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A study on Customer satisfaction Versus Service Quality of Video Conferencing with reference to Reliance WorldChennai

A PROJECT REPORT Submitted By

Ms. Donna Bekana


Reg.No.11307631010 In partial fulfillment for the award of the degree
Of

MASTER OF BUSINESS ADMINISTRATION


IN

DEPARTMENT OF MANAGEMENT STUDIES R.M.K ENGINEERING COLLEGE

ANNA UNIVERSITY: CHENNAI 600 025 JUNE-2009


BONAFIDE CERTIFICATE

Certified that this project report A Study on Customer satisfaction versus Service quality of Video Conferencing with reference to Reliance World Chennai, is the bonafied work of Donna Bekana, who carried out the project under my supervision.

SIGNATURE Dr. Prema Sankaran HEAD OF THE DEPARTMENT Department of Management Studies R.M.K.Engineering College R.S.M Nagar Kavaraipettai 601206

SIGNATURE SUPERVISOR Department of Management Studies R.M.K.Engineering College R.S.M Nagar Kavaraipettai 601206

CERTIFICATE

ACKNOWLEDGEMENT

I am personally indebted to so many people that a complete acknowledgement would be encyclopedic. My sincere thanks and profound sense of gratitude goes to my respected chairman Mr.R.S Munirathinam for all his efforts and administration in educating us in his premiere institution. I would like to express my gratitude to our principal Dr. Chandrasekaran K M.Tech., Ph.D., and Head of Department Dr. Prema Sankaran Ph.D. for their guidance and advice all through my work. I convey my sincere thanks to my guide Mrs. Dr Kanniga Prashanth for her valuable suggestion throughout the project duration. I thank Mr. Rajarishi Tiwari, VC Manager for giving me the chance of doing my research work and also for his suggestions and advices during the project period at Reliance World - Chennai.

Abstract These days all the organizations are realizing the significance of customercentered philosophies. One of the key challenges of them is how they manage service quality, which holds a great importance to customer satisfaction. The purpose of this research was to gain a better understanding of the service quality dimensions that affect customer satisfaction from customer perspective. Some service quality dimensions were selected to be tested in Video Conferencing operations and its relationship with customers in order to explore the relationship between service quality and customer satisfaction. A qualitative research approach was used to get a better understanding of this issue. The empirical data were gathered through in dept interviews and also by using semi-structured questionnaire. Data presentation and analysis were done in accordance with the research questions and the frame of reference. Finally, in the last chapter findings and conclusions were drawn by answering the research questions. Some service quality dimensions in Video conferencing activities were identified in this study (i.e. reliability, responsiveness, tangibles, empathy, assurance, fulfillment, pricing and courtesy.). The quality performance of all the dimensions was shown to have a strong impact on customer satisfaction.

CHAPTER I INTRODUCTION

1.1

Introduction to the study

Meeting customer needs while remaining economically competitive is a special challenged faced by many industries. In videoconferencing technology, two or more people at different locations can see and hear each other at the same time, sometimes even sharing computer applications for collaboration. Videoconferencing offers possibilities for schools, colleges, and libraries to use these systems for a variety of purposes, including formal instruction (courses, lessons, and tutoring), connection with guest speakers and experts, multi-school project collaboration, professional activities, and community events. Placing a video call is a lot like placing a telephone call. After getting connected, one can see the other person in color video on a TV screen and may be able to transfer files or collaborate via options such as document sharing or white boarding. Service quality: Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining it and measuring it with no overall consensus emerging on either (Wisniewski, 2001).There are a number of different "definitions" as to what is meant by service quality. One that is commonly used defines service quality as the extent to which a service meets customers needs or expectations (Lewis and Mitchell, 1990; Dotchin and Oakland, 1994a; Asubonteng et al., 1996; Wisniewski and Donnelly, 1996). Service quality can thus be defined as the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs.

Customer satisfaction: To understand satisfaction, one needs to have a clear understanding of what is meant by customer satisfaction. Customer satisfaction is defined as, a result of a cognitive and affective evaluation, where some comparison standard is compared to the actually perceived performance. If the perceived performance is less than expected, customers will be dissatisfied. On the other hand, if the perceived performance exceeds expectations, customer will be satisfied (Lin 2003). 1.1.1 Need and importance of the study Many people want a resource to help guide them through the process of videoconferencing. This project is an attempt to synthesize the needs therein. It gives an idea of the various aspects to consider before taking up the service. It also helps to understand how an individual by making use of video conferencing can access another individual or even a group. 1.1.2 Scope of the study The goal of this project is to provide a general overview of video conferencing as well as to offer tips on what to look for when evaluating video, audio, and information sharing capabilities across vendors. It will help in guiding through the selection process. It will help in explaining the technology behind conferencing and the advantages and disadvantages of the two main system architecturesPCbased and appliance. With a clear understanding of the many options currently available, one will be better equipped to choose the right video conferencing solution for various needs.

1.1.3 Objective of the study Primary Objective To analyze Customer Satisfaction Vs Service Quality of Video Conferencing with reference to Reliance World (Chennai). Secondary Objective To evaluate the satisfaction level of customers pertaining to various features of the Video Conferencing service.
To

conceptualize service quality by taking in to account

various parameters of Service quality.


To gain a better understanding of service quality dimensions that affect customer satisfaction in the case of Video conferencing service. To suggest various methods with which the particular product would be recognized.

1.1.4 Research Methodology Research is defined as human activity based on intellectual application in the investigation of matter. The primary purpose for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Scientific research relies on the application of the scientific method, a harnessing of curiosity. This research provides scientific information and theories for the explanation of the nature and the properties of the world around us. Basic research (also called fundamental or pure research) has as its primary objective the advancement of knowledge and the theoretical understanding of the relations among variables (see statistics). It is exploratory and often driven by the researchers curiosity, interest, and intuition. Therefore, it is sometimes conducted without any practical end in mind, although it may have confounding variables (unexpected results) pointing to practical applications. The terms basic or fundamental indicate that, through theory generation, basic research provides the foundation for further, sometimes applied research.

Research is required for the following reasons: To identify and find solutions to the problem To help make decisions To develop new concepts To find alternate strategies

1.1.4.1

Research Design

Research design is the plan, structure and strategy of investigation conceived so as to obtain to research questions and control variance. The definition consists of three important terms-plan, structure and strategy. The structure of research is a more specific outline or the scheme and the strategy shows how the research will be carried out, specifying the methods to be used in the collection and analysis of data.
Descriptive research: Descriptive research is used to obtain information concerning the current status of the phenomena to describe, "what exists" with respect to variables or conditions in a situation. The methods involved range from the survey that describes the status quo, the correlation study that investigates the relationship between variables, to developmental studies that seeks to determine changes over time. The type of question asked by the researcher will ultimately determine the type of approach necessary to complete an accurate assessment of the topic at hand. Descriptive research can be either quantitative or qualitative. Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection.

1.1.4.2

Sources of Data

Data is a gathered body of facts. There are two types of data. a) Primary data b) Secondary data

Primary data: Data observed or collected directly from first-hand experience is primary data. Primary data collection is necessary when a researcher cannot find the data needed in secondary sources. Primary data can be obtained either through observation or through direct communication with the respondents. This can be done either through surveys or distributing questionnaire. Secondary Data: Secondary Data is data or information that is already available. A person or organization other than the use of the data collects this data. It may be available from internal sources or may have been collected and published by another organization. Advantages of secondary data are that it is cheap and inexpensive. It is easily accessible. It is already available. It saves time and efforts. It is unobtrusive. It avoids data collection problems and it provides a basis for comparison.
Research Instrument

Questionnaire: A questionnaire is a form containing a set of questions, especially one addressed to


a statistically significant number of subjects as a way of gathering information for a survey. There are mainly four types. For the purpose of this research a structured questionnaire has been used. Open ended, closed ended and multiple-choice questions have been framed.

1.1.4.3

Population and Sample

Population The total number of inhabitants constituting a particular race, class, or group in a specified area taken or considered as elements for the study is termed as Population. Sample Very often it is not possible to study the entire population it may turn out to be very expensive and also time consuming. It may take such a long time that the data might become obsolete. Hence a sample, which is representative of the population, is studied. Sample is that part of the population which is actually observed. Sample design: It is nothing but a procedure or plan drawn up before any data are collected to obtain a sample from a given population. It is also known as sampling plan or survey design. Sampling Technique: The act, process, or technique of selecting an appropriate sample is called as sampling technique. They are of two types:
1. Probability Sampling 2. Non-probability Sampling

Non-probability Sampling: The opposite of probability sampling is non-probability sampling, and simply means sampling without using random selection methods.

Systematic Sampling: This is random sampling with a system! From the sampling frame, a starting point is chosen at random, and thereafter at regular intervals. It is also called an nth name selection technique. After the required sample size has been calculated, every nth record is selected from a list of population members. As long as the list does not contain any hidden order, this sampling method is as good as the random sampling method. Its only advantage over the random sampling technique is simplicity. The sample size taken for this study is 169 customers from that of 1800.
1.1.4.4

Tools and Techniques:


Percentage Analysis

Statistical tools:
Weighted average method Chi-Square Test Ranking

Percentage Analysis: Here percentage is used in making a comparison between two or more series of data. Percentage helps in determining the relationship between the series Formula: Percentage = No of respondents Total number of respondents X 100

Weighted Average: The weighted mean is similar to an arithmetic mean (the most common type of average); where instead of each of the data points contributing equally to the final average, some data points contribute more than others. The notion of weighted mean plays a role in statistics and also occurs in a more general form in several other areas of mathematics. If all the weights are equal, then the weighted mean is the same as the arithmetic mean. percentage obtained. Formula: Net score = Number of respondents X weight of column Total weight In this method, the net scores for each attribute are calculated and analysis can be done as the basic of the net score in

Chi-Square Test: A chi-square test (also chi-squared or 2 test) is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-square distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-square distribution as closely as desired by making the sample size large enough.

Ranking:
A ranking is a relationship between a set of items such that, for any two items, the first is either "ranked higher than", "ranked lower than" or "ranked equal to" the

second. In mathematics, this is known as a weak order or total preorder of objects. It is not necessarily a total order of objects because two different objects can have the same ranking. The rankings themselves are totally ordered. For example, materials are totally preordered by hardness, while degrees of hardness are totally ordered. By reducing detailed measures to a sequence of ordinal numbers, rankings make it possible to evaluate complex information according to certain criteria.

1.1.5 Limitations of the study


The study is restricted to Chennai city only. The study could be conducted only on companies with a huge turnover There is also the possibility of ambiguous replies or omission of replies altogether to certain questions. Since in Retail videoconferencing Reliance is the monopoly, the comparative analytical study is regretted.

1.1.6 Chapterization Chapter One This chapter includes the basic introduction to the study and the need for taking it up. It also gives room for further scope. It furthers explains the objectives of this study, that were framed to bring about the required conclusion. It also gives a detailed understanding on the research methodology used and the instruments used to get the required data. It also gives a detailed know how on the various statistical tools used for the study. Further it sites the limitations for the study. Chapter Two This chapter shows the application of various tools to bring about an understanding of the effect of Customer satisfaction and Service quality. Results form percentage analysis, weighted average and ranking and Chi-Square test can be seen. Charts are drawn to give a clear picture of the results and the required inference has been given. Chapter Three This chapter gives us the findings from the statistical tools used and suggestions have been given based upon the observation and have been concluded.

1.2

Review of Literature

1.2.1 Theoretical Review Service quality, customer satisfaction and customer value have become the priority of both manufacturers and service provider in the increasingly intensified competition for customers in today's customer-centered era. However, findings regarding service quality, customer satisfaction and customer value are rather divergent and related studies are fragmented, especially for the complicated interrelationships among them. Thus, less is known about the relative impacts of quality-related factors on customer value and customer satisfaction up to now and the moderating role of customer value in the relationship between service quality and customer satisfaction has been neglected. The use of Videoconferencing as a medium for collaboration of experiences and dialogue among graduate students. June 11, 2008 Filed under Collaborations, Lit Review, Research Articles Lit Review: This is a post in a series focusing on the research studies on videoconferencing. Bradshaw, D., Siko, K. L., Hoffman, W., Talvitie-Siple, J., Fine, B., Carano, K., et al. (2006). the use of videoconferencing as a medium for collaboration of experiences and dialogue among graduate students: A case study from two southeastern universities. Society for Information Technology and Teacher Education International Conference 2006, 262-267. Retrieved from http://www.editlib.org/ Authors: Bradshaw, D., Siko, K. L., Hoffman, W., Talvitie-Siple, J., Fine, B.,Carano,K.,etal.

Title of article: The use of videoconferencing as a medium for collaboration of experiences and dialogue among graduate students: A case study from two southeastern universities. Findings: It seems mostly a discussion format was used for the videoconferences, and the two professors team-facilitated the discussions. The students were able to gain the advantage of having two professors without putting a strain on either universitys resources. The double class size due to the videoconference afforded a wider perspective and more interesting discussions. There were some challenges including some audio problems, one night one site had a blue screen the whole time (even universities have firewall problems!) A few times one university would take over the conversation and they had to adjust procedures to make sure the conversation was well rounded from both sides. Some mike issues included hearing side conversations and fidgeting noises, so muting the microphone was used to resolve that. I wonder if they experimented with any specific pedagogical techniques to make the instruction and discussion varied and interesting between the sites. Im thinking of strategies by Carol Fleck and Kim Perry who presented at the Keystone Conference in 2004. This is a great example of collaboration at the university level, and a model for team-teaching as a specific type of collaborative videoconferences.

WORLDS YOUTH CONNECT THROUGH GLOBAL NOMADS GROUP: AN INTERVIEW WITH GNGS DAVID MACQUART February 28, 2008 Filed under Content Providers, International VCs, Lit Review, Opinion Articles Lit Review: This is a post in a series focusing on the research studies on videoconferencing. Morrison, J., & Macquart, D. (2006). Worlds youth connect through Global Nomads Group: An interview with GNGs David Macquart. Innovate, 2(4). Author: Morrison, J and Macquart, D Title of article: Worlds youth connect through Global Nomads Group: An interview with GNGs David Macquart Findings: Not applicable, not a research study. Author/Audience: The audience is the Innovate readership. Questions/Thoughts/Implications: The article shows how the vision of a few to meet the needs of students can expand to a respected non-profit organization. Most of the issues addressed in our programs continue to challenge governments and international institutions. GNG certainly doesnt skirt around tough issues. They have the facilitation expertise to deal with tough issues too. Ive experienced their facilitation skills both in training and with students. This article provides anecdotal evidence of the power of videoconferencing to bring experiences and interactions to students that would be impossible otherwise.

February 28, 2008 Filed under Content Providers, Lit Review, Research Articles Lit Review: This is a post in a series focusing on the research studies on videoconferencing. Newman, D. L., Du, Y., Bose, M., & Bidjerano, T. (2006). A Content Analysis of Videoconference Integration Plans. Paper presented at the Society for Information Technology and Teacher Education International Conference, Orlando, FL. Authors: Newman, Dianna L.; Du, Ying; Bose, Mohua; Bidjerano, Temi Title of paper: A Content Analysis of Videoconference Integration Plans Theoretical Framework/References: Several references are used to make the case that museusm already have educational content for schools, videoconferencing provides access to those resources, students participating in a videoconference engage in higher order thinking skills, and videoconferences enrich curriculum with an active learning environment and by facilitating inquiry-based learning. (p. 2). Two noteworthy references I hadnt found already were Newman et. al 2004 and Silverman & Silverman 1999. Findings: The majority of the lesson emphasis (time) was on pre-conference preparation. The most popular methods of instruction were the structured discussion/Socratic Method (65%). Next were lecture/direct instruction (46%), teacher demonstration (44%), and constructivism (43%). p. 4

Traditional modes of learning were used more leading up to the conference, and the student-centered constructive learning was used more after the videoconference. The lower levels of Blooms taxonomy were used more in the pre-conference activities, and the higher levels of Blooms taxonomy were used more in the postconference activities. Rubrics, projects, and worksheets were the most popular assessment techniques used by the teachers. Author/Audience: The authors are connected with the NYIT EEZ, which is a strong content provider support program in New York. The audience was the conference attendees, so people interested in educational technology and teacher education. Questions/Thoughts/Implications: Quotes: The videoconference session may be considered as a catalyst for promoting higher levels of thinking during post videoconference sessions. p. 5. The videoconferences were used to extend and enrich the study. p. 5 but before you protest about those words, checks this: students would be exposed to richer alternative sources of information, real artifacts and animals, meet external experts, and get their questions answered. And videoconferencing leads to a more dynamic and interactive form of learning p. 5. This article emphasizes the importance of preparation for videoconferences, as well as essential component of wrap-around lessons to accompany videoconferences. Using a videoconference as a stand-alone fun activity is not

appropriate! I really like the Project VIEW focus on teachers creating lessons to support their experiences with content providers. Lit Review: This is a post in a series focusing on the research studies on videoconferencing. WMHO. (2002). Videoconferencing exposes students to new worlds. T.H.E. (Technological Horizons in Education) Journal, 29(8). Author: Ward Melville Heritage Organization (or THE Journal staff? it isnt clear) Title of article: Videoconferencing exposes students to new worlds.

Main Point: Videoconferencing allows a non-profit science organization to protect the salt marsh wetlands and still educate students about it. It allows WHMO to reach more students than would be possible with onsite visits. Limitations: This isnt a research article and does not include a theoretical framework or any research data or references to other work. Well, page 3 says, research has shown the benefits of VC, but no references are provided. A few sentences describe teachers feedback from the sessions. Notes: The article describes how WMHO transformed an on-site field trip to a 45-60 minute engaging interactive curriculum-based program for videoconferencing. The article describes the visuals shown, including some innovative cameras that allow for visuals right from the waters edge.

Relevance: While not a research article, this article does describe one aspect of curriculum videoconferencing - the content provider experience. 1.2.2 Industrial Profile Telecommunications industry deals with the activities and services of electronic systems for transmitting messages through cables, telephone, radio or television. Components and factors responsible behind the growth of

telecommunications industry Two major factors responsible for the growth of telecommunications industry are use of modern technology and market competition. One of the products of modern technologies is optical fibers, which are being used as a medium of data transmission instead of using coaxial or twisted pair cables. Optical fibers can carry a high volume of data and are easier to maintain and install. Uses of communication satellites make this telecommunications industry a booming industry. The use of mobile network has a crucial role behind the growth of an improved telecommunications industry. Leading companies are showing their interest to invest in this telecommunications industry. Telecommunications industry is going to be a digitized one. Use of ISDN (Inter Services Digital Network) makes this telecommunication industry a total digitalized system and eventually enhanced the speed and quality of digital communication. The introduction of these advanced technologies makes the telecommunications industry a competitive one, where a number of multinational companies have shown their interest to invest in this industry and consequently the prices are

reduced, the quality is also improved. During the period of 1990, the telecommunication industry showed a speedy growth in terms of investment and eventually increased the competition. The competition between the companies led to the decline of revenues. Video Conferencing is part of a $4-5 billion dollar real-time collaboration market that includes audio, video, and web conferencing products and services. These are high-quality systems designed to be used in shared environments such as meeting rooms, boardrooms, and auditoriums. Desktop or personal videoconferencing systems with cameras and microphones designed for personal or single-person use, this product segment includes videophones, executive systems, and PC-based solutions optimized for the office and cubicle work environment. Personal videoconferencing systems are designed to work within an office environment and fit the enterprise desktop budget. Hence, speakers, microphones, and cameras are designed for up-close use and to enable privacy when needed. Personal video systems are evolving into personal rich media collaboration solutions with data sharing and instant messaging. Three World Trends Impacting Adoption of Visual Communication 1. Rise of global collaboration - Teamwork has never been more important or challenging - leading to development and integration of workflow software. To be accepted by users, disparate applications are now required to have simplified form factors and user interfaces. Common standards ensure applications work together and give rise to multiple forms of collaboration. 2. Outsourcing and off shoring - Competitive companies are moving their resources closer to the customer. That means an increase in distributed offices and more telecommuters. Any work that can be digitized can be sourced globally to the cheapest, smartest, or most efficient provider. Video helps companies build trust, ensure quality, and maintain company culture among a disbursed workforce.

3. In-forming - Immediate and complete information access is no longer an advantage it is a requirement. Net-gen users have an expectation that information and resources will be available to them when and where they need them. 1.1.3 Company Profile A Dream comes true: The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected finish on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated and convergent digital network. It is capable of delivering a range of services across the entire information and communication value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life

Sh.DHIRUBHAI AMBANI (Founder):

Few men in history have made as dramatic a contribution to their countrys economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is more enduring and timeless. As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of Indias capital markets, and the champion of shareholder interest. But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, Indias largest private sector enterprise. Vision: We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India.

We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally. Indias leading integrated telecom company: Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 48 million customers. The business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Its constant Endeavour is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, the company can proudly claim that it was instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates.

The company Endeavors to further extend its efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society. Looking back, looking forward: Reliance Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Energy Ltd). Reliance ADA Groups flagship company, Reliance Communications, is India's largest private sector information and Communications Company, with over 48 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire line), convergent (voice, data and video) digital network, to offer services spanning the entire info COM value chain.

Reliance group:

Harmony

He is a member of:

Wharton Board of Overseers, The Wharton School, USA Central Advisory Committee, Central Electricity Regulatory

Commission

Board of Governors, Indian Institute of Management, Ahmedabad Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006. BOARD OF DIRECTORS: Shri Anil D. Ambani Chairman Prof. J Ramachandran Shri S.P. Talwar Shri Deepak Shourie Shri A.K.Purwar

AWARDS AND ACHIEVEMENTS: Conferred the CEO of the Year 2004 in the Platts Global Energy Awards Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business Barons TNS Mode opinion poll, 2004 Conferred The Entrepreneur of the Decade Award by the Bombay Management Association, October 2002 Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001

1.2.4 Product profile Video Conferencing:

Corporate meetings are taking a big leap forward. Thanks to Video Conferencing at Reliance World, inter-location meetings are now almost as simple as reaching out to the next cubicle. How it works: When you Schedule a Video Conference at Reliance World, We reserve your slot in all the locations that you wish to be connected to in your Conference. On the appointed day and time, all attendees visit Reliance World in their respective cities and participate in the Video Conference

Each Reliance World has a specially designed soundproof Video Conferencing Room, equipped with state-of-the-art video conferencing equipment. The room can accommodate up to 9 participants comfortably, with 5 participants in distinct view of the camera. The digital Home Theater System, with a 42" plasma TV gives you that near real-life experience. You can even hook up your Video Conference from Reliance World to any enterprise that has a standard based ISDN video conferencing facility, even if that enterprise is in a different country. Participants who have no video conferencing facility can also join in using their telephone connections Meetings and beyond: Reliance World Video Conferencing operates in several modes: Full-screen view:

This mode is used in a one-to-one conference when two locations can see each other in full screen. Recommended Use: Interviews, Point-to-point meetings Continuous presence:

This mode is used in multi-party conferences. Each location sees all other locations. Recommended Use: Meetings, Reviews. Broadcast mode:

In this mode, all participants see the speaker, but not each other. The speaker can see all participants. Recommended Use: Product Launches, Financial Results Announcements, Area Specific Broadcasts. Training mode:

All participants see a PowerPoint presentation in the main view and the speaker in a small window. Recommended Use: Training.

View mode:

The host can view the remote location. Recommended Use: Viewing Focus Group Interviews / Group Discussions.

How you use Video Conferencing is up to your imagination & creativity. Don't let traveling take away precious hours from your professional and personal life. Don't let overheads like travel, boarding and lodging eat into your bottom line. In fact, possibilities are endless. Companies are continually discovering new ways of using this service. ABC Consultants, Cipla, HDFC Standard Life, Hindustan Lever, Ma-Foi, Mahindra & Mahindra, Nicholas Piramal, Progeon and Xerox are some of our clients who have used Video Conferencing to derive business advantage. Video call service:

Reliance Video Call Service makes point to point video conferencing easy with a telephone like dialing experience. Some other features include: Easy Call Set Up Gone are the days when IT Administration support was required for conducting a Video Conference. A telephone-like number now represents the IP Video location so that enterprise users can now setup the video conference as easily as a phone call. Choice of Selecting Bandwidth IP Video Call service can be availed in various bandwidth options of 384 Kbps onwards to 2 Mbps or beyond on a single interface. Choice of 242 IP Video Studios Enterprises can now invite participants to join the video conference at any of the 242 public IP video studios locations while they conduct video conferencing from the comfort of their offices

Video bridge service:

Reliance Video Bridge Service allows setting up a multiparty conference among three or more locations on Reliance Video Call or ISDN network. Important features are: Multiple Layout and Voice Activated Switching Consider a multi-party conference in which a CEO is addressing regional offices. There is no longer a need to switch between screens to see different offices. With multiple layouts, up to nine sites can be seen on a single screen. Also, the current speaker is highlighted on the receiving screens. Speed Matching If the Head Office and the regional offices are connected at high bandwidth and the branch offices are connected on a lower bandwidth then the high bandwidth locations continue to enjoy a superior experience in spite of few lower bandwidth locations Hybrid External participants not having access to IP video service can also join the video conference on either ISDN or audio.

Other Features

Lecture Mode End time Alert Time Extension Conference Access Dial In/Dial out

Retail Video Conferencing:

You can access the Reliance Retail Video Conferencing Service from 241 Reliance World outlets across more than 105 cities in India. These state-of-the-arts, high-quality video conference rooms are designed with professional lighting and acoustics, and a top-of-the-line digital theatre system complete with a 4 ft x 6 ft large screen or a 42-inch plasma TV, for a lifelike experience of face-to-face audio-visual communication. List of companies which use video conferencing:

ABC Consultants, Cipla, HDFC Standard Life, Hindustan Lever, Ma Foi, Mahindra & Mahindra, Nicholas Piramal, Wills lifestyle These are some of the clients who have used Video Conferencing to derive business advantage. Basic connection from Reliance World to other point: Reliance web world

ISDN Line

Bridge
Other point

Bridge is used when we have to connect other points apart from reliance world. Bridge is located at Mumbai, which is also used there is video conferencing. when there is a need of multipoint conferencing. It is also used to connect with any point in the world where

Basic connection from Reliance World to Reliance World:

Reliance Web world 1

IP address

Reliance Web world 2

One reliance web world can be connected to the other directly by using IP address Every web world has separate IP address

CHAPTER II ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION 2.1 Percentage Analysis Table-2.1.1 Knowledge on Video Conferencing Particulars Yes No Total No of respondents 97 72 169 Percentage 57.40 42.60 100

Chart 2.1.1 Knowledge on Video Conferencing


180 160 140 120 100 80 60 40 20 0 No of respondents Percentage

Yes No Total

Inference: From the table it is observed that 57.40% of the respondents have knowledge on Video Conferencing. The rest 42.60% are yet to gain knowledge on the service provided.

Table 2.1.2

Availability of video conferencing facility at office Particulars Yes No Total No of respondents 31 138 169 Chart 2.1.2 Availability of video conferencing facility at office
180 160 140 120 100 80 60 40 20 0

Percentage 18.34 81.66 100

Yes No Total

No of respondents

Percentage

Inference: From the above table it is observed that only 18.34% of the respondents are having the Video conferencing setup at their office.

Table 2.1.3 Experience of videoconferencing facility at Reliance

Particulars Yes No Total

No of respondents 72 97 169 Chart 2.1.3

Percentage 42.60 57.40 100

Experience of videoconferencing facility at Reliance


180 160 140 120 100 80 60 40 20 0

Yes No Total

No of respondents

Percentage

Inference: From the above table it is observed that 42.60% of the respondents have experienced the video conferencing facility at reliance.

Table 2.1.4 Customer satisfaction on Videoconferencing Service at Reliance World Particulars No of respondents Percentage Yes 141 83.43

No Total

28 169 Chart 2.1.4

16.57 100

Customer satisfaction on Videoconferencing Service at Reliance World

180 160 140 120 100 80 60 40 20 0

Yes No Total

No of respondents

Percentage

Inference: From the above, it can be seen that 83.43% of the customers are satisfied with the Videoconferencing service delivered at Reliance World.

Table 2.1.5 Customer Loyalty towards Reliance World Particulars Yes No Total No of respondents 138 31 169 Percentage 81.66 18.34 100

Chart 2.1.5 Customer Loyalty towards Reliance World


200 150 100 50 0 No of respondents Percentage Yes No Total

Inference: From the above result we can observe that 81.66% of the respondents would remain loyal to Reliance World.

Table 2.1.6 Recommending Reliance World to others Particulars Yes No Total No of respondents 137 32 169 Chart 2.1.6 Percentage 81.07 18.93 100

Recommending Reliance World to others


200 150 100 50 0 No of respondents Percentage Yes No Total

Inference: From the above it is noted that only 81.07% of the respondents would recommend reliance world to their relative and friends.

Table 2.1.7 Come to know about the service Particulars Colleagues Friends Sales executive Others Total No of respondents 32 29 64 44 160 Chart 2.1.7 Percentage 18.93 17.16 37.87 26.04 100

Come to know about the service


160 140 120 100 80 60 40 20 0

Colleagues Friends Sales executive Others Total No of respondents Percentage

Inference: From the above table it is observed that 18.93% of the respondents have come to know about this service from their colleagues while 17.16% have come to know about it from their friends, 37.87% of them from sales executives and the rest 26.04% from other sources.

2.2 Statistical Analysis 2.2.1 Weighted Average Method Table-2.2.1.1 Level of satisfaction based on features of Video Conferencing Features Easy to walk-in and starting conference Specifically designed sound proof room State-of-the-art equipment High quality audio & video 1 21 76 28 17 2 63 57 42 66 3 58 27 60 47 4 24 9 12 15 5 3 0 27 24 Total 169 169 169 169

experience Ability to connect up to 9 participants

69

50

21

29

169

Features Value Weights

1 1 5 2 4

3 3 3

Easy to walk-in and starting conference Specifically designed sound proof room State-of-the-art equipment
High quality audio & video experience

10 5 38 0 14 0 85

25 2 22 8 16 8 26

17 4 11 1 18 0 14 1 63

4 8 1 8 2 4 3 0 5 8

5 4 2

Weighted Average

Weight age 5 1

3 0 2 7 2 4 0

38.80 49.13 35.93 36.27 44.4

3 1 5 4 2

Ability to connect up to 9 participants Calculation:

4 345 20 0

Weighted average = No of respondents X Weight of column Total Weight Chart 2.2.1.1 Weight age based on features of Video Conferencing

50 40 30 20 10 0 Weighted Average

Easy to walk-in and starting conference Specifically designed sound proof room State-of-the-art equipment High quality audio & video experience Ability to connect up to 9 participants

Inference: From the above table it is observed that first preference is given to specially designed sound-proof room, second preference for ability to connect up to 9 participants, third for easy to walk in and start conferencing, fourth for high quality audio video and fifth for state-of-the-art equipment.

Table-2.2.1.2 Level of satisfaction regarding aspects of virtual services Aspects Burn CDs Take color and B&W Printouts Upload download data to and from FTP servers on the internet 1 81 79 65 2 69 77 89 3 19 13 15 Total 169 169 169

Value Weight Aspects

1 3

2 2 1 81 79 65 2 3

3 1 Weighted Weight age 2 1 3

Burn CDs Take color and B&W Printouts Upload download data to and from FTP servers on the internet Calculation:

average 69 19 66.67 7 13 67.33 7 8 9 1 5 64.67

Weighted average = No of respondents X Weight of column Total Weight

Chart 2.2.1.2 Level of satisfaction regarding aspects of virtual services

67.5 67 66.5 66 65.5 65 64.5 64 63.5 63

Burn CDs

Take color and B&W Printouts

Weighted average

Upload download data to and from FTP servers on the internet

Inference: From the above table it is observed that first preference is given to taking color and BW printouts, the second for burning CD's and third for uploading data and downloading to and from the FTP server.

Table-2.2.1.3 Level of satisfaction regarding aspects attached with

Digital Electronic News Gathering Aspects Real-time transfer ensuring content security Encoding/Decoding in standard format (MPEG-2) Cost efficient 1 55 90 41 2 77 72 98 3 37 7 30 Total 169 169 169

Value Weight

1 3

2 2

3 1

Aspects Real-time transfer ensuring content security Encoding/Decoding in standard format (MPEG-2) Cost efficient

1 165 270 123

2 154 144 196

3 37 7 30

Weighted Weight average 59.33 70.17 58.17 age 2 1 3

Calculation: Weighted average = No of respondents X Weight of column Total Weight Chart 2.2.1.3 Level of satisfaction regarding aspects attached with Digital Electronic News Gathering

80 70 60 50 40 30 20 10 0 Weighted average Real-time transfer ensuring content security Encoding/Decodin g in standard format (MPEG-2) Cost efficient

Inference: From the above table it is observed that first preference is given to taking encoding and decoding, the second for transfer of content with security and third for cost efficiency.

Table-2.2.1.4 Level of satisfaction based on aspects attached with Web casting Aspects Enables real-time communication to a global audiences Disseminates information cost-effectively Eliminates time-Zone and distance barriers Ability to integrate Power Point Presentations, text Chat, email and SMS 35 93 54 80 44 74 31 27 27 16 5 9 7 0 5 169 169 169 1 47 2 73 3 37 4 12 5 0 Total 169

Value Weights

1 5

2 4

3 3

4 2

5 1

Aspects Enables real-time communication to a global audiences Disseminates information costeffectively Eliminates time-Zone and distance barriers Ability to integrate

3 111

4 23

5 0

Weighted Weight average 44.13 age 3

235 292

17 5 46 5 27

320

93

32

41.8

176 296

81 81

10 18

0 5

48.8 44.67

1 2

Power Point Presentations, text Chat, email and SMS

Calculation: Weighted average = No of respondents X Weight of column Total Weight Chart 2.2.1.4 Level of satisfaction based on aspects attached with Web casting
50 48 46 44 42 40 38 Weighted average Eliminates timeZone and distance barriers Enables realtime communication to a global audiences Disseminates information costeffectively

Inference: From the above table it is observed

elimination of distance barriers, second for ability to integrate power point, emails, chat, third for real-time communication to a global audience and fourth for dissemination of information cost effectively. Table-2.2.1.5 Customer perceived service quality

Ability to integrate Power Point that Presentations,of first level text Chat, email

satisfaction is for

Measurement Variables Reliability (When you have a problem the company shows a sincere interest in solving it) Responsiveness (Employees take your queries seriously) Assurance (Employees at Reliance are consistently friendly, polite and have adequate knowledge to answer your questions) Empathy (Company employees give you individual attention and understand your specific needs) Tangibles (Companys physical facilities are visually appealing (e.g., ambience of outlet etc)

1 31

2 62

3 60

4 11

5 5

Total 169

35 55

41 38

77 58

9 12

7 6

169 169

61

29

65

169

48

71

41

169

Measurement Variables Reliability (When you have a problem the company shows a sincere interest in solving it) Responsiveness (Employees take your queries seriously) Assurance (Employees at Reliance are consistently friendly, polite and have adequate knowledge to answer your questions) Empathy (Company employees give you individual attention and understand your specific needs) Tangibles (Companys physical facilities are visually appealing (e.g., ambience of outlet etc) Calculation:

5 5

Wt average 40.67

Wt 4

155 248 180 22

175 164 231 18 275 152 174 24

7 6

39.67 42.07

5 3

305 116 195 14

42.47

240 284 123 12

44.13

Weighted average = No of respondents X Weight of column Total Weight

Chart 2.2.1.5 Weight age based on features of Video Conferencing

45 44 43 42 41 40 39 38

Reliability (When you have a problem the company shows a sincere interest Responsiveness( Employees take your queries seriously)

Assurance(Empl oyees at Reliance 37 are consistently Wt average friendly, polite and have Empathy (Company employees give Inference: you individual attention and From the above table it is observed that first preference is given to specially Tangibles (Companys designed sound-proof room, second preference for ability to connect up to 9 physical facilities participants, third for easy to walk in and start conferencing, fourthare visually for high quality appealing (e.g.,

audio video and fifth for state-of-the-art equipment.

Table-2.2.1.6 Rank reason for selecting reliance web world Variables 1 2 3 4 5 6 7 8 9 Total

Geographical coverage Voice quality Termination of Calls is low Connected during first attempt Able to call during peak hours Reasonable prices

91 7 69 2 6 4 5 1 9 4

1 2 1

1 8 7

1 5 8 5 3

13 4

169 169 169 169 169 169

19 5 2 0 4 3 1 5 1 5 1 6 2 2 5 1 6 3 0 1

19 9 8 2 1 4 1 0 1 4 1

2 31 1 7 19 3

8 73 19 6 4 1 1 6 1

0 13 1 2 0 1 1 8 9 1 4 2 0

0 19 2

7 2 Different offers (Value added Service) 34 2 Ease of lodging complaints/ queries Different customer support system 5 5 1

1 13 1 1 2 1 8

1 33 169 169

2 1 29 1 2 1 6 1 4

7 13 8 9

1 0 31 1 5

19 169

Variables 1 Geographical coverage 819 Voice quality 621 Termination of Calls is 576 low Connected during first attempt Able to call during 522 657

2 56 168 72 32 152 96 200 80 120

3 84

4 5 108 75

6 7 24 39 76 15 80 15

8 8

9 3

WAg 27.02 24.29 24.73 21.67 24.53 20.96 19.27 23.16 20.2

Rank 1 4 2 6 3 7 9 5 8

84 42 40 217 102 25 133 18 42 78

38 9 16 10 42 14 8 10

150 16 48 55 12 90 60 33 60 39 64 36

peak hours Reasonable prices 423 Different offers( Value 306 added Service) Ease of lodging complaints/ queries Different customer support system Calculation: 459 279

112 120 40 84 66 45 203 96 147 84 70

38 21 34 33 26 8 18 19

100 88 54

Weighted average = No of respondents X Weight of column Total Weight

Chart 2.2.1.6 Rank reason for selecting reliance web world

30 25 20 15 10 5 0 WAg Variables

Geographical coverage Voice quality

Termination of Calls is low Connected during first attempt Able to call during peak hours Reasonable prices

Inference:

From the above table it is observed that the respondents have firstly ranked geographical coverage secondly ranked termination of calls thirdly ranked able to call at peak hours fourthly ranked voice quality fifthly ranked ease of quality sixthly ranked ease of connection and consecutively till ninth as a reason for selection of reliance of Web world.

2.2.3 CHI-SQUARE TEST Table 2.2.3.1 H0 : There is no significant relationship between customer satisfaction and loyalty H1 : There is a significant relationship between customer satisfaction and loyalty Customer Loyalty Yes No Total Satisfaction Yes 127 14 141 No 11 17 28 Total 138 31 169

O 127 11 14 17

(O-E)2

(O-E)2/E 1.22 6.16 5.44 27.40

115.136 140.75 22.864 25.864 5.136 140.75 140.75 140.75

(O-E)2/E 40.22

Degree of freedom = (r-1) (c-1) = (2-1) (2-1) =1 Calculated value is 40.22 Tabulated value is 3.84 The calculated value is greater than the tabulated value hence, the null hypothesis (H0) is rejected. Conclusion: Therefore, there is a significant relationship between customer satisfaction and customer loyalty.

CHAPTER III SUMMARY AND CONCLUSION

SUMMARY AND CONCLUSION 3.1 Findings of the study The analysis shows that 57.40% of the respondents have knowledge on Video Conferencing. The analysis shows that that only 18.34% of the respondents are having the Video conferencing setup at their office. The study indicates that that 42.60% of the respondents have experienced the video conferencing facility at reliance. The analysis indicates that that 18.93% of the respondents have come to know about this service from their colleagues while 17.16% have come to know about it from their friends, 37.87% of them from sales executives and the rest 26.04% from other sources. It has been found that most of the respondents are satisfied with the specially designed room. The study shows that most of the respondents are satisfied with the quality of the printouts they take. The study indicates that most of the respondents are satisfied with the encoding and decoding format. The analysis shows that most of the respondents ranked geographical coverage as a primary reason for service selection. The study shows that 83.43% of the customers are satisfied with the Video conferencing service delivered at Reliance World.

The analysis indicates that 81.07% of the respondent would be loyal to the brand. The customers give preference to the physical evidence such as sound proof rooms, sound systems and clarity etc. Secure transfer of information from the source to the destination is of prime importance to the respondents. 3.2 SUGGESTIONS Like Reliance mobility there can be different tariff plans for Reliance videoconferencing in order to retain the existing customers. To increase new customers a discount in price can be given for the first time to experience. Since videoconferencing is to reduce traveling cost, the price should be less than Flight ticket fare. (As usage timing increases the price to do videoconference increases than travel cost) Also continuous advertisement can be given in business magazines in order to create awareness. Also new R-world should be started at the out of city since most of the industry and company are located there. Right fit plan should be given to customers in order to avoid the churn. There is a high price war is going on and hence there should be a flat discounts and alterations according to the fluctuation in economy position. It is highly focused on the industries and these are located at out of the city, so some new branch should be opened nearer to it. Some family package can be given for the customers personal use so that the market size can be increased widely and horizontally. Special tariff plan can be given to specific customers in seasonal occasion.

3.3 CONCLUSION Thus Videoconferencing allows people in different locations to meet and share information without traveling. The use of video is being hailed as the advancement in electronic communication. The video system has stimulated the development of collaboration tools because they are natural adjuncts in videoconferencing. Reliance plays a vital role in retail videoconferencing and here it is monopoly in this sector. The availability of substitute service like internet, telephone and postal has made switching to video conferencing difficult. From the analysis of consumers perception there is less awareness on retail videoconference. The rapid growth of services industry has changed the conditions of business. As the market growth slows down or as the markets become more competitive, firms are more likely to attempt to maintain their market share by focusing on retaining the current customers.

BIBLIOGRAPHY

Books Referred Marketing Management (14th Edition) Philip Kotler Services Marketing K. Rama Mohan Rao

Journals Referred Icfai Journal Harvard Business Review

Websites Referred www.google.co.in www.wikipedia.org www.videoconferencenet.com www.lifesize.com www.reliancecommunications.co.in www.rcom.co.in www.answers.com

APPENDICES

QUESTIONNAIRE
I am Donna Bekana, pursuing my MBA in R.M.K Engineering College, currently doing my project on Video Conferencing at Reliance Communications Chennai. I kindly request you to fill the questionnaire. I assure you that the data collected would be kept confidential. Part A 1. Company Name: 2. Telephone: 3. Email: 4. Name of the Person (optional): 5. Have knowledge on Video Conferencing? a) Yes b) No

6. Is there Video Conferencing facility in your office? a) Yes b) No

7. Have you experienced the Video Conferencing facility at Reliance World? a) Yes b) No

8. How did you come to know about this service? a) Colleagues b) Friends c) Sales Executive d) Others

Part B
1. Please specify your satisfaction level pertaining to following features of Video Conferencing?

Feature Very High Easy to walk-in and starting conference Specifically designed sound proof room State-of-the-art equipment High quality audio & video experience Ability to connect up to 9 participants

Level of Satisfaction High Medium Low

Very Low

2. Please specify your satisfaction regarding aspects of Virtual Services

Aspects Very High Burn CDs Take color and B&W Printouts Printing personalized office stationary Laminate documents and certificates Upload download data to and from FTP servers on the internet

Level of Satisfaction High Medium Low

Very Low

3. Please specify your Satisfaction regarding aspects attached with Digital Electronic News Gathering

Aspects Very High Real-time transfer ensuring content security Encoding/Decoding in standard format (MPEG-2) Zero Investment on infrastructure in Reliance world

Level of Satisfaction High Medium Low

Very Low

Cost efficient

Measurement Variables Reliability (When you have a problem the company shows a sincere interest in solving it) Responsiveness(Employees take your queries seriously) Assurance(Employees at Reliance are consistently friendly, polite and have adequate knowledge to answer your questions) Empathy (Company employees give you individual attention and understand your specific needs) Tangibles (Companys physical facilities are visually appealing (e.g., ambience of outlet etc)

Strongl y Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

4. Please specify your satisfaction regarding aspects attached with Webcasting Aspects Very High Enables real-time communication to a global audiences Disseminates information cost-effectively Eliminates time-Zone and distance barriers Ability to integrate Power Point Presentations, text Chat, email and SMS
Part C 1. Customer Perceived Service Quality

Level of Satisfaction High Medium Low

Very Low

2. Rank the following variables for selecting Reliance World about Network Quality (1-7)

Variables Geographical coverage Voice quality Termination of Calls is low Connected during first attempt Able to call during peak hours

Ranks

Reasonable prices Different offers( Value added Service) Ease of lodging complaints/ queries Different customer support system

3. You are overall satisfied with the service you receive at Reliance World for Video Conferencing? (Customer Satisfaction) a) Yes b) No

4.

Would you like to continue with Reliance World? (Customer Loyalty)

a) Yes ` 5.

b) No

Would you recommend Reliance World to your friends/relatives?

a) Yes

b) No Thank you for your Valuable Time