256 Chapter 6 Findings, Conclusions and Managerial Implications 6.1 Summary of Findings and Conclusions 6.2 Suggestions 6.3 Further Scope of the Research 6.4 Managerial Implications 6.5 References
256
Chapter 6 Findings, Conclusions and Managerial Implications
6.1 Summary of Findings and Conclusions
6.2 Suggestions
6.3 Further Scope of the Research
6.4 Managerial Implications
6.5 References
257
6.1 Summary of Findings and Conclusions
From the calculated Spearman’s statistics it is summarized that there is significant
relationship between brand image and consumer perception about quality of services
in case of BSNL and that Brand Image and Consumer Perception about Quality of
Services are positively correlated.
Also it is found from the calculated Spearman’s statistics that there is no significant
relationship between brand image and company market performance and there is no
correlation between brand image and company market performance in case of BSNL.
From the Spearman’s statistics it can be summed up that there is no significant
relationship between consumer perception about quality of services and company
market performance and there is no correlation between consumer perception about
quality of services and company market performance in case of BSNL.
It is also concluded from Spearman’s statistics that there is no significant relationship
of brand image and consumer perception about quality of services with company
market performance and there is no joint correlation of brand image and consumer
perception about quality of services with company market performance in case of
BSNL.
In case of Vodafone, from Spearman’s statistics it is summarized that there is
significant relationship between brand image and consumer perception about quality
of services and that Brand Image and Consumer Perception about Quality of Services
are positively correlated.
From the Spearman’s statistics it is also found that there is no significant relationship
between brand image and company market performance and that brand image and
company market performance are not correlated in case of Vodafone.
It is also concluded from Spearman’s statistics that there is no significant relationship
between consumer perception about quality of services and company market
258
performance and there is no correlation between consumer perception about quality
of services and company market performance in case of Vodafone.
It is found from Spearman’s statistics that there is no significant relationship of brand
image and consumer perception about quality of services with company market
performance and there is no combined correlation of brand image and consumer
perception about quality of services with company market performance in case of
Vodafone.
In case of Airtel, from the calculated Spearman’s statistics it can be summarized that
there is significant relationship between brand image and consumer perception about
quality of services and that Brand Image and Consumer Perception about Quality of
Services are positively correlated.
It is also summarized that there is no significant relationship between brand image
and company market performance and there is no correlation between brand image
and company market performance in case of Airtel.
It is concluded from Spearman’s statistics that there is no significant relationship
between consumer perception about quality of services and company market
performance and there is no correlation between consumer perception about
quality of services and company market performance in case of Airtel.
It can be summed up from calculated Spearman’s statistics that there is no significant
relationship of brand image and consumer perception about quality of services with
company market performance and there is no combined correlation of brand image
and consumer perception about quality of services with company market performance
in case of Airtel.
In case of Idea from Spearman’s statistics it can be summarized that there is no
significant relationship between brand image and consumer perception about quality
of services and there is no correlation between Brand Image and Consumer Perception
about Quality of Services.
259
It is found from Spearman’s statistics that there is significant relationship between
brand image and company market performance and that brand image and company
market performance are positively correlated in case of Idea.
It is concluded from Spearman’s statistics that as there is no significant relationship
between consumer perception about quality of services and company market
performance and that there is no correlation between consumer perception about
quality of services and company market performance in case of Idea.
In case of Idea it can also be summed up from Spearman’s statistics that there is no
significant relationship of brand image and consumer perception about quality of
services with company market performance and there is no joint correlation of brand
image and consumer perception about quality of services with company market
performance.
From the factor analysis conducted on BSNL respondents’ data Kaiser-Meyer-Olkin
measure of sampling adequacy (MSA) was found to be 0.703 which indicates that the
sample was good enough and that factor analysis can be carried out. Bartlett’s test of
sphericity showed statistically significant number of correlations among the variables
(Approx. Chi square = 548.341, df = 136, Sig. = 0.000). Reliability of the service has
been accounted for highest 86.2% variance.
Principal component analysis is employed for extracting factors. Wherein, first factor
accounted for 21.065% of the variance, the second 12.559% and the third 10.925%.
The Scree plot graphs the Eigen value against the component number. From the
seventh factor on, the line is found to become flat, meaning that each successive
factor is accounting for smaller and smaller amounts of the total variance.
The component matrix showed the loadings of the 17 variables on the 6 factors
extracted. Rotated component matrix shows further reduced no. of variables.
260
Variables such as Reliability, Response Time, Network Strength, Voice Clarity,
Coverage, Customer Care, Advertisement and Subscriber Share are found to be vital
in case of BSNL.
From the factor analysis conducted on Vodafone respondents’ data Kaiser-Meyer-
Olkin measure of sampling adequacy (MSA) was found to be 0.732 which indicates
that the sample was good enough and that factor analysis can be carried out. Bartlett’s
test of sphericity showed statistically significant number of correlations among the
variables (Approx. Chi square = 506.248, df = 136, Sig. = 0.000). Call Drop Rate of
the service has been accounted for highest 85.5% variance.
Principal component analysis is employed for extracting factors. Wherein, the first
factor accounted for 19.760% of the variance, the second 10.902% and the third
10.238%.
The Scree plot graphs the Eigen value against the component number. From the
eighth factor on, the line is found to become flat, meaning that each successive factor
is accounting for smaller and smaller amounts of the total variance.
The component matrix shows the loadings of the 17 variables on the 7 factors
extracted. Rotated component matrix shows further reduced no. of variables.
Variables such as Voice Clarity, Customer Care, Network Strength, Reliability, User
Friendliness, Coverage and Consumer Forums are found to be important in case of
Vodafone.
From the factor analysis conducted on Airtel respondents’ data Kaiser-Meyer-Olkin
measure of sampling adequacy (MSA) was found to be 0.725 which indicates that the
sample was good enough and that factor analysis can be carried out. Bartlett’s test of
sphericity showed statistically significant number of correlations among the variables
(Approx. Chi square = 466.844, df = 136, Sig. = 0.000). Voice Clarity of the service
has been accounted for highest 85.3% variance.
261
Principal component analysis is employed for extracting factors. Wherein, the first
factor accounted for 17.037% of the variance, the second 12.809% and the third
11.676%.
The Scree plot graphs the Eigen value against the component number. From the
eighth factor on, the line is found to become flat, meaning that each successive factor
is accounting for smaller and smaller amounts of the total variance.
The component matrix shows the loadings of the 17 variables on the 7 factors
extracted. Rotated component matrix shows further reduced no. of variables.
Variables such as Recharge Facility, Consumer Forums, Word of Mouth, Customer
Care, Call Drop Rate, Network Strength, ARPU and VAS are found to be important
in case of Airtel.
From the factor analysis conducted on Idea respondents’ data Kaiser-Meyer-Olkin
measure of sampling adequacy (MSA) was found to be 0.701 which indicates that the
sample was good enough and that factor analysis can be carried out. Bartlett’s test of
sphericity showed statistically significant number of correlations among the variables
(Approx. Chi square = 302.339, df = 136, Sig. = 0.000). User Friendliness of the
service has been accounted for highest 82.6% variance.
Principal component analysis is employed for extracting factors. Wherein, the first
factor accounted for 16.166% of the variance, the second 10.209% and the third
9.710%.
The Scree plot graphs the Eigen value against the component number. From the
eighth factor on, the line is found to become flat, meaning that each successive factor
is accounting for smaller and smaller amounts of the total variance.
The component matrix shows the loadings of the 17 variables on the 7 factors
extracted. Rotated component matrix shows further reduced no. of variables.
262
Variables such as Voice Clarity, User Friendliness, Word of Mouth, ARPU, Billing
Transparency and Reliability are found to be vital in case of Idea.
From the factor analysis conducted on other service provider respondents’ data
Kaiser-Meyer-Olkin measure of sampling adequacy (MSA) was found to be 0.707
which indicates that the sample was good enough and that factor analysis can be
carried out. Bartlett’s test of sphericity showed statistically significant number of
correlations among the variables (Approx. Chi square = 657.622, df = 136, Sig. =
0.000). Coverage of the service has been accounted for highest 85.8% variance.
Principal component analysis is employed for extracting factors. Wherein, the first
factor accounted for 17.451% of the variance, the second 15.226% and the third
13.237%.
The Scree plot graphs the Eigen value against the component number. From the
eighth factor on, the line is found to become flat, meaning that each successive factor
is accounting for smaller and smaller amounts of the total variance.
The component matrix shows the loadings of the 17 variables on the 7 factors
extracted. Rotated component matrix shows further reduced no. of variables.
Variables such as Subscriber Share, Response Time, Word of Mouth, Call Drop Rate,
ARPU, Coverage and Recharge Facility important in case of other service providers.
From the Chi-Square statistics it can be summarized that current service provider is
not independent of brand image and that consumers take into consideration brand
image before opting the mobile service provider. Also, it can be summarized that as
Current Service Provider is independent of Consumer Perception about Quality of
Services.
It is summarized from the Chi-Square statistics that current service provider is not
independent of company market performance and that consumers give consideration
to the company market performance. And also that current service provider is not
263
independent of consumer’s association with the service provider and that consumer’s
satisfaction leads to longer association with the service provider.
It is found from calculated Chi-Square statistics that current service provider is not
independent of technology of service and that consumers take into consideration to
technology of interest before choosing the service provider. Also that current service
provider is not independent of type of service used by consumers and that consumer’s
choice of prepaid or postpaid service is related to the current service provider.
It is concluded from the Chi-Square statistics that current service provider is not
independent of different age groups of consumers and that different age groups of
consumers may carefully associate with service providers. Also that current service
provider is not independent of gender difference of consumers and that male and
female consumers may have differences of opinion in choosing service providers.
It can be summed up from the Chi-Square statistics that current service provider is not
independent of education of consumers and that education of consumers does play
role in their selection of service providers. Also that current service provider is not
independent of occupation of consumers and that occupation of consumers does play
role in their selection of service providers.
From the Chi-Square statistics it can be summarized that current service provider is
not independent of marital status of consumers and that marital status of consumers
does affect their selection of service providers.
It is concluded from the Chi-Square statistics that current service provider is not
independent of time spent by consumers on mobile phone using the services of the
service providers and that consumers’ amount of time spent on mobile has association
with their choice of service provider.
It can be summarized from Kruskal Wallis Test that there is significant difference
between different age groups and selected services offered by the service providers
and that service providers should design selected services to match the requirements
of different age groups.
264
It is also found from the test statistics of Kruskal Wallis Test that for all the selected
services except for SMS, receiving Updates, Applications and Game downloading and
Payment using mobile phones, is less than 0.05 and hence it can be said that the
service providers should give special consideration to Calling, Call Management, E-
mailing, MMS, Internet Access, Caller tunes and Ringtones to suit the requirements
of different gender.
It can be summarized from the test statistics of Kruskal Wallis Test that there is
significant difference between different education levels and selected services offered
by the service providers. The service providers should design selected services
considering the education level of the subscribers.
It is concluded from the test statistics of Kruskal Wallis Test that there is significant
difference between different occupations and selected services offered by the service
providers. Occupations do play an important role in use of different selected services
offered by the service providers.
It can also be summarized from Kruskal Wallis Test that there is significant difference
between different monthly income groups and selected services offered by the service
providers except internet access which may be dependent on other factors and not
only on monthly income. Monthly income is a vital factor in choice and use of
different selected services. And also that there is significant difference between
marital status and selected services offered by the service providers.
265
6.2 Suggestions
Examining the results in case of BSNL, Vodafone and Airtel it can be inferred that
brand image and consumer perception about quality of services share positive
relationship with each other that is good quality of service would lead to
strengthening of brand image which is very much essential for any company
competing in the market. Whereas the findings do not support direct relationship
between brand image and company market performance and between consumer
perception about quality of services and company market performance and brand
image and consumer perception about quality of services taken together with
company market performance that is company market performance may be depending
on other parameters as well. BSNL, Vodafone and Airtel should work on other
parameters other than building up of brand image and improvement quality of
services as well to further perform well in the market.
In case of Idea, brand image and consumer perception about quality of services do not
share positive relationship with each other that is only improving brand image would
not lead to satisfaction about perceived service quality and that company should give
special attention to improvement in services provided by them. Also brand image and
company market performance share positive relationship and campaigns run by Idea
are aiding to the market performance of the company and they should be continued.
However direct relationship is not supported between consumer perception about
quality of services and company market performance and brand image and consumer
perception about quality of services taken together with company market performance
that is other parameters may also be taken into consideration to improve market
performance.
BSNL should give attention to reliability of the services due consideration at the same
time shortening response time, lessen network congestion to improve network
strength in city area, voice clarity, coverage and improving customer care are the
target areas for company to improve the performance. Advertising of the services is
also necessary to create awareness in order to lure more users to come under BSNL
fold to increase subscriber share.
266
For Vodafone voice clarity, customer care, network strength, reliability, user
friendliness and coverage have been very strong and should keep that up. Creation of
consumer forums should be done in order to build up strong feedback mechanism.
In case of Airtel, recharge facility availability, consumer forums, word of mouth,
customer care, call drop rate, network strength and value added services have been
found as strong points. Whereas decreasing average revenue per user is a matter of
prime concern for all providers which can be improved by increasing the spread of
value added services.
Idea is found good with voice clarity, user friendliness, word of mouth and billing
transparency whereas needs to work on other parameters to improve its position in the
market.
Overall all the providers may strengthen their core part that is service to build up the
brand image and improve market performance as well.
Consumers take into consideration brand image before opting for service provider
whereas perception of service quality is developed only while using the service. So,
reinforcing the image is vital for the providers whereas growing subscriber share leads
to good market performance. Longer association of consumer with the service
provider reflects loyalty of the consumer towards service provider. Consumers
carefully choose prepaid or postpaid service and GSM or CDMA service according to
their requirements.
Demographics such as age groups, gender, education level of consumers, occupation
of the consumers, marital status do affect consumers’ choice of service providers and
services provided by them. Service providers should carefully design the services
considering demographics in order to have better synchronization between their needs
and services provided to win consumer’s trust and long association.
Various services provided by the providers should be revisited again and again for
constant improvements to match the consumer requirements keeping in mind policy
267
changes, market dynamics and technological advancements to keep the consumer
experience with the service provider pleasing and pulsating.
6.3 Further Research Scope
The present research work is carried out for Indian telecom industry mobile service
providers to explore the relationship among brand image, consumer perception about
quality of services and company market performance in Gujarat area. The research
can be conducted at National level as well.
The research can be done Industry-wide rather than for limited service providers.
Other variables can be added to the study and other relationships can be investigated.
The research can be further extended to study factors responsible to understand
switching behavior of the consumers due to mobile number portability. In order to
develop strategies to guard consumer churn and retain them to have firm grip on the
market share.
The study can also be conducted for data services given the boom with the advent of
smart phones and increasing reliance on data services as it is important for increasing
per user revenue as well.
The variables studied in the present work can be studied for other allied industries as
well so as to understand and see that whether these relationships hold true for them or
change over different industries.
268
6.4 Managerial Implications
The progress and the changes in telecom have been astronomical, with new and
cheaper technologies taking birth almost each year. Driven by wireless
communication, the telecommunications industry is recognized as a key to the rapid
growth and modernization of the economy and an important tool for socio-economic
development of a nation. Considering the findings and conclusions following
inferences can be made from the study:
Major factors responsible for the growth of telecommunications industry are use of
modern technology and market competition. The growth of Indian telecommunication
sector is highly driven by supportive government policies, emerging new technologies
and changing consumer behavior.
Telecom tariffs have been on a long-term downward trend. Changing consumption
patterns and market conditions, as well as, competitive pressure from peers and new
entrants, substantiate the need for managers to be creative and innovative in whatever
they do.
Innovative tariff plans of voice and data services are one of the best ways for
managers to differentiate themselves from the competition. Tariff plans, which
provide flexibility to connect multiple devices, differentiated pricing at off-peak hours
and seamless connectivity via 2G, 3G, 4G and Wi-Fi are likely to attract customers.
Segmentation of customers and targeted marketing of different service offerings
would be crucial for success.
With subscriber base heading towards saturation, the operators need to focus on
retaining the customers. Hence, getting the most out of customer data and consistently
managing customer experience are likely to be the key differentiators for managers.
Managers need to add new data and video services to their offerings as they cannot
afford to depend on revenues from voice and SMS in times when ARPU is constantly
decreasing. Most of these offerings will need close cooperation between technology,
content and service providers along with handset manufacturers.
269
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