INDIAN EDUCATION SOCIETY S Management College and Research Center

RESEARCH METHODOLOGY
PROJECT ON

To study and analyze the Customer Per e!t"on on A"rtel #road$and #and ser%" e&

S'#M(TTED TO) Pro*& Ja+adeesh Pada,"&

S'#M(TTED #Y) Poo-a San"l .M/M0123

DATE: 10th/April/2010

AC4NO5LEDGEMENT
First and foremost, I thank the Almighty God for sustaining the enthusiasm with which plunged into this endeavor. I avail this opportunity to express my profound sense of sincere and deep gratitude to many people who are responsible for the knowledge and experience I have gained during the pro ect work. In the first place, I thank (nd"an Edu at"on So "ety6s Mana+ement Colle+e and Resear h Center for given me this opportunity to this pro ect I extend my overwhelming gratitude to Pro*& Ja+adeesh Pada,", for his valuable guidance and meticulous supervision during the preparation of this !ro ect "eport. #y hearty and inevitable thanks to all the respondents who helped me to bring out the pro ect in a successful manner. I would be failing in my duty if i do not acknowledge a deep sense of gratitude to my parents and friends who have helped me in completing pro ect work successfully.

CERT(/(CATE
%his is to certify that the pro ect report entitled &To study and analyze the Customer Per e!t"on on A"rtel #road$and #and ser%" e' is the bonafide research work carried out by #iss. !oo a (anil )mployee *o+ 2,-./ and that the pro ect has formed the basis for the award.

Team Leader Sa"nath Mondal

Head o* the De!artment #os o D6soza

TA#LE O/ CONTENTS
Ser"al No& 7 9 ; < 1 8 ? @ 9; 9< Name O* To!" Ta$le o* Content (ntrodu t"on o* om!any Prel"m"nary data olle t"on Pro$lem De*"n"n+ = Theoret" al *rame>or, Resear h Des"+n Test"n+ = /ormat"on o* Hy!othes"s Data Analys"s Data (nter!retat"on = Re ommendat"on Con lus"on #"$l"o+ra!hy A!!end"A Pa+e No& 8 : 99 9< 098 9? 9@ 92 ;8 0;: = ;? ;@ ;2

(NTROD'CT(ON TO A(RTEL 0 #road$and #and Ser%" e

(NTROD'CT(ON TO A(RTEL
12A"%I AI"%)3 3%4 51()+ /$20/06 started in 7uly . 899/.Its head :uarters is at 4elhi. In 899; company started their first land line operation. Airtel is the name of their brand. AI"%)3 stands for Affectionate, Interested, "espectful, %olerant, )nergetic and loving .%heir logo is &%hink fresh 4eliver #ore'. %heir first company is 1harti <ellular 3imited under the brand name of Airtel. Another one is 1harti %ele (onic 3td under the brand name of India =ne. %hen 1harti %ele *et 3td under the brand name of %ouch *et. Another one is 1harti broadband 3td under the brand name of #anthra =nline. %he companies 1harti %elenet 3td and 1harti 1roadband 3td combined together and form 1harti 1roadband and %eleservices 3td. After sometime the companies 1harti %elesonic 3td and 1harti 1roadband and %eleservices 3td combined together and form 1harti Infotel 3td. In 8$th (eptember 2,,0 all the four companies combined together and form 1harti AI"%)3 3td. 1harti Airtel is one of India>s leading private sector providers of telecommunications services with more than .9 million subscribers as of *ovember 2,,;. Airtel comes to you from 1harti Airtel 3imited, India?s largest integrated and the first private telecom services provider with a footprint in all the 2$ telecom circles. 1harti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. %he mobile business provides mobile @ fixed wireless services using G(# technology across 2$ telecom circles while the Airtel %elemedia (ervices business offers broadband @ telephone services in 9/ cities. %he )nterprise services provide endAtoA end telecom solutions to corporate customers and national @ international long distance services to carriers. All these services are provided under the Airtel brand.

#R(E/ (NTROD'CT(ON A#O'T A(RTEL

Ty!e) !ublic 3imited <ompany /ounded) 7uly ,., 899/ (ndustry) %elecommunications HeadBuarters) *ew 4elhi, India 4ey !eo!le) #r. (unil 1harti #ittal, #r. "a an 1harti #ittal, #r. <hua (ock Boong, #r. "akesh 1harti #ittal (ndustry) %elecommunication 5e$s"te) www.airtel.in

Our C"s"on = Prom"se

1y 2,8, Airtel will be the most admired brand in India+ 3oved by more customers %argeted by top talent 1enchmarked by more businesses

&We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more.

A5ARDS AND ACH(ECEMENT

1harti Airtel draws top 2onors at the #iss Asia I% )xcellence Awards 2,, 1harti Airtel Amoung the %op 8, 1est performing <ompanies in the world Accoding to 1usiness Ceek 1harti %ele D Eentures is the &1est Indian <arrier'at the telecom Asia Awards 2,,-

Produ ts o* #hart" A"rtel #road$and and Tele!hony Ser%" es&

!roducts of 1harti Airtel 1roadband and %elephony (ervices. 4)3 D 4irect )xchange 3ine D 3and line !hone 5Eoice6 4(3 D 4igital (ubscriber 3ine D for data %elephone Instrument %ouchnet 4ialAupAservice

#us"ness o**ered $y A"rtel)

%he businesses at 1harti Airtel have been structured into three individual strategic business units Mo$"le Ser%" es+ %he mobile business provides mobile @ fixed wireless services using G(# technology across 2$ telecom circles. A"rtel Telemed"a Ser%" es) It offers broadband @ telephone services in 90 cities Enter!r"se Ser%" es) )ndAtoA)nd telecom solutions to corporate customers and national @ international long distance services to carriers

Dual"ty Pol" y o* #hart" A"rtel $road$and and Tele!hony Ser%" es& "eduction of error level. "eduction of operating cost. "eduction of cycle time. Or+an"zat"onal Culture o* #hart"& <ut hierarchy to where knowledge resides. Act transparently and couragebly. Pro ess *o us o* #hart" A"rtel $road$and and Tele!hony Ser%" es& !rocess standardiFation and customiFation 1est practice replication (peed of urgency Strate+y o* #hart" A"rtel #road$and and Tele!hony Ser%" es& <entraliFed reporting system Customers o* #hart" A"rtel #road$and and Tele!hony Ser%" es& "esidents (mall and middle enterprises !<=?s5public call office6 <orporate?s Com!et"tors o* #hart" "n #road$and and Tele!hony Ser%" es& 1(*3 @ #%*3 "eliance %ata indicom 8,

 Asianet

PREL(M(NARY DATA COLLECT(ON

88

PREL(M(NARY DATA COLLECT(ON

Com!la"nts+
5http+GGwww.consumercomplaints.inGcomplaintsGawfulAcustomerAserviceAandAbillingA issueAc2$.9./.html6

9& No Conne t"on)

#y broadband connection was shifted from one 4! to another. I was told that my connection will start as soon as it will be shifted its $ days but there is no connectivity in my connection...this is ridiculous. I have suffered a lot due this problem. *ow am thinking to drop this connection and also i have faced a loss also by not having connectivity. %his places a very bad impression on consumer and will also suggest people not to go for this connection.

;& A>*ul ustomer ser%" e and $"ll"n+ "ssue)

I am writing this complaint but I have been left with no other option. I am a native of 3ucknow and had real high aspirations from Airtel before I opted for a broadband connection from them but within a span of 2 and half months my whole perception about the company has changed. Airtel once famous for prompt customer service and action has disappointed me big time. #y internet services were bothering me from past 8/ days as the speed was not up to the mark but I ignored assuming there might be some technical reasons and problem will get resolved but one fine day the line got completely down. I spoke to the local engineer who initially came for the installation and he committed me that issue will be resolved asap. 1ut after 2 days of non action I spoke to the customer care who committed me that within 0 hours the issue will be resolved but to my shock it took almost 0 days to resolve the issue. 4uring this period I had to constantly call the customer care department and local staff and get mentally harassed. =n asking for compensation for the entire mental trauma faced by me for the period when the services were down nothing was offered. After everything was finally resolved ust day before yesterday local engineer>s team came to my place and and no idea what they did and who had asked them to make a visit my internet again stopped working. =nce again I had to repeat the entire process of calling the customer care and local team but to no avail.

CONCL'S(ON /ROM COMPLA(NTS)

From the above literature review it is to be concluded that the Airtel 1roadband 1and service is less preferred by <onsumers due to some problem. (o we try to find out the basic reasons behind this problem from our research work.

82

DE/(N(NG PRO#LEM = THEORET(CAL /RAME5OR4

9& STAT(NG THE PRO#LEM (N GENERAL 5AYE For these purpose mostly researches carry out some type of research like field observations or preliminary survey or unstructured interview. %his is called as pilot survey it is stated by keeping a feasibility of particular solution. (o I had carried out an unstructured face D to D face interview of the airtel employees which is given below.

'NSTR'CT'RED (NTERC(E5
9& 5hat are the ty!es o* "nternet ser%" es does A"rtel !ro%"deF )nterprise Internet !remium )nterprise Internet #anaged Internet (ervice I4< Internet #ultiAhoming Internet (ervice 1roadband and Internet Internet 3eased !ort

;& 5hat "s the !er month su$s r"!t"on rate o* A"rtel #road$andF It is approximately 0, to /, <& Do you !ro%"de any o**er "n $road$and to ustomersF %here are two types of broadband schemes, limited and unlimited. 1& Do you +et any om!la"nts re+ard"n+ A"rtel $road$andF Hnavailability of server .i.e. server down but nowAaAdays it is been improved by betterment in service facility. 8& Ho> do you handle these om!la"ntsF A complaint is placed by a phone call to the service department. If the complaint is about a technical problem, the problem in the server is rectified @ 8$

if it is the connectivity problem then the engineerGtechnician is sent to rectify it within a span of 2A$ days from the date of placement of the complaint. :& 5hat "s the reason *or slo> s!eed o* a"rtel $road$andF %he reason for slow speed of broadband is mostly due to overloading of the server. It also depends upon the scheme chosen by the customer . Another reason of slow speed is that if the customers !.<. are overloaded. ?& 5hy the a"rtel $road$and Ad%ert"sements are not sho>n *reBuentlyF %he demand for airtel broadband is so high that they don?t need any advertisements for marketing it

80

THEORET(CAL /RAME5OR4

SALES DEPENDENT CAR(A#LE (NDEPENDENT CAR(A#LES It is conceptual model which help to describe the relationship between different variables. Eariables are different characteristics which are the basics of the problem definition De!endent %ar"a$le 0(ales (nde!endent %ar"a$le 0(peed Advertising (ervice REPHRAS(NG THE RESEARCH !roblem should be stated in specific term as possible so that it may become operationally viable and help in development of working hypothesis and problem for research. (o the research was started with the ob ective ofI O#JECT(CE Pr"mary O$-e t"%e) %o study and analyFe the customer =pinion @ (atisfaction level towards airtel broadband services. %o ascertain the customer preferences of internet connection Se ondary O$-e t"%e %o suggest some guidelines to Airtel %o analyFe the position of airtel broadband against its competitor DECELOP(NG (DEA THRO'GH D(SC'SS(ON "esearcher must discuss his problem with colleagues and with those having experience in the same field so I discussed with my colleagues. %his is called experience survey.

8/

RESEARCH DES(GN = DATA COLLECT(ON METHOD

8-

RESEARCH DES(GN
%he success of the analysis mostly depends on the methodology on which it is carried out. %he appropriate methodology will improve the validity of the findings. Area o* Study+ A <ustomers of airtel broadband, Friends of different organiFation @ relatives. Pur!ose o* study+ A 2ypothesis testing Ty!es o* "n%est"+at"on) A <orrelation T"me o* Hor"zon o* study+ A <rossAsectional Pro$a$"l"ty Sam!le+ A HnrestrictedG"andom (ampling Sam!le s"ze+ A /, Sam!le /rame+ A %he customers were selected on a random basis from which the respondents were selected based on convenience. Sam!l"n+ Method+ A <onvenience sampling was used, based on the willingness and availability of the respondents. %he study was conducted on consumers with different type of business Sam!le 'n"%erse) All customers using broadband connection was taken as the sample universe. Data sour e) %he study is based on the data collected through primary and secondary sources Pr"mary Data) 8. (urvey by :uestionnaire 2. face2face interview Se ondary Data) 9& 1ook ;& *ewspapers <& Internet

TEST(NG O/ HYPOTHES(S
8.

It is conceptual statement which relates the two variables on basis formulated theoretical framework to confirm relationship by statistical solutions

/ORMAT(ON O/ HYPOTHES(S
HG H %here is no significant relationship between speed and sales. H9 H %here is significant relationship between speed and sales. HG H %here is no significant relationship between service and sales. H9 H %here is significant relationship between service and sales.

L(M(TAT(ONS O/ ST'DY
8. %he geographical scope of the study was restricted to #umbai due to time and resource constraints. 2. %he behavior of the customer while approaching them to fill the :uestionnaire was unpredictable. $. %he sample was restricted to /, customers, which may restrict the scope and completion of study. 0. Focus being mainly on inAdepth probing, the generaliFations drawn are only indicative and not conclusive. /. 3ack of customer?s cooperation was a ma or constraint

8;

DATA ANALYS(S

89

DATA ANALYS(S

2,

From this :uestion I found that -$J people of our population are using the Airtel 1roadband.

28

In this I found that broadband is the main internet services which is used by population.

22

From this I got the idea that speed is the most important factor with respect to consumer. (o, Airtel broadband should focus more on this feature.

2$

4. A t the time of purc has e what is more important for you?

Important F actor While P urc has e
14%

P rice S peed 86%

%his :uestion gives the idea that at the time of purchase speed is the factor which is considered more important than the price

20

Found that -9J people are satisfied with the speed but there is increasing growth of consumer i.e. $8J towards dissatisfaction.

%his shows that //J of people really think that the speed of the Airtel 1roadband is good. Ce got 89J neutral and 2-J disagreed to this statement.

2/

In this rating :uestion i got only ;J )xcellent response ,89J agree and most of them were neutral response i.e. from the above -.J only 2.J have agreed that the service is good and $8J disagreed with the statement.

2-

It shows that 8$J of the customers preferred Airtel broadband because of offers. %he highest $. J of the customers preferred Airtel because of the :uality of service offered by Airtel. %he second most $,J of the customers have preferred because of the (peed of internet service. It also shows the brand name also has some implication before choosing Airtel 1roadband services. 2,J of the customer has chosen Airtel because of the brand name KAirtel?.

2.

%he interpretation is that 89J of the customer is highly satisfied with the overall service provided by Airtel broadband. 00J of the customer is satisfied with the overall service offered by the service. Around .J of the customer are highly dissatisfied bye the service.

CORERAT(ONAL SECT(ON
%his indicates a significant positive relationship between the (peed of data transmission and (ales.

r L ,.98, the correlation is very strong

2;

DATA (NTERPRETAT(ON = RECOMMENDAT(ON

29

(NTERPRETAT(ON)
From the above analysis of data the following data can be interpreted that+ #aximum no. of population prefers Airtel 1roadband. #%*3 @ %ata broadband is the main competitor of Airtel 1roadband. According to customers, speed is considered as a much more important factor as compared to price. (ervice plays a crucial role here and airtel has able to satisfy approximately -,J of its customers is satisfied with services. #ost of the organiFations prefer broadband connection over other type of connection because of speed and other compatibility of service. Muality of the service provided plays an important role in keeping the existing customers and to bring new customers. %he overall satisfaction level is very high among customers.

RECOMMENDAT(ON)
=n completion of the pro ect work &Customer Per e!t"on on A"rtel #road$and #and ser%" eI I would like to give my suggestions which the company can make use of+A (ince from survey we got that only -9J of broadband customers are satisfied with the services provided by the Airtel. %hey should try to improve the services so as to gain 8,,J attention of customers. (ome customers are planned to discontinue because of high billing and after sales service is not good. %hough it is a small percentage the company should focus on these to keep the brand image in the minds of people. If any complaint is observed from the customers, it should be dealt :uickly. %his will reduce the chance for dissatisfaction. $,

#any dissatisfied customers asked for more information about other plans or change of plans. (o the dissatisfaction may be due to providing wrong plans by the sales persons. (o the company can make use of this opportunity to retain its customers by providing the right plans.

%he detailed billing is provided as a value added service in Airtel broadband. It is free of cost in its competitors like 1(*3. (o the company could provide the service as free of cost. It will help customers clear their doubts about billing and hence to improve their satisfaction level.

CONCL'S(ON)
%he pro ect titled &To study and analyze the Customer Per e!t"on on A"rtel #road$and ser%" es' I can conclude that the overall (ervices provided by Airtel 1road1and (ervices are satisfactory since all the responses were in favour of Airtel 1roadband. (t "s also on luded that the sales o* A"rtel #road$and "s de!endent on s!eed and ser%" es&

$8

#(#(L(OGRAPHY
5e$s"tes) www.bhartiairtel.in www.airtel.in www.google.com #oo,sJMa+az"neJJournals "esearch #ethods For 1usiness D Hma (ekaran "esearch #ethodology D <. ". Bothari %otal %elecom #agaFines

$2

A!!)*4IN
*ame+A Age+A !lace+A =ccupation+A Income+A 9& Are you an A"rtel #road$and userF Oes *o ;& 5h" h "nternet ser%" e do you useF 4ialup Eisit a cyber cafP 1roadband 4ata card <& 5h" h *eatures o* A"rtel #road$and "s more "m!ortant to youF !rice (ervice (peed Availability 1& At the t"me o* !ur hase >hat "s more "m!ortant *or youF !rice (peed 8& Are you sat"s*"ed >"th A"rtel #road$and s!eedF Oes *o :& The s!eed o* the A"rtel #road$and "s %ery +ood& $$

(trongly Agree Agree *eutral 4isagree (trongly 4isagree

?& Rate the A"rtel #road$and ser%" eF ./rom 9083 )xcellent QQ QQ QQ QQ QQ poor. @ & Reason *or Choos"n+ A"rtel Conne t"on F =ffers Muality of (ervice (peed @ (afety 1rand *ame R S R S R S R S

2& O%erallK ( rate A"rtel #road$and& Eery poor R S Fair R S good R S very good R S )xcellent R S

9G& Comment on A"rtel #road$andF IIIIIIIIIIIIIIIIIIIIIIIIIIIIII.

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