final consumer behaviour by ahmad

8/14/2019 Final consumer Behaviour by ahmad

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Term paper of Consumer Behaviour

On the topic

Student perceptiontowards Airtel Customer

Care Services

Submitted to:-

Mr. Ajay Chandel

Lecturer LSB

LPU Phagwara

Submitted by:-

Ahmad Mustafa

Roll No. RR1801A16

Reg. No. 10811688
http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/


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Course: MBA 3rd Semester


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Table of contents

EXECUTIVE SUMMARY...............................................3

INTRODUCTION........................................................4

LITERATURE REVIEW.................................................5

RESEARCH METHODOLOGY.........................................9

HYPOTHESIS..........................................................10

DATA ANALYSIS & INTERPRETATION..........................11

FINDINGS..............................................................25

CONCLUSION AND RECOMMENDATIONS......................25

ANNEXURE............................................................26

QUESTIONNAIRE...............................................................26

REFERENCES.........................................................29


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Executive summary

This project has been done on the permission of Mr. Ajay Chandel. The topic was also

assigned to me by him as student perception towards Airtel customer care services. I

selected the university campus as the location of my project. A structured questionnaire was

filled by 30 students of LSB who were using Airtel mobile services. Since the place of

project was known to me being the student here as well, i consulted the respective faculty

member who guided me at all steps with humble approach as good as a best friend. I would

like to thank Mr. Ajay sir who supported me while drafting and designing the Questionnaire.

There were lot of constraints faced while filling questionnaire but i managed the situations

and completed my project successfully.

The literature review articles were wholly downloaded from different websites where as

much focus was devoted towards primary data which was collected through questionnaire.

After collecting the data from 14 questions comprising questionnaire, i used my data analysis

and interpretation skills through MS Word And MS Excel Application Softwares of MS

Office 2007.

At the end of this project i gave some important conclusions and recommendations based on

my research.

Ahmad Mustafa


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Introduction

Type A Public company, Listed on BSEFounded In 1985Headquarters AtNew Delhi, IndiaKey people CEO Sunil MittalIndustry i.e. TelecomProducts Both Mobile & Fixed-Line TelecommunicationoperatorRevenue above $6 BillionSlogan Express YourselfWebsite visit: www.airtel.in

Promise:-

To help the customer as quickly and as efficiently as possible atfirst point of contact by email directly, useful telephone numbers,quick links to store locations, payment centres and much more.
http://www.airtel.in/http://www.airtel.in/http://www.airtel.in/http://www.airtel.in/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/http://www.airtel.in/


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Literature Review

The Company Bharti Airtel is divided into 3 business units that are:

Broadband & Telephone (B&T) services

Enterprise services

Mobile services

For decades, companies relied on push marketing to sell their products and services. Then in

the 1990s, the emphasis shifted to relationship marketing, as customer care and slogans

like delight your customers became the mantra of many marketers. But those tactics have

been loosing their effectiveness, innovative companies are now trying a different approach:

they are providing customer with open, honest, and complete information (Glen L. Urban,

1984).

To exist and flourish in the todays competitive market a company needs to have a basis of

competitive advantage. The search for and nourishment of such advantage may be found in

superior products that customer value, by effective cost or differentiation strategies or

financial aptitude Customer satisfaction and service quality should be entrenched within the

chapter principles of a business. This value enables an organisation to distribute the services

to the client in a strategic and an incorporated approach, and in a sustainable manner. Over

the past decade, the nation has moved into a service economy, and organizations everywhere

are becoming customer focused and customer driven.

However since customer satisfaction has become a significant determinant as an element of

assessing an organization performance. It was first found in Sweden in 1992, with the

establishment of the Swedish customer satisfaction index. Other developments have taken

place in Germany, USA, UK, and gradually world wide awareness has been shown.Customer service is a gradually becoming more and more significant focuses for

administration attention, since it generates wealth for the company by adding together at the

same time value for the customers (Christopher, 1992; LaLonde et al., 1994).

Firms are now aware of the need to preserve their existing customer and to create customer

loyalty but first there is a need to make a clear terminology. Customer may be loyal because

of the absence of substitutes, or due to of some incentives but, given real and more numerous

competitive alternatives; loyal customers are best achieving by delivering customer

satisfaction. Customer satisfaction can be measured but it is not a management activity.


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Rather, it is a measure of customer awareness to marketing stimuli in a known competitive

environment. Customer service can be defined as a seller initiated attempt which has value

for the buyers, therefore growing customer satisfaction and encouraging patronage and

loyalty. This definition has been reflected in the literature as customer service has changed

from an action to a procedure and business beliefs (Bill Donaldson, 1995).

The various mobile service industries are trying to attain greater customer satisfaction by

focusing on the quality of their products and services supplied. Maintaining a uniform

level of customer satisfaction is not easy task, it involves observing and calculating

multiple, as well as simultaneous moment of truth for each and every consumer. Figure

illustrates all the key elements which influence customer satisfaction in an organization.

Now a days Researchers and practitioners has given a significant amount of attention to the

service quality in an organization It has been defined as a type of an approach, associated but

not corresponding to satisfaction. This results from the evaluation of probable service levels

with perceived performance (Parasuraman et al., 1998; Bolton and Drew, 1998; Cronin

and Taylor, 1998).

In short, customers enter a consumption experience expecting a positive level of service.

Throughout that consumption experience, they monitor genuine service performance. The

customers subjective assessment of how well (or badly) that actual performance compares

to probable performance results in the perceived service quality. There is substantial proof

that service quality works as an antecedent to customer satisfaction. In addition, it should be

noted that the high levels of consumer satisfaction leads to better consumer loyalty.

According to Parasuraman outstanding service is a lucrative strategy, as it results in

additional new customers, smaller amount lost customers, more trade with existing one,

smaller number mistakes requiring the re-performance of services and more insulation from

price competition. Profit impact of market strategy (PIMS) research has pointed out that the

companies that present better-quality of service are able to charge 8 per cent more for their

services, while attaining higher than normal market share growth and profitability.

Therefore, offering better-quality service can help the companies to become more cost-

effective and helped them to sustain a competitive advantage in their supplied markets.

However, prior to service up gradation programs are introduced, present service quality

levels needs to be dealt with (Berry, 1999). These judgments should identify the strengths

and weaknesses of the service quality at present being delivered. Furthermore, approaches

concerning how to distinguish through enhanced service quality that is to achieve a


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competitive advantage, involves evaluating quality assessments to those of competitors,

(Berry and Parasuraman, 1999).

Such a contrast offers a strategic lens by helping to create priorities for the improvement

of the service quality as well as categorizing which service quality attribute to highlight in

distinguishing the companys service offer. In todays competitive environment, the search

of service quality is now considered to be an essential business strategy. Nowadays,

contributing a better-quality product is no longer satisfactory, as companies in the new era

compete on a much broader platform. An outstanding product is no longer the ticket to

global market supremacy, but merely the entrance fee to compete. Quality of service in a

cellular industry market is likely to become especially prevalent as the global economy

becomes increasingly service oriented with competition well established. When competition

exists, customer can set aside old loyalties and choose the service provider which best serves

their need. Potential and actual competitors will have a vital interest in identifying areas of

quality where there is potential to gain or sustain competitive advantage and subsequently set

their quality levels and prices accordingly. In this competitive environment, it will be

essential to ensure that each customer is getting value for money. The concept of value has

already been identified as being a major factor in determining customers purchasing

preferences, and a major component of value is quality. Customers are also beginning to

realize that they have a major role to playing setting quality levels within the cellular

industry and also in determining what

New services should be introduced. Customers are beginning to come together to form an

organization and thus increasing the volume and power of their voice within the industry.

Bharti Airtel bags Best Global Wholesale Carrieraward

The countrys top telecom company, Bharti Airtel has bagged the Best Global WholesaleCarrier for 2009 award at the Telecoms World Awards Middle East held in Dubai.Telecoms World is an annual award function of Terrapin, a business media organization forglobal telecom carriers and services provider. The citation is recognition of Bharti Airtelsleadership in creating and delivering innovative wholesale solutions for global markets.

The Great Interactive Services of Airtel Digital TV

The Great Interactive Services of Airtel Digital TV has brought for its hi-end customers a

wide range of interactive services. Now with the help of television, we can do anything for

instance, shopping, planning of our holidays, see our horoscope, booking of movie tickets,watching news and much more. For availing all these services, we should require to press the


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iTV key from our remote for entering in the world of Interactive services. We can select our

favorite program from a variety of applications designed according to our requirements. The

following are some great interactive services of Airtel digital TV.

iPizza

iNet

iShop

iTravel

iAstro

Airtel launches IPTV service New Delhi, Jan. 20 Airtel is in talks with leading retail players who could soon sell

their wares, such as pizzas and movie tickets, through its IPTV (Internet Protocol

Television) platform launched services. on Monday.

With Airtel Digital TV interactive, consumers can now get fixed line telephone,

broadband (at 256 kbps) and television content through the same cable line. While

the service was launched on Monday in the NCR region, the company said that it

plans to roll it out to the top 8 cities, including Bangalore and Mumbai. It has already

tied up with Pizza Hut and PVR Cinemas for its value-added

Operator services includea) Dial-a-seviceb) Itemised bill

c) Duplicate billd) Sim replacemente) Conversion from postpaid to prepaidf) Complimentary mobile no. Changeg) Premium numbersh) Safe custodyi) STD/ISD codes

j) Dictionary servicek) Calling 56465l) Calling 53030


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In all these services if customer finds any problem or difficulty, he/she immediately calls

customer care of Airtel to assist him for resolving the case. So the diversity among the

complaints regarding malfunctioning or some automatic activation of Value Added Service

etc are the key isues for which customers make calls to the C.C. executive.

Research Methodology

Sampling Plan:

a) Popula tion : The populations interviewed in the research are students

of lpu in the campus itself.

b) Sample Size : Owing to the constraints of time & budget, the sample

size was restricted to 30 students.

c) Sample Elemen t :The sample element of the research are students of

lpu.

d) Sample Unit : Lovely professional University.

e) Sample Durati on : The sample durat ion was between Nov. 2009 and

Dec. 2009

Sampling Technique :

The sampling technique was convenience sampling .

Convience sampling

Convience sampling at tempts to obtain a sample of convenient elements.

Respondents are selected because they happen to be in right place at righttime e.g. USE OF STUDENTS.

Research Design :

A research design is the detai led blue print used to guide a research study

towards its objectives. It helps to collect, measure and then analyze the data.

Type Of Research


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The study undertaken is of Exploratory Research in nature. Exploratory

research studies are those which are concerned with new hypothesis.

Nature Of Research

The study undertaken is of Quali tat ive in nature. I t is structured,

standardized, question based .

Type Of Question

The type of ques t ions asked during the s tudy are S t ra ight forward and

limi ted pro bin g .

Type Of Questionnaire : The type of ques t ionnai re used dur ing the

study is Structured and Formalized .

Typ e Of Ana lys is : The type of analysis carr ied out during the study

is using charts and graphs to interpret the answer of respondents.

Hypothesis

NULL HYPOTHESIS; - Students are satisfied with the Airtel

the Customer Care Services

ALTERNATE HYPOTHESIS; - Students are not satisfiedwith the Airtel Customer Care Services

Sources Of Information

The two sources of information are:-

Second ary S ourc es :

In this study the secondary data is collected from internet

Primary data


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T he p ri ma ry s ou rc e o f c ol le ct in g d at a f or r es ea rc h i s

Que sti onn aire


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Data Analysis & Interpretation

Q. 1.

Interpretation:-

By asking this I came to know that all my respondents were

prepaid Airtel card users. Thus I infer students mostly opt for

prepaid connections so the company should more focus on

prepaid services especially for student plans keeping in mind

the limited pocket money of theirs.

After knowing that all my respondents were prepaid customers

of Airtel, I restricted my next questions towards prepaid related

only.


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Q. 2.

Interpretation:-

While probing this i came to know that all the students

were either satisfied or fully satisfied with the prevailing

services of AirTel customer care. Since it is fact aboutAirtel that its customer care provides on spot solution to

the problem or may direct the call to the concerned

department. Some students said that it is not BSNL which

is taking half an hour to pick a single call. So i conclude

that Airtel is well designed in its field but for persistency to

remain the leader it should keep focussed vision on this

issue.


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Q. 3.

Interpretation:-

With the changing environment in telecom sector be it

reduced tariffs or reduction in call rate or some other issue

related to its services, Airtel has always run shoulder by

shoulder with its competitors so that customers would not

feel that they lack something which other subscribers have

in advance.

From above question i can infer that the service mix for

students is very good that is why they showed very

positive response towards this question.


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Q. 4.

Interpretation:-

Students mentioned were not from financially sound

family so they show some negativity towards these value

added services, but this negativenes was not too much as

they were using rarely these services. Other 15 students

agreed with the given statement and in turn named such

services provided by Airtel about which even i was not

aware of.

So from this question i concluded that students are usually

bearing low pocket money (exceptions are there), so the

service provider (Airtel) should look over this matter in

favour of stuents.


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Q. 5.

Interpretation:-

From the intense advertising of AirTel promising to provide

clarity of voice and its everywhere you go, is known the

best telecom service provider in India. It is rightly saidHAR JAGAH SAB JAGAH.

So all the 30 respondents strongly agree with the

statement that the networking of AirTel is best.


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Q. 6.

Interpretation:-

Since Airtel provides both dial up as well as fixed landline

(broadband) connections, and being the MBA students all

of them were using internet connection and that too ofAirtel company. With the charges and service of internet

the students were very happy so they filled strongly agree

option in the questionnaire.

But some of them argued with the increased price of dial-

up connection (internet) from earlier Rs/250= to Rs/500=

now.


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Q. 7.

Interpretation:-

Here I checked the brand awareness and goodwill of the

company. All of my repondents being loyal customers

towards Airtel spoke good word of mouth. 50% of the

rspondents said they strongly agree with the statmentwhere as rest 50% said they also agree with the

statement.

It is all by the positive word of mouth of the company that

it has acquired no. 1 position and also its marvellous

efforts towards its vision. While talking with the

respondents which factor of Airtel strongly infleunce them

all of them reflected only one answer that its all employeesare accountable and response to any quiry comes as soon

as possible . the service no. 121 is famous in this field.


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Q. 8. Rate the given factors on 5 point scalefor a mobile service provider i.e. AirTel

Interpretation:-

Here i used 5 parameters viz. Price, Quality, Variety and

Avalibility. Regarding price all the 30 respondents sid

average, for quality they 15 out of 30 said average and

other 15 said good., for variet and availibity as given

above.

So i infer from above graph thatthe core ompetency of

Airtel according to these customers is its enormous Distant

coverage, where as quality, variety are in average range.


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Q. 9.

Interpretation:-

This question was particulary regarding dial up internet

connection service and connectivity. Here they showed

mixed response. Half of the respondents said that the

service was already activated and others said it took few

hours to connect. Since the usual phenomena of Airtel

GPRS activatio is just send an sms and you will retrieve the

service message within no time, but some times due to

mobile in-compatibility or some system error respondents

need to call customer care at that time the customer care

fist tells them some instructions on the spot, if this doent

work at all then the call is transferd to concerned GPRS

dept. Or a promise of call back offer is made with thecustomer.

So talking about overall GPRS service of Airtel is good as it

gets activated within no. Time.


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Q. 10.

Interpretation:-

After all these questions i asked them (rather was written

on questionnaire) that what is the first thing which come in

their ming while somebody talks about telecom sctor

particularly Airtel, 50 % of the replied that Airtel is

customer oriented, where as few said responsive and other

said economic (for students).


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Q. 11.

Interpretation:-

There has been launched a special service on all Airtel

connections i.e. mcheck, since as i mentioned early all the

responds where not belonging to rich families so only 50 &

% respondents were aware aout this service,


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Q. 12

Interpretation:-

Due to system error 50 % of the customers have made

call to the customer care thrice, otherwise the problem

gets solved only in 4 minutes.


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Q. 13.

Interpretation:-

Being the brand leader in current market (telcom) and best

service provider in this diversifieble country INDIA, all the

30 respondents showed positive word of mouth which is a

good sign for the future of company


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Q. 14

Interpretation:-

The overall view point of all the responents was that like

tata indicom and reliance competitors there is no free

night calling from Airtel to Airtel and another issue they

raised was that their is need of much more innovativeservices hich exist in other countries like 3G services are

launched but still it remained confined to several cities.

Lastly they appraised the quick service delivery by Airtel

customer care and hoped thi will rather increase but not

decrease from companies point of view.


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Null hypothesis was accepted


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Findings

From the above i found that Airtel has a full controlover the Indian population in general and now over

the students (of LPU) in particular,

Students were not satisfied with the abrupt increasein the dial-up GPRS from 250 to 500, as BSNL is

providing same facility for 200 Rs only.

Airtel customer care should be given more authorityso that he would be able to solve every type of

problem hand to hand.

Conclusion and Recommendations

Airtel is market leader in telecom industry in india.

The customers are fully satisfied and recmendspersistency as such.

GPRS rates should be made fair particularly forstudent section of society.

As BSNL is providing special schemes for students,similar efforts are expected from Airtel.

Commercialise 3G service as soon as possible sothat customers will feel the charm and zest of high

speed internet with video-conferencing.


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Annexure

QUESTIONNAIREDear Student,

T hi s quest ionnai re i s r equi red to accompl ish the r esea rch on the top ic

s tudent percept ion towards Airte l customer care services, so p lease be

unbiased while f i ll ing th is ques t ionnai re . This informat ion wi ll be kept

confidential.

1.which kind of services do you have?

a. postpaid b. prepaid

2. How do you rate the attitude of Airtel customer care services towards

you as a customer?

a. Excellent b. Good. c. Satisfactory

d. Poor e . Very poor

3. Airtel offers a good mix of s ervices within its category.

s t rongly agree agree neither agree nor d isagree disagree s t rongly

disagree 1 2 3

4 5

4. Airtel value added services are excellent for students.


disagree 1 2 3

4 5

5. Networking of Airtel is good.


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disagree 1 2 3

4 5

6. Broadband services of Airtel is good?


disagree 1 2 3

4 5

7. Do you think Airtel is the best telecom service provider?

Strongly agree agree neutral Disagree strongly

disagree

1 2 3 4 5

8.Rate the importance of following factors on 5 point scale in a mobile

service provider (Airtel) (1 for very poor an d 5 for excellent)

Very Poor Poor Average Good Excell ent

Price _________ _____ _________ ______ _________

Quality of service(Connectivity) _________ _____ _________ _ _____ _________

Varieties of ServicesOffered (schemes) _________ _____ _________ ______ _________

Availability in differentStates (roaming) _________ _____ _________ ______ _________

9. (i) How much time it take to activate GPRS

a. within one minute b. takes 24 hrs. c. other specify..

( ii) .In your opinion how much time the service should take in order to

satisfy the needs -------------


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10. while thinking of Airtel as a te lecom service provider, things that

come to my mind are

a. . Trustworthy b. Customer oriented

c Responsive d. economic

11. How do you perceive mcheck (mob ile check) services of Airtel?

Excellent

Not to your expectations

Dont you ------------------------------

12. how many times you need calling customer care to solve the problem?

a. 1 --------- b. 2 ----- c. 3. --------- d. specify-----------

13. would you recommend Airtel to your friends?

q. yes b. no

14. What is your experience when you complain to the customer care or

frontline staff regarding your problems?

__________________________________________________________.

THANK YOU

Name Mr./Ms.----------------------------

Mobile no -------------------------------

Department ---------------------


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Ahmad Mustafa Behrampora Rafiabad Baramulla J&K


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References

http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Post

paid/Services/

http://www.connectindia.in/posts/list/articles-the-great-interactive-services-of-

airtel-digital-tv-982107.htm
http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Postpaid/Services/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Postpaid/Services/http://www.connectindia.in/posts/list/articles-the-great-interactive-services-of-airtel-digital-tv-982107.htmhttp://www.connectindia.in/posts/list/articles-the-great-interactive-services-of-airtel-digital-tv-982107.htmhttp://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Postpaid/Services/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Postpaid/Services/http://www.connectindia.in/posts/list/articles-the-great-interactive-services-of-airtel-digital-tv-982107.htmhttp://www.connectindia.in/posts/list/articles-the-great-interactive-services-of-airtel-digital-tv-982107.htm

final consumer behaviour by ahmad

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