MAJOR RESEARCH REPORT

ON
A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City

A Major Research Report Submitted in partial fulfillment of the requirements for the Award of the degree of

Master of Business Administration

From University Of Kota, Kota (Raj.). Academic Session 2006-2007

PROJECT GUIDE: MR. Mohit Panth Faculty, OKIMR, Kota

SUBMITTED BY: Amit Vijayvargiya MBA- Marketing

OKIMR, Kota

OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH, KOTA.

(AFFILIATED TO UNIVERSITY OF KOTA, KOTA)

OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH

(Affiliated to University of Kota, Kota, Approved by All-India Council for Technical Education-Government of India and Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE

This is to certify that Mr. Amit Vijayvargiya a student of MBA II Year at Om Kothari Institute of Management and Research has completed Major Research Project entitled A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City. The project has been completed after studying for one year in MBA course and for partially fulfilling the requirements for award of degree of Master of Business Administration of University of Kota, Kota. The Major Research Project has been completed under the guidance of Mr. Mohit Panth of OKIMR and is as per norms and guidelines provided.

Dr. K.C. Shringi Director Kota Date:

Mr. Mohit Panth Academic Guide

A-1, Special I.P.I.A. Jhalawar Road, Kota-324005 : 0744-2490878, 2490402, E-mail: oki_mr@rediffmail.com Fax: 0744-2438069

OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH

(Affiliated to University of Kota, Kota, Approved by All-India Council for Technical Education-Government of India and Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE
This is to certify that Mr. Amit Vijayvargiya a student of MBA II Year at Om Kothari Institute of Management and Research, has submitted Major Research Project entitled A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City The project has been completed after studying for one year in MBA course and for partially fulfilling the requirements for award of degree of Master of Business Administration of University of Kota, Kota. The Major Research Project has been evaluated and viva-voce conducted by the undersigned panel of examiners. The project has been found satisfactory/unsatisfactory and is recommended/not recommended for acceptance.

Prof. Internal Examiner Kota Date:

Prof. External examiner

A-1, Special I.P.I.A. Jhalawar Road, Kota-324005 : 0744-2490878, 2490402, E-mail: oki_mr@rediffmail.com Fax: 0744-2438069

PREFACE
Good decisional research project result in helping to make the best decisions that can be made at the least cost of making it. Marketing management deals with how organizations and people can better manage their exchange activities to produce income for themselves and satisfaction for others. Marketing consist of asset of principles for choosing target markets, evaluating customer needs, developing wants satisfying products and service, and delivering value to customers and profit to the company. Effective marketing decisions are based on sound information; the function of marketing research is to provide information that will assist marketing managers in making decisions. The research project undertaken was A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City. Marketing is a task of Creating, Promotion & Delivering goods or services to consumers, these function leads to deliver customer satisfaction. Customer satisfaction is the individuals perception of the performance of the product or services in relation to his or her expectations. The overall objective of providing value to customers continuously & more effectively than the competitor is to have highly satisfied customers, this is called customer retention makes it in the best interest of customers to stay with the company than to switch over to another firm. Some extra strategies to deliver a appropriate level of satisfaction of the customers.

Amit Vijayvargiya

ACKNOWLEDGEMENT

I wish to acknowledge my profound gratitude to the distinguished Om Kothari institute of management & research, Kota which has given me an opportunity to do this project work. I would like to express my gratitude Mr. Shwetank Sharma (Customer Care Head-Infocomm) for giving the opportunity to working a Major research in Reliance Infocomm in Kota. I am also committed to offer my thanks to Mr. Ravindra Vijayvargiya (Sales & Customer care executive) whos valuable and appropriate direction in all respect was very helpful in preparing this report. I am own a gratitude towards Dr. Guru Datt Kakkar, Mr. Mohit Panth faculty of Om Kothari Institute of Management & Research for giving guidance and expertise while preparing this report. Finally I wish to thanks my family and friends who have encouraged me at every step, without their inspiration I could not take this challenging task.

Amit Vijayvargiya

DECLARATION

I hereby declare that the presented report entitled A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City is based on the original work and indebtedness on other work \ publication has been duly acknowledged at relevant place.

Submitted By: Amit Vijayvargiya MBA Part-II

EXECUTIVE SUMMARY

The Indian telecom industry is on the path of resurgence. The gradual opening up of the economy ensured steady growth even at a time when other countries were in a grip of massive show down. Progressive reforms such as the removal of the restrictions on foreign investment and De licensing resulted in the growth of the economy. Tailoring the EXIM policy to promote exports and aligning the import duties to meet WTO commitments further contributed to this development. This trend is expected to continue in the next five year, driven by a favorable business policy environment in term of tax cuts, broadening tax base, and reduced interest rates on borrowings. Such structural changes have had a positive impact on the telecommunications sector and a compound annual growth rate (CAGR) of 13.42 percent is estimated for 2000-2006. The future of the industry lies in the mainline and cellular segment and constant technological innovations such as Internet protocol based service. Revenues from voice services are expected to increase sharply due to a surge in usage. The telecommunications industry in India is likely to see consolidation among major operators and privatization of many government companies.

The rise in demand for telecom services in India is not to the basic telephony services. It has rather expanded its horizon to cellular, radio paging, valueadded services, internet and global mobile communications by satellite (GMPCS) services in the country. Predicting the growth many analysts that the demand of Indian telephony and cellular services are expected to rise further over the few years. Telecommunications is one of the prime support services need for rapid growth and modernization of various sector of economy. It has become especially important in recent years because of enormous growth of information technology and its significant impact on the rest of the economy. India is perceived to have a special comparative advantage in IT and IT- enabled services. However, sustaining this advantage depends critically on high quality telecommunication infrastructure. Keeping this in view, the focus of policy is vision of world-class telecommunication facilities at reasonable rates. Provision of telecom services in rural areas would be another thrust area to attain the goal of accelerated economic development and social change. The telecom sector in India has been witnessing a continuous process of reforms since 1991. with the opening of international long distance services and internet telephony from April2002 the process of liberalization and opening up the sector for competition is complete. Convergence of services is major new emerging area and the telecom sector will have to address. The major carried out in the telecom sector so for are given below:

Reforms in the Telecom sector

Telecom equipment manufacturing was completely deregulated in 1991. Value added services, including cellular phone services, were thrown open to private in basic services was announced in 1994. An independent regulatory authority called, Telecom Regulatory Authority of India (TRAI), was setup in 1997. Migration from the regime of fixed license fee to new regime of revenue share was permitted in August, 1999. National long distance service was opened for competition in August, 2000. The communication convergence bill 2001 was introduced in Lok Sabha and has been referred to the standing committee of parliament.

International

long distance (ILD) services have been opened for

competition since 1st April 2002.

New Telecom Policy

The new telecom policy (NTPC) announced in1999 modified the NTP,1994 to take into account the far-reaching technological development taking place in the telecom sector globally and implement the governments resolve to make India a global IT superpower. NTP, 1999 also seeks to problems arising out of the implementation of NTP, 1994.

CONTENTS
Certificates Preface Acknowledgement Executive Summary S.No. Chapter I TOPIC Indian Telecom Industry History Cellular Subscribers scenario in India Chapter II Company Profile
About Dhirubhai Ambani Dhirubhai's Dream

Page No. 1-5

6-42

Vision
Business

Wireless ATMs Mobile Virtual Private Network (VPN)

Broadband, E-education Rural Communication

High Speed Public Tele-Info Centre

Broadband Surfing, E-Ticketing, Video Conferencing Digital Electronic News Gathering, Tele-medicine,

Virtual Mall
Internet Data Center, Global network

 Highlights of International and National Long Distance

(ILD & NLD) services Chairman's Profile Awards and Achievements Network in India Postpaid & prepaid Handsets Models SWOT analysis Chapter III Conceptual Frame Work Chapter- IV Customer is the king Customer satisfaction in 7 steps Customer satisfaction process Customer satisfaction measurement tools Several levels of customers Managing customer satisfaction Importance of customer satisfaction 54-59 43-53

Research Methodology Objective of research Research problem Research design Sample design Data collection method

 Limitation of research Chapter VI Data Interpretation & Graphical Presentation Response of Reliance Subscribers Chapter VII Conclusion and Recommendation Bibliography 71-73 60-70

Appendix - Questionnaires of Customer Satisfaction Level