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Objective.
The objective of the study is to assess the satisfaction level among Airtel customers in
Kashmir valley of Jammu and Kashmir state with a special emphasis on finding the areas
of deficiencies and to suggest the measures to improve the same. During the course of
market study, the decision criteria upon which the customers based there decision of usingthe Airtel Cellular service was also elicited. This will help in finding the core competencies
of Airtel in Kashmir valley. In addition to that an attempt is made to find out the perception
of customers towards the Services Cape (i.e., well maintained showrooms, uniform of
employees, mobile charging units, etc.) to find out whether the customers value these
things or not.
Research design and Methodology.
The methodology adopted for the study was a combination of the field survey method,personal interview and the use of the observational technique. A structured questionnaire
was administered to a total of 271 customers (167 to postpaid customers and 104 to prepaid
customers). A separate questionnaire was designed for both prepaid and postpaid
customers.
The structured questionnaire was designed to elicit information from the customers about
the satisfaction of customers at each stage in customer life cycle to find the areas where
improvement is needed.
Sampling plan
The target population was all the subscribers of Airtel (both prepaid and postpaid). A
sample survey was conducted for getting the response from the customers. The sample was
chosen on random convenience-sampling basis. A sample size of 271 customers (104
customers of prepaid and 167 of postpaid customers) were chosen keeping time constraint
in considerations.
Data collection
Data source:
Primary data obtained through questionnaires, interview method and through observation
techniques is used for getting the results.
Research instrument
In order to get the responses from customers, a structured questionnaire was designed to
facilitate the customers to express their views.
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Interviewing process
In order to get further insights into the problems of customers, an unstructured interview
was also conducted along with getting the response as per the questionnaire.
Pilot survey
For designing the questionnaire, a pilot survey was conducted in Srinagar. An unstructured
interview was used for the purpose. About 20-25 customers were interviewed for the
purpose. After working on this survey for about 5 days, a structured questionnaire was
designed.
Pre-testing
The questionnaire was pre-tested on few customers to check for:
1) Ease of response for the respondents.
2) Time taken for conducting the interview.
3) Relevance of information.
After pre-testing and modifications, a final questionnaire was designed for the purpose of
survey.
Scope and limitation of the study.
The period of study is February 2006 and is confined to the area of Kashmir valley. The
respondents were chosen on random convenience-sampling basis. However the limitations
of the study are that since the consumer attitudes keep changing the finding may not be
applicable in all cases. Another limitation could be that the size of the sample being
relatively small, some of the findings may slightly vary with those of the larger universe.
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RESEARCH FINDINGS AND ANALYSIS
FINDINGS ON THE BASIS OF QUESTIONNAIRE
A) FOR POSTPAID:
I) General Characteristics of the Respondents
a)Demographic Characteristics
District
N=167
7%
14%
10%10%10%
50%
0
10
20
30
40
50
60
70
80
90
Srinagar Budgam Anantnag Pulwama Baramulla Kupwara
No.
ofRespondents
50% of the respondents were from Srinagar, 10% each from Budgam, Anantnag, and
Pulwama, 14% from Baramulla and 7% from Kupwara
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Sex
N=167
Male
96%
Female
4%
Male
Female
96% of the respondents were male and only 4% were females.
Educational Qualification
N=167
5%
53%
26%
6% 10% Under Matriculate
Undergraduate
Graduate
Postgraduate
Professional
5% respondents were under matriculate, 53% undergraduate, 26% graduate, 6%
postgraduate, and 10% professionals.
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b)Duration of Subscription
N=167
45%
20%24%
11%
0
102030
40
5060
70
80
Less Than 3
Months
3-6 Months 6 months-1
year
more than 1
year
Age on Network
No.ofRespondent
s
The duration of subscription was less than 3 months for 11% of respondents, 3-6 months
for 24%, 6 month to 1 year for 20% and more than I year for 45% of respondents.
c)Purpose of using cellular phone
N = 167
64%
16%20%
0
20
40
60
80
100
120
BUSINESS OFFICIAL PERSONALPURPOSE
NUMBER
OF
RESPONDENTS
20% of the respondents used it for business purpose and 16% used cell phone for official
purpose and 64% for personal use.
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II)Major Findings:
1) Features and factors that compelled the customers to go for Airtel
Postpaid.
The results show that 8% of the customers purchased the Airtel postpaid SIM because they
feel it will be price efficient. About 52% of the customer purchased it because of quality
service provided by Airtel. About 8% of the customers purchased it because they have
more interaction with Airtel subscribers. 10% of the customers were influenced by new
schemes announced by the company. About 15% purchased it because it was easily
available and 8% purchased it because of Brand image of the Airtel.This means that core
competence of Airtel in Kashmir valley is the quality service. Next in line is its easy
availability followed by new schemes announced by the company.
N=167
52%8%
10%
15%
7% 8%
Price
Quality Service
More Interaction
with AirtelSubscribers
New Scheme
Announced by
Company
Easily Available
Brand Image
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2) Perception about the Behavior of Sales Personal at the time of purchase of
SIM
N= 167
1%1%
12%
21%
65%
0
20
40
60
80
100
120
Very Polite Somewhat
Polite
Niether Polite
Nor Rude
Somew hat
Rude
Very Rude
Behavior
No.ofRespondents
65% of the respondents feel that sales people treated them very politely when they
purchased the SIM. 21% feels that they were being treated politely only 12% feels that the
behavior was neither polite nor rude and 1% was treated rudely and 1% very rudely. From
analyzing the above data we can say that there is no problem as such in the behavior of
sales persons with only some exception.
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3) Information provided by sales people at the time of purchase.
N=167
10%
22%
35%
11%
22%
0
10
20
30
40
50
6070
Very Less
Information
Somew hat
Less
Information
Satisfactory Somewhat
Detailed
Very Detailed
Magnitude of Information
No.o
fRespondents
10% of the respondents were being provided very less information about the call charges,
charges of VAS, etc. 22% respondents said they were being provided by somewhat less
information. 35% were being provided by satisfactory information. 11% and 22%
respondents feel they were being provided by somewhat detailed and detailed information
respectively. Here a good percentage of respondents were being provided with less
information which can be the cause of problems for the subsequent stages of customer life
cycle. So this must be taken into account.
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4) The effect of well maintained showrooms, proper uniform, etc. on customer
satisfaction
N=167
25%
45%
15%
10%5%
0
10
20
3040
50
6070
80
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Opinion of Customers
No.ofRespondent
s
Most of the customers agree that there should be proper uniform, well maintained
showrooms. The chart clearly shows that customers generally feel that Services Cape (i.e.,
well maintained showrooms, proper uniform of employees, etc) have some effect on
customer satisfaction. About 70% of the respondents either strongly agree or agree that
there should be a proper uniform for the employees. It will have a positive effect on the
customer satisfaction. Only 15% of respondents remained neutral while as 15% said it
doesnt have any effect on customer satisfaction.
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5) Grades to Airtel for Services Cape (i.e., well maintained showrooms, proper
uniform of employees, etc).
N=167
8%
17%
37%
30%
8%
0
10
20
30
40
50
60
70
Excellent Good Average Poor Very
Poor
No.ofRespondents
About 8% of the respondents grade the Airtel in terms of its showrooms and uniform of
employees as excellent, 30% as good, 37% as average, 17% as poor and 8% as very poor.
It means that 38% of the customers grade Airtel from excellent to good and rest graded
Airtel from average to poor. It means that there is a lot of scope for improvement in this
area.
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6) Understandability of subscription Enrollment Form
N=167
1%
11%
25%
28%
36%
0
10
20
30
40
50
60
70
Very Easy Somewhat
Easy
Normal Somewhat
Complex
VeryComplex
No.o
fRespon
dents
30% of the respondents said that subscription enrollment form is very easy to understand
while 28% said it is somewhat easy. 25% said it is normal. Only 11% and 1% said it is
complex and very complex respectively. But what we see at the showrooms of the Airtel
that majority of the customers dont fill in their forms by themselves, instead it is filled in
by the showroom employees on behalf of customers and whenever customers fill their
forms themselves they often keep some portion unfilled. It means that the customers find it
difficult to understand some portion of SEF but didnt reveal the same when asked because
of some personal reason.
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7) Activation time
N=167
69%
21%
8%1%
0
20
40
60
80
100
120140
Immediately 1-2 days 2-4 days More than 4
days
No.ofRespondents
Only 1% of the respondents said that their SIM was activated immediately. 8% of the
respondents said it took about 1-2 days for them to get the SIM activated, 21% said 2-4
days and 69% said more than 4 days. Here a substantial number of respondents say that
activation time was more than 4 days. This can be attributed partly to the fact that duration
of subscription for about 45% of the respondents is more than 1 year and at the beginning
of operation of Airtel in J&K, it took some time to get the SIM activated. But still the
activation time of rest of 24% respondents whose subscription duration is less than 1 year
was more than 4 days. It means that the activation time for substantial number ofrespondents is more than as prescribed in TAT.
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8) Bill received on time
N=167
32%
8%13%
47%
0
20
40
60
80
100
Often Sometimes Rarely Never
No.ofResponde
nts
47% of the respondents often received the bill on time, 13% sometimes, 8% rarely and
32% never. This means that 53% of respondents either dont receive the bill at all or
occasionally receives it.
9) Satisfaction with Bill Payment System
N=167
1%3%8%
26%
62%
0
20
40
60
80
100
120
Highly
Satisfied
Somewhat
Satisfied
Neither
Satisfied NorDissatisfied
Somewhat
Dissatisfied
Highly
Dissatisfied
No.ofrespondents
62% of the respondents were highly satisfied with bill payment system, 26% were
somewhat satisfied, 8% neither satisfied nor dissatisfied, 3% somewhat dissatisfied and 1%
highly dissatisfied. Overall 88% were satisfied with bill payment system of Airtel.
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10) Mode of Bill Payment
N=167
38%
43%
19%
0
20
40
60
80
ABC Coupon Cash Payment Both
No.ofResponden
ts
19% of the respondents use only ABC coupons for bill payment, 43% cash payment and
38% both.
11) Availability of ABC Coupons of different denomination
N=96
55%
29%
10%6%
0
10
20
30
40
5060
Often Sometimes Rarely Never
Availability of ABC Coupons
No.ofRespondents
Among those who used ABC Coupons, 55% of the respondents said that the ABC coupons
are often available, 29% said that these are only sometimes available, 10% said that these
are rarely available and 6% said these are never available.
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12) Denomination mostly not available
N=43
5%
16%19%
60%
0
5
10
15
20
25
30
Rs. 200 Rs. 500 Rs.1000 Other
No.ofResponden
ts
Out of those who said ABC Coupons are only sometimes, rarely or never available, 60%
said denomination of Rs. 200 is mostly unavailable, 19% said that Rs. 500 denomination is
mostly unavailable, 16% said that Rs. 1000 denomination is mostly unavailable and 5%
said that other denominations are mostly unavailable.
13) Feeling of being over billed
N=167
32%
26%23%
19%
0
10
20
30
40
50
60
Often Somet imes Rarely Never
No.ofRespondents
19% of the respondents feel that they are often being over billed i.e., they have been
charged much more than usage. 23% feel that they are sometimes over billed while 26%
and 32% of the respondents feel that they are either rarely or never being over billed.
About 42% of respondents feel that they are being over billed either often or sometimes.
This represents a large portion of customers so this problem is to be addressed
immediately.
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14) Knowledge about the charges of value added services (VAS)
N=167
59%
41%
0
20
40
60
80
100
120
No Yes
No.ofRespon
dents
41% of the respondents didnt know the charges of VAS while 59% of the respondents
were aware of the charges. The unawareness of the charges of the VAS may result in some
problems like feeling of being over billed by customers. This is because they use the VAS
without knowing about the charges of it and when they receive the bill, they feel that they
have been charged much more than their usage.
15) Source of information about the charges of VAS
N=99
24%
5%
71%
0
20
40
60
80
SMS from Airtel Friends and
Colleagues
After enquiry about
bill
No.ofRespondents
71% of the respondents came to know about the charges of VAS from SMS sent to them
while 5% from friends and colleagues and rest of the 24% came to know about it only after
enquiry about the bill. The problem is more with the customers who didnt know the
charges before they receive the bill. Most of the customers who feel that they are over
billed belong to this category.
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16) Usage of VAS even after knowing its charges
N=99
57%
7%12%
24%
0
10
20
30
40
50
60
Often Somet imes Rarely Never
No.ofRespon
dents
About 20% of the customers even after knowing about the charges of VAS used it often
while 12% and 7% used it sometimes and rarely respectively and rest of the 57% never
used it. A good percentage of customers still used VAS even after knowing its charges.
17) Mostly contacted query/request/complaint resolution centre by customers
N = 167
64%14%
17% 5%
Only Customer Care
Only Connect
Both CustomerCare and Connect
Never Complained
64% of the customers complained to only Customer Care and 14% to only Connect, 17% toboth Customer Care and Connect while 5% have never complained. The high percentage at
Customer Care may be because customers feel it more convenient and some even didnt
know that they can lodge their complaints at Connect also.
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18) Behavior of employees with the customers when customers lodge their complaint
N = 167
2%5%
13%
19%
60%
2%8%
17%17%
56%
0
10
20
30
40
50
60
70
80
90
Very Polite Somewhat
Polite
Niether
Polite Nor
Rude
Somewhat
Rude
Very Rude
No.ofRespondents
Customer Care
Connect
At Customer Care: Among those who call customer care for complaints, most of the
respondents (60%) feel that Customer Care Executives treat them very politely, 19% said
their behavior remains somewhat polite, 13% feel it is neither satisfied nor dissatisfied, 5%
said Customer Care Executives are somewhat rude and 2% said they are very rude.
At Connect: Among those who visits connect for complaints, 56% said they are very
polite, 17% said somewhat polite and neither polite nor rude each, 8% said somewhat rude
and 2% said very rude.
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19) Time taken to solve the problem.
N = 167
38%
15%
19% 19%
10%29% 27%
13%
21%
10%
0
10
20
30
40
50
60
Immediately Few Hours Few Days More than 1
week
Never
Resolved
No.ofResponde
Customer Care
Connect
At Customer Care: About 38% of the respondents who call Customer Care said their
problems get solved immediately, 15% said it took Few Hours for them to solve their
problem, 19% said Few Days and More than 1 week each and 10% said their problem was
never resolved. The problems which were never resolved were mostly related to wrong
billing or bills not received or network related.
At Connect: 29% customers said the problem is immediately solved,27% said it took Few
Hours, 13% said Few Days, 21% said More than 1 week while 10% said it was never
resolved. The problems which are not solved are same as above.
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20) No. of visits to these places by customers before problem gets resolved
N = 167
46%
13%11%
30%
46%
13% 13%
27%
0
10
20
30
40
50
60
70
Once Twice Thrice More than 3
times
No.ofRespond
Customer Care
Connect
At Customer Care: 46% of the respondents said they have to call only once before
problem gets resolved, 13% said twice, 11% thrice, 30% more than 3 times. Again the
problems are about non receipt of the bill, network related, wrong billing, etc.
At Connect: 46% said they have to visit only once for the problem, 13% said twice,13%
thrice and 27% more than 3 times.
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21) Help provided by customer care/ connect employees
N = 167
26%
12%13%
49%
31%
13%6%
50%
0
10
20
30
40
50
60
70
Often Sometimes Rarely Never
No.ofrespondents
Customer Care
Connect
At Customer Care: 49% of the respondents who call Customer Care said the employees
there often extends help to customers in resolving their problem, 13% said sometimes, 12%
said rarely and 26% said they never extends any sought of help to customers.
.
At Connect: 50% of respondents who visit Connect for their problem said the employees
at connect often extends help to customers in resolving their problem, 6% said sometimes,
13% said rarely and 31% said they never extends any sought of help to customers.
22) Overall satisfaction with Airtel.
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N = 167
11%11%12%
36%
29%
0
10
20
30
40
50
60
70
Highly
Satisfied
Somewhat
Satisfied
Neither
Satisfied Nor
Dissatisfied
Somewhat
Dissatisfied
Highly
Dissatisfied
No.ofResponde
nts
29% of the respondents are highly satisfied with Airtel, 36% are somewhat satisfied, 12%
neither satisfied nor dissatisfied, 11% somewhat dissatisfied and 11% highly dissatisfied.
This implies that most of the customers are satisfied with Airtel.
B) FOR PREPAID:
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I) General Characteristics of the Respondents
a)Demographic Characteristics
District
N=104
7%
34%
14%
5%5%
36%
0
5
10
15
20
25
30
35
40
Srinagar Budgam Anantnag Pulwama Baramulla Kupwara
No.ofR
espondents
36% of the respondents were from Srinagar, 5% each from Budgam, Anantnag,14% from
Pulwama, 34% from Baramulla and 7% from Kupwara
Sex
N=104
Male
87%
Female
13%
Male
Female
13% of the respondents were females and 87% were males.
Educational qualification
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N=104
13%
40%
23%
17% 7% Under Matriculate
Undergraduate
Graduate
Postgraduate
Professional
13% respondents were under matriculate, 40% undergraduate, 23% graduate, and 17%
postgraduate, and 7% professionals.
b)Duration of subscription
N = 104
34%
26%
16%
24%
0
5
10
15
20
25
30
35
40
Less Than3 Months
3-6 Months 6 months-1year
more than 1year
AGE ON NETWORK
NUMBER
OFRESPONDENT
S
The duration of subscription was less than 3 months for 24% of respondents, 3-6 months
for 16%, 6 month to 1 year for 26% and more than I year for 34% of respondents.
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c)Purpose of using cellular phone
N = 104
66%
15%19%
0
10
20
30
40
50
60
70
80
BUSINESS OFFICIAL PERSONAL
PURPOSE
NUMBER
OFRESPONDEN
TS
19% of the respondents used it for business purpose and 15% used cell phone for official
purpose and 66% for personal use.
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II)Major Findings:
1) Features and factors that compelled the customers to go for Airtel
Prepaid
N=104
57%
8%
12%
18%
2%3%
Price
Quality Service
More Interaction
with Airtel
Subscribers
New Scheme
Announced by
Company
Easily Available
Brand Image
The results show that 3% of the customers purchased the Airtel postpaid SIM because they
feel it will be price efficient. About 57% of the customer purchased it because of quality
service provided by Airtel. About 8% of the customers purchased it because they have
more interaction with Airtel subscribers. 12% of the customers were influenced by new
schemes announced by the company. About 18% purchased it because it was easily
available and 2% purchased it because of Brand image of the Airtel.This means that core
competence of Airtel in Kashmir valley is the quality service. Next in line is its easy
availability followed by new schemes announced by the company.
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2) Perception about the Behavior of Sales Personal at the time of purchase of
SIM
N= 104
1%2%
11%
21%
65%
0
10
20
30
40
50
60
70
80
Very Polite Somewhat
Polite
Niether Polite
Nor Rude
Somewhat
Rude
Very Rude
Behavior
No.ofRespondents
65% of the respondents feel that sales people treated them very politely when they
purchased the SIM. 21% feels that they were being treated politely only 11% feels that the
behavior was neither polite nor rude and 2% was treated rudely and 1% very rudely. From
analyzing the above data we can say that there is no problem as such in the behavior of
sales persons with only some exception.
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3) Information provided by sales people at the time of purchase.
N=104
15%18%
25%
6%
36%
0
5
10
15
20
25
30
3540
Very Less
Information
Somew hat
Less
Information
Satisfactory Somew hat
Detailed
Very
Detailed
Magnitude of Information
No.o
fRespondents
15% of the respondents were being provided very less information about the call charges,
charges of VAS, etc. 18% respondents said they were being provided by somewhat less
information. 25% were being provided by satisfactory information. 6% and 36%
respondents feel they were being provided by somewhat detailed and detailed information
respectively. Here a good percentage of respondents were being provided with less
information which can be the cause of problems for the subsequent stages of customer life
cycle. So this must be taken into account.
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4) The effect of well maintained showrooms, proper uniform, etc. on customer
satisfaction
N=104
1%
10%14%
50%
25%
0
10
20
30
40
50
60
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
No.ofResponden
ts
Most of the customers agree that there should be proper uniform, well maintained
showrooms. The chart clearly shows that customers generally feel that Services Cape (i.e.,
well maintained showrooms, proper uniform of employees, etc) have some effect on
customer satisfaction. About 75% of the respondents either strongly agree or agree that
there should be a proper uniform for the employees. It will have a positive effect on the
customer satisfaction. Only 14% of respondents remained neutral while as 11% said it
doesnt have any effect on customer satisfaction.
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5) Grades to Airtel for Services Cape (i.e., well maintained showrooms, proper
uniform of employees, etc).
N=104
5%1%
42%38%
14%
0
10
20
30
40
50
Excellent Good Average Poor Very
Poor
Grades
No.ofRespondents
About 14% of the respondents grade the Airtel in terms of its showrooms and uniform of
employees as excellent, 38% as good, 42% as average, 1% as poor and 5% as very poor. It
means that 52% of the customers grade Airtel from excellent to good and rest graded Airtel
from average to poor. It means that there is a lot of scope for improvement in this area.
6) Understandability of subscription Enrollment Form
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N=104
1%
6%
29%
33%31%
0
5
10
1520
25
30
35
40
Very Easy Somewhat
Easy
Normal Somewhat
Complex
VeryComplex
No.o
fRespondents
31% of the respondents said that subscription enrollment form is very easy to understand
while 33% said it is somewhat easy. 29% said it is normal. Only 1% and 1% said it is
complex and very complex respectively. But what we see at the showrooms of the Airtel
that majority of the customers dont fill in their forms by themselves, instead it is filled in
by the showroom employees on behalf of customers and whenever customers fill their
forms themselves they often keep some portion unfilled. It means that the customers find it
difficult to understand some portion of SEF but didnt reveal the same when asked because
of some reason best understood by them.
7) Activation time
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N=104 40%
34%
19%
7%
05
1015202530354045
Immediately 1-2 Days 2-4 Days More than 4
DaysActivation Time
No.ofR
espondents
About 7% of the respondents said that their SIM was activated immediately. 19% of the
respondents said it took about 1-2 days for them to get the SIM activated, 34% said 2-4
days and 40% said more than 4 days.
8) Mode of Recharge
N=104 45%
18%
37%
0
10
20
30
40
50
Recharge
Coupon
Easy recharge Both
No.ofResponde
nts
18% of the respondents used Recharge Coupons for the recharging of their SIM while as
37% of the respondents recharge their SIM through Easy Recharge and 45% use both.it
means that 63% of the respondents use Recharge Coupons.
9) Availability of Recharge Coupon
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N=66
0%9%
32%
59%
0
10
20
30
40
50
Often Sometimes Rarely Never
Availability of Recharge Coupons
No.ofRespondents
59% of the respondents said that Recharge Coupons are often available, 32% said
sometimes and 9% said rarely.
10) Availability of Recharge Coupon of Different Denomination
N=66
2%8%
39%
51%
0
10
20
30
40
Often Sometimes Rarely Never
Availability of Different Denomination
No.ofResponde
nts
From among those who said that Recharge Coupons are available, 51% said that differentdenominations are also often available, 39% said sometimes, 8% said rarely and 2% said
never.
11) Denomination Mostly Not Available
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N=32
9%9%
25%
57%
0
5
10
15
20
Rs. 200 Rs.350 Rs. 540 Other
Recharge Coupon
No.ofR
espondents
Among those who said different denominations are not available, 57% of the respondents
said that Rs. 200 denomination is mostly unavailable, 25% said that Rs. 350 denomination
is mostly unavailable, 9% said Rs. 540 denomination is mostly unavailable and 9% said
other denominations are not available.
12) Feeling of being Over Charged
N=104
66%
16%11%
7%
0
20
40
60
80
Often Sometimes Rarely Never
No.ofrespo
ndents
7% of the respondents feel that they are often being over charged (i.e., more value gets
deducted from the recharge than actually should as per call duration)11% feel that they are
being over charged, 16% feel rarely and 66% feel that they are never being over charged.
13) Knowledge about the charges of value added services (VAS)
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N=104
71%
29%
0
20
40
60
80
No Yes
No.ofRe
spondents
29% of the respondents didnt know the charges of VAS while 71% of the respondents
were aware of the charges. The unawareness of the charges of the VAS may result in some
problems like feeling of being over charged by customers. This is because they use the
VAS without knowing about the charges of it and when they find the amount deducted
from their recharge they feel they are being over charged.
14) Source of information about charges of VAS
N=74
22%
3%
75%
0
10
20
30
40
50
60
SMS from Airtel Friends and
Colleagues
After deducted from
recharge
No.ofRespon
dents
75% of the respondents came to know about the charges of VAS from SMS sent to them
while 3% from friends and colleagues and rest of the 22% came to know about it only after
it was deducted from recharge. The problem is more with the customers who didnt know
the charges before the amount gets deducted from recharge. Most of the customers who
feel that they are over charged belong to this category.
15) Usage of VAS even after knowing the charges of VAS
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N=74
30%
9%12%
49%
0
10
20
30
40
Often Sometimes Rarely Never
No.ofRespo
ndents
About 49% of the customers even after knowing about the charges of VAS used it often
while 12% and 9% used it sometimes and rarely respectively and rest of the 30% never
used it. A good percentage of customers still used VAS even after knowing its charges.
16) Mostly contacted query/request/complaint resolution centre by customers
N = 104
74%
14%
12%Only Customer Care
Only Connect
Both Customer
Care and Connect
74% of the customers complained to only Customer Care and 14% to only Connect and
12% to both Customer Care and Connect. The high percentage at Customer Care may be
because customers feel it more convenient and some even didnt know that they can lodge
their complaints at Connect also.
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17) Behavior of employees with the customers when customers lodge their complaint
N = 104
0%3%
6%
26%
65%
7%7%23%
11%
52%
0
10
20
30
40
50
60
70
Very Polite Somewhat
Polite
Niether
Polite Nor
Rude
Somewhat
Rude
Very Rude
No.ofRespondents
Customer Care
Connect
At Customer Care: Among those who call customer care for complaints, most of the
respondents (65%) feel that Customer Care Executives treat them very politely, 26% said
their behavior remains somewhat polite, 6% feel it is neither satisfied nor dissatisfied, 3%
said Customer Care Executives are somewhat rude and none said they were very rude.
At Connect: Among those who visits connect for complaints, 52% said they are very
polite, 11% said somewhat polite, 23% said neither polite nor rude, 7% said somewhat rude
and 7% said very rude.
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18) Time taken to solve the problem.
N = 104
2%8%
10%
15%
65%
0%11%
22%11%
56%
0
10
20
30
40
50
60
70
Immediately Few Hours Few Days More than 1
week
Never
Resolved
No.ofRespondents
Customer Care
Connect
At Customer Care: About 65% of the respondents who call Customer Care said their
problem get solved immediately, 15% said it took Few Hours for them to solve their
problem, 10% said Few Days, 8% said More than 1 week and 10% said their problem was
never resolved. The problems which were never resolved were mostly network related.
At Connect: 56% customers said the problem is immediately solved, 11% said it took Few
Hours, 22% said Few Days, 11% said More than 1 week while none said it was never
resolved. The problems which are not solved are same as above.
19) No. of visits to these places by customers before problem gets resolved
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N = 104
66%
11%7%
16%59%
11% 8%22%
0
10
20
30
40
50
60
70
Once Twice Thrice More than 3
times
No.ofRespondent
Customer Care
Connect
At Customer Care: 66% of the respondents said they have to call only once before
problem gets resolved, 11% said twice, 7% said thrice, 16% said more than 3 times. Again
the problems are network related, interconnectivity with Cell-One, etc.
At Connect: 59% said they have to visit only once for the problem, 11% said twice, 8%
thrice and 22% said more than 3 times.
20) Help provided by customer care/ connect employees
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N = 104
11%9%
19%
61%
18%
4%11%
67%
0
10
20
30
40
50
60
Often Sometimes Rarely Never
No.ofrespondents
Customer Care
Connect
At Customer Care: 61% of the respondents who call Customer Care said the employees
there often extends help to customers in resolving their problem, 19% said sometimes, 9%
said rarely and 11% said they never extends any sought of help to customers.
.
At Connect: 67% of respondents who visit Connect for their problem said the employees
at connect often extends help to customers in resolving their problem, 11% said sometimes,
4% said rarely and 18% said they never extends any sought of help to customers.
21) Overall satisfaction with Airtel.
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N = 104
5%2%
8%
29%
56%
0
10
20
30
40
50
60
70
Highly
Satisfied
Somewhat
Satisfied
Neither
Satisfied Nor
Dissatisfied
Somewhat
Dissatisfied
Highly
Dissatisfied
No.ofRespo
ndents
56% of the respondents are highly satisfied with Airtel Prepaid service, 29% are somewhat
satisfied, 8% neither satisfied nor dissatisfied, 2% somewhat dissatisfied and 5% highly
dissatisfied. This implies that most of the customers are satisfied with Airtel Prepaid
service.
FINDINGS ON THE BASIS OF INTERVIEW METHOD
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During the personal interview with the respondents certain other facts came into light
which otherwise was not available from questionnaires.
1. Most of the customers are not satisfied with the Promotional SMS sent by the
Airtel.
2. Most of the customers get irritated by too many calls from Customer Care
regarding payment of bill.
3. Some customers also complaint that customer care executives are not fully
informed about there own system. They should be properly educated about their
system. Sometimes the customers get some information through SMS from Airtel
but customer care executives were not having any information about that SMS.
4. Some of the customers also questioned about the credit limit. According to them
there connection was disconnected without any intimation as soon as their bill
amount was equal to their credit limit.
5. A large number of customers are not happy with Airtel only because of no network
coverage in their areas (far flung areas of Kashmir valley) otherwise they are highlysatisfied with Airtel.
6. A number of customers also said that they face problems in getting duplicate SIMs
as these are mostly unavailable at different connects and they have to roam through
different connects to get duplicate SIM.
7. Most of the customers also complained about the automated bill enquiry system.
According to them the system shows the wrong figures. This problem is basically
because the system does not give the updated information about the bill.
FINDING THROUGH OBSERVATION TECHNIQUE
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While collecting data from customers on connects I also observed certain things related to
showrooms and its employees.
1. Mobile charging units are kept at the places not accessible to customers except for
Kupwara connect.
2. There was no seating arrangement for the customers in the postpaid section of the
Sopore connect.
3. The Connect employees at various Connects in Srinagar sent customers from one
Connect to another, if problem cannot be solved at that particular Connect, without
confirming whether problem can be solved at any other Connect or not. The end
result of this is that customer has to roam around all the Connects to check where
his problem can be solved.
4. The employees at Karan Nagar Connect were not able to handle the huge customer
inflow. It is probably because of its understaffed nature.
5. The sales people mostly promoted those products which prima facie appears to be
price efficient but involves other related cost. They never bother to suggest theright plan to customers as per their usage. This is because they want the sales to
take place and the customer also doesnt bother to go into the details of the plan
and to choose the right plan for him. This creates the problem for the Airtel in
subsequent stages of customer life cycle.
6. There are two systems through which we can see the bill position. In one system
we get more updated information than other. When the customer used both the
systems he get conflicting figures and he feels that the system is not working well
without having any knowledge about that one is more updated and other is not that
updated.
CONCLUSION
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The data gathered through the survey reveals that customers generally are satisfied with the
Airtel. This is evident from the fact that about 85% of the prepaid customers are satisfied
with Airtel from moderate to large extent while as in postpaid, 65% of the customers fall in
this category. The customers, instead of having so many problems with Airtel, are satisfied
because of the fact that the network of Airtel was operating even during the critical
conditions in Kashmir valley (during snow tsunami and major earth quack in northern
Kashmir). The data gathered reveals that the quality service provided by Airtel is core
competence of Airtel in Kashmir valley and it has to work further on it to maintain this
competence. The data gathered also revealed that the areas where Airtel is lacking is its
Services Cape (uniform of employees, proper signage at showrooms, etc.), the general
feeling among customers of being over-billed/overcharged, and lack of knowledge on part
of customers about the charges ofvalue added services, bills notreceived on time by the
majority of customers, lack of network coverage in various areas, non availability of
ABC Coupons and Recharge coupons of different denomination especially Rs 200
denomination in both cases, interconnectivity problem with Cell-One, temptation of sales
people to sell those products which prima facie appears to be good without looking into
the fact whether it is really good for customer or not, non availability of duplicate SIMs,
use of two different systems of bill enquiry system which give two different figures at the
same time, customer care executives not having full information about their own system
and many more. In order to keep the customers satisfied these problems should be solved.Customers are expecting much from Airtel and Airtel has to give them more than that so
that they will be not only satisfied but delighted.
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SUGGESTIONS
1. The Airtel should give proper attention to Services Cape i.e., the employees should
have proper uniform so that they will be easily distinguished from others. The
mobile charging units should be placed at the places in showrooms easily accessible
to customers and if possible make arrangements to keep mobile charging units in
some restaurants and other public parks as part of promotional campaign.
2. The over billing/overcharging problem can be solved by making people aware of
the fact that there is no human interaction in bill generation system. This can be
done through informative advertisements.
3. If possible the Airtel should make the arrangements for sending daily SMSs tocustomers regarding their usage on that day with opening balance and details about
the usage on that particular day and the closing balance free of cost or at a menial
charge. It can help in solving two problems. First, it can help in changing the
customers perception of over billing as it will remain in their mind how much they
have used their mobile for that day. Otherwise when bills are sent to them after one
month it gets away of their mind that they have called certain numbers and they feel
that they are being charged for the calls they have not made. Second, the customers
wont need bills as they can get the details every day and the problem of bills not
received can be solved to a large extent. If the service will be charged then it should
be provided at the option of customer and it should be made sure that customer
knows that the service is being charged.
4. The customer should be made aware that the value added services are being
charged. Otherwise they use VAS without knowing its charges and as a result when
customer receives the bill he feels that there are hidden charges involved and Airtel
is cheating the customers. In the long run such perception of customers regarding
Airtel will be detrimental for its brand image and when the competition will come
in it will be very difficult for the Airtel to retain its customers. So it is better to
make customers aware of the charges of VAS and keep it fully up to the customer
whether he wants to use VAS or not.
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5. The Airtel should have more control on bill delivery system so that the bills should
be dispatched to every customer on time and it should also make sure that the bills
are delivered on proper address only. The agency for bill delivery system should be
evaluated on the basis of number of complaints received on the bills not received
and it should be reflected in deciding about their service charges.
6. As already mentioned the competitive advantage of Airtel in J&K is its quality
service (technical quality) so it should make arrangements to continuously improve
it so that it will be well ahead of its competitors. For that it should improve its
network coverage in far flung areas.
7. The recharge coupons and ABC coupons of all denomination should be made
available at all of its showrooms so that the customer should not face the difficulty
at any stage. Also it should be made sure that duplicate SIMs are available at all
connects.
8. The management should continue the dialogue process with the management of
Cell One for the improvement of interconnectivity between the two.
9. The arrangements should be made for the training program of the sales people toteach them which plan is suitable for which customer. They should not only attract
the customer but should make sure that the customer will remain with the
organization for the whole life time. This can be done only when the sales people
will be able to suggest right plan to the customer.
10. There should not be the two different systems of bill enquiry systems especially
when both of them give two different figures at the same time. Either there should
be only one system which will give more updated information. Or if both the
systems will remain there then customers should be well educated about both the
systems. Otherwise this also will create the problem in shape of customer
perception of being over billed.
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11. At last I suggest the Airtel to develop a true customer responsive culture in the
whole organization in its soul and spirit if it wants to maintain and even improve its
current position in the industry as in this world of tough competition only those
organizations will survive who know the art of delighting its customers.
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