customer satisfaction survey of airtel1

CUSTOMER SATISFACTION SURVEY OF AIRTEL

CUSTOMER

SATISFACTION SURVEY

OF AIRTEL

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Table of Contents

1 INTRODUCTION..........................................................................................................................41.1 IMPORTANCE OF CUSTOMER SATISFACTION.....................................................................41.2 THE CUSTOMER SATISFACTION PROCESS.........................................................................5

2 MARKET RESEARCH AND SAMPLING........................................................................................63 METHODOLOGY.........................................................................................................................74 QUESTIONNAIRE........................................................................................................................85 ANALYSIS................................................................................................................................10

5.1 DURATION OF USAGE......................................................................................................105.2 CONNECTION TYPE..........................................................................................................105.3 AIRTEL SERVICES............................................................................................................115.4 QUALITY OF AIRTEL NETWORK......................................................................................115.5 QUESTION 5.....................................................................................................................115.6 CUSTOMER CARE SERVICE..............................................................................................125.7 REDRESSAL OF CUSTOMER SERVICE REQUESTS.............................................................125.8 SATISFACTION WITH AIRTEL SCHEMES...........................................................................135.9 LEVEL OF RECOMMENDATION OF AIRTEL.......................................................................135.10 CUSTOMER SUGGESTIONS...............................................................................................14

6 CONCLUSION............................................................................................................................157 REFERENCES............................................................................................................................16

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Abstract

Marketing Research is the systematic design, collection, analysis, and reporting of data and

findings relevant to a specific marketing situation faced by the company. We Group No.3

created a questionnaire and surveyed the market of Airtel in the campus of NITK, Surathkal.

The important features of this survey were to find out the customer satisfaction and

improvement of the product. The method used for survey was sampling method and contact

method. The Airtel concept was taken due to its wide use of the connection all over India.

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1 Introduction

Customer satisfaction is a measure of how products and services supplied by a company

meet or surpass customer expectation. 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. Exceptional customer service results in

greater customer retention, which in turn results in higher profitability.

Customer satisfaction can help your business achieve a sustainable competitive advantage. It

deals with the way a customer feels after purchasing a product or service and, in particular,

whether or not that product or service met the customer's expectations.

1.1 Importance of Customer Satisfaction

Customer satisfaction allows your customers to communicate with you directly about their

needs, assuring you that the quality standards you establish reflect the voice of the

customer and not just the company line.

A high level of satisfaction can deliver many benefits, including:

Loyalty: a highly satisfied customer is a loyal customer.

Repeat purchase: a highly satisfied customer buys more products.

Referrals: a highly satisfied customer tells their family and friends about the product or

service.

Retention: a highly satisfied customer is less likely to switch brands.

Reduced costs: a highly satisfied customer costs less to serve than a new customer.

Premium prices: a highly satisfied customer is willing to pay more for the product or

service.

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1.2 The Customer Satisfaction Process

Because everyone’s needs are different, a specific approach is developed to meet them.

However, the overall process can be divided into six interactive phases.

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Phase 1: MobilizationDefine Business and Information ObjectivesDevelop Overall PlanGain Management Commitment

Phase 4: Action Planning

Identify TeamsIdentify Research Implications:Changes in Product/ServicesInternal ProcessesDevelopment of New Product/ ServicesTrainingSet Customer Driven StandardsCreate Detailed Plans

Phase 2: Discovery

Identify:Needs/ExpectationsTypes of ProblemsPoints of Customers/Company InteractionConduct Qualitative Research Survey Customers/Employees

Phase 5: Implementation

Implement Plans

Phase 3: Needs and Performance Evaluation

Provide Quantitative Measures of:Importance of Key AttributesCompany Performance on Key AttributesCompetitive PerformanceExpectations of Specific Levels of

PerformanceDetermine Areas of Greatest Impact

Phase 6: Tracking

Provide Ongoing Quantitative Assessment of PerformanceDeliver Easy-to- Understand Reports to Employees/Management


2 Market Research and Sampling

Marketing research can be defined as the systematic design, collection, analysis, and

reporting of data and findings relevant to the specific marketing situation facing the

company. It involves the collection of data to obtain insight and knowledge into the needs and

wants of customers and the structure and dynamics of a market. In nearly all cases, it would be

very costly and time-consuming to collect data from the entire population of a market.

Accordingly, in market research, extensive use is made of sampling from which, through

careful design and analysis, marketers can draw information about the market.

Sample design covers the method of selection, the sample structure and plans for analyzing

and interpreting the results. Sample designs can vary from simple to complex and depend on

the type of information required and the way the sample is selected.

Three important decisions must be made while designing the sampling plan:

1. Sampling unit: Who is to be surveyed?

The marketing researcher must define the target population that will be sampled.

2. Sample size: How many people should be surveyed?

Large samples give more reliable results than small samples. However, it is not necessary

to sample the entire target population or even a substantial portion to achieve reliable

results.

3. Sampling procedure: How should the respondents be chosen?

To obtain a representative sample, a probability sample of the population should be

drawn.

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3 Methodology

A market research was conducted in NITK, Surathkal to measure the level of satisfaction

amongst Airtel service users.

Sampling method used: Convenience sampling, i.e. using the most accessible people,

who are willing to volunteer

Sampling

Unit

Students of NITK

Sampling

Size

90

(A sampling unit is one of the units into which an aggregate is divided for the purpose of

sampling, each unit being regarded as individual and indivisible when the selection is made.

The sample size of a statistical sample is the number of observations that constitute it. It is

typically denoted n, a positive integer.)

Contact method: Questionnaires

The questionnaire contained the following types of questions:

(i) Closed-end questions

a. Dichotomous

b. Multiple-choice

c. Rating scale

d. Intention to recommend

(ii) Open-end questions

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http://en.wikipedia.org/wiki/Integer

http://en.wikipedia.org/wiki/Statistical_sample


4 Questionnaire


Dear respondents,

We, the students of MBA Ist year, are conducting a market research to measure the level of

satisfaction amongst the Airtel service users. We request you to spare some of your valuable

time in filling up this questionnaire.

*********************************

SECTION A

1. Gender : Male Female

2. Age : _____

3. Branch : _______________________________

4. Semester : _________

SECTION B

1. For how long have you been a customer of Airtel?

0-1 year 1-2 years

2-3 years More than 3 years

2. Which kind of connection are you using?

Prepaid Postpaid

3. Which of the following services of Airtel do you use?

GPRS/MMS Broadband Others ___________

Caller tunes Blackberry None

4. How would you rate the quality of network in your locality?

Excellent Very Good Good Fair Poor

1 ___ 2 ___ 3___ 4___ 5___

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5. Have you used any connection other than Airtel?

Yes No

(i) If yes, which one? ____________________

(ii) How do you rate Airtel compared to the connection you previously used?

Excellent Very Good Good Fair Poor

1 ___ 2 ___ 3___ 4___ 5___

6. How many times have you contacted Airtel customer care in the past?

Less than 5 times Less than 10 times

Less than 20 times More than 20 times

7. How long does it usually take for complaints/requests to be redressed?

Immediate response Response within 24 hours

Response after 24 hours No response

8. How satisfied are you with the schemes/vouchers provided by Airtel?

Highly satisfied Satisfied

Dissatisfied Highly dissatisfied

9. Would you recommend Airtel connection to others?

Definitely recommend Probably recommend

Probably not recommend Definitely not recommend

10. Any suggestions that you would like to make…

_____________________________________________________________________

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5 Analysis

5.1 Duration of Usage

5.2 Connection Type

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5.3 Airtel Services

5.4 Quality of Airtel Network

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5.5 Connection other than Airtel

5.6 Customer Care Service

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5.7 Redressal of Customer Service Requests

5.8 Satisfaction with Airtel Schemes

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5.9 Level of Recommendation of Airtel

5.10 Customer Suggestions

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6 Conclusion

After the survey of 100 sampling units we came to the following conclusions according to the statistical data:-

1. Maximum of the users using Airtel were between 0-1 years.2. The connection type used is mainly prepaid.3. The GPRS/MMS were the features that attracted the customers and were the reason for

use of Airtel Connection.4. The quality of Airtel network was judged to be very good.5. The 6. The use of Customer Care service was very less.7. The Customer care service was also adjudged to be good in service.8. Maximum of 74% persons gave their view as Airtel being a connection with good

schemes.9. About half of the persons pointed to make recommendations of Airtel.10. Maximum of the persons didn’t provide any suggestion but reducing the call tariff was an

important issue next to it.

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7 References

1. Kotler, Philip; Keller, Kevin Lane; Marketing Management; Edition 12e; Prentice Hall of

India

2. http://tutor2u.net/business/marketing/research_sampling.asp

3. http://www.apmf.org.sg/Topic4.ppt

4. http://www.icrsurvey.com/docs/Overview%20of%20Customer%20Satisfaction%20and

%20Loyalty.do

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customer satisfaction survey of airtel1

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