customer's satisafaction-indian cellular services

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The conditions for doing business are changing rapidly. In last few years the mobile telecom market has witnessed a substantial growth and rapid changes globally as well as domestically. Customer satisfaction is a critical issue in the success of any business system, hence; one of the key challenges of this market is how they satisfy and retain their customers and also manage service quality, which holds a significant importance to customer satisfaction and their perceived performance. In order for companies to survive and grow, they must find new ways of thinking, which has led to doing marketing researches, especially those related to customer satisfaction. This Project tries to find a model which can best describe the customer satisfaction formation in mobile telecom sector and will apply and evaluate it in the Indian market of this area. It will also study the dimensions of service quality on the perceived performance of the customers in the market. For doing so, a survey has been performed on customers of the Indian cellular service provider, questionnaires were distributed among them and the results analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made

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Driver of Customer Satisfaction from the Indian Cellular Service Provider

PROJECT REPORT ON CASE STUDY ON DRIVERS OF CUSTOMER SATISFACTION FROM THE INDIA CELLULAR SERVICE PROVIDERUnder the esteemed guidance of Dr. Sadia Samar Ali

(Approved by AICTE, Govt. of India) (Equivalent to MBA) ACADEMIC SESSION 2008-2010

Submitted to: Submitted By:Dr. Sadia Samar Ali Kumar Sarawagi Vineet

INSTITUTE OF MANAGEMENT STUDIES LAL QUAN, PB NO-57, GHAZIABAD-201009 UTTAR PRADESH-INDIA

The Analysts

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Driver of Customer Satisfaction from the Indian Cellular Service Provider

DRIVERS OF CUSTOMER SATISFACTION FROM THE INDIA CELLULAR SERVICE PROVIDER

The Analysts

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Driver of Customer Satisfaction from the Indian Cellular Service Provider

ACKNOWLEDGMENTAny assignment puts to litmus test of an individual knowledge credibility or experience and thus sole efforts of an individual are not sufficient to accomplish the desire successful completion of a project involve interest and effort of many people and so this becomes obligatory on the part to record our thanks to those who helped us out in the successful completion of our project.

Life is a process of accumulating and discharging debts, not all of those can be measured. We cannot hope to discharge them with simple words of thanks but we can certainly acknowledge them.

At this level of understanding it is often difficult to comprehend and assimilate a wide spectrum of knowledge without proper guidance and advice. Hence, we would like to take this opportunity to express our Heartfelt Gratitude to Respected Dr. Sadia Samar Ali, PGDM, IMS, Ghaziabad , for his round the clock Enthusiastic Support, Noble Guidance and Encouragement, which made this project successful. We are extremely thankful to him for making this project worthful.

The Analysts.

The Analysts

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Driver of Customer Satisfaction from the Indian Cellular Service Provider

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project titled DRIVERS the bonafide work of all the members of the group Analysts.

OF CUSTOMER SATISFACTION FROM THE INDIA CELLULAR SERVICE PROVIDER isFurther Certified, that to the best of my knowledge, the work reported herein does not form part of any other report or dissertation. We wish them good luck and success in their future endeavors.

Dr.. Sadia Samar Ali IMS, Ghaziabad

DECLARATIONThe Analysts4

Driver of Customer Satisfaction from the Indian Cellular Service Provider

We, Analysts the students of PGDBM, Institute of Management Studies ,Ghaziabad. Hereby declare that the project on DRIVERS OF CUSTOMER SATISFACTION FROM THE INDIA CELLULAR SERVICE PROVIDER has been done under the guidance of Dr. Sadia Samar Ali,IMS Ghaziabad. We also declare that the present project report is based on the Annual Report 2007-08, of the company and the work done is our original project. The content of this project has not been submitted to any university or institute either for any purpose. Further, we assign the right to the institute, to use the information and contents of this project to develop cases, case lets, case leads, papers for publication and or for use in Teaching.

DATE:-

ANALYSTS PGDM Institute of Management Studies

TABLE OF CONTENT

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Driver of Customer Satisfaction from the Indian Cellular Service Provider

1. Abstract...01 2. Introduction.02 3. Need and Objectives03 4. Indian Cellular Profile04 5. Description of the survey data and Methods...05 6. Basic Format of the Research Study06 7. Literature Review.07-12 8. Research Methodology..13-21 9. Conclusion...22 10. 11. 12. 13. Limitations and Future Results..23 References...24 Annexure.25-30 Glossary of the Terms..31

LIST OF EXHIBITS 01. Age group to which the respondent belong ..14The Analysts6

Driver of Customer Satisfaction from the Indian Cellular Service Provider

02. Educational Qualification of the respondents15 03. Cellular usage of the respondents..16 04. Sex distribution of the respondents17 05. Average monthly expense on Mobile of the respondents..18

LIST OF TABLES 01. Customer Service Variables.10 02.Age respondent...13 of

03. Educational Qualification of the respondents...14 04. Cellular usage of the respondents.....1505. Sex of the respondents...16

06. Average monthly expense on Mobile of the respondents.18 07. Factor Analysis19-20

ABSTRACTThe conditions for doing business are changing rapidly. In last few years the mobile telecom market has witnessed a substantial growth and rapid changes globally as well as domestically. Customer satisfaction is a critical issue in the success of any business The Analysts7

Driver of Customer Satisfaction from the Indian Cellular Service Provider

system, hence; one of the key challenges of this market is how they satisfy and retain their customers and also manage service quality, which holds a significant importance to customer satisfaction and their perceived performance. In order for companies to survive and grow, they must find new ways of thinking, which has led to doing marketing researches, especially those related to customer satisfaction. This Project tries to find a model which can best describe the customer satisfaction formation in mobile telecom sector and will apply and evaluate it in the Indian market of this area. It will also study the dimensions of service quality on the perceived performance of the customers in the market. For doing so, a survey has been performed on customers of the Indian cellular service provider, questionnaires were distributed among them and the results analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made.

INTRODUCTIONTelecommunications companies also talk of their customers being their most important assets, just like companies in other business domains. But rarely is this reflected in a company's strategy and operations. The customers of telecom services, like cellular The Analysts8

Driver of Customer Satisfaction from the Indian Cellular Service Provider

services, are moving ahead with times and have started buying cellular services just like daily household items such as toothpaste. Therefore, it is necessary in today's business scenario to understand the fact that the idea of customers being a company's most important assets is not just a management theory, but it is a very crucial economic fact. In the current business scenario, the use of Customer Relationship Management (CRM) is quite common and critical and customer retention is the primary goal in firms that practice CRM. In the light of the importance of customer relationship and customer retention, it is very crucial for the companies in any business domain to know what actually drives the customer satisfaction. As the cellular industry in India is one of the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this industry. The study will contribute to the managerial decisions to be made by the cellular companies of India, when they have to decide on the factors (with respect to service quality and service features) that actually affect the satisfaction of customers and on the major areas they have to focus on to get more number of satisfied customers. This becomes important in the Indian scenario, as the churn rate of cellular users in India is 6 percent, which is one of the highest in the world. Telecommunications companies also talk of their customers being their most important assets, just like companies in other business domains. But rarely is this reflected in a company's strategy and operations. The customers of telecom services, like cellular services, are moving ahead with times and have started buying cellular services just like daily household items such as toothpaste. Therefore, it is necessary in today's business scenario to understand the fact that the idea of customers being a company's most important assets is not just a management theory, but it is a very crucial economic fact. In the current business scenario, the use of Customer Relationship Management (CRM) is quite common and critical and customer retention is the primary goal in firms that practice CRM. In the light of the importance of customer relationship and customer retention, it is very crucial for the companies in any business domain to know what actually drives the customer satisfaction. As the cellular industry in India is one of the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this industry.

03.NEED AND OBJECTIVESResearch has been done over the years, in different services sector to find out the drivers of customer satisfaction with respect to service quality. However, very few studies have The Analysts9

Driver of Customer Satisfaction from the Indian Cellular Service Provider

taken into consideration the service features. Also, hardly there is any study that has been done on the cellular service industry, which has considered both service quality and features together as drivers of customer satisfaction. As such, there is a need for conducting such a study in the Indian scenario. Therefore, this study explores the variables of service quality and service features with regard to Indian cellular services, and the twofold objective of this study is to find out the underlying constructs of these variables from the cellular users' perspective, in the light of the users' experience in using the services of a cellular company, and then study the impact of these underlying factors on customer satisfaction. The study will contribute to the managerial decisions t