coverage in 350 cities in 15 circles. Airtel extended its 4G
network to 15 km off India's coastline, following a request by the Indian Navy.

International Presence:

Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with operations
in 19 countries across Asia and Africa.
 Coverage map of Bharti Airtel across 19 countries

Airtel is the one of the largest mobile operator in the world in terms of subscriber base
and has a commercial presence in 19 countries and the Channel Islands, Baysquare Technology
developed a Settlement and Reconciliation Tool (SRT) to reconcile from various data streams.
The system was developed to match the calls being captured by the network elements and the
calls getting rated, i.e. ensuring that operator is billing all calls its serves and also it is paying out
to other operators the correct billing amounts.

Its area of operations include:

 The Indian Subcontinent:

 Airtel India, in India
 Airtel Sri Lanka, in Sri Lanka
 Airtel Africa, which operates in 17 African countries:
 Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the
Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda, Seychelles
, Sierra Leone, Tanzania, Uganda and Zambia.
 The British Crown Dependency islands of Jersey and Guernsey, under the brand
name Airtel-Vodafone, through an agreement with Vodafone.

Airtel operates in the following countries:

 Country Site Remarks

airtel Airtel Burkina Faso is the dominant

Burkina Faso Burkina player with 1,433,000 customers
Faso representing 50% market share.

Airtel Chad is the No. 1 operator with

Chad airtel Chad
69% market share.

Airtel is the market leader with almost 5

Democratic Republic of the Congo airtel DRC
million customers at the end of 2010.

Airtel Gabon has 829,000 customers and

Gabon airtel Gabon
its market share stood at 61%.

Airtel Ghana had about 1.76 million

Ghana airtel Ghana
customers at the end of 2010.

Airtel is the market leader with almost

India airtel India 256.80 million customers as on July
2016.

Airtel Kenya is the second largest

Kenya airtel Kenya
operator and has 4 million customers.

Airtel is the market leader in Madagascar

airtel
Madagascar with 39% market share and 2.5 million
Madagascar
customers.

airtel Airtel Malawi is the market leader with a

Malawi
Malawi market share of 72%.

Niger airtel Niger Airtel Niger is the market leader with a

 68% market share.

Nigeria airtel Nigeria

airtel Congo Airtel Congo is the market leader with a

Republic of the Congo
B 55% market share.

airtel Airtel launched services in Rwanda on

Rwanda
Rwanda 30 March 2012.

Airtel is the leading comprehensive

airtel telecommunications services providers
Seychelles
Seychelles with over 55% market share of mobile
market in Seychelles.

airtel Sierra
Sierra Leone
Leone

Airtel Sri Lanka commenced operations

airtel Sri on 12 January 2009. It had about
Sri Lanka
Lanka 1.8 million mobile customers at the end
of 2010.

airtel Airtel Tanzania is the market leader with

Tanzania
Tanzania a 38% market share.

airtel Airtel Uganda stands as the No. 2

Uganda
Uganda operator with a market share of 38%.

airtel Airtel Zambia is the market leader with

Zambia
Zambia 69% market share.

Channel Islands† : Jersey Airtel- Airtel operates in the Channel Islands

Guernsey Vodafone under the brand name Airtel–Vodafone
 through an agreement with Vodafone.

†Jersey and Guernsey are British Crown Dependencies. They are not independent countries.
Therefore, Airtel's countries of operation is considered to be 19.
SWOT Analysis

SWOT analysis is a strategic planning method used to evaluate strength weaknesses,

opportunity and threats involved in a project or in Business. SWOT analysis will give us a quick
review of an organization current status. SWOT analysis for Airtel in India:

Strengths

 Cost advantage
 Current leaders in quality service
 Largest distribution network
 Ability to constantly innovate
 Highly skilled workforce
 Entrepreneurial zeal
 Airtel’s increased equity and market cap.

Weaknesses
 To prove credibility
 Price pressures
 Need for Government support
 Awareness
 Sales and Marketing

Opportunities
 To sustain passion and commitment
 Airtel’s market share increasing at other service provider expense.
 Attain higher value services
 Collaborative business needs to be explored
 Vertical repeatable solutions.
 Low penetration level in rural markets.
Threats
 Foreign investment
 Global trends moving from GPS to WLL.
 Lack of global parity in telecom tariff
 Other competition

Mission, Vision and Values

At airtel, we always put you at the heart of what we do. We strive to enhance your experience
with us and build a lasting relationship with you by delivering better results every time. And this,
reflects in our mission too.

Mission

Hunger to win customers for life.

Vision

Our vision is to enrich the lives of our customers. Our obsession is to win customers for life
through an exceptional experience.

Values

We aim to work towards our vision, driven by our values of AIR - Alive, Inclusive & Respectful.

Alive

We are alive to the needs of our customers. We act with passion, energy and a can-do attitude to
help our customers realise their dreams. Innovation and an entrepreneurial spirit drive us - if it
can’t be done, we’ll find a way.

Inclusive

Airtel is for everyone - we champion diversity, recognising the breadth and depth of the
communities we serve. We work with them, anticipating, adapting and delivering solutions that
enrich their lives. We do this by having an open mind and embracing change.

Respectful

We live the same lives as our customers, sharing the same joys and the same pains. We never
forget that they are why we exist. We act with due humility, always open and honest, to achieve
mutual respect.
Awards & Recognitions during 2016

 Bharti Airtel is conferred with the "Certificate of Recognition for Excellence in

Corporate Governance 2016" by the Institute of Company Secretaries of India (ICSI).
 Bharti Airtel ranked first in a listing of 100 emerging market multinational companies by
Transparency International on corporate transparency and reporting. According to the
study, the Company topped the list with a cumulative score of 7.3 out of 10.
 Bharti Airtel was positioned among the top eight companies in the listing of top BSE 100
listed companies in FTI Consulting’s ‘India Disclosure Index 2016’ Report with a
composite score of 10 out of 10.
 Bharti Airtel was recognised as the ‘Firm of the Year – Telecom’ at the 3rd edition of
ICICI Lombard & CNBC-TV18 India Risk Management Awards.
 Bharti Airtel secured the second position in Interbrand’s ‘Best Indian Brands Report
2016’.
 Bharti Airtel has been declared winner of ‘Golden Peacock Award for Excellence in
Corporate Governance’ for the year 2016.

Scope of the Study

 Before business can develop marketing strategies, they must understand what factors
influence buyers’ behavior and how they make purchase decision to satisfy their needs
and wants.

 This study aims towards collecting information about consumers Psychology towards
Airtel and thus helping Airtel in understanding customer’s nature and help in developing
strategies which will thus help them in increasing their business.

 It is done to understand what consumers consider while going for purchasing Airtel
Products.
  By this study we came to know how the organization retaining and sustaining its
customer.

 The main purpose of this project is to study consumers buying behavior and develop
strategies which help Airtel in increasing their market share.

 This study is mainly focused on various factors that affect consumers buying decision.
Such as social, psychological and personal.

 This study helps to understand the satisfactory level of consumers towards the brand. And
also understanding the consumer attitudes and their buying motives by means of
company brand image.

Introduction to Customer Satisfaction

Customer satisfaction is a term frequently used in Marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals.” In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and monitoring
their businesses. It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective. Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable
and representative measures of satisfaction.

What is customer satisfaction?

Customer satisfaction refers to how satisfied customers are with the products or services
they receive from a particular agency. The level of satisfaction is determined not only by the
quality and type of customer experience but also by the customer’s expectations. Customer
satisfaction is one of the main objectives of any organization. Every organization tries to know
the customer satisfaction about their products. So a study on customer satisfaction helps the
organization as well as me to gain a vast knowledge over the real world tastes and preferences of
customer.

Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyer’s expectations. In general satisfaction is a person’s feelings of pleasure or
disappointment resulting from comparing a products perceived performance in relation to his or
her expectations.

As this definition makes clear, satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. Those who are highly 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 customer loyalty. The process for measuring
customer satisfaction and obtaining feedback on organizational performance are valuable tools
for quality and continuous service improvement.

Tools for Tracking and Measuring Customer Satisfaction

[1] Complaint and suggestion systems: -

 A customer-centered organization makes it easy for its customers to deliver suggestions

and complaints. Many restaurants and hotels provide forms for guests to report their likes and

dislikes. A hospital could place suggestion boxes in the corridors, supply comment cards to

exciting patients and hire a patient advocate to handle patient’s grievances. These information

flows provide these companies with many good ideas and enable them to act more rapidly to

resolve problem.

[2] Customer satisfaction surveys: -

Many companies obtain a direct measure of customer satisfaction by conducting periodic

surveys. They send questionnaires or make telephone calls to a random sample of their recent

customers and ask if they were very satisfied, satisfied, somewhat dissatisfied or very

dissatisfied. With various aspects of company’s performance while collecting customer

satisfaction data it is useful to ask additional question to measure the customer’s repurchase

intuition, those will normally be high if the customers satisfaction is high. It is also useful to

measure customer’s willingness to recommend the company and brand to other person. A high

positive word of mouth indicates that the company is producing high customers satisfaction.

[3] Lost Customer analysis: -

Company should contact customers who have stopped buying or who have switched to

another service provider or supplier to know why this happened. Not only it is important to
conduct exit interviews when customer first stop buying but also to monitor the customer loose

rate which if increasing clearly indicates that the company is failing to satisfy its customers.

Customer Satisfaction Measurement

A basic and effective base line customer satisfaction survey program should focus on
measuring customer perception of how will the company delivers on the critical success factors
and dimensions of the business as defined by the customers:

For example

• Service promptness

• Courtesy of staff

• Responsiveness

• Understanding the customer problem etc.

Customer Service Delivery - CSD

Now we will discuss the very important department of Airtel company i.e.,
Customer Service Delivery department. A customer’s satisfaction depends on the
proper/smooth/efficient working of this essential department This department starts working
right from the beginning when a customer applies for a connection. CSD is the department which
is to sort out any kind of problem faced by the customer. The department is playing a very vital
role in retaining the customers.

Let us now know in broad how this particular department functions. When a
customer wishes to take a connection he/she first goes to particular outlet where a connection is
available. Then the customer fills up the form and takes a connection. This department then starts
its work, they send for the verification of the customer who has applied for the connection. After
the verification is done the connection of the customer gets activated and the customer starts
using it.
 After that, if the customer wants to use other services provided by the company,
the customer will either go to the outlets or call in the help desk for further query or to know
about the schemes provided. All this role play is handled by the CSD department itself. We can
say that this department is directly connected with the customers 24 hours.

The information’s that we receive through Value Added Service( i.e. SMS) is all
done by this department itself. They always keeps the customers aware of the newly launched
schemes and try to benefit the customers. To benefit a customer a company should always
resolve the problems of the customers that they are facing. They also should not only resolve the
problem and leave, but they should also follow up the customers from time to time and create
goodwill among them. All this is done by the CSD department very smoothly and accurately. If
this department fails to perform then there will be a great chaos in the company and may fail to
proceed further.

The department has three touch-points:-

TOUCH POINTS

OUTLETS CALL CENTRE SELF SERVICE

Now let me tell in details what are the Touch Points and what they actually does:-

Outlets:

The outlets are those where a connection is available and a customer can go and grab.
The outlets are made by the company for easy access of the connection. If suppose a customer is
facing any problem, he/she will go to the outlet first and ask what to do regarding it. They here at
this point provide service to the customers for easy access and contact the company as and when
required. The outlets work on behalf of the company and provide service to the customers.
Through outlets a customer pays bill, recharge the number, launch complains, etc. Outlets are
first place where from the functioning of the department starts.

Call Centre:

We are very much familiar with the term Call Centre. We know what it does and how it
functions. A call centre receives a call from a customer and treats the customer according to their
needs. A customer contacts a call centre through a given helpline number by the company. The
call centre deals with the complains and also provide with information that is required to the
customer. This is a place where they tries to solve the problem online if possible or they take the
complain from the customer and gives the customer a complain number. Now a days call centre
is available in almost all the company’s. The main function of call centre is to solve the problem
of the customers and follow up.

Self Service:

This is a touch point where a customer does everything themselves. This is done with
SMS service. By following the guide one can do it. Here what happen is if a person wants to
activate a service like miss call alert, caller tune, news, etc. The customer can read the instruction
and do it by himself by sending one SMS or by dialling a specified number. If a customer wants
to check the balance amount of the number using for a pre-paid customer or if a post-paid
customer wants to know the bill amount of the number, then the customer can by dialling the
specified number provided by the service provider can check it.

No department is possible to control and run smoothly if it is not sub-divided. Likewise this
department has three sub-divisions:-

1. Sales and Marketing.

2. Network
3. Customer Service

Complain Management Cell:

 The CSD department has a special cell where it deals with the complain of the customers.
The cell is known as Complain Management Cell.

 The complain management cell keeps an eye on the complain which goes to the back
end.
 They see’s whether the issues are resolved or not.
 They try to find out what is the matter of the complain.
 They resolves the complain and follow up their customers.
 Eg: if a customer is having a problem with hello tunes or network, the customer
lodges a complain to the company through the call centres and solves the problem.

This is how the complain management cell works and plays a vital role in retaining their
customers. The complain management cell works for whole day and night to satisfy the
customers and resolve their problems. Without this it would have been very difficult to retain
customers.

The CSD department has three departments. They are shown below:

CSD

CONTACT SERVICE ZONAL

EXPERIENCE EXPERIENCE OPERATION

Call centre,
IVR(Interactive Communication,
Voice Collection,
Recorder), Service,
Service Provisioning, Risk
Recovery. and Credit.
Self Care And IVR(Interactive Voice Recorder)

This department aware customer about the launch of new product through message or
through IVR. There are some customers who doesn’t have time to go through the newly
launched schemes and products in the market, in such case this department plays a very vital role
in self caring the customers and making them aware of the products in the market.
 Chapter-2

Review of Literature

Extensive literature survey is an integral part of every research work. Review of literature
is necessary for the exact understanding of the topic under study. As the present topic is related
to mobile phone services, an attempt is made here to review a few important studies conducted
by various management researchers and professionals on these services. The analysis on the
mobile phone service is of recent origin. The present study concentrates on the available
literature, on Indian level in the world and the study related data are collected from the various
sources from the point of view of consumer awareness, consumers’ attitude, level of satisfaction,
factors influencing, factors affecting and opinion of the consumers.

Assaari and Karia1 (2000) in their paper titled, “Churn Management towards Customer
Satisfaction; A Case of Cellular operations in Malaysia” have viewed that customer satisfaction
and customer service have been critical factors of the cellular industry. Cellular service providers
need to ensure about the technology that provides customer service best in the industry. It is
stated that investment in people and in technology helps in providing best customer service for
today and for the future. One common ground that most carriers and customers agree on is that
good customer service can have a key impact on how a customer views firm’s services and
company.

Bepko (2000) in his article entitled, “Service Intangibility and Its Impact on Consumer
Expectations of Service Quality” has pointed out that among the areas which need to be
addressed in service quality research is the nature of consumer expectations across the range of
intangibility.

Carsten Fink, Aaditya Mattoo and RandeepRathindran (2001) in their study titled,
“Liberalizing Basic Telecommunications: The Asian Experience” have found that despite the
move away from traditional public monopolies, most Asian governments are still unwilling to
allow unrestricted entry, eliminate limits on private and foreign ownership, and establish strong
independent regulators. A comprehensive reform including privatization, competition and
regulation has been implemented and there are significantly higher levels of main line
availability, service quality and labour productivity.

Abdalla Nayef Al-Refai and Nor Azila Bt Mohd Noor (2014) in their article entitled,
“The Influence of the Trust on Customer Satisfaction in Mobile Phone Market: An Empirical
Investigation of the Mobile Phone Market” have focused on the impact of trust on customer
satisfaction in mobile phone sector. In order to examine the relationship between independent
variable (trust) and dependent variable (customer satisfaction), SPSS and Smart (PLS) have been
used. The paper concludes with discussion, limitation as well as future research insights and
venues for the upcoming researchers to explore.

M. Nandhini and D.Sivasakthi (2014) in their article entitled, “A Study on Customer

Attitude Perception towards Branded Broad Band” have indicated that the broad band is the new
oxygen. It opens up a large box of information with a single click of a button. Get ready to surf
the world in the www with a high speed connection like access mails faster, download music,
share multimedia instantly, video chat with friends and play games with someone at the other
end of the globe. When broadband was first introduced as a method to connect to the web, many
companies confidently expected it to capture the majority of the market share, and with good
reason. Broadband tends to be faster, more efficient, and less problem-laden than other access
methods such as dial-up.

S. Nemat Sheereen (2014) in his article entitled, “A Study on Customer Satisfaction of

BSNL Services in Kerala” has stated that BSNL is one of the leading telecommunication service
providers in Kerala. Most of the studies conducted in this area indicate the exploring
development of services provided by number telecommunication providers which opened new
world to the customer around the world. This paper analyses the customer satisfaction of BSNL
services provided in Kerala. Quality of service and maximum network coverage are the most
important factor which satisfy the customers in relation to telecommunication.

PL. Senthil and S. Mohammed Safi (2014) in their article titled, “A Study on Consumer
Behaviour of Mobile Phone Users with Reference To Tiruchirappalli District in Tamilnadu”
have indicated the consumer behavior is the act of individuals directly involve in obtaining and
using economic goods and services, including the decision processes that precede and determine
this act.

Sreekumar D Menon7 (2014) in his article entitled, “Customer Perception towards A

Public Sector Telecom Company (BSNL) in Mobile Services” has stated that telecommunication
service providers are of paramount importance to both developed and emerging economies in
India and the world. With stiff competition between the providers, customer satisfaction is a
necessary for survival in the market. Many telecommunication service providers are offering
various products and services in the market. Customer perception is a personal feeling of either
pleasure or disappointment resulting from the evaluation of service provided by an organization
to an individual in relation to expectations. Customer perception is highly essential and
inevitable for the smooth functioning of an organization having public dealing and
responsibilities. It depends on several factors like tangibility, reliability, assurance, superior
service quality, empathy and the like. Customer satisfaction is the main goal of every
organization. Satisfaction level is a function of difference between perceived performance and
expectations.

Seth et al (2008) 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.

Liu (2002) found that the choice of a cellular phone is characterized by two attitudes: attitude
towards the mobile phone brand on one hand and attitude towards the network on the other.

Samuvel (2002) observed that most of the respondents consider size, quality, price, instrument
servicing are an important factors for selecting the handset while majority of the respondents are
satisfied over the payment system, quality of services, coverage area and the process of attending the
complaints regarding their mobile service provider.

Nandhini (2001) examined that attitude of the respondents using cell phones was not influenced
by either education or occupation and income.
 Kalpana and Chinnadurai (2006) found that advertisement play a dominant role in influencing the
customers but most of the customers are of opinion that promotional strategies of cellular companies
are more sale oriented rather than customer oriented.

Haqueet (2007) suggested that price, service quality, product quality & availability, and
promotional offer play a main role during the time to choose telecommunication service provider.

Virat Bahri (2006) explains the viewpoint of Sam Pitroda the Chairman of Worldtel that identifies
opportunities for investments in telecommunications. He analyses that there is an increasing role for
telecom in e-governance in India. According to him, technology can be leveraged to take India’s
development to next level.

In the study of consumer behaviour, it is possible to conclude that perception is presented as

one of personal factors determines consumer behaviour. A personal factor is the closest environment
of a consumer, including everything that makes up the individual, his/her head and soul, which
characterised his personality. Using sensory receptors and influenced by external factors, the person
receives information, accepts and adapts it, forms his personal attitude, opinion, and motives that
influence behaviour. Perception within this context is one of the principal personal factors,
conditioning the nature of the consumer and his/her behaviour and other variables.

Analysing classifications proposed by marketing specialists, suggests that sensation, attention,

interpretation and retention are the dominating elements of the perceptual process (Branyte et al,
2007). Crane and Klarke (1994) post the theory of perceptual filters, based on the idea that the
perceptual process is a set of filters, used for sorting and modifying a stimulus leading finally to
stored memory of consumers. Indeed consumer cannot perceive all the stimuli in the phase of
sensation; consumers do not react to every stimulus received in the attention phase lest they fail to
understand the proper meaning of a stimulus while interpreting it. Essentially, they do not remember
everything they have understood. The theory reflects the importance of evaluation and recognition of
the elements of the perceptual process, seeking to activate and affect the consumer’s perception.
Every phase makes the consumer feel differently as the intensity of his/her reactions and the
importance of external influence change. According to Chernatony and McDonald, (1998), the
challenge for marketers is to appreciate how all the marketing resources supporting a brand interact
to produce the benefits that consumers perceive as being unique to a specific brand. Consumers
interpret the meaning of the marketing activity behind a brand and project values onto the brand,
endowing brands with a personality. They developed a useful framework to help understand the
diverse types of brand-added value which includes; added values from experience; added values from
reference group effect; added values from a belief that the brand is effective; and, added values from
the appearance of the brand. Consumers form impressions of a brand from their packaging and
develop brand preferences based on their attraction to the package design.

Objectives

The main purpose and objective for this study is

 To know whether the signal is good in their area

 To find out if they are satisfied and aware of the services and offers provided

 To recommend measures for improving the product

 To understand the awareness of Airtel products among consumers in the market.

 To create more numbers of Airtel subscribers.

 Chapter 3: Research Methodology & Limitations

Methodology is a way to systematically solve the research problem. It may be understand

as a science of studying how research is done scientifically. Research Methodology is a step by
step study of a problem. Physical activities involved in the study are:

 Developing the questionnaire regarding the customer satisfaction of the product.

 Optimum respondents as a sample size are chosen for the activity to resemble the entire
population.
 Get the questionnaire filled by the customers in the place through interview or personal
interaction.
 Analysis of data on computer with special market research statistical package called
SPSS.

In this research questionnaire is framed in such a way management wants to know how
the customers are taking things that they had done to them and to find out the expectation of the
customers thus it will impact in policy making of the firm in the current fiscal year. The
questionnaire designed had closed questions to find the respondents actual feeling as well as their
opinion rating about the satisfaction regarding the product.

The methodology followed for conducting the study includes the specification of research
design, sample design, questionnaire design, data collection and statistical tools used for
analyzing the collected data.

Research Design

The research design is the conceptual structure within which research is conducted. It constitutes
the blueprint for the collection, measurement and analysis of data. The project is more of a
qualitative than quantitative study.
Explorative Research: Explorative Research includes surveys and fact-finding enquiries of different
kinds. The major purpose of description of the state of affairs it exists at present. In social science and
business research we quite often use the term expost factor research for descriptive research studies.

A Main characteristic of this method is that the researcher has no control over the variables; he can
only report what has happened or what is happening.

Data Collection Method

There are two types of data collection methods used:

1. Primary data collection

2. Secondary data collection

Primary data collection method:

Primary data is the data in which the researcher collects data through various methods
like interviews, surveys, questionnaires etc., to support the secondary data. The primary source
of data collection is through questionnaire. The questionnaires are distributed among 50 peoples
and their view is recorded and used in analyzing the data. Primary source is a term used in a
number of disciplines to describe source material that is closest to the person, information,
period, or idea being studied. In the study of history as an academic discipline, a primary source
(also called original source or evidence) is an artifact, a document, a recording, or other source
of information that was created at the time under study. If created by a human source, then a
source with direct personal knowledge of the events being described. It serves as an original
source of information about the topic. Similar definitions are used in library science, and other
areas of scholarship. In journalism, a primary source can be a person with direct knowledge of a
situation, or a document created by such a person. Primary sources are distinguished from
secondary sources, which cite, comment on, or build upon primary sources, though the
distinction is not a sharp one. "Primary" and "secondary" are relative terms, with sources judged
primary or secondary according to specific historical contexts and what is being studied.
Primary data collected in this project is using the interview and questionnaire.
Secondary data collection method:

Secondary data is data collected by someone other than the user. Common sources of
secondary data for surveys, organizational records and data collected through qualitative
methodologies or qualitative research. Secondary sources include online sites
(www.Google.Co.in, www.Airtel.com), newspapers (Times of India) and templates from
AIRTEL distributions centers and AIRTEL Customer Care. In scholarship, a secondary source
is a document or recording that relates or discusses information originally presented elsewhere.
Secondary source contrasts with a primary source, which is an original source of the information
being discussed; a primary source can be a person with direct knowledge of a situation, or a
document created by such a person. Secondary sources involve generalization, analysis,
synthesis, interpretation, or evaluation of the original information. Primary and secondary are
relative terms, and some sources may be classified as primary or secondary, depending on how it
is used. An even higher level, the tertiary source, resembles a secondary source in that it contains
analysis, but attempts to provide a broad overview of a topic that is accessible to newcomers.
Secondary data used in this project is records of Human Resource Department for the service file
of the separating staffs, various HR Journals, projects and research papers of different scholars
both national and international.

Sampling Design/Techniques:

TARGET POPULATION: - The Target population under this survey are the consumers of mobile
network providers. The target population is limited to Delhi circle only.

SAMPLE SIZE: - It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group taken in a large lot. This
small group taken in a large lot .This small group should be emanative cross section and really
“representative” in character. The sample size included 50 related people in various different
locations. Search process was done by interacting with number of customers during the activities
performed, which included, markets, cold calling, canopies, etc. Sample design consist of convience
sampling. The method adopted here is random sampling method. A Random sample is one where
each item in the universe has as an equal chance of known opportunity of being selected.
Statistical Tools Used

The main statistical tools used for the collection and analyses of data in this project are:
 Questionnaire
 Bar Diagrams

A questionnaire is a carefully complied logical sequence of questions directed to a define

objective. It is the outline of what information is required and the framework on which the data
is built upon. Questionnaire is commonly used in securing marker information that its
preparation deserves utmost skill and care.

A schedule of 13 questions has been prepared to suit the objectives of the study. On the basis
of convenient random sampling technique, the respondents have been selected and information
has been collected. The collected information has been classified, tabulated, analysis using
mathematical tools like percentages and interpretations have been drawn. After analysis, findings
have been drawn and suggestions are offered

Need of the Study

This project focuses mainly to know how important is the customer service for a business
to exist and to know about the marketing and management skills that are necessary in this present
scenario for any organization’s growth. This survey is mainly based on satisfaction levels of
Airtel customers. Feedback is taken from the customer on visiting the Airtel outlets about their
experience visiting to these outlets is collected by the help of questionnaires.

One of the major problems in an organisation is Customer Satisfaction. In the era of

relationship marketing customers feelings and his satisfaction derived from the service he is
using plays a very important role in an organisation. Being an oligopoly service sector the
Telecom service sector has a tough completion. Airtel faces tough completion from Vodafone,
Jio, Idea and BSNL. Airtel mainly focuses on sale of its services with a better customer service
for increasing its brand loyalty and having a good network with its customers for its success. For
the betterment of its service airtel service sector also takes feedback from its customers on
visiting the showroom. To be successful today’s companies must be dynamic, constantly
evolving and adjusting to the ever changing market conditions.

Limitations

 The study is restricted only to AIRTEL, East Delhi respondents. The view of their
other areas is not taken.

 Few respondents answer was collected.

 Respondents concentrated where the customers of AIRTEL only.

 Since the researcher selected 50 sample size it is not sufficient to cover opinion of
entire population.

 Time duration in conducting the research is very low.

 Limited information & Respondent’s unavailability.

 Courtesy bias and the behavior of the customer while approaching them to fill the
questionnaire was unpredictable.

 Lack of customer’s cooperation was a major constraint.

 Majority of the customer were too aggressive in nature.

 Customer responses some time affected due to halo effect or pear influences.

 Many times consumers hide the exact information and provide what the informer
wants.
 Chapter 4: Data Analysis & Interpretation

Analysis & Interpretation:

The responses of the customers are valued in this analysis to find the satisfaction of the
product. The percentage analysis gives the percentage of the respondent’s satisfaction with
regards to the various components which drives them to buy the product.

1. Different age groups using Airtel services.

Age Group No of
Customers
10-25 years 22
25-35 15
35-50 8
50 above 5
Total 50
25

20

15 No of Customers

10

0
10-25 years 25-35 35-50 50 above

Interpretation: According to this survey of 50 customers 22 customers are of 10-25 age group,
15 customers are 25-35 age groups, 8 customers are 35-50 age group and remaining 5 customers
are above 50 years.
 2. Which Operator service do you use?
Networks Users%
Vodafone 25
Idea 5
Airtel 35
Reliance 15
Others 20

40

35

30

25
Users%
20

15

10

0
Vodafone Idea Airtel Reliance

Interpretation: It seems that people are more aware of Airtel than any other brand with 35%. The
next popular brand is Vodafone with 25%. The next popular brand was Reliance with 15% people.

3. You use Airtel because of:

Service Areas No of Customers

Network Availability 18
Brand Image 15
Cheap Rate 10
Value added services 5
Others 2
 18
16
14
12
10
8
6 No of Customers
4
2
0
No of Customers

Interpretation:

Most of the people whom we have interviewed like Airtel network coverage and they think
Airtel network is the best network compared to the other networks. Moreover some customers
go for its brand image. Some of the customers are bothering about the charges, offers and others.

4. How Long you are using Airtel?

Duration Number of Customers

Less than 1 year 10
More than 1 year 32
More than 5 years 8
 Number of Customers

Less than 1 year

More than 1 year
More than 5 years

5. Which service do you use?

Types of Customers No of Customers

Prepaid 30
Postpaid 20
Total 50

35
30
25
20 No of Customers

15
10
5
0
Prepaid Postpaid

Interpretation:
 According to this survey of about 50 consumers 60% of the customers use prepaid services
and rest of the customers use post-paid services.

6. Is Airtel’s signal at your area is good?

Frequency Percentage (%)
Good signal 41 84
Bad signal 9 16
Total 50 100

45
40
35
30
25
20
Frequency
15
10
5
0
Good signal Bad signal

Interpretation:
The table shows that 84% consumers feel that signal of Airtel at their area is good, remaining
16% of them feel that signal is not good.

7. Are you satisfied with Airtel network coverage?

Frequency Percentage (%)

Fully Satisfied 25 50
Partially Satisfied 12 24
Average 7 14
Unsatisfied 6 12
Total 50 100
 Frequency

Fully Satisfied
Partially Satisfied
Average
Unsatisfied

Interpretation:

The table shows that 50% of the customers are satisfied, 24% are partially satisfied and 14%
customers say that services are average and only 12% are dissatisfied with the customer care
services.

8. Do you use Internet Services?

Responses Percentage (%)

Using 30 60
Not using 20 40
Total 50 100

35
30
25
20 Responses
15
10
5
0
Using Not using

Interpretation:
The ratio of using internet customers is 60:40.

9. What are the reasons for association with Airtel?

Convincing Factor Users%

Awareness of service provider 24
Friend Recommend 36
Retailer influenced 10
Advertisement influenced 20
Other 10

Users%

Awareness of service provider

Friend Recommend
Retailer influenced
Advertisement influenced

Interpretation:
The above data shows that family and friend are the main source of choosing a mobile connection.
Awareness of service provider, retailer influence and advertisement influence come after that.

11. Awareness of Customers towards Value Added Services.

Customer Opinion No of Respondents

Yes 20
No 30
Total 50
 30

25

20
No of Respondents
15
10
5
0
Yes No of Respondents
No

Interpretation:

According to this survey out of 50 customers, 20 customers aware about value added services
and reaming 30 customers are not aware of value added services.

12. Which service do you use of Airtel?

Usage Users%
DTH 5
Internet 30
Mobile Service 59
Others 6
 70
60
50
40 Users%

30
20
10
0
DTH Internet Mobile Service Others

Interpretation
It can be seen from the data represented above that most the customers use Airtel because of its
Mobile service’s rather than any other requirement as it provides them the best service in Airtel in the
service Department.
13. Do you feel Airtel is better than any other connection?
Opinion Users%

Yes 87

No 13

Users

Yes
No

Interpretation
The above pie chart shows the result of the survey that how many people think Airtel is best
in its services. According to the survey done, 87% of the people think that Airtel is the best
which provides better telecommunication services and only 13% of the people thinks vice-
versa.

14. Suggest features you think needs improvement:

Features need improvement Responses

Customer Care Service 25
Transparency in Billing 15
Call Clarity 6
Others 4

25

20

15

10
Responses
5

0
Responses
 Chapter 5: Findings & Suggestions

Findings
This chapter deals with the major findings of the study which are as follow

 Airtel is a very successful brand in India as it covers a wide network and is still one of the
best still in network coverage and stands one of the best network in the world and has covers
major of the population coverage.
 There is still scope of improvement as some of the rural and remote areas are not till covered
by any service provider and the company is shifting its focus towards them as well to reach a
wide area and generate loyal customers.
 Business houses are the major users of Airtel as it is better than all other network’s in
broadband coverage and plans are better than any.
 Airtel focuses on its customer’s satisfaction but it can provide some more relaxation to its
users and provide some more incentives for its dealers so that they can be more loyal towards
the company and market it better.
 Company is undertaking extensive promotional activities like advertisements released in
different Medias to create brand awareness in target pulling areas like campuses etc. Free
samples should be distributed among the prospects like free recharge or sims & sales
promotion tools like gifts, contests and coupons must be given to retailers as well as
customers and prospects. Catalogues should be distributed among customers.

 The company is focusing more on the youth and the untapped areas of the country like rural
areas to hold a strong position in the country and prosper further.
 Company has shifted to its concern to one of the most influential target market i.e. YOUTH as
population concern more on the youth as they consist majority of the population in the
country and are most spenders in today’s age.
 Airtel provides value added packs for its heavy users as to retain them as postpaid
connections are on the rise as compared to prepaid.
 Most of the customers are unhappy, as their problems are not being solved immediately.
  Business houses are the major users of Airtel as it is better than all other network’s in
broadband coverage and plans are better than any.
 Most of the people find that AIRTEL is better than other network

Suggestions

Following are the few suggestions to Airtel for improving the market share and image of
the products concerned.

 Modification must be brought about in Airtel, in terms of quality. Its demand should be
increased and provides its consumer with value added services as to retain them.
 In today’s age the brand must focus on other areas to market it like Malls, theatre and
crowed area to get attention and market it and gather audience interest.
 Most of the respondents are satisfies with the services provided by Airtel to mobile user
steps to be taken to make customers more satisfied but many are still not aware of phone
plus facility and steps are to be taken to popularize it.
 Many of the respondents are not satisfied with the features provided to prepaid users as
compared to Landline users.
 Care should be taken for efficient and timely response to the customer problems.
 Outlet to the back office operations should be fast to solve the customer problems.
 The executives shouldn’t talk on their mobiles while interacting to the customer to the
customer inside the Airtel showroom.
 The executives should be given training on the aspects where they are lacking in (like a
smile to the customer, solving the queries at lease. making feel the customer comfortable,
updating the new Airtel product to all the customers).
 Regarding the internet connection customers feel that the wireless modem provided
should be of more speed i.e., they want it to be as speed as the landline modem
 Some suggested that the dialer tune services should be increased.
 More slash in ISD rates
 Chapter 6: Conclusion

Airtel is a very successful brand in India and providing customer satisfaction is to be their
main motive. The Internet access on the move as people are more dependent on it in their daily lives
like wide network and good 2G/3G/4G services. The customer satisfaction is the most crucial step of
the company as they are to be satisfied and provides Internet access on the move such as Wide
network and good 4G services as they are important and technology advanced stuff required by
almost everybody in today’s environment,

Airtel is a home brand and a very successful brand in India and overseas and one of the most
successful brands still today. It possesses congestion free and wide network, unique value added &
customer services to cover one of the widest areas.

From the details it can be concluded that 70% of Airtel users preferred to remain with Airtel.
Also good number of users who were willing to switch from their respective subscribers showed
interest in Airtel. Hence, these statistics imply a bright future for the company. Also the company is
used mainly by executives who want wide coverage for their operations but the problem of customer
satisfaction still persists with the company and cause of its lacking new customers.

Connectivity is the backbone of the company and it is still the reason why consumers use it and
the most users of the company fall in the youth category and are now using postpaid services as they
are aware of the services provided as the youth is the main target of major of companies as the
country mainly comprises of them.

Motivation in terms of monetary and non-monetary for the sales people is must and the
responsibility of this should be on direct supervisor. It has been also found that there is a large
number of wrong commitments done by sales people with the customers in the market due to the
extreme pressure of sales target, which leads to customer dissatisfaction. Organization must
check it immediately because it is harming the Brand Image of Airtel. There should be a proper
and efficient communication channel within the organization both for employees as well as
customers. They should provide much better After Sales Services, because this is a decision
making variable for the customers. Billing Process should be more transparent because it leads to
the reliability about Brand.

In the conclude note of my research I am confident to say that the study gave an opportunity
to analyze various factors regarding customer satisfaction. I have understood how a research study is
to be conducted and prepare a comprehensive report. So on and so forth the study has given me a lot
of exposure like meeting and talking with different people. At the end, I can say with confidence that
rate charges both for prepaid and postpaid and signal network are two main concerns of customers
and the Airtel should continue research on these two concerns to keep their customer satisfied.
 Bibliography

Books & Journals:

 Kothari, C.R., (2004): “Research Methodology Methods & Techniques”, New Age
International Publishers, New Delhi, 2nd Edition.
 Richard I. Levin, David S. Rubin (2004): “Statistics for Management”, Prentice Hall of India
Private Limited, New Delhi, 7th Edition.
 Philip Kotler, Gary Arm Strong (2015), “Principles of Marketing”, Pearson.
 “Customer Satisfaction Handbook” , The Charter Oak Group, 2002.
 "Press Release on Telecom Subscription Data” as on 31st July, 2016", TRAI.

Web sites:

 www.wikipedia.com
 www.Airtelworld.com
 http://en.wikipedia.org/wiki/Bharti_Airtel
 http://www.airtel.in/
 http://managementhelp.org/customer/satisfy.htm
 http://airtelbroadband.in/wps/wcm/connect/airtel.in/airtel.in/Home
 http://www.customersatisfaction.com/
 http://www.markosweb.com/www/airtel.in/
 http://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.html
 Annexure-1

DEPARTMENT OF MANAGEMENT

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Attendance Sheet

Name of the Student : Vaibhav Kanwal

University Enrollment No. : 07561101714

Name of the Supervisor : Mr. __________, Assistant Professor, MAIMS, New Delhi

S.No. Date Time Progress Report Sign. of the Signature of

Student the
Supervisor
(MAIMS)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
 Annexure-2

Study of Customer Satisfaction Towards Airtel

QUESTIONNAIRE
Name: _______________ Age:____________
Occupation:___________ Phone No.:______________
Address:_________________________

1. Which operator service do you use?

(a) Vodafone (b) Airtel (c) Idea (d) Reliance (e) others

2. Do you use any sim apart from Airtel?

(a) yes (b) No

3. You use Airtel because of:

(a) Brand image (b) Cheap rate (c) Value added Service
(d) Network Availability (e) Voice quality

4. Since how long you are using Airtel?

(a) Less than 6 months (b) More than a year (c) More than 5 years

5. Which of the following service do you use?

(a) Pre-paid (b) Post-paid

6. Is Airtel’s signal at your area is good?

(a) Yes (b) No

7. Are you satisfied with our customer care Services?
(a) Fully satisfied (b) satisfied (c) Average
(d) Unsatisfied (e) fully unsatisfied

8. Do you use Internet Services?

(a) Yes (b) No (c) don’t know that internet connection was there

9. How many times do you login to internet per day?

(a) Once (b) twice (c) more (d) not even once

10.Which service do you use of Airtel?

(a) DTH (b) Internet
(c) Mobile (d) Others

11. Are you using any Offers?

(a) Yes (b) No

12. Do you feel Airtel is better than any other Connections?

(a) Better (b) Not better

13. Suggest features you think needs improvement

(a) Service (b) Transparency in Billing (c) Call Clarity

(d)Any other (specify)