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ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

SYNOPSIS OF Analyzing the service quality of telecom sector

SUBMITTED TO: KARANPAL SINGH DHILLON

SUBMITTED BY: Rohin SHARMA MBA SEM-III R.NO: 103172243091

DEPARTMENT OF POST GRADUATE STUDIES AMRITSAR COLLEGE OF ENGINEERING ANDTECHNOLOGY, AMRITSAR

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Chapter 1 Introduction
The customers are very important and play a crucial role in any process of marketing. Today, customers are the kings of the market because the customer loyalty and customer preference are built by the products and the services offered to the customers and they seek for the more benefits and moneys worth for the amount they spend. That is where the concept of customer preference and consumer behavior comes because the customers make the marketers to rethink about designing the products and services. They have to think about the market segmentation, market strategies, consumer behavior, consumers preferences, and consumers lifestyle etc. Many marketers are smart enough to understand consumers needs, wants and demands and perform beyond their expectations i.e. they delight them. It provides them growth, profitability and creativity with lot of inventions.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

INDUSTRY PROFILE
Today the Indian telecommunications network with over 375 Million subscribers is second

largest network in the world after China. India is also the fastest growing telecom market in the world with an addition of 9-10 million monthly subscribers. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus Indian telecom sector has come a long way in achieving its dream of providing affordable and effective communication facilities to Indian citizens. As a result common man today has access to this most needed facility. The reform measures coupled with the proactive policies of the Department of Telecommunications have resulted in an unprecedented growth of the telecom sector. According to TRAI, by the end of February, the total number of subscribers had reached 413 million. Of this, 91% were mobile phone subscribers. The rising number of subscribers has pushed the telecom-density to 35.62% showing a stupendous annual growth of about 50%, one of the highest in any sector of the Indian Economy. Indias telecom sector has shown massive upsurge in the recent years in all respects of industrial growth. From the status of state monopoly with very limited growth, it has grown in to the level of an industry. Telephone, whether fixed landline or mobile, is an essential necessity for the people of India. This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital investment and industrial de-licensing resulted in fast growth of this sector.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

At present the countrys telecom industry has achieved a growth rate of 14 per cent. Till 2000, though cellular phone companies were present, fixed landlines were popular in most parts of the country, with government of India setting up the Telecom Regulatory Authority of India, and measures to allow new players country, the featured products in the segment came in to prominence. Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make advanced technologies like GSM, CDMA and WLL to the great use of

3G Technology in

mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the

maximum to their customers. The huge potential offered by the untapped rural market will help push growth for telecom operators in the years to come. At present, rural India accounts for just 27% of the countrys cellular base, though it constitutes 70% of the population.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

The list of telecom operators operating in India with their market share is detailed:

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Recent things to watch out in Indian telecom sector are: 1. 3G and BWA auctions 2. MVNO 3. Mobile Number Portability 4. New Policy for Value Added Services 5. Market dynamics once the recently licensed new telecom operators start rolling out 6. Services. 7. Increased thrust on telecom equipment manufacturing and exports. 8. Reduction in Mobile Termination Charges. 9. Due to technological advancement and increase in traffic.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

TELECOM GAINTS COMPANIES

The various telecom operators operating in Indian market are as follows:

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Chapter2 Review of literature


1. Kalavani (2006) in his study examines that Majority of the respondents have given favorable opinion towards the services but some problems exist that deserve the attention of the service providers. They need to bridge the gap between the services promised and services offered. The overall customers attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided.

2. Rajvinder Seth (2008), in his study examines that Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation analyzed that there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience, empathy and tangibles. This would enable the service providers to focus their resources in the areas of importance. The research resulted in the development of a reliable and valid instrument for assessing customer perceived service quality for cellular mobile services.

3. Samuel (2004), in his study examines that Customer satisfaction for cellular services, a study with a reference to BPL and Aircel mobile phones and services, a published M.Phil. Dissertation, submitted to Bharathiar University, Coimbatore, December 2002, has analyzed that, the service quality of their brand is directly linked with the satisfaction level of the customers.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

4. Kalpana and Chinnadurai (2006), in her study examines that Promotional Strategies of Cellular Services: A Customer Perspective analyzed that the increasing competition and changing taste and preferences of the customers all over the world are forcing companies to change their targeting strategies. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city.

5. Rick (2008), in his study examines that Companies with sound customer strategies can use that ultimate loyalty program as a differentiator in an increasingly muddled market. In an increasingly competitive market, customer loyalty efforts can play a major part in the attraction of new customers and the retention of current ones. As consumers' choices expand, the importance of a sound customer relationship strategy becomes more and more important for the success of the company. 6. Shikha.O (2009), in her study examines that Contribution of the mobile phone services not only at the national or state level, but also its involvement in an individual's life. She found out that the less number of users are aware of all the VAS provided by the service providers and thus the companies should focus on the awareness campaign.

ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Chapter 3 Research methodology


Research methodology is a way to systematically solve the research problems. The research methodology includes the various methods and techniques or conducting a research. Marketing research specifies the information required to address the related issues, designs the method for collecting the information, implements the data collection process and communicates the findings and their implications. Thus marketing research is the systematic and objective identification, collection, analysis, dissemination and use of the information for the purpose of improving the decisions related to the identification and solution of problems and opportunities in marketing.

Sources of Data
The study undertaken is mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from books, authenticated websites and journals for the latest updates just to gain an insight for the views of various experts. The primary data will be collected with the help of a structured and non disguised questionnaire. The preliminary draft to the questionnaire will be pretested which will help in improving the questionnaire and will also give and indication to the kind of responses likely to be obtained. Majority of the questions will be of multiple choice types where the respondents will free to choose one or more than one factors according to their preferences.

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ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Methodology & Presentation of Data


The data collected is then coded in the tables to make the things presentable and more effective. The results are shown by tables & pie- charts which will help me out in easy and effective presentation of results.

Research Design
Research design is defined as an effective arrangement for collection and analysis of data in a manner that aims to combine relevance in the procedure of research with the economy in procedure. The design for this study is Descriptive and Random sampling.

Data collection and tools of analysis:


Data collection is a basis of the research report. Data will be collected in various ways including questionnaire method.

Sampling plan: Sampling unit:


As the title of the project is ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR.

Sample size:
Sample size means how many respondents are to be surveyed.

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ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR

September 19, 2011

Chapter 4

Bibliography

BOOKS :
Philip Kotlar (2008), Marketing Management 12th ed., New Delhi, Pearson Education PP 34-42. Kotler Philip and pfoertsch (2006) Waldemar, 12th ed., New Delhi, Pearson Education PP 50-56. SCHILLER JOCHEN (2006) MOBILE COMMUNICATION 2ND ED 2006 TMH, INDIA pp 30-34.

MAGAZINE & JOURNAL: Singh Yashvendra(2009), BUSINESS INDIA TELECOM Sector-Survey September pg:109-111 Goyal V (2007) ThE Indian TelecOM INDUSTry, IIM Calcutta, pp 20-25.

WEBSITES:

www.dot.gov.in www.trai.gov.in

http://www.coai.com/service_providers.php

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