A SYNOPSIS

ON
“A STUDY OF CUSTOMER SATISFACTION LEVEL OF
EXISTING USERS HAS AIRTEL LANDLINE &
BROADBAND SERVICES.”

Supervisor Submitted by

NAME: Mrs. SRIDEVI CHAUDHURI Name of student: Rajesh kumar keshri

DESIGNATION: Sr. Lecturer Enrollment No.08061148299

Specialization: Markreting

Remarks of Evaluator

Approved/Disapproved Approved/Disapproved

(I Evaluation) (II Evaluation)

Session 2008-2010
Directorate of Distance
Education GJUS & T, Hisar
 DIRECTORATE OF DISTANCE EDUCATION
GURU JAMBHESHW AR UNIVERSITY OF SC. & TECH.HISAR

FORMATE FOR RESUME OF SUPERVISOR/GUIDE

1. NAME :Mrs.Sridevi Chaudhuri

2. DESIGNATION :Sr. Lecturer

3. QUALIFICATION : Post Graduate Diploma In Advertising & Communication

4. AREA OF SPECIALISATION :Advertising&Communication

5. EXPERIENCE ; 7 Years

6. OFFICIAL ADDRESS :NSB School of Business

B-11/1, MCIE, Mathura Road
New Delhi- 110044
7. TELEPHONE No. :011(Off) 41676794/5

8. MOBILE :09811550334

9. E-MAIL :sridevi.chaudhuri@nsb.in

I am willing to supervise Mr. Rajesh Kumar Keshri

Enrollment No.. 08061148299

Countersigned by Director of Study Centre with SEAL

Countersigned by the employer with seal

(Signature) with seal

On the topic “A STUDY OF CUSTOMER

SATISFACTION LEVEL OF EXISTING USERS HAS AIRTEL LANDLINE &
BROADBAND SERVICES.”
 INTRODUCTION

BHARTI TELE-VENTURES LIMITED: The Company Profile

Bharti Tele-ventures Limited was incorporated on July 7, 1995, for promoting

investments in telecommunication services. Its subsidiaries operate telecom services

across India. Bharti is India’s leading private sector telecommunications services

provider, with a customer base of approximately 17.53 million: 16.33 million mobile and

1.2 million fixed line customers.

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

Internet access over DSL in 15 circles

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.

 National long distance Service: To provide National Long

Distance(NLD) Services, Bharti has laid 25,000 km of optical fibre with presence in
200 cities. It is also interconnected with all leading cellular operators, fixed line
service providers.
International long distance Service: To provide this service across Asia
Pacific region it has laid i2i submarine cable network along 3,200 km and the
landing stations are Singapore and Chennai.

PRODUCTS & SERVICES OFFERED WITH AIRTEL LANDLINE &

BROAD BAND:

(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.

An ISDN PRI is configured with 30 bi-directional B (Bearer) channels and one D

(Data) channel. It allocates all signaling and call control requirements to the D channel,
leaving the 30 B channels free for any mix of voice and circuit switched data.

ISDN BRI is suitable for both residential and commercial purpose, configured
with 2 bi-directional B channels and 1 D channel.

(2) BROADBAND: With the speed of 512 Kbps AirTel Broadband is

approximately 5 times faster than an analogue connection. Larger data application, faster
file transfer, streaming multimedia and heavy duty surfing every thing we can imagine is
now easily possible with this facility. Superior server technology and a dedicated port
provide total security to data, both stored and in transit. Bharti also provide round the
clock Customer Support.
 LITERATURE REVIEW

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.

Customer delivered value = (Total Customer value – Total Customer cost).

 Total customer value is the bundle of benefits customers expect from a

given product or a service.
 Total customer cost is the bundle of costs customers expect to incur in
evaluating, obtaining and using the product and service.
 Satisfaction is a person’s feeling of pleasure or disappointment resulting
from comparing a product’s perceived performance and expectations.

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).

TOOLS FOR TRACKING AND MEASURING CUSTOMER

SATISFACTION

[1] Complaint and suggestion systems: -

A customer-centered organization makes it easy for its customers to deliver
suggestions and complaints. Many restaurants and hotels provide forms for guests to
report their likes and dislikes. A hospital could place suggestion boxes in the corridors,
supply comment cards to exciting patients and hire a patient advocate to handle
patient’s grievances. These information flows provide these companies with many good
ideas and enable them to act more rapidly to resolve problem.

[2] Customer satisfaction surveys: -

Many companies obtain a direct measure of customer satisfaction by

conducting periodic surveys. They send questionnaires or make telephone calls to a
random sample of their recent customers and ask if they were very satisfied, satisfied,
somewhat dissatisfied or very dissatisfied. With various aspects of company’s
performance while collecting customer satisfaction data it is useful to ask additional
question to measure the customer’s repurchase intuition, those will normally be high if
the customers satisfaction is high. It is also useful to measure customer’s willingness to
recommend the company and brand to other person. A high positive word of mouth
indicates that the company is producing high customers satisfaction.

[BHARTI TELEVENTURES PVT. LTD HAS ADOPTED ABOVE MENTIONED

STRATEGY TO MEASURE THE SATISFACTION LEVEL OF ITS CUSTOMER.]

[3] Lost Customer analysis: -

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.

ATTRACTING AND RETAINING CUSTOMER

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.

COMPUTING THE COST OF LOST CUSTOMERS

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.

Unfortunately most marketing theory and practice centered on the art of

attracting new customers rather than retaining existing ones. The emphasis
traditionally has been on making sales rather than bui;lding relationship. The focus
has been on reselling and selling rather than on caring for the customer afterwards.
Today however, most of the companies are recognizing the importance of satisfying
and retaining current customers. There are two ways to strengthen customer retention:
-

[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:

(1) Data Sources

(2) Research Design
(3) Research Instruments
(4) Sampling Plan
(5) Contact Methods
(6) Tools and Techniques of Analysis
(7) Limitations of study

Limitation of the study:

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

To be familiar with working Collection of Secondary data

process of Bharti from:
Office employees
Sales Team
Company’s broachers.
Formulation of Research Competitors
Internet
Journals
Library
Designing of Questionnaire

Reviewing of questionnaire
with SM of Bharti Tele.Ltd.

Preparation of final
Questionnaire

Collection of primary data by

survey (Personal Interview)

Compilation of data

Feeding of data in SPSS software

Analysis of data

Recommendation and Conclusion

Final Report Generation End

 OBJECTIVES OF THE STUDY

MAIN OBJECTIVE:

To find out whether the existing users of Airtel Landline & Broadband are satisfied? And

which factors play important role to satisfy customers.

SPECIFIC OBJECTIVE:

To obtain the desired result researcher needed to know:

• How many customers use the broadband services of Airtel along with its

landline?

• What is the brand image of Airtel in consumers mind?

• Which features of Airtel do customers like most?

• What are the expectations of consumers from Airtel?

 THE SCOPE

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

sort of dissatisfaction about the service amongst the customers.

 QUESTIONNAIRE

[Q.1] Market Segment: -

(a) Commercial (b) Residential

[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.5] If no, then do you avail any other broadband service?

(a) Yes, (specify) name __________________________
Reason _________________________
 (b) No.

[Q.6] Do you think brand image of Airtel is stronger than others?

(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.8] If satisfied, which feature of Bharti does you like most?

(a) Competitive pricing
(b) High Speed
(c) Downloading capacity
(d) Data Security
(e) After Sales Service
Others

[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 :

 Marketing Research Naresh K Malhotra

 Marketing Research Harper W Boyd

 Marketing Management Philip Kotler

 Marketing Management Keller & Kotler

 SPSS Handbook

Websites:

 www.bharti.com

 www.Comtel.com