Professional Documents
Culture Documents
ON
“A STUDY OF CUSTOMER SATISFACTION LEVEL OF
EXISTING USERS HAS AIRTEL LANDLINE &
BROADBAND SERVICES.”
Supervisor Submitted by
Specialization: Markreting
Remarks of Evaluator
Approved/Disapproved Approved/Disapproved
Session 2008-2010
Directorate of Distance
Education GJUS & T, Hisar
DIRECTORATE OF DISTANCE EDUCATION
GURU JAMBHESHW AR UNIVERSITY OF SC. & TECH.HISAR
5. EXPERIENCE ; 7 Years
8. MOBILE :09811550334
9. E-MAIL :sridevi.chaudhuri@nsb.in
provider, with a customer base of approximately 17.53 million: 16.33 million mobile and
Bharti Tele-Ventures Limited (a part of Bharti enterprises) have been structured into two
main strategic business groups - the Mobility Leaders business group and the Infotel
Leaders business group. The Mobility business group provides GSM mobile services
across India in 23 telecom circles, while the Infotel business group provides broadband &
telephone services, long distance services and enterprise services. All these services are
provided under the AirTel brand. The company is the only operator to provide mobile
services in all the 23 circles in India. The company also provides telephone services and
BUSINESS AREA
Cellular Services: Bharti has been a pioneering name in the Indian Telecom Industry.
In Delhi itself Bharti launched first mobile service under the name of AirTel. Today
AirTel’s mobile footprint extends across the country in 21 Telecom circles. Its service
standards compare with very best in the world.
Fixed Line Services: Bharti Tele-Ventures became the first private fixed-line
service provider in India. It is now promoted under the Airtel brand. Recently, the
Government opened the fixed-line industry to unlimited competition. Airtel has
subsequently started providing fixed-line services in the six states ie- 5 circles of
NCR, Haryana, Madhya Pradesh, chattisgadh, Karnataka & Tamil Nadu.
(1) ISDN: Integrated Service Digital Network (ISDN) is a standard, all-digital access
technology that allows simultaneous, integrated voice and data capabilities over ordinary
telephone lines.
ISDN BRI is suitable for both residential and commercial purpose, configured
with 2 bi-directional B channels and 1 D channel.
CUSTOMER SATISFACTION
Company’s first task is to create customers but today customers face a vast array
of product and Brand choices, prices and suppliers. How do customer make their choices?
We believe that customer’s estimate which offer will deliver the most value.
Customers are value maximizers within the bound of search of cost and limited
knowledge, mobility and income. They form an expectation of value and act on it.
Whether or not the offer leaves up to the value expectation affects customer’s
satisfaction and their repurchase probability.
Our premise is that buyers will buy from the firm they perceive to offer the
highest delivered customer value and total customer cost.
Many companies are aiming for high satisfaction because customers who are
just satisfied still find easy to switch when better offer comes along. Those who are
highly satisfied are much less ready to switch. High satisfaction or delight creates an
affinity with the brand not just a rational preference. The result is high customer
loyalty.
Some of today’s most successful companies are raising expectation and
delivering performance to match. These companies are aiming for TCS (Total
Customer Satisfaction).
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.
To improve their relations with their partners in the supply chain, many companies are
intent on developing stronger bonds and loyalty with their ultimate customers. In the
past many companies took their customers for granted. Their customers may not have
had many alternatives of supply or all suppliers were equally deficient in the service or
the market was growing so fast that the company did not worry about satisfying its
customers. Clearly things have changes.
Today’s companies must pay closer attention to their customer defection rate and take
steps to reduce it. There are 4 steps to this process, which are as follows: -
[1] The company must define and measure its reduction rate.
[2] The company must distinguish the causes of customer attrition and identify
those who can be managed better. Not much can be done about the customers
who leave the reason but much can be done about the customers who leave
because of poor service, high prices and so on. The company needs to examine
the percentages of customers who defect for different reasons.
[3] The company needs to estimate how much profit it loses when it loses
customers. In the case of individual customer the lost profit is equal to the
customer lifetime value that is the present value of the profit stream that the
company would realize on a customer if the customer had not defected
prematurely.
[4] The company needs to figure out how much it would cost to reduce the
defection rate. As long as the cost is less than the lost profit the company should
spend that amount to reduce the defection rate.
THE NEED FOR CUSTOMER RETENTION
The cost of attracting a new customer is estimated to be 5 times the cost of keeping a
current customer happy. It requires a great deal of effort to induce satisfied customers
to switch away from their current suppliers.
[1] One is to erect high switching barriers. Customers are less inclined to switch
to another suppliers when this would involve high capital cost, high search cost
and the cost of loyal customer discounts and so on.
[2] The better approach is to deliver high customer satisfaction. This makes it
harder for competitors to overcome switching barriers by simply offering lower
prices. The task of creating strong customer loyalty is called Relationship
Marketing. Relationship Marketing embraces on those steps that companies
undertake to know and serve better their valued individual customers.
RESEARCH METHODOLOGY
After defining the problem and research objectives appropriately researcher needed to
adopt a proper methodology of research for obtaining the desired outcome. The research
procedure starts from the Research design and ends with the Findings and preparation of
Final report. For the successful completion of the research, researcher needs to go through
following steps:
Although researcher tried his best to do full justice with this project but due to
certain circumstances there are several limitations in it, which should be considered along
with the findings.
Since the area of study is only North Delhi so, it might be possible that it could
not reflect consensus of entire customer base of Airtel.
Since the survey had been done on the basis of Customer Lists provided by the
organization, where researcher found that maximum customers are of residential
area hence, mix of residential and commercial may not proper in the study.
At the time of survey most of the time researcher interacted with the housewives
who don’t have proper idea about Landline & Broadband features.
Many customers were not interested in the survey or less interested customer were
very uncertain about the response.
START
FLOW CHART OF RESEARCH PROCESS
Reviewing of questionnaire
with SM of Bharti Tele.Ltd.
Preparation of final
Questionnaire
Compilation of data
Analysis of data
MAIN OBJECTIVE:
To find out whether the existing users of Airtel Landline & Broadband are satisfied? And
SPECIFIC OBJECTIVE:
• How many customers use the broadband services of Airtel along with its
landline?
As we know very well that Airtel is market leader among private sector players in Indian
Telecom Industry so, there is a huge pressure upon the company (Bharti Tele-ventures
Pvt. Limited) to retain its position in the market. BTL is facing several challenges from its
competitors mainly MTNL, Reliance & Tata Indicom. More over the main challenge is to
retain the present customer base and try to increase it by providing them better service at
affordable price.
This project will help the company to know its market reputation.
As this project mainly deals with the consumer perception about Airtel and its
competitors. The organization may utilize this work to focus it customer with
greater perfection.
By using this project the organization may find some remedy, if there will be any
[Q.2] For how long you have been using Airtel Landline/ Broadband?
(a) < 3 months (b) 3 months – 6 months
(c) 6 months – 1 year (d) more than 1 year
[Q.3] How did you get aware about Airtel Landline & Broadband services?
(a) Banners & Hoardings (b) Sales people
(c) Tele calling (d) Newspaper
(e) References (f) Others
[Q.4] Do you also use Broadband service of Bharti along with its Landline?
(a) Yes (b) No
[Q.7] Are you satisfied with the Airtel Landline/ Broadband services?
(a) Very much satisfied (b) Satisfied
(c) Average (d) Partially dissatisfied
(e) Dissatisfied
[Q.9] Please rate the following Bharti features on the scale of 5 (5= very
good, 4= good, 3=Avg. 2= Bad, 1= worst).
(a) Salesman’s attitude.
(b) Wiring & Installation.
(c) After sales service.
(d) Voice clarity
(e) Billing
(f) Customer care
[Q.10] If you are not satisfied, then in which area they should improve?
(a) Pricing policy
(b) After sales service
(c) Value added services
(d) Billing Process
Other
[Q.11] Would you like to recommend Airtel to your friends and relatives?
(a) Yes (b) No (c) Can’t say
BIBLIOGRAPHY
Book Refered :
SPSS Handbook
Websites:
www.bharti.com
www.Comtel.com