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ABSTRACT:
2013 has undoubtedly proven to be the year of virtual chat with more than 90% of smart
phone users busy texting each other using some app or other. In fact, WhatsApp has emerged as
the most popular app among Indians with virtually every second cell phone user using the app.
As part and partial fulfillment of management course subject of marketing research for MBA
program we have selected "WhatsApp Inc." for general understanding of the marketing
research. However in particular our emphasis was on to fulfil the objective of research and to
find out and to explore the analyses of primary data.WhatsApp Inc. was founded in 2009 by
Americans Brian Acton and Jan Koum (also the CEO), both former employees of Yahoo!, and is
based in Mountain View, California. The company employs 55 people. This research paper is to
measure the Satisfaction level of WhatsApp Messenger; user satisfaction is a measure of how
products and services supplied by a company meet User expectation. User satisfaction is critical
if a company is to register high sales profits. The study of on this project helped me to know
current market scenarios of WhatsApp and also the variety of services that it offers to the users.
I. INTRODUCTION
User satisfaction is the degree of satisfaction provided by the goods or services of
a company as measured by the number of repeat Users. User satisfaction survey is a process of
discovering whether or not a company's user are happy or satisfied with
the products or services received from the company. It may be conducted face to face, over the
phone, via email or internet, or on handwritten forms. User answers to questions are then used
to analyse whether or not changes need to be made in business operations to increase
overall satisfaction of Users. It is defined as "the number of Users, or percentage of total Users,
whose reported experience with a firm, its products, or its services exceeds specified
satisfaction goals. In a competitive marketplace where businesses compete for Users, User
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
The purpose of this study is to understand the factors influencing User satisfaction
towardsWhatsApp. More specifically, the focus is on examining the grouped impact of the
factors on user satisfaction. First, this research draws on existing research on the factors
influencing User satisfaction. Second, an empirical research is conducted to discover the
combined effect of different factors on user satisfaction and on the other hand on User loyalty
towards WhatsApp.
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
INFERENCE:
From the table 1, it is inferred that only 48% of the respondents are between 16 25
years. Majority of the respondents(52%) are male. 65% of the respondentsbelongs to the student
category.
Table 2 Frequency table Satisfaction of user
S.No Particulars Frequency Percent
1 Reason for using WhatsApp
To be in touch with the people 22 38
Knowledge Sharing 17 29
Sharing of information 8 14
Fun 10 17
Other 1 2
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
From the table 3, Users are more satisfied with respect to amount to be paid in future to
avail WhatsApptaken by them in the future with mean value of 4.26, and WhatsApp features
with the mean value of 4.00.
Table 4t-test for significant difference between male and female respondents with respect
to the factors of user satisfaction towards WhatsApp.
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
3. CHI-SQUARE TEST:
HYPOTHESIS 2
Null Hypothesis: There is no association between Age group of the respondentsand overall
satisfaction towards WhatsApp.
Table 5Chi- Square test for association between age and overall satisfaction towards
WhatsApp.
INFERENCE:
From the table 5, since p value is 0.138 which is greater than 0.050 in which null hypothesis
is accepted and alternative hypothesis is rejected at 5% level of significance. Hence it is
concluded that there is no association between age and the basis of usage for WhatsApp
depending upon the special features and compatibility.
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
HYPOTHESIS 3
Null Hypothesis: There is no association between gender and willingness to recommend
WhatsApp.
Table 6 Chi- Square test for gender and willingness to recommend WhatsApp
to their friends / relatives.
S.No Gender Will you recommend WhatsApp Total Chi-square P value
Yes No value
1 Male 28 2 30
2 Female 27 1 28 0.201 0.675
Total 55 3 58
(Source: Primary Data)
From the table 6, p value is more than 0.05, the null hypothesis is accepted, and alternative
hypothesis is rejected at 5% level of significance. Hence it is concluded that there is no
significant association between gender and willingnessof the users to recommend WhatsAppto
their friends and relatives.
VIII. DISCUSSIONS:
38% of the respondents are using the WhatsApp to be in touch with the people.
38% of the respondents like the WhatsApp feature to share the videos,audios, photos and
status easily.
45% of the respondents came to know about the WhatsApp through the word of mouth.
Users are more satisfied with respect to amount to be paid in future to avail WhatsApp
taken by them in the future with mean value of 4.26, and WhatsApp features with the
mean value of 4.00.
There is no significant difference between the male and female respondents with respect
to other factors of user satisfaction towards WhatsApp.
There is no significant association between gender and willingness of the users to
recommend WhatsApp to their friends and relatives..
The Male users are comparatively more satisfied than female users with respect to Basis
of using WhatsApp. Other factors of user satisfaction excluding Basis of using
WhatsApp, p value is greater than 0.050 in which null hypothesis is rejected at 5% level
of significance. Hence it is concluded that the there is no significant difference between
the male and female respondents with respect to other factors of user satisfaction
towards WhatsApp.
There is no significant association between gender and willingness by the users to
recommend for using WhatsApp to their friends and relatives.
IX. IMPLICATIONS:
In the wake of increased competition, it has become imperative for WhatsAppInc. to
secure its place as the true leader of multi-platform instant messaging. Though there are
alternative solutions, it is fallacious to regard services like Blackberry Instant Messenger
as true competitors as they are not true multi-platform solutions; working only on
Research in Motion's Blackberry devices and Apple's iOS devices respectively.
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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
Presently, there is no efficient and effective way to know which contact in the users
phonebook has just signed up to WhatsApp. The user has to scroll through the Favourites
list (WhatsApp contacts) and try to figure out who just signed up. More so, only an
observant user would notice the increase in his number of Favourites (WhatsApp
contacts).
There is a need for a more elegant solution that enhances the fundamental appeal of not
needing a username and password to use the service. The need for this feature is to allow
travelling users to still receive their WhatsApp messages while at the same time
avoiding expensive roaming charges. It also allows non-travelling users the convenience
of using multiple devices with their subscription.
X. CONCLUSION:
Through the research paper entitled, A study on Usersatisfaction towards WhatsApp, it
is concluded that the demographic variables such as age group, gender and occupation are
having less impact on the factors of usersatisfaction. The research outcome also indicates
that, most of the users aresatisfied towards WhatsApp store with respect to the chosen
factors.
XI. REFERENCES:
1. Ainsley O'Connell. "Inside Erlang, the Rare Programming Language behindWhatsApp's
Success". Fastcolabs.com. Retrieved February 21, 2014.
2. Voice calling, March 12, 2015
3. "WhatsApp Voice Calling". 4 April 2015.
4. Parmy Olsen (August 25, 2014). "WhatsApp Hits 600 Million Active Users, Founder
Says". Forbes. Retrieved October 2, 2014.
5. Nate Ralph (April 18, 2015). "WhatsApp touts 800M monthly active users". CNET.
Retrieved April 20, 2015.
6. Albergotti, Reed; MacMillan, Douglas; Rusli, Evelyn M. (February 20, 2014).
"Facebook's $18 Billion Deal Sets High Bar". The Wall Street Journal. pp. A1, A6.
7. "Facebook to Acquire WhatsApp" (Press release). 19 February 2014.
8. Parmy Olsen (February 2, 2014). "Exclusive: The Rags-To-Riches Tale of How Jan
Koum Built WhatsAppinto Facebook's New $19 Billion Baby". Forbes. Retrieved
January 14, 2015.
9. Jan Koum (19 December 2013). "400 Million Stories". WhatsApp Blog. WhatsApp.
Retrieved 17 January 2014.
10. Amit Chowdhry, "WhatsApp Hits 500 Million Users", Forbes, retrieved 14 May 2014
11. Christian de Looper (September 6, 2014). "WhatsApp to reach 3 billion users,
Zuckerberg to invest billions". Daily Digest News. Retrieved September 7, 2014.