38602737-Customer-Satisfaction-Survey-of-Airtel1 (1).doc

CUSTOMER SATISFACTION SURVEY OF AIRTEL

CUSTOMER SATISFACTION SURVEY OF AIRTEL

Table of Contents41Introduction

1.1Importance of Customer Satisfaction41.2The Customer Satisfaction Process52Market Research and Sampling63Methodology74Questionnaire85Analysis105.1Duration of Usage105.2Connection Type105.3Airtel Services115.4Quality of Airtel Network115.5Question 5115.6Customer Care Service125.7Redressal of Customer Service Requests125.8Satisfaction with Airtel Schemes135.9Level of Recommendation of Airtel135.10Customer Suggestions146Conclusion157References16

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.

1 IntroductionCustomer 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.1.2 The Customer Satisfaction Process

Because everyones needs are different, a specific approach is developed to meet them. However, the overall process can be divided into six interactive phases.

2 Market Research and SamplingMarketing 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.

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 UnitStudents of NITK

Sampling Size90

(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

4 Analysis4.1 Duration of Usage

4.2 Connection Type

4.3 Airtel Services

4.4 Quality of Airtel Network

4.5 Connection other than Airtel

4.6 Customer Care Service

4.7 Redressal of Customer Service Requests

4.8 Satisfaction with Airtel Schemes

4.9 Level of Recommendation of Airtel

4.10 Customer Suggestions

5 ConclusionAfter 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 didnt provide any suggestion but reducing the call tariff was an important issue next to it.6 References1. Kotler, Philip; Keller, Kevin Lane; Marketing Management; Edition 12e; Prentice Hall of India2. 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.do7 Questionnaire

CUSTOMER SATISFACTION SURVEY OF AIRTEL

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?

ExcellentVery Good Good Fair

Poor

1 ___

2 ___

3___ 4___ 5___

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

Phase 6: Tracking

Provide Ongoing Quantitative Assessment of Performance

Deliver Easy-to- Understand Reports to

Employees/Management

Phase 3: Needs and Performance Evaluation

Provide Quantitative Measures of:

Importance of Key Attributes

Company Performance on Key Attributes

Competitive Performance

Expectations of Specific Levels of Performance

Determine Areas of Greatest Impact

Phase 5: Implementation

Implement Plans

Phase 2: Discovery

Identify:

Needs/Expectations

Types of Problems

Points of Customers/Company Interaction

Conduct Qualitative Research

Survey Customers/Employees

Phase 4: Action Planning

Identify Teams

Identify Research Implications:

Changes in Product/Services

Internal Processes

Development of New Product/ Services

Training

Set Customer Driven Standards

Create Detailed Plans

Phase 1: Mobilization

Define Business and Information Objectives

Develop Overall Plan

Gain Management Commitment

Page 20 of 20