LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT An Empirical Study of Service Gap b/w Major Telecom Companies and their Customers of Punjab GSM Circle Submitted to Lovely Professional University In partial fulfillment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted by: Sahil Kumar 2020070068 MBA – R1705 Supervisor: Miss Malika Lecturer DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY 1
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LOVELY PROFESSIONAL UNIVERSITY
DEPARTMENT OF MANAGEMENT
An Empirical Study of Service Gap b/w
Major Telecom Companies and their Customers of
Punjab GSM Circle
Submitted to Lovely Professional University
In partial fulfillment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by:
Sahil Kumar
2020070068
MBA – R1705
Supervisor:
Miss Malika
Lecturer
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
(2009)
1
TO WHOMSOEVER IT MAY CONCERN
This is to certify that the project report titled “An Empirical Study of Service Gap b/w Major
Telecom Companies and their Customers of Punjab GSM Circle” carried out by Mr. Sahil
Kumar, S/o Sh. Jaspal Kandhari has been accomplished under my guidance & supervision as a
duly registered MBA student of the Lovely Professional University, Phagwara. This project is
being submitted by him/her in the partial fulfillment of the requirements for the award of the
Master of Business Administration from Lovely Professional University.
His dissertation represents his original work and is worthy of consideration for the award of the degree of
Master of Business Administration.
___________________________________
(Name & Signature of the Faculty Advisor)
Title: ______________________________
Date: ______________________________
Date:
2
LOVELY PROFESSIONAL UNIVERSITY
DEPARTMENT OF MANAGEMENT
DECLARATION
I, "Sahil Kumar”, hereby declare that the work presented herein is genuine work done originally
by me and has not been published or submitted elsewhere for the requirement of a degree
programme. Any literature, data or works done by others and cited within this dissertation has
been given due acknowledgement and listed in the reference section.
_______________________
(Student's name & Signature)
_______________________
(Registration No.)
Date:__________________
3
ACKNOWLEDGEMENT
An individual cannot do project of this scale. I take this opportunity to express my
acknowledgement and deep sense of gratitude to the individuals for rendering valuable
assistance and gratitude to me. Their inputs have played a vital role in success of this project.
I express my sincere thanks to my project guide Miss Malika, Lecturer for his generous
support, constant direction and mentoring at all stages of training.
I am also indebted to Mr. Mandeep Hyar and Dr. Harpreet Singh who was a real source of
help and assistance to me during the course of project.
I take this opportunity to thank all dealers, customers who spared their precious time to provide
me with valuable inputs for project without which it would have not been possible.
I firmly believe that there is always a scope of improvement. I welcome any suggestions for
further enriching the quality of this report.
4
TABLE OF CONTENT
CONTENTS Page No.
- TITLE PAGE 1
- WHOM TO CONCERN 2
- DECLARATION 3
- ACKNOWLEDGEMENT 4
- TABLE OF CONTENT 5
- EXECUTIVE SUMMARY 6-8
- NEED, OBJECTIVES AND SCOPE 9
- RESEARCH METHODOLOGY 10
CHAPTER -1 15-22
1.1 Introduction To Subject
1.1.1 Indian Telecommunication
1.1.2 Evolution of the Industry
1.1.3 Major Players in the Industry
1.1.4 Companies Market Share
CHAPTER -2 Introductions to Companies 22-29
2.1 Vodaphone
2.2 Airtel
2.3 Bsnl
2.4 Idea
CHAPTER -3 Review of Literature 29-37
CHAPTER -4 Gap b/w Consumer Expectation and Companies Performance 38-52
1. Rick (2008) This study finds 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. Marketers dealing in the
telecommunications arena are established in an exciting era of industry growth. As
consumers' choices expand, the importance of a sound customer relationship strategy
becomes more and more important for the success of the company.
2. Inger (2008), This study aims at deepening understanding of the role of emotion in
customer switching processes and identifying the relative frequency of negative discrete
emotions in terms of different triggers. The main finding was that the identified emotions
were located in the trigger part of the relationship, and was expressed by the respondents
during the switching process in form of annoyance, anxiety, disappointment,
dissatisfaction, distress, depression, rage, stress and tension. Mainly study is trying to
find one answer that do customers return rather quickly to the switched-from operator
when the trigger was influential/stress-related, or do they become stable at the switched-
to-operator.
3. Gamie (2008), undertook a research to explore the challenges of reaching low-income
customers in developing markets. The whole study is just one interview based in which
Anderson is asking question from Gurdeep Singh Operations Director with Hutchison
Essar India. Now that discussion concludes that managers need to go beyond traditional
approaches to serving the poor, and innovate by taking into account the unique
institutional context of developing markets. In most cases, MNOs have served the poorest
consumers through shared-use models such as GrameenPhone's Village phone concept in
Bangladesh, due to the commonly held belief that reaching these consumers is difficult
due to two key challenges – affordability and availability. This paper demonstrates that
MNOs can deliver availability and affordability to achieve increased individual or
household penetration through business model innovation.
31
4. Thomas (2008) Empirical findings of the study showed that the respondents attended the
event mainly for business and networking opportunities. Overall, they were satisfied with
Hong Kong as the location for the ITU Telecom World 2006. Additionally, there were no
significant differences in perception between overseas and local attendees in all but two
attributes. This study showed that location, infrastructure and safety did not seem to
influence attendees' decision for attending the event. Moreover, attendees considered
traveling to or visiting the destination would have a low influence on their decision to
attend the event.
5. Shankar (2006) This article examines the emergence of innovation and value creation for
enhancing customers' experience, as a result of increasing competition in the Indian
telecom industry during the late 1990s and early 2000s. The report provides a detailed
account of the evolution of the Indian telecom industry. It traces various developments in
the industry before, during and after the liberalization of the Indian telecom sector. It also
provides information about the increasing popularity of cellular services which led to the
emergence of several private telecom operators like Bharati Tele Ventures, Hutchison
Telecom, Idea Cellular Ltd, Reliance Telecom Ltd, etc.
6. Gustafsson (2005) The purpose of this study is to enhance understanding of the club's
role in the customer relationships of a telecommunications company by re-considering
the concepts of frequency and commitment in a telecom-customer club. Study found an
umbrella concept for the club regarding loyalty: A keeping function, which divided the
customer club in two ways,: the affective role makes the customer stay with the company
and the calculative role with a more inferred loyalty function. The expressions that were
not connected to loyalty are the attracting function. So it seems obvious that customers
do not merely look at certain parts of the club offering where loyalty is concerned: they
evaluate the club and their relationship with the service provider according to different
criteria.
32
7. Robins (2008) This paper is about marketing the next generation of mobile telephones.
The study is about third generation of cell phone technology, what is usually known as
“3G” for short. There are various issues about that new innovative. One is how to price
3G handsets and services at a level which will enable telephone operating companies to
recoup the high prices they have already paid to governments for operating licenses.
Second the technology is not yet complete, there are no agreed international standards
and companies do not yet know what new services the technology will prove capable of
delivering effectively. All variants of 3G remain dependent on largely unproven
technology. Marketing 3G is going to be about services which are new and in many
cases, yet to be designed. At the same time, it will involve services which can also be
obtained by computer and other means. It follows that the marketing task will be high
risk. First, 3G has no obviously unique selling proposition to build on except, perhaps,
the combination of live video and easy portability. Second, the potential customers have
not yet had adequate opportunity to signal their service likes and dislikes. Third, the cost
and complexity of service provision leave doubt about the market’s reaction to price.
8. Debnath (2008) This study explain that the prime focus of the service providers is to
create a loyal customer base by benchmarking their performances and retaining existing
customers in order to benefit from their loyalty. With the commencement of the
economic liberalization in 1991, and with a view to expand and improve telecom
infrastructure through the participation of the private sector, the Government of India
permitted foreign companies holding 51 percent equity stake in joint ventures to
manufacture telecom equipment in India. The Indian Government has announced a new
policy, which allows private firms to provide basic telephone services. There had been a
monopoly of the state-owned department of telecommunications. However, several
companies are expected to benefit from the policy change.
33
9. Bhatt (2008), in his study titled “A Study of Mobile Phone Usage Among the Post
Graduate Students” analyzed that it is important for mobile carriers, service providers,
content developers, equipment manufacturers, as well as for parents and young people
alike that the key characteristics of mobile technology is well understood so that the risks
associated with its potentially damaging or disruptive aspects can be mitigated. This
paper has tried to compare the usage difference by gender with respect to the difference
manufacturing and service provider companies.
10. Jha (2008), in his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot
of how frequently young people use their mobile phones for several embodied functions
of the cell phones. Data was collected from a sample of 208 mobile phone owners, aged
between 20 and 29. The study sheds light on how gender, monthly voucher amount and
years of owning mobile phones influence the usage pattern of this device. Findings of the
study would be helpful for the telecom service providers and handset manufacturers to
formulate a marketing strategy for different market segments.
11. Kalavani (2006) in their study analyzed that majority of the respondents have given
favourable 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.
34
12. Kumar (2008), in their study titled “Customer Satisfaction and Discontentment vis-a-vis
BSNL Landline Service: A Study” analyzed that at present, services marketing plays a
major role in the national economy. In the service sector, telecom industry is the most
active and attractive. Though the telecom industry is growing rapidly, India's telecom
density is less than the world's average telecom density as most of India's market is yet to
be covered. This attracts private operators to enter into the Indian telecom industry,
which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its business
and survive in the market.
13. Seth et al (2008), in their study titled “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.
14. Sundaram (2008) in their study titled “Marketing Mix Strategies Adopted By Selected
Indian Business Outsourcers” analyzed that Indian business process outsourcers are
mostly marketing through the web advertisement as a promotional strategy to provide
accounting and form processing service to Asian and North American customers and
price them on the basis of slab rate. Smart sourcing can be best explained as the tactical
use of specialized external resources to perform core and non core activities, which were
originally carried out by internal staff and resources. Business process outsourcers in
India are marching towards knowledge process and value added outsourcing.
35
15. Fernandez (2007) in their study titled “Understanding Dynamics in an Evolving Industry:
Case of Mobile VAS in India” analyzed that Mobile Value Added Services (VAS) is a
rising star in the fast growing wireless business. In the paper, attempt is made at
understanding the strategic dynamics of the evolving environment within which the
Indian players are operating, the challenges and structure of the same. Our literature and
industry review indicates that - while the value chain of industry is complicated yet one
can observe the bipolar nature of bargaining powers between mobile network operators
and content aggregators.
16. Kaliyamoorthy and Kumar (2007) in their study titled “Influence of Demographic
Variables on Marketing Strategies in the Competitive Scenario” analyzed that
Demographic variables have much significance in marketing. They are used as bases for
segmenting the market, and their role in consumer's buying decision is notable and vital.
Even when the target market is described in non-demographic terms (say, a personality
type), the link back to demographic characteristics is needed in order to estimate the size
of the target market and the media that should be used to reach it efficiently. So,
identifying the demographic profile of the target consumers is very important for the
marketers. The paper, with a strong backing of literature, explains why the marketers
must give much importance to the changing demographic trends while evolving
marketing strategies in the prevailing competitive business environment.
17. Bismut (2006) in his study titled “Competition in European Telecom Markets” analyzed
that in recent years the European telecommunications market has witnessed major
developments, with rapid expansion in access to telecommunications networks and a
surge in the number of available services and applications. While many factors have
contributed to the transformation of the telecommunications industry, competition has
played a key role in driving telecom players to invest in new technologies, to innovate
and to offer new services.
36
18. Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular
Services: A Customer Perspective” analyzed that the increasing competition and
changing taste and preferences of the customer’s 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. It was found that
advertisement play a dominant role in influencing the customers but most of the
customers are of opinion that promotional strategies of cellular companies are more sale
oriented rather than customer oriented.
19. Batra (2006) In this “ICFAI journal of Consumer behavior” has discussed that India's
economic prosperity and maturity has also helped to shape the world of advertising agen-
cies in India, enabling the latter to reach global standards. Advertising has become seri-
ous and big business in India, with its worth being estimated at Rs. 13,200-crore, by
those in the know. This can only mean one thing that apart from the quality of work, the
volume of the work has increased. Companies are using different media to persuade the
customer. All most all marketing and advertising agencies in India believe in the concept
of 360 degree branding. Agencies are creating, sharing and managing stories and brand
experiences in a manner that involves and engages, rather than interrupts and alienates.
20. Fredric (2008) analyzed the importance of yield management and discrimination pricing
in telecommunication sector. Yield management is the process of allocating the right type
of capacity or inventory unit to the right kind of customer at the right price so as to
maximize revenue or yield. Yield management and dynamic pricing strategies could be
usefully applied to preserve and increase profitability. Yield management techniques can
help telecom operators and similar companies to optimize the benefits they can derive
from a subtle management of information networks and partnerships. However, such an
approach is more difficult to implement in the telecommunications industry than in the
airlines sector because of the difficulty to control (and sometimes to refuse) network
access to customers.
37
21. Ray (2007), in his article study has concluded that the most important character of spoke
character is the control over the character. The spoke character’s appearance can be
altered according to the marketers need and objective. The spoke character has distinct
personality; it reflects on the brands and gives the brand a unique personality. But
sometime spoke character become so entangled with brand that removing spoke character
may lead to negative impact on the image of the brand. This is the another factor which is
impacting the advertisement.
22. Chris (2003) has analyzed ‘Telecom advertising in print media.’ This research attempted
to investigate why Telecom theme are used in advertisement, and the motives that lead
companies and advertisers to use sport celebrities and sport concept in advertisements.
From study it has been revealed that the appearance of sport celebrities in advertising
endorsement occurred more often in Telecom magazines than in other magazines,
because their target group is more acquainted with athletes. The sport celebrities that
dominated each printed media are related with their target group characteristics.
23. Surrender (2004), undertook a research to evaluate the impact of advertising on both the
rural and urban consumers, in term of improving the sales of products, to analyze the
differences between rural and urban consumers. The study examined different media
habits of the rural and urban consumers with regard to the purchase of the selected luxury
items and also effectiveness and usefulness of advertising to the society in general and in
rural consumers.
38
CHAPTER-4
GAP BETWEEN CONSUMER EXPECTATIONS
&
COMPANIES PERFOMANCE
Gap b/w Consumer Expectations and Companies Performance of Telecommunication
39
Q1: - Which mobile connection do you have?
Particular No. of respondents
AIRTEL20
VODAPHONE 18
IDEA 36
BSNL 26
Interpretation: - As the area of the study is ferozepur of Punjab, where the market leader is
Spice that is now known as Idea after taker over of spice by idea. That’s why majority of the
questionnaire I got filled by Idea users. Above data analysis shows that majority of the market
that is approximately 50% is covered by two market leaders IDEA and BSNL.
Q2:- What kind of service you have?
40
Particular No. of respondents
Pre-Paid 84
Post-Paid 16
Interpretation: - Above data shows that most of the respondents in the area have pre-paid connections. And I got only 16% questionnaire filled by post-paid users.
Q3:- Overall, how would you rate your service provider?
41
Brands Excellent Good Avg Poor Terrible Not Sure
Airtel 7 12 1
Vodaphone 5 11 2
Idea 1 10 12 5
Bsnl 14 12 8
Interpretation:- From the graphic it depict that Airtel is the most excellent and good service provider as 19 out 20 responded believes that the service of the company is excellent. Then vodaphone has also good rate of excellence as 16 out of 18 respondents rated Vodaphone as a good service provider. But the idea and Bsnl are not under good ratings. 8 respondents of BSNL and 5 of Idea have rated their service provider as Poor. BSNL is found to be worst service provider from all above as 12 respondents rate it as a average service provider and 8 as a poor service provider.
Q4:- Rank the following factors which influenced you the most to buy the service of your choice?
42
H1: -Price factor is not the most influencing factor for the purchase of Telecom service.
H0: - Price factor is the most influencing factor for the purchase of Telecom service.
Brands Price Network Service
Brand Image
VAS Expected values
Airtel 16 4 25
Vodaphone 7 4 3 6 25
Idea 6 7 3 10 25
Bsnl 22 10 25
Chi square value: 6.035 Table value: 5.991
Interpretation of Chi: - As the 95% level of confidence Chi square value 6.035 is more than the table value 5.991, so the null hypothesis is rejected, it means Price factor is the most influencing factor for the purchase of Telecom service.
Interpretation:- Above data analysis shows that Airtel is being preferred because of its best network service and Brand image as well. Where Vodaphone is preferred because of its good pricing strategy, network service, brand image and the most Value Added Services of the company. And Idea is preferred because of all above factors. Where Bsnl is preferred the most because of its low price as compare to its competitors and because of its value added services as well.
Q5- Rank the following VAS which attracted you the most to buy or retain the mobile service:
43
Particular Airtel Vodaphone Idea Bsnl
SMS Pack 4 9 16
Concession Call Rates 3 6 15 11
Internet Service 12 1
Full Talk Time 5 7 4 7
Interpretation: - Above data analysis shows that Airtel is being preferred because of its internet service. And vodaphone because of its Concession calls rates and full talk time VAS. Where Idea the most because of its Concession Call Rates and SMS pack. But BSNL because of its SMS pack mainly and then concession rates also.
Q6:- How long have you used the service of that company?
44
Brands >1 Month 1-6 Month 6 M– 1 Year < 1 Year < 3 Year
Airtel 2 7 9 2
Vodaphone 1 3 11 3
Idea 2 3 7 13 3
Bsnl 2 5 3 18 6
Interpretation:- Above table analysis depicts that most of the users are using their telecom service from last one year. Some of the users are also using it from last 3 year, where majority of the users are BSNL connection holders. Most of the users of the Vodaphone are using it from last 6 months. Very few respondents are a new users of their services that let our study not vague.
Q7:- Overall, how satisfied are you, with network service of your company?
45
Brands Very Satisfied
Satisfied Neutral Dissatisfy Very Dissatisfy
Airtel 7 13
Vodaphone 3 14 1
Idea 2 23 2
Bsnl 2 18 8 6
Interpretation: - Above table data analysis shows that the satisfaction rate of network service is leaded by Airtel as not a single user of service is neutral or dissatisfy. And vodaphone network service satisfaction rate is also good. And it can be also found that BSNL network service is not good as compare to others competitors as 14 respondents are found to be not satisfied with the company network service.
Q8:- How would you rate the service's value for money?
46
Brands Excellent Good Fair Poor Not Sure
Airtel 6 14
Vodaphone 3 10 5
Idea 2 20 6
Bsnl 9 24 1
Interpretation: - Above data and chart analysis depicts that BSNL has the highest rating of Value for /money as 33 persons out 34 has rated it as a excellent and good service provider. Then Idea Company is following Bsnl as a best service provider for value for money. Other two players Airtel and Voda has similar performance approximately. Both has been rated good and excellent, where good has been rated more as compare to other options.
Q9:- What kind of problems occurs the most for which you need to contact customer care/service department of your service provider?
47
H0: - People do not contact customer care mostly for activation and deactivation of the service
H1: - People contact customer care mostly for activation and deactivation of the service
Brands Billing Related
Activation/ Deactivation
Information of VAS’s
Network Problem
Expected values
Airtel 1 8 10 25
Vodaphone 18 7 25
Idea 6 12 5 3 25
Bsnl 6 11 13 25
Chi square value: 9.351 Table value: 7.815
Interpretation of Chi:- As the 95% level of confidence Chi square value 9.351 is more than the
table value 7.815, so the null hypothesis is rejected, it means People contact customer care
mostly for activation and deactivation of the service.
Interpretation: - From the above data analysis it has been found that most of the users of telecommunication contact to their customers care for activation and deactivation of various services. Then they also contact for information about various value added services provider by companies like validity, call rates, sms pack, caller tones etc. Network service has been found a problem of mainly BSNL users and to some extent of Idea users as well.
Q10:- In thinking about your most recent experience with that company, how much satisfied are you with the customer care service?
H0: - Airtel is not the best service provider of customer care service.
48
H1: - Airtel is the best service provider of customer care service.
Brands Very Satisfied
Satisfied Neutral Dissatisfy Very Dissatisfy
Airtel 14 6
Vodaphone 3 12 3
Idea 1 11 6 3 7
Bsnl 2 3 7 22
Chi square value: 11.143 Table value: 9.488
Interpretation of Chi:- As the 95% level of confidence Chi square value 11.143 is more than the table value 9.488, so the null hypothesis is rejected, it means Airtel is the best service provider of customer care service in the industry..
Interpretation:- From the above data interpretation we can conclude that Airtel is the best service provider of customer care service. As it has been also found in some of the article that Airtel is expending more on its customer care service as compare to other competitors in the market. The Vodaphone service is also satisfactory as most of the users has rated it as satisfied service provider. But Bsnl is to be found as a not satisfactory service provider. Most of the users said that they have not talk to their customer care service provider even for a single time.
Q11:- How satisfied are you with the process of getting your queries resolved?
Brands Very Satisfied
Satisfied Neutral Dissatisfy Very Dissatisfy
49
Airtel 12 8
Vodaphone 2 12 3
Idea 1 11 8 6 2
Bsnl 3 3 9 19
Interpretation: - From above data analysis we can say that most of the users, who are satisfied with their customer care service, are also satisfied with the process of getting their queries resolved. Airtel again has been rated as the best service provider for getting queries resolved. Results are similar approximately with the 10-question analysis.
Q12:- The customer service representative was very courteous.
Interpretation: - Above data analysis shows that most of the users of all companies found their customer service provider courteous. But the result of BSNL is not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not courteous.
Q13:- The customer service representative was very knowledgeable.
Interpretation: - Above data analysis shows that most of the users of all companies found their customer service provider knowledgeable. But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not knowledgeable. But one more finding is there in that question that Idea is not perfect in hiring best personnel for customer care representatives as 8 users are neutral for this question reply.
Q14:- The waiting time for having my questions addressed was satisfactory.
Interpretation: - Above data analysis shows that most of the users of all companies are found satisfactory with the waiting time their queries resolved. But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied and neutral. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not able to solve their customer queries in a satisfactory time.
53
CHAPTER-5
LIMITATIONS, RECOMMENDATIONS
&
CONCLUSION
Recommendations
54
BSNL has to concentrate on its customer care service as most of the respondents are
found dissatisfied with company service. Even some of them have called it the worst cus-
tomer care service provider in the market. But it is also rated as best company for value
of money. So company can be competitive in the market by just investing in their cus-
tomer care service. BSNL users also found not satisfied with the network service to some
extent. So it can also improve it.
Airtel performance of network service is the best in the market. It has been also rated the
best customer care service provider. But it has been found a little costlier than others
competitors in the market as not a single customer preferring it because of its pricing
strategies. So company should rethink on its pricing strategies. All the companies in the
industry have entered into a pricing war in the industry. So Airtel should also provide
some of its product and services competitive in the market.
Vodaphone again rated best network service provider, best Value added services provider
and customer care service provider as well. Overall the performance of the company is
best in the industry. Company is also very competitive in the industry as well. But it can
improve more by providing more good value added services. Company SMS pack
weekly service is no more attractive in these days. And that is one of the most preferred
factors by youngsters for the purchase of a telecom service.
Idea is the market leader of the area according to our survey as most of our respondents
are using idea services. Company is also providing a good network service. But company
users does not found satisfied with the customer care service as they found it busy most
of the times. And some of also said that customer care representatives are not knowledge-
able and courteous as well. So company should improve its Pre-Paid customer care ser-
vice.
55
Limitations of the Study
Carrying the survey was a general learning experience for us but we also faced some problems,
which are listed here:
The market of Telecommunication is too vast and it is not possible to cover each and ev-
ery dealer, manufacturer and seller in the available short span of time.
Generally the respondents were busy in their work and were not interested in responding
rightly.
Respondents were reluctant to discover complete and correct information about them-
selves and their organization.
Most respondents were not maintaining proper knowledge of various services provided
by their company, so they were unable to provide exact information.
Most of the respondents don’t want to disclose the information about the various other
companies’ which they have experienced before.
Some of the respondents were using the service first time of their company and they were
not able to properly differentiate among their product.
Due to human behavior information may be biased. Mainly in BSNL case.
56
Conclusion
After doing that all study we can conclude that yes the Gap exist there in telecommunication
industry. Consumers have a lot of expectations from their service provider that are not performed
or deliver by their companies. As we know that consumer expect from BSNL to improve its
customer care service that can be found busy most of the times.
Now users of BSNL have rated it as a best company for value of money but still they are not
satisfied with some of company’s strategies. So this is the Gap between BSNL users and
company performance.
Then we have example of Punjab market leader Idea. Users of Idea are not satisfied with
company customer care service as it is a difficult process because one has to wait a lot or call
again and again to talk with a customer care representative.
Vodaphone performance is good but Gap exists not just with Voda, but with all the companies in
the industry. Various VAS (Value Added Services) provided by company does not seems to be
satisfying their users. Customers are not satisfied with SMS pack that is perceived costlier as
compare to others companies SMS packs by Voda users. Users also found monthly low call rate
pack costlier as well.
Airtel is to be found the best service provider of network service and customer care service as
well. This is one company in the industry that can be found delivering as per their customer
expectations. That’s why customers have rated it not as satisfactory but excellent. But one has to
pay more for superior service and Airtel is one example of such service. It is the costlier service
in the industry. Users of airtel paying more for validity and other value added services. And they
expect from company to offer some of the VAS at some of the competitive prices. Price is the
only Gap exists in Airtel between company and users.
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CHAPTER-6
BIBLIOGRAPHY
58
BIBLIOGRAPHY
REFERANCES
1. Kaushal, Rajeev & sinha. “Tele Communication “, Indian brand equity foundation, Dec,
2008
2. Bauer, Thomas, “Motivation and satisfaction of mega-business event attendees”, 2008