SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)
On

Impact of Customer Relationship Management on

Customer Retention with special reference to Tata
Sky in Lucknow

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by

Submitted by

(Name of the Guide)

Sarit Singh
Session 2015-2016
School of Management
Babu Banarasi Das University

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

1. TOPIC:
Impact of Customer Relationship Management on Customer Retention with special
reference to Tata Sky in Lucknow.

2. INTRODUCTION & REVIEW OF LITERATURE:

The goal of this research is not just to acquaint the reader with the techniques and
technology of customer relationship management CRM. The more ambitious goal of
this research is to help the readers understand the essence of customer relationship
management as necessary and important elements of managing every successful
enterprise. Hence, "a firm most valuable asset is its customers, and given the new and
unfolding technological capabilities to recognize, measure, and manage relationship
with each of those customers in order to thrive, a firm must focus in deliberately
increasing the value of the customer base" (Peppers & Rogers 2004).

Any company that depends on repeat business absolutely must have a good customer
retention system in place in order to thrive in todays competitive environment. Time
and again I have seen this as the primary area of business where companies dont
succeed at the level they are capable of especially in small businesses. The thinking
with many people is, If they want my services, they know where to find me. While a
potential customer is looking for you, your competitions marketing systems may find
them first!
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 Tata Sky DTH Services.
Linking the working area of Tata Sky 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.
Tata Sky is a direct broadcast satellite television provider in India, using MPEG-4
digital compression technology, transmitting using INSAT-4A and GSAT-10 satellite.
Incorporated in 2004, Tata Sky is a Joint venture between the Tata Group and 21st
Century Fox
Its primary competitors in cable television and other DTH service providers are Airtel
Digital TV, Dish TV, Sun Direct, Reliance Digital TV, DD Direct+, and Videocon D2H.
It currently offers 350+ SD channels and 50+ HD channels and services along with
other many active services (as of September 2015). Recently, Tata Sky has entered
into an agreement with French firm Technicolor to supply 4K set top boxes from early
2015.
Tata Sky is a joint venture between the Tata Group and 21st Century Fox, which own
70% and 20% stake respectively. In 2008, Singapore-based Temasek Holdings picked
up 10% stake in Tata Sky from the Tata Group. Tata Sky was incorporated in 2004 but
was launched only in 2006.
On 9 January 2015, Tata Sky became the first Indian DTH operator to offer 4K set-topboxes to its consumers.

3. 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 Tata Sky that will increase profit level of Tata Sky
Company.

 This study helps to identify the behavior of consumer when there are no offers
&schemes from Tata Sky.

4. PROBLEMS DEFINITION:
The first and most important step of marketing research is properly defining the
problem. In order to identify the research problem two categories of problem should be
carefully noticed.
Here the problems discovered are:

A number of customers are not satisfied with Customer care services.

Some channel does not have good reception

Hidden charges free to air channels

Customers are not satisfied with packages.

5. RESEARCH OBJECTIVES:
To understand the current practices of CRM in Tata Sky
To find out the impact of CRM on the profitability of that organization
To identify the factors affecting the CRM practices.
To Analysis the CRM practices and customers retention.
Stating the importance of CRM concept adoption for Tata Sky
Addressing the influence of CRM concept adoption on customer acquisition, retention,
and customer loss.

6. RESEARCH METHODOLOGY:
The methodology refers to the procedural framework within which the research is conducted.

a) Hypothesis (if applicable):

It is a tentative and formal prediction about the relationship between two or more
variables in the population being studied, and the hypothesis translates the research
question into a prediction of expected outcomes.
Soa hypothesis is a statement about the relationship between two or more variables
that we set out to prove or disprove in our research study. A Hypothesis consist of
either a suggested explanation for an observable phenomenon. I assumed few types
of hypothesis in my research:
NULL HYPOTHESIS:
There will be positive statement comes in research on Tata Sky.
LOGICAL HYPOTHESIS:
In this research some statement or facts shows which is verified logically.
ALTERNATE HYPOTHESIS:
This Hypothesis is introduced latter on due to changes in the old formulated
hypothesis.

b) Research Design:
Descriptive, Semi-experimental, Review method is used in the research. A sufficient thought
has been given in framing the questionnaire and deciding the types of data to be collected
and the procedure to be used.

c) Defining the Universe & Sample design:

Out of few lakes of Tata Sky customers spread all over India. The customers of Tata Sky 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.

In this report sample size of 50 dealers will be surveyed in Lucknow.

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:
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:

MEAN:
In statistic, the mean is the mathematical average of a set of numbers. The average is
calculated by adding up two or more scores and dividing the total by the number of scores.

MEDIAN:
In probability theory and statistics, a median is described as the numeric value separating the
higher half of a sample, a population, or a probability distribution from the lower half. The
median of a finite list of number can be found by arranging all the observation from lowest
value to highest value and picking the middle one. If there is an even number of observation,
then there is no single middle value; the median is then usually defined to be the mean of two
middle values.
MODE:
Mode (statistics), the value that has the largest number of observation.
AVERAGE:
In mathematics, an average or central tendency of a data set is a measure of the middle
value of the set.

7. Tentative Chapter Plan:

a) Chapter 1: Introduction
b) Chapter 2: Company Profile
c) Chapter 3: Frame of Reference
d) Chapter 4: Research Methodology
e) Chapter 5: Finding, Analysis and Interpretation
f) Chapter 6: Conclusion and Recommendations

8. References:
www.google.com

www.wikipedia.com
www.tatasky.com
www.scribd.com
www.slideshare.com