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PROJECT REPORT

ON

CUSTOMER SATISFACTION:
A STUDY OF AIRTEL CUSTOMERS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE


AWARD OF THE
DEGREE OF BACHELOR IN COMMERCE (HONOURS)
2019-2022
UNDER THE GUIDANCE OF
Ms. AASHU AGGARWAL
ASSISTANT PROFESSOR, VIPS
SUBMITTED BY:
MAYANK MALIK
ROLL NO. 04117788819
BATCH NO. BCOM (H) SEM 2 SECTION A
rd

Vivekananda School of Business Studies


Vivekananda Institute of Professional Studies
AU Block (Outer Ring Road) Pitampura
Delhi – 110034

[1]
TABLE OF CONTENTS
PARTICULARS PAGE NO.

Student Declaration.................................................................................................3

Certificate from Guide............................................................................................4

Acknowledgement.....................................................................................................5

Chapter Scheme

 Chapter 1: Introduction..................................................................................6

1. A Brief ……………………………………………………… 7
2. Rationale for choosing this topic…...................................................9
3. Research Objectives and scope.........................................................10
4. Research methodology of the study…...............................................11

 Chapter 2: Company Profile & About the topic............................................13

1. About the topic...................................................................................14


2. About The Company…......................................................................19

 Chapter 3: Findings & Analysis….................................................................24

 Chapter 4: Suggestions and Conclusions………………………… 44

Bibliography..............................................................................................................47

Annexures..................................................................................................................48
STUDENT UNDERTAKING
This is to certify that I have completed the Project titled “CUSTOMER SATISFACTION: A

STUDY OF AIRTEL CUSTOMERS” under the guidance of “Ms. AASHU AGGARWAL” in

partial fulfilment of the requirement for the award of degree of Bachelor of Commerce (BCOM

[H]) at Vivekananda Institute of Professional Studies, Vivekananda School of Business Studies,

New Delhi. This is an original piece of work and has not been submitted elsewhere.

MAYANK MALIK
CERTIFICATE

This is to certify that the project titled “CUSTOMER SATISFACTION: A STUDY OF AIRTEL

CUSTOMERS” is an academic work done by “MAYANK MALIK” submitted in the partial

fulfillment of the requirement for the award of the degree of Bachelor Of Commerce (BCOM

[H]) from Vivekananda Institute of Professional Studies, Vivekananda School of Business

Studies, New Delhi, under my guidance & direction. To the best of my knowledge and belief the

data & information presented by him/her in the project has not been submitted earlier.

Ms. AASHU AGGARWAL


ACKNOWLEDGEMENT

I express my sincere gratitude and thanks to Ms. AASHU AGGARWAL for giving me an
opportunity to enhance my skill in my project. I am thankful for her guidance, patience and
consummate support. I extend my heartiest thanks to her for enlightening my path. Without her
sincere advice, this project has been impossible.
Moreover, I would also like to thank the various people who were involved with this project and
gave me invaluable guidance in this regard. Without their help, this project would not have been
as comprehensive and detailed as it is.
I also feel grateful and elated in expressing my indebtedness to all those who have directly or
indirectly helped me in accomplishing this research.
CHAPTER -1
INTRODUCTION
INTRODUCTION TO CUSTOMER SATISFACTION

Customer satisfaction (often abbreviated as CSAT) is a term frequently used in marketing. It is


a measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers‘ expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective." Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable
and representative measures of satisfaction.
PURPOSE
Customer satisfaction provides a leading indicator of consumer purchase
[1]
intentions and loyalty." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is

twofold:"
A business ideally is continually seeking feedback to improve customer satisfaction.
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a customer is
satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This
can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making negative comments
about it to prospective customers. Willingness to recommend is a key metric relating to customer
satisfaction.

IMPORTANCE OF CUSTOMER SATISFACTION


1.A Loyal customer is a treasure you should keep and hide from the world.
2.They can stop being your clients in a heartbeat.
3.Customer satisfaction is a factor that helps you stand out of the
competition. 4.Great customer experience can take your brand places.
5.Providing great customer service will satisfy both you and your targets. They get proper service,
you get a proper revenue and everyone is happy.
RATIONALE FOR CHOOSING THIS TOPIC :

Since Bharti Airtel Ltd. is one the largest service provider and includes a great part in country’s
economy, thus it is essential to evaluate the services provided. It comes under the tertiary sector
which is also known as the backbone of the economy.
It is essential to know whether the customers of Airtel are really satisfied or not. Services
provided are useful and in accordance of the needs of the customers.
This report studies the buying behavior of customers in case of the service provided by service
providers.
Customer satisfaction research is one of the basic forms of market research. It is linchpin in
process improvement, offers a portal to customer feedback, and is used to evaluate product and
services.
OBJECTIVES OF THE STUDY
 To study the customer satisfaction of Airtel.
 To study the factors affecting customer satisfaction of Airtel customers.
 To understand the awareness of Airtel products among customers in the market.
 To analyze the customer’s perception towards Airtel.
 To understand various problems faced by the customers of Bharti Airtel Ltd.
 To find out customers interest in company’s services.
 To analyze the complaints of the customers and find out where the company is lacking
and where things can be improved.
 To suggest measures to the company to improve customer satisfaction for the creation
and retention of more customers.

SCOPE OF THE STUDY:


This study uncovers the impact, utility and effectiveness & efficiency of marketing strategies of
Bharti Airtel Ltd. . This project was done to find out the consumer preference, awareness and
satisfaction towards the services provided by Bharti Airtel Ltd. . Convenient sampling method
was used to collect the data. This research study is descriptive in nature. The collected details
were analysed, represented graphically and interpreted. This study also tells about the
consumer preference for the services of Bharti Airtel Ltd. and the normal purchasing place of
their favourite brand. For the purpose of this study, a questionnaire was designed based on
different parameters to judge and understand the consumer behaviour towards Airtel services.
This study takes into account the customers in New Delhi.
RESEACH METHODOLOGY OF THE STUDY
The study is an exercise involving estimation of parameters as regard to organizational
requirements. The research was designed so as to get the relevant information that can be used
for various organizational purposes.

DATA SOURCE:

Research used both primary and secondary data to accomplish the objectives.

PRIMARY DATA: It is the first hand gathered to help solve the problem at hand. Data
is collected personally for the specific project through research. Questionnaire was
designed to gather information on the company marketing and services.

SECONDARY DATA: It is the second hand data already available and collected by
someone else. The data were extracted through internet, publications; articles, company
books, etc. Information found on Wikipedia, articles available relating to customer
satisfaction and Bharti Airtel Ltd.

DATA COLLECTION:

The study used the survey method to collect the raw information specific to the current research
work. The survey method is advantageous because it helps to collect detailed information about an
individual respondent.

SURVEY:

The type of survey undertaken was that of sample type keeping in consideration the time constraints
besides the viability of census survey. The sample survey undertaken to reach the desired
destination was carefully planned and executed by using selected samples.

STATISTICAL TOOLS:

The tool used for obtaining the relevant information was questionnaire. A well structured
questionnaire was administered to the sample of the study. The questionnaire was designed keeping
in view both major and minor objectives of the study.

SAMPLING:
With the customer being unknown and given the time and resource constraints random sample was
obtained from the population. The random sampling is a type of sampling method where each
individual unit has an equal probability of being chosen. For completion of this study, the
questionnaire was administered to 100 individuals, resulting in a final sample size of 85 respondents
who completely filled the questionnaire.

Data completion and analysis:


After the data was collected, it was tabulated and findings of the project were presented followed
by analysis and interpretation to reach certain conclusions. Pie diagram, bar graph, frequency
tables etc.

LIMITATIONS
 Segmentation is based on age group only.
 As sample size is small so the buying behavior of whole can’t be approximately judged.
 The research is restricted to small geographical area only.
 The sample collected was using sampling techniques. As such result may not give exact
representation of the population.
 Most of the data being secondary can be biased to the company.
 Shortage of time is also reason for incomprehensiveness.
 Most of the information was taken from secondary sources being based on the previously
printed data.
CHAPTER -2
ABOUT THE TOPIC
COMPANY PROFILE

Bharti Airtel Limited

Bharti Airtel Limited, also known as Airtel, is an Indian global telecommunications services
company based in Delhi, India. It operates in 18 countries across South Asia and Africa, and also
in the Channel Islands. Airtel provides GSM, 3G, 4G LTE, 4G+ mobile services, fixed line
broadband and voice services depending upon the country of operation. Airtel had also rolled out
its VoLTE technology across all Indian telecom circles.[8] It is the third largest mobile network
operator in India and the second largest mobile network operator in the world with over 411.42
million subscribers.[3][4][5] Airtel was named India's 2nd most valuable brand in the first ever
Brandz ranking by Millward Brown and WPP plc.
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of low
cost and high volumes. The strategy has since been adopted by several operators. [10] Airtel's
equipment is provided and maintained by Ericsson, Huawei, and Nokia Networks[11] whereas IT
support is provided by Amdocs. The transmission towers are maintained by subsidiaries and joint
venture companies of Bharti including Bharti Infratel and Indus Towers in India.[12] Ericsson
agreed for the first time to be paid by the minute for installation and maintenance of their
equipment rather than being paid up front, which allowed Airtel to provide low call rates of ₹1
(1.4¢ US)/minute.
Bharti Airtel Limited (Bharti Airtel) is one of India’s most popular providers of integrated
telecommunication services and is based in India and headquartered in New Delhi. Basically, the
company is tasked with the work of operating telecommunication services in the larger Indian
subcontinent. The company’s business services include mobile services, enterprise services and
Telemedia services. The mobile services comprise of fixed wireless services and mobile services
which use GSM network technology across major telecommunication circles in the country.
With
a Pan-India presence, Airtel an established player in providing 3G services is
now planning aggressively to roll out its 4G services in a phased manner. These services are now
available in metros and big cities like Bangalore and Mumbai. The company also provides world
class landline telephone and broadband services and the enterprise unit across 95 cities in
India. Some of Bharti Airtel competitors include the following:

 Idea
 Tata Docomo.
 Reliance Communications Limited
 Bharat Sanchar Nigam Ltd.
 Vodafone (strongest competitor)

Products in the marketing mix of Airtel

The company provides a wide array of products and services. In order to retain the maximum
number of customers, Airtel has tried to provide as many products and services as possible in
order to keep the customers. The following is a list of its products:

 Airtel Pre-paid services


 Blackberry Wireless Handheld
 Airtel Post-paid services
 Value added services like instant balance inquiry, caller line identification, 24 hour
recharge facility, multimedia messaging service, call wait & call Hold, Caller divert, Airtel
Live portal
 SMS based information services
 Voice mail services
 Hello tunes, Ring tones,
 Ringtones and hello tunes offers
 Easy post-pay bill payment solutions
 Enterprise Solutions

Place in the marketing mix of Airtel

Airtel’s penetration in India is quite impressive because the services and networks can be found
even in India’s remotest regions. Currently, gross subscriber base has pass the 200 million mark
while the total wireless subscriber base for CDMA, GSM and WLL is about 162 million.
Clearly, the customer base of Airtel is strong in India. It is also worth mentioning that millions of
the network’s lines are added per year.

Airtel enjoys a well distributed network of distributors including even businesses like groceries
and chemist outlets. One of the things that have made Bharti Airtel a force to reckon in
telecommunication industry in India and Africa is that it has the strategy of making the first
moves and emerging as a winner. It has managed to buy Kuwait’s Zain and Tata steel in the past,
making it a top 5 wireless carrier in the world by subscription.
 Wider distribution network as compared to competitors
 Network is widespread bringing many customers daily to Airtel
 Fourth largest mobile operator in the world with presence in 20 countries

Promotion in the Marketing mix of Airtel

Airtel engages in aggressive marketing strategy ranging from traditional print media to social
network marketing. However, the company’s recent rebranding efforts bombed in the market and
were not received positively. The company also engages in large scale TV and print advertising.
The company frequently uses big celebrities who endorse the services. The company also
managed to create its signature tune from Oscar winning musician A.R.Rahman which has
become one of the most downloaded tunes in India.

It is also interesting to note that even such seemingly redundant activities like providing
wallpapers and screensavers to computer users has proved a very effective marketing strategy.
The company also offers special discounts and offers to its subscribers.

Apart from that Airtel has been hiring several figures from Bollywood right from the legendary
Amitabh Bachhan to Vidya Balan as their brand ambassadors. The God of cricket, Sachin
Tendulkar too has been a part of their advertisement campaigns too. The advantage of Airtel is
that I goes regional with its advertisement efforts.

Some salient points about the promotions of Airtel are

 Uses ATL and BTL activities


 Makes an effort to go regional
 Recent rebranding effort has failed in the market
 Has good word of mouth and a good brand image second only to Vodafone.

Price in the marketing mix of Airtel

The company uses competitive pricing strategy just like any other network providers because of
the competition which is present in this sector. However, Airtel also provides
flexible pricing mechanism depending on the prevailing market conditions. For instance, when
the company relaxes taxation, it also reduces its prices across all affected products. The make my
plan introduced by Airtel was a smart strategy as customers could now modify their plan as they
see fit.
SWOT analysis of Airtel

Strengths in the SWOT analysis of Airtel

1. Renowned Telecom company: With its 19+ years of rich experience in telecom industry
this MNC had travelled far to become world’s 3 rd largest telecom operator overseas
with operations in nearly 20 countries.
2. High Brand Equity: It is one of the pioneer brands in telecommunication having a
high brand recall and with a whopping subscriber base.
3. Extensive infrastructure: With the formation of Indus tower & due to its partnership with
Idea & Vodafone, the infrastructure of Airtel has extended in all parts of the country
resulting into nationwide penetration.
4. Strategic Alliances: The company has top notch stakeholders,
namely Sony Ericsson, Nokia and singtel, and the recent one being Apple. Such strategic
alliances boost the brand equity and the bottom line of the company.
5. Torchbearer of the telecom Industry: With its number 1 spot due to its excellent
services in developing economies, Airtel has interconnected the life of people in an highly
efficient way. Thus, where Vodafone is an external entrant, Airtel is a leading nationwide
player in India and the torchbearer of the telecom industry in India.

Weaknesses in the SWOT analysis of Airtel

1. Outsourced Operations: Outsourcing operations helped Airtel in lowering its cost. But
on the other hand, they are running the risk of being dependent on some other companies
which may affect its operations.
2. Venturing into African operations: Although it’s been 4 years that Airtel has acquired
Zain’s Africa business, but Airtel is still struggling to turn around the unit which was
bought at a whoppy 9 billion dollars.
3. High Debt: With its acquisitions turning out to bad investment, and credit being high and
margins being low, Airtel group is under high debt. Airtel does not have as deep pockets as
Vodafone.

Opportunities in the SWOT analysis of Airtel

1. Strategic Partnership: Partnering with smart phone companies is going to be a


smart strategy as far as MNP (mobile number portability in India) is concerned. This will
ensure fixed cash flows in the future and a higher customer base.
2. Market Development: With fierce competition in the telecom industry & shrinking
margins, venturing out in new markets/developing economies will prove fruitful for the
company.
3. VAS: VAS (Value Added services) is going to future of the telecommunication industry &
by specializing itself in this vertical Airtel can differentiate itself in highly competitive
market. With introduction of unique services, Airtel can avail higher margins.
4. Untapped geography of the current market: Although it is currently providing 3G &
4G services, but these services are limited to specific geographical locations. Expansion of
these services to most of its regions will help the company get more margins and
customers.
5. LTE: The whole wireless world is moving towards LTE (long term evolution or 4G). LTE
for mobile broadband can be a good solution for India where fixed broadband penetration
is otherwise low. Airtel has taken the lead with this version of LTE in 4 cities, but
deployment needs to catch up pace. Despite a weak LTE ecosystem in India, Airtel should
portray itself as the embracer of that technology. The company lacks nationwide 3G
license with spectrum in 13 out of 22 telecom service areas. Airtel’s LTE network for
mobile broadband is still confined to only 4 cities in India.

Threats in the SWOT analysis of Airtel

1. Government Regulatory Framework: With the auction of spectrum & change in the
government policies on a regular basis, it is a potential threat to the stability & existence of
this industry thereby affecting the players.
2. Competition: Price war in the home market and declining margins due to this is adversely
affecting the overall business of the group.
3. MNP (Mobile number portability): MNP gives the customer independence to change the
service provider while retaining the number and as Airtel charges are premium over other
service providers, it can see slump in subscriber base in the next fiscal year with PAN
India MNP applicable from May 3rd 2015.
ABOUT THE TOPIC
The topic focus on the customers of the Bharti Airtel Ltd. It emphasizes on the fact that the
degree of satisfaction derived from the services provided by the company.
CUSTOMER SATISFACTION
Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business strategies.
Hence, the more is customer satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior


on customer’s expectation. It also depends on how efficiently it is managed and how promptly
services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services, responses
customer’s problems and queries, completion of project, post delivery services, complaint
management etc. By monitoring customer satisfaction and responding to problems, you can
improve customer loyalty and protect revenue and profitability.

FACTORS AFFECTING CUSTOMER SATISFACTION

The factors that affect customer satisfaction seem to vary from industry to industry and also seem
to be influenced by the culture of the people. However, some factors are true in most cases that
for the customer to be satisfied their expectations should be met. Thus, the antecedents suggested
by Taylor and Baker,1994 and Rust and Oliver,1994 will appear to be more generalized and
suitable in most cases.

SERVICE QUALITY
Service quality is “the difference between customer expectations and perceptions of service” or
alternatively as “the customer’s satisfaction or dissatisfaction formed by their experience of
purchase and use of service.” Parasuraman, Zeithaml and Berry,1988 developed the
SERVQUAL tool for the measurement of service quality as a determinant of customer
satisfaction. The tool is helpful in analyzing service quality and describes customer satisfaction
to be the gap between the customer’s expectations and their actual experiences.

PERCEIVED VALUE

Perceived value is the consumer’s overall assessment of the utility of a product based on the
perception of what is received and what is given. (Zeithaml,1988). She also added that the
subject matter is a subjective one and varies from one customer to the other. Studying perceived
value is important because, unlike perceived quality, it has a more direct bearing on the
consumer’s willingness to buy. (Dodds and Munroe,1985). Also, the need to provide value to
customers on a regular basis and in an effective manner is for creation and retention of satisfied
customers.
INTERNAL CUSTOMER SATISFACTION
Research has shown that employees who are satisfied with their jobs tend to be more considerate
and helpful to customers. “employees that are more motivated to achieve customer satisfaction
tend to be more flexible in their approach to their work, make fewer mistakes and use more
initiative.” Satisfied employees are likely to demonstrate higher commitment levels to their job
as well as team effort. Satisfied employees are empowered (that is they are resourceful, have the
requisite skills) to understand and serve customer needs and demands. The satisfied employee is
also very willing to give good service. At the very least they can deliver a more positive
perception of the service or product being provided.

There are lots of factors that can affect customers that’s for sure. I’ve gone ahead and listed the
most common suitable for any company for you below:

 Product/service quality(product features, design, quality, brand, popularity; discounts


and coupons; after purchase service and warranty and so on)
 Delivery and shipping quality (overnight delivery, in time delivery, lost parcels)
 Security of customers' data (personal details, address, phone,)
 Customer service (time of response, resolution time, quality of resolution)
 Perceived value (expectations or addition value)

These are the key factors influencing the degree of customer satisfaction. They are to
be focused specially in providing telecom services for the purpose of creating loyal
customers and great brand image.

TELECOMMUNICATION SERVICES
In telecommunication, a telecommunications service is a service provided by
a telecommunications provider, or a specified set of user-transfer capabilities provided to a group
of users by a telecommunications system.
The telecommunications service user is responsible for the information content of the message.
The telecommunications service provider has the responsibility for the acceptance, transmission,
and delivery of the message.
For purposes of regulation by the Federal Communications Commission under the
U.S. Communications Act of 1934 and Telecommunications Act of 1996, the definition of
telecommunications service is "the offering of telecommunications for a fee directly to the
public, or to such classes of users as to be effectively available directly to the public, regardless
of the facilities used." Telecommunications, in turn, is defined as "the transmission, between or
among points specified by the user, of information of the user’s choosing, without change in the
form or content of the information as sent and received."

Telecommunications players ranging from cable providers to fixed-network services and mobile
operators are facing numerous challenges. The main ones are the commoditization of voice and
data services and cord-cutting –because of the availability of over-the-top (OTT) options.
Additionally, aggressive newcomers are emerging to offer connectivity alternatives like fixed
wireless. All these challenges threaten the traditional revenue sources for communication service
providers. As competition intensifies in the ICT industry, price is not enough to keep customers
satisfied and loyal. Customer satisfaction in the telecommunications arena begins to mean
something more related to an excellent experience than to price.

Customer satisfaction in the telecom industry of Bahrain revealed that 61% of the customers
were somewhat satisfied, 34% were satisfied and 5% were dissatisfied. The factors that
accounted for the following included attractive offers, signal quality, fair charges and voice
quality proved to be the most influential.

Major Mobile Phone Service Provider Companies in India

BSNL
The Bharat Sanchar Nigam Limited, country’s largest cellular service operator was set up in the
year 2000. It is a state owned telecom company with its headquarters located in New Delhi.
BSNL is also the largest land line telephone establishment in India. As of April, 2011 87.1
million users have been reported to be BSNL users.

MTNL
Mahanagar Telephone Nigam Limited (MTNL) was set up in the year 1985, to run telecom
operations in the major metro cities of India, Mumbai and Delhi. Its headquarters are based in
Mumbai. MTNL was the first company in India to initiate 3G services in India, having the brand
name of “MTNL 3G Jadoo Services” which provided options as Video call, Mobile TV, Mobile
Broadband etc. to the customers.

Airtel
Also known as Bharti Airtel Limited was started in July 1995, with its head office based in New
Delhi. Airtel runs its operations in as many as 19 countries across the world and is also ranked
fifth as telecom service provider globally. As of April 2011, figures show that Airtel has over
164.61 million users which make it the biggest mobile service operator in India. Its service
includes both 2G and 3G facilities.

Reliance Communications
Also known as RCOM was set up in 2004, with its head office in Navi Mumbai. Reliance
Communications as of now has more than 128 million users all across the world.

Aircel
Aircel was founded in 1999, with its head office in New Delhi. It is a joint enterprise between
Maxis Communications and the Apollo Hospitals.

Vodafone Essar
Vodafone Essar was founded in 1994 with its head office at Mumbai. Vodafone provides
services to 23 telecom circles across India.

Tata Indicom
The Tata Teleservices was founded in 1996, with its headquarters in Navi Mumbai.
Idea Cellular
Idea Cellular was started in 1995, with its head office in Mumbai. It also provides 3G services to
its subscribers.

Virgin Mobile
Virgin Mobile started its services in India in 2008, March. It is a U.K. based company.

Uninor
This Company is a joint venture between Telenor Group and Unitech Group and was started in
2009.

TABLE1: THE FOLLOWING TABLE REPRESENTS 4 MAJOR MOBILE NETWORK


OPERATORS IN INDIA

Market
Rank Operator Technology Subscribers[1](millions) Ownership
Share[1]

850 (B5)/ 1800 (B3)/


2300(B40) LTE, TD-LTE, FD- Reliance
1 LTE, LTE-A, 370.07 [1] [3] 32.14%
Jio Industries
VoLTE, VoWIFI[2], ViLTE, Limited
WiFi

GSM-900/1800 (EDGE), GPRS, Vodafone


2100 MHz HSPA, UMTS, HSPA+, Group(45.1%)
Aditya Birla
Vodafone 900(B8)/ 1800 (B3)/ 2100(B1)/ Group(26%)
2 332.65 [1] [8] 28.89%
Idea 2300(B40)/ 2500(B41) LTE, TD- Axiata Group
LTE, FD-LTE, LTE-A, [4] Berhad(8.17%)
VoLTE [5] [6], ViLTE, Private
WiFi[7] Equity (20.73%)

GSM-900/1800 (EDGE), GPRS


900 (B8)/ 1800 (B3)/ 2100 (B1)/
3 2300(B40) LTE, TD-LTE, FD- 28.43% Bharti Airtel
Airtel 327.35 [1] [10]
LTE, LTE-A, Limited

VoLTE, ViLTE, VoWIFI, [9]


WiFi

GSM-900/1800 (EDGE), GPRS,


2100 MHz HSPA, UMTS, HSDPA,
4 TD-HSDPA, HSPA+, 10.55% Government of
BSNL[Note1 121.47 [1] [Note2 1] [11]
1][11][12][13]
2100 (B1) / 2500(B41) LTE, TD- India
LTE, FD-LTE, LTE-A, VoLTE,[14]
WiMAX, WiFi

SOURCE: Wikipedia.org
CHAPTER -3
FINDINGS
&
ANALYSIS
QUESTIONS AND THEIR ANALYSES

1. To which age group do you belong to?

PERCENTAGE
AGE GROUP (yrs) NO. OF RESPONSES OF
RESPONSES

Less than 15 11 12.9%


15-30 39 45.9%
30-45 19 22.4%
More than 45 16 18.8%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: Maximum number of respondents belong to the age group of 15-30years


with 45.9% and minimum responses are given by the age group of less than 15years with 12.9%.
2. occupation of the surveyee?

OCCUPATION NO. OF PERCENTAGE


PERCENTAGE OF RESPONSES OF
RESPONSES RESPONSES
Self Employed 13 15.3%

Student 41 48.2%

Salaried Person 26 30.6%

Other 5 5.9%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: The minimum responses are from other occupation with 5.9% of
responses and maximum respondents are the students with 48.2% of responses. Hence Airtel is
most popular among the students.
3. Do you use a mobile phone?

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

YES 85 100%

NO 0 0%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: All the respondents use a mobile phone and hence all have access to
network services.
4. Are you an Airtel user?

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

YES 72 85.3%

NO 12 14.3%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: The maximum responses are from Airtel users with 85.7% and non-Airtel
users are minimum with14.3%.
5. For how long have you been using Airtel?

TIME SPAN NO. OF RESPONSES PERCENTAGE OF


RESPONSES
Less than 6 months 14 18.4%
6 months- 1yr. 10 13.2%
1yr-2yrs. 13 17.1%
2yrs.-5yrs. 18 23.7%
More than 5 yrs. 21 27.6%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: Maximum respondents i.e 27.6% are using Airtel services for more than
5 years, indicating Airtel as a long term player and ensuring the creditability of data collected as
mostly respondents are using Airtel over 5 years.
6. Which of the following feature motivated for being an Airtel user?

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES
Brand Image 2 28.6%
2
Cheap Rate 9 11.7%
Value Added Service 1 14.3%
1
Network Availability 27 35.1%
Voice Quality 8 10.4%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: The maximum no. of respondents are motivated to use Airtel services
due to its network availability and brand image, thus these are strength of the company over
other competitors and serve the benefits to the company.
While people are not satisfied with voice quality (signified by minimum no. of responses) and
thus there’s a scope of improvement in voice quality by Bharti Airtel Ltd.
7. Are you satisfied with the current network coverage of Airtel?

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

Highly Satisfied 16 20.5%


Satisfied 29 37.2%

Neutral 14 17.9%
Unsatisfied 10 12.8%

Highly Unsatisfied 9 11.5%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: From the above data it can be seen that mostly Airtel customers are
satisfied with its network coverage and there are few in not satisfied. But since mostly are
satisfied and not highly satisfied, thus there’s a scope to a increase that little degree of customer
satisfaction with the improvement in network coverage.
8. What motivated you to opt for Airtel services?

OPTIONS NO. OF PERCENTAGE OF


RESPONSES RESPONSES

Awareness of the service provider 33 42.9%

Retailer influence 6 7.8%


Advertisement 16 20.8%

Some other factor 22 28.6%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: Mostly people i.e 42.9% respondents came to know about Airtel services
through its awareness. Thus, there is great awareness about the company in the market as well as
among consumers.
9. How much you monthly spend on Airtel Services?

OPTIONS (IN RS.) NO. OF RESPONSES PERCENTAGE OF


RESPONSES

0-500 28 34.1%
500-1000 20 24.4%
1000-1500 12 14.6%
1500-2000 11 13.4%
More than 2000 11 13.4%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: The maximum customer spend 0-500 Rs. Per month for acquiring the
services of Airtel. However, customers spending the large amount per month are equal in no i.e.
11.
10. Would you like to continue Airtel over other network providers?

OPTIONS NO. OF PERCENTAGE OF


RESPONDENTS RESPONDENTS

YES 59 74.7%

NO 20 25.3%

PIE DIAGRAM REPRESENTING THE ABOVE DATA

INTERPRETATION: The maximum no. of Airtel customers I.e 74.7% would like to continue
Airtel over other service providers. This indicated that most of the customers are loyal to its
brand and won’t leave the side of company, indication goodwill and brand image of the Bharti
Airtel Ltd. in the market.
11. Price of prepaid connection is affordable.

OPTIONS NO. OF PERCENTAGE OF


RESPONSES RESPONSES

1 Strongly Disagree 6 7.3%


2 Disagree 6 7.3%
3 Neutral 29 35.4%
4 Agree 22 26.8%
5 Strongly Agree 19 23.2%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: This indicates that the prepaid connection charges are nor too high
neither too low as maximum customers i.e 35.4% are neutral about it. While prices are affordable
by large chunk of consumers and only few think them to be high.
Hence there is no need to further reduce the prices as mostly people agree with the statement.
12. Airtel offers different prepaid packages that match my preference.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 7 8.9%


2 Disagree 9 11.4%

3 Neutral 18 22.8%
4 Agree 23 29.1%

5 Strongly Agree 22 27.8%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Thus here we can see that Airtel is offering vast variety of packages
matching the preference of the different types of customers. Mostly customers agree with the
statement i.e 29.1% and 27.8%.
Hence packages are matching the preference of customers however few new packages can be
launched for the unsatisfied customers.
13. I experience good network quality in my area.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 11 13.6%


2 Disagree 7 8.7%

3 Neutral 22 27.2%
4 Agree 25 30.9%

5 Strongly Agree 16 19.8%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Mostly customers are satisfied with the network quality of the
Bharti Airtel Ltd. with 30.9% of responses. However there are many neutral (27.2%) and
many unsatisfied customers with network quality. Thus there is scope of improvement in
network quality in some areas.
14. I often get bonus talk-time\ SMS from Airtel.

OPTIONS PERCENTAGE OF NO. OF


RESPONSES RESPONSES

1 Strongly Disagree 11 13.8%

2 Disagree 13 16.3%

3 Neutral 24 30%

4 Agree 11 13.8%

5 Strongly Agree 21 26.3%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Airtel Customers sometimes get or sometimes may not get the
bonus talk-time/SMS as mostly people are neutral in this with 30% responses. Hence there
might be possibilities to provide customers with more bonus incentives.
15. Airtel constantly keeps me informed regarding new offers and services.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 5 6.3%

2 Disagree 5 6.3%

3 Neutral 14 17.7%

4 Agree 27 34.2%

5 Strongly Agree 28 35.4%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Mostly customers remains up-to-date with the new offers and
services with 34.2% and 35.4% of respondents. This represents great awareness in the
market of the company.
16. My grievances and complaints are handled faster and full help is provided.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 7 9%

2 Disagree 6 7.7%

3 Neutral 17 21.8%

4 Agree 17 21.8%

5 Strongly Agree 31 39.7%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Here 39.7% of respondents highly agree to the statement and


hence representing that most the customer complaints are handled with sincerity and
efficiency resulting in the increase of degree of customer satisfaction.
17. I would like to recommend Airtel to my friends and family.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 5 6.3%


2 Disagree 11 13.9%

3 Neutral 15 19%

4 Agree 23 29.1%

5 Strongly Agree 25 31.6%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: 29.1% and 31.6% respondents agree and highly agree to the
statement and thus large chunk of consumers are preferring that Airtel services should
benefit there near and dear ones. This ensures goodwill and increase in customers of the
brand.
18. If some other operator approaches me with some more attracting offers then still i will
prefer or go for Airtel.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 14 17.7%

2 Disagree 7 8.9%

3 Neutral 17 21.5%

4 Agree 15 19%

5 Strongly Agree 26 32.9%

BAR GRAPH REPRESENTING THE ABOVE DATA


INTERPRETATION: Mostly customers are loyal to brand with 19% and 32.9% respondents,
however there are many customers 17.7% and 8.9% who may switch over to others. Hence there
is high degree of competition and company must need to work efficiently.
19. I find Airtel value for money.

OPTIONS NO. OF RESPONSES PERCENTAGE OF


RESPONSES

1 Strongly Disagree 7 8.9%

2 Disagree 13 16.5%

3 Neutral 16 20.3%

4 Agree 23 29.1%

5 Strongly Agree 20 25.3%

BAR GRAPH REPRESENTING THE ABOVE DATA

INTERPRETATION: Mostly respondents i.e 29.1% and 25.3% find the Airtel value for
money, however there are some i.e8.9% and 16.5% disagreeing with statement. While
some 20.3% are neutral.
CHAPTER -4
SUGGESTIONS
&
CONCLUSIONS
CONCLUSION

 The maximum customers of Bharti Airtel Ltd. is belonging to the age group of 15-
30 years and the 2nd higher customer range is belonging to the age group of 30-45
years.
 Mostly Airtel users are the students which consist of 48.2% of the total respondents.
 All the users of airtel are having mobile phone indicating their easy access to Airtel
services.
 Most of the Airtel customers are the long-term users, using Airtel for a period of
more than 5 years.
 Airtel has a better network availability than other network providers that is why
most of the customers are motivated for being an Airtel user due to better network
availability.
 Airtel customers are satisfied with current network coverage of Airtel.
 Users of Airtel services usually spend the small amount monthly on availing services
i.e. 0-500 Rs.
 Mostly customers are loyal to the brand. 74.7% of the users would prefer Airtel
over other network providers.
 Prices of the Airtel services are neither too high nor too low.
 Bharti Airtel Ltd. is offering various packages according to the diverse customers.
 Mostly people are satisfied with the network quality but there is more scope that
the network quality can be improved, helping Airtel to have an edge over its
customers.
 Airtel may or may not send bonus incentives to its customers, thus there is more
scope to provide bonus to the customers.
 Customers of Airtel remain well informed about the new services and offers.
 Grievances and complaints of the customers are handled with the utmost care and
efficiency.
 Mostly people are loyal to the brand they are using and so are the Airtel customers.
 People don’t find Airtel much value for money, some may agree on the fact but
there are mix reviews of the customers towards the point.
SUGGESTIONS

 Airtel must find more new strategies and plans for its customers. Since in country
like India where there is diverse people so are the needs of them and company
must introduce plans for the preference of each group of individuals.
 There might be scope to provide more bonus and incentives on the talk times and
SMS as mostly people don’t find much bonus plans coming from company.
 Airtel has a good brand image and must take care of it and ensure essential steps to
be taken to maintain the brand image.
 Much people don’t find Airtel value for money indicating the scope for the
reduction in prices at some extent.
 Company must take essentials steps to maximize customer satisfaction in order to
create more customers for the company and giving a tough competition to other
service providers.
 Airtel must promote its services to the elder population in the region as most the
Airtel users are the students belonging to the age group of 15-30 years.
 Thus there is scope for enhancement of efficiency and increasing the degree of
customer satisfaction. Customers nowadays are treated as the king of the market,
thus satisfied happy customers means a brighter and broader future for the
company.
 The company has good brand image so for promotion purposes it must go for
technique of providing sample services or some incentive on services rather than
advertising through print or electronic media.
 Company must ensure to always provide higher degree of customer satisfaction
than its competitors to create greater customer loyalty as there are some customers
thinking to switch to other service providers.
 The company can think to launch new different type of services due to great
customer awareness and goodwill in the market.
 There is large scope with the brand for its expansion and the growth, the company
must opt for the opportunities of growth and expansion at the right time.
 To suggest measures to the company to improve customer satisfaction for the
creation and retention of more customers.
BIBLIOGRAPHY

www.google.co.in
https://docs.google.com/forms/d/11iCw-uPKbL9ZQlvWedp9y5oTdHcUOkbQMFu-
H76zWwo/edit
https://www.slideshare.net/mobile/PrachiChauhan10/customer-satisfaction-on-airtel
https://en.wikipedia.org/wiki/customer_satisfaction
www.slidehare.net https://www.marketing91.com/swot-
analysis-of-airtel/ https://www.airtel.in/about-
bharti/equity
https://survicate.com/customer-satisfaction/importance-customer-satisfaction/
https://www.marketing91.com/marketing-mix-airtel/
https://www.google.co.in/search?safe=active&sxsrf=ALeKk03uL92-EV-HGKSBmpq-
uch1rtfWcQ%3A1584872740675&ei=JD13Xs32KMKF4-
EPoIGDGA&q=bharti+airtel+ltd&oq=bha&gs_l=psy-
ab.1.0.0i273j0j0i67j0i131j0i20i263j0j0i67l3j0.30644.35065..132788...1.2..4.202.2115.0j15j1......
0....1..gws-wiz.....10..0i71j35i39j0i22i30j35i362i39.gsMMKKsDODM
https://bbmprojects.files.wordpress.com/2014/05/a-study-on-customer-satisfaction-with-mahendra.pdf
https://www.intraway.com/blog/white-paper/Telecommunications-Customer-Satisfaction
ANNEXURE
To which age group do you belong to? *
 Less than 15 years
 15-30 years
 30-45 years
 More than 45 years

occupation of the surveyee?


 self employed
 student
 salaried person
 other

Do you use a mobile phone?


 YES
 NO

Are you an Airtel user?


 Yes
 No

For how long have you been using Airtel


 Less than 6 months
 6 months -1 year
 1 year -2year
 2 year-5 year
 More than 5 years

Which of the following feature motivated for being an Airtel user?


 Brand Image
 Cheap Rate
 Value Added Service
 Network Availability
 Voice Quality

Are you satisfied with the current network coverage of Airtel?


 Highly Satisfied
 Satisfied
 Neutral
 Unsatisfied
 Highly Unsatisfied

What motivated you to opt for Airtel services?


 Awareness of the service provider
 Retailer Influence
 Advertisement
 Some Other Factor

How much you monthly spend on Airtel Services? *


 0-500₹
 500-1000₹
 1000-1500₹
 1500-2000₹
 More than 2000₹

Would you like to continue Airtel over other network providers?


 Yes
 No

Price of prepaid connection is affordable.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

Airtel offers different prepaid packages that match my preference.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

I experience good network quality in my area.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

I often get bonus talk-time\ SMS from Airtel


 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

Airtel constantly keeps me informed regarding new offers and services.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

My grievances and complaints are handled faster and full help is provided.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

I would like to recommend Airtel to my friends and relatives.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree
If some other operator approaches me with some more attracting offers then still i will
prefer or go for Airtel.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

I find Airtel value for money.

 1 Strongly Disagree
 2 Disagree
 3 Neutral
 4 Agree
 5 Strongly Agree

Any other opinion\suggestion that you would like to place.

 Your answer