SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On
Impact of Customer Relationship Management on Customer Retention
with special reference to Dish TV in Lucknow city

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Guided by

Submitted

by
Mr. Ritesh Krishana
Prashant Singh
Srivastava

Session 2015-2016
School of Management

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Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

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Impact of Customer Relationship Management on Customer Retention

with special reference to Dish TV in Lucknow city

1. INTRODUCTION & REVIEW OF LITERATURE:

Customer Relationship management is the strongest and most efficient approach in maintaining and creating
relationship with customers. The CRM approach tries to analyze data about customers history with a company, in
order to better improve business relationship with customers, specially focusing on retaining customers, in order to
drive sales growth. Customer relationship management is not only pure business but also ideate strong personal
bonding within people. Development of this type of bonding drives the business to new level of success. Once this
personal and emotional linkage is built, it is very easy for any organization to identify the actual needs of the
customer and help them to serve them in better way. CRM contains each and every bit of details of a customer,
hence it is very easy for track a customer accordingly and can be used to determine which customer can be
profitable and which not.
The case can be more difficult when talking about adopting the concept of CRM and the new definition of
Relationship marketing in the private sector. Hence, the private sector has different objectives and faces different
challenges regarding customer management. Adopting CRM concept on the private sector shall be measured
through this research when exploiting its effect on the customers of Dish TV India Ltd. Linking the working area of
Dish TV with the new and developing practice of CRM, in order to measure the effect of adopting the concept on
customer satisfaction, acquisition, retention and decreasing customer's loss, will be the main goal of this study.
Dish TV India Ltd was established on 1 October 2004. Dish TV (stylized as dishtv) is Indias largest Direct to
Home (DTH) television operator using MPEG 4 DVB S2 and MPEG 2 digital compression technology. It is a
division of Zee Network Enterprise (Essel Group Venture). It was ranked # 437 and # 5 on the list of media
companies in Fortune India 500 roster of India's largest corporations in 2014. Dish TV was also voted India's most

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trusted DTH brand according to the Brand Trust Report 2014, a study conducted by Trust Research Advisory. As of
30 September 2015, Dish TV has about 13.7 million active customers.
India had 78.74 million subscribers as of September 2015. The following is a list of DTH Operators in India.
Service Provider Name

Market Share

Dish TV

27%

Tata Sky

20%

Airtel digital TV

19%

Sun Direct

16%

Videocon d2h

12%

Reliance Digital TV

6%

2. SCOPE OF STUDY:
There are many benefits related to take this study. Some of the benefits of taking this study are as follows:
By analyzing the information, the company would be able to better design schemes & services & target right
prospects needs & wants.
More people will get aware about DISH TV that will increase profit level of DISH TV Company.
This study helps to identify the behavior of consumer when there are no offers &schemes from DISH TV.
India has a total television population of close to 135 million, out of which 80% have access to cable and satellite
(i.e. 108 million). The total DTH subscribers are close to 78.74 million. Lets have a look at how the DTH industry
has grown in these 5 years. In 2005 Dish TV was the only player in the DTH industry and was registering
subscriber growth mainly in the areas where cable TV was not available. The subscribers were not ready for the
cost of set top box. In 2007 CAS mandate was introduced in selected metro cities, where users had to invest in a set
top box. Though the initiative was not very successful, it gave a wider acceptance to the DTH and consumer
became ready to pay for the set top box. Spotting the opportunity Sun Direct launched its services in 2007 with a

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drastically low onetime cost involved for DTH subscriber. Followed by this Tata sky, Reliance, Big TV and Air-Tel
and Videocon launched their services. The market became competitive. Every player came with innovative
offerings, Dish TV offered Movie on Demand free worth the cost of set top box, Air-Tel and Big TV offered free
subscription for first few months etc.
DTH industry is very big and competitive in todays world because in this industry there is a very big-big corporate
houses are involved like Tata, Reliance, Airtel, etc. But despite all this, DISH TV maintained healthy, cordial and
harmonious industrial relations at all level.
DISH TV is a very big example on Customer Relationship Management because DISH TV maintain no.1 position
in India since 12 years. DISH TV has a very huge scope in India due to their relationship management with
customers and DISH TV also improving their viewing quality or service day by day to maintain their position in
the market. The future of cable TV will be only Dishtv. Because it will give technologically very advanced way of
viewing programs and are will be linked with the home computer. DISH TV is one of the largest producers and
aggregators of Hindi programming in the world.

3. PROBLEMS DEFINITION:
The first and the most important step of marketing research is properly defining the problem.
Here the researcher identifies some problem which are:
Customer Survey.
Competitor Analysis.
Price of Packages.

4. RESEARCH OBJECTIVES:

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To check the availability of DISH TV in the market of Lucknow.

To understand the DTH market in Lucknow.

To study the current practices of CRM in DISH TV.
To find out the impact of CRM on the profitability of that of that organization.
To identify the factors affecting the CRM practices.
To Analysis the CRM practices and customers retention.

5. RESEARCH METHODOLOGY:
The process used to collect information and data for the purpose of making business decisions. The methodology
may include publication research, interviews, surveys and other research techniques, and could include both
present and historical information.

a) Hypothesis:
NULL HYPOTHESIS:
The new add-on features of Dish TV helps it in retaining the customer.
LOGICAL HYPOTHESIS:
The viewer is dependent on Dish TV for watching the same channel that also provided by other DTH services.

b) Research Design:
Descriptive and Analytical design helps me in this scenario, that helps in portraying the impact of CRM on
Customer Retention of Dish TV products.

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c) Defining the Universe & Sample design:

Out of few lakes of Dish TV customers spread all over India. The customers of Dish TV in Lucknow only are taken
as target population for the study.
Lucknow has a very large amount of population for carrying research study on any subject. It was thought proper
to cover all type of shops who provide a DTH connection to a customer.
Sample Size Collection:
For this survey 5 dealers have been surveyed
Sampling types:
Both Random and Convenient types of sampling is to be taken as a part of this Research.
Karl Pearsons correlation test and Chi-square test are to be used in this research.

d) Data collection tools to be used:

The information needed to further proceed in the project had been collected through primary data and secondary
data.
PRIMARY DATA:
Primary data consist of information collected for the specific purpose at hand for the purpose of collecting primary
data, survey research was used and all the sellers using different brands were contacted. Survey research is the
approach best suited gathering description. Primary data include:
Interview
Questionnaire
SECONDARY DATA:

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The secondary data consist information that already exists somewhere. Any researcher begins the research work by
first going through secondary data. Secondary data include:

Magazines
Books
Newspapers
Various publication
Internet, etc.

e) Statistical tools to be used:

Descriptive Statistics
Used to describe data like Graphical display, Cross-tabs or Summary statistics.
Correlation
Used in Market Research to determine if different measure is related.
Clustering
Used to group similar types of people together (segment the market) and then profile the groups (define target
segments)

6. TENTATIVE CHAPTER PLAN:

Chapter 1: INTRODUCTION
Chapter 2: COMPANY PROFILE
Chapter 3: ORAGANISATION CHART
Chapter 4: OBJECTIVE OF THE STUDY
Chapter 5: RESEARCH METHODOLOGY

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Chapter 6: PROBLEMS AND LIMITATIONS
Chapter 7: Finding, Analysis and Interpretations
Chapter 8: SWOT ANALYSIS
Chapter 9: SUGGESTIONS/RECOOMENDATIONS
Chapter 10: CONCLUSION

7. REFERENCES:
http://www.dishtv.in/wps/portal/tdishtv/home/footerpages/corporateinfo
www.scribd.com/
Principles of Marketing: Kotler, Philip &Armstrong, G
Customer Relationship Management: Mike Bennett