A study on satisfaction of customers towards value added services offered by Airtel

Rajpora Patiala
PROJECT REPORT Submitted by JOHN MOHAMMAD MIR
R.NO:95532268289 In partial fulfillment of the requirement for the Award of the

MASTERS DEGREE IN BUSINESS ADMINISTRATION

Under the Guidance Of

Dr. Sunanda Mitra Ghosh

DEPARTMENT OF MANAGEMENT STUDIES

DR. I.T INSTITUTE OF MANAGEMENT AND TECHNOLOGY (BANUR) NEAR CHANDIGARH 1

CERTIFICATE
This is to certify that the project study entitled

SATISFACTION OF CUSTOMERS TOWARDS VALUE ADDED SERVICES PROVIDED BY AIRTEL, is a bonafide work done by JOHN MOHAMAD MIR, R.No.95532268289 and submitted in partial fulfillment of the award of degree in Master of business Administration, before Punjab Technical University Jalandhar.

Faculty Guide Dr.Sunanda Mitra Ghosh

DECLARATION
I, JOHN MOHAMAD , DO hereby declare that the project SATISFACTION OF CUSTOMERS TOWARDS VALUE ADDED SRVICES PROVIDED BY AIRTEL submitted in partial fulfillment of the award of the Master Of Business Administration Degree of the Punjab Technical University Jalandhar, has been carried out by me under the guidance and supervision of Dr.Sunanda Mitra Ghosh, faculty of MBA Department, Dr.IT.Institute of Management and Technology
DR IT IMT Date: JOHN MOHAMAD

ACKNOWLEDGEMENT
First and foremost, I thank the Almighty ALLAH for sustaining the enthusiasm with which plunged into this endeavor. I avail this opportunity to express my profound sense of sincere and deep gratitude to many people who are responsible for the knowledge and experience I have gained during the project work. I have great pleasure in expressing my deep sense of gratitude to my guide Dr.Sunanda Mitra Gosh (Dept. Management Studies), for her valuable and prompt guidance without which this project would not have been a successful one. Last but not the least; I extend my gratitude towards my parents, faculties and friends who extended their wholehearted support towards the successful completion of this Project Work.

JOHN MOHAMAD MIR

CONTENTS

Title
Chapter 1 1.1 Introduction 1.2 Industry Profile 1.3 Company Profile Chapter 2 2.1 Research Methodology 2.2 Objectives of the Study 2.3 Need and Scope 2.4 Formulation of Hypothesis 2.5 Limitations of the study Chapter 3 3.1 Analysis and Interpretation Chapter 4 4.2 Conclusion 4.3 Suggestions

Page nos
9-31

32-36

36-47

48-49

Bibliography Appendix

49-50 51-56

LIST OF CHARTS

Char t no
1. 2. 3. 4. 5. 6. 7. 8. 9.

Title

Page no 36 38 39 40 41 41 42 43 44

Chart showing how long the customers have being using the Airtel connection Chart showing the awareness level of customers towards the value added services provided by Airtel. The chart is showing that ,from where the customers come to know about the value added services Chart shows the services used by customers Chart showing reasons for not using Category of service preferred by the customer Chart showing that, What made the customers to use the services? Chart shows that the satisfaction level of customers to the charges paid to these services The below mentioned chart shows that, does the customers change the services frequently or not?

10. 11. 12. 13.

In this chart is shown that how often the customers change the services 44 Chart showing the satisfaction of customers towards value added services provided by Airtel The opinion of the customers for the following services are shown in the chart Chart showing that how much customers recommend these services to others
45 46 47

SUMMARY

Executive Summary The Final Project titled To study the Satisfaction of the customers with the regard to Value Added Services provided by Airtel. The main objective of the study was to know how the customers of AIRTEL in Rajpora town are satisfied with the services provided by AIRTEL and also to identify the factors affecting the preferences of the customers. As a part of my study I covered most of the areas in and around Rajpora town including places like Banur, jalalpur. The sampling technique used for this study was simple convenience sampling and the sample size was 100.The tool which I used to analysis the data was simple average method and the datas where put in chart form.

Chapter -1

Introduction

1.1 INTRODUCTION TO THE STUDY

The management thesis which I have done as a part of my studies is A

study on satisfaction of customers towards value added services provided by airtel. The study I conducted provided me an excellent
opportunity to implement all that I have learnt in my class room sessions in the practical outfield. The Bharti AIRTEL has there in the market of Rajpora town for last few years. In these years time they have made there own identity. AIRTEL focus on the customers of each class . I am doing my thesis on this particular topic due to the reason that I believe it will help me know more about the marketing policies, competitiveness and also about the customer behavior. My thesis will help the company to know more about their strength, customers and the area where they have to concentrate more. This will also help the company to build a good relationship with the customers.

CUSTOMER
A customer is someone who makes use of the paid products of an individual or organization. This is typically through purchasing or renting goods or services. The word historically derives from custom, meaning habit; a customer was someone who frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere, and with
10

whom the shopkeeper had to maintain a relationship to keep his or her custom, meaning expected purchases in the future. The shopkeeper remembered the sizes and preferences of his or her customers, for example. The word did not refer to those who purchased things at a fair or bazaar, or from a street vendor. Types of customers Customers can be classified into two main groups: internal and external. Internal customers work for the organization, possibly in another department or another branch. External customers are essentially the general public. Internal customers People working in different departments of the vendors organization. People working in different branches of the vendors organization. External customers Individuals Businesses or business people, including suppliers, bankers and NGOs, Government bodies, Voluntary organizations.

competitors. Needs and Expectations Customer needs may be defined as the facilities or services a customer requires to achieve specific goals or objectives. Needs are generally nonegotiable, but may be optional or of varying importance to the customer. In any transaction, customers seek value-for-money, and will often consider a range of vendors offers before settling on a purchase. Customer expectations are based n perceived values of facilities or services as applied to specific needs. Expectations are influenced by cultural

11

values, advertising, marketing, and other communications, both with the supplier and with other sources. Expectations are negotiable and modifiable. Both customer needs and expectations may be determined through interviews, surveys, conversations or other methods of collecting information. Customers at times do not have a clear understanding of their needs. Assisting in determining needs is a valuable service to the customer, the process, expectations may be set or adjusted to correspond to known product capabilities or service levels. A Customer can be defined on a businessmans or sellerss point of view as: A customer is the most important person in any business. A customer is not dependent upon business. Business is dependent upon him. A customer is an essential part of the business- not an outsider A customer is not just money in the cash register. He is a human being with feelings and deserves t be treated with respect. A customer is a person who comes to sellers with his needs and his wants. It is sellers job to fill them. A customer deserves the most courteous attention the businessmen can give him. He is the lifeblood of every business. He pays the salary. Without him business would have to closed the doors. As marketers we must never forget int. Thus customer is treated as the most important fundamental aspect of marketing other than competitor and values. CUSTOMER SATISFACTION

12

Customer satisfaction is a business term which is used to capture the idea of measuring how satisfied an enterprises customers are with the organizations efforts in a market place. Every organization has customers of some kind. The organization provides products (goods and/or services) of some kind to its customers through the mechanism of a marketplace. The products that organization provides are subject to competition whether by similar product6s or by substitution products. The reason an organization is interested in the satisfaction of its customers is because customers purchase the organizations products. Te organization is interested in retaining its existing customers and increasing the number of its customers. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person. The state of satisfaction depends on a number of both psychological and physical variables. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organizations products. Because satisfaction is basically a psychological state, it is a difficult thing to measure quantitatively. In other words, there are no units of satisfaction that have been defined. The usual measures of customer satisfaction involve a survey instrument with a set of statements. The customer is asked to evaluate each statement and then select from a scale how the customer agrees or disagrees with statement. General model A general model of the buyer decision process consists of the following steps: Want recognition;

13

 Search of information on products that could satisfy the needs of the buyer; Alternative selection: Decision-making on buying the product; Post-purchase behavior. Customer satisfaction There exists an interaction between the desired results and customer satisfaction, customer loyalty and customer retention. They may go by other names such as patients, clients, buyers, etc. without the customer, it is impossible for any business to sustain itself. Achieving the desired results is frequently a result of customer action. Any business without a focus on customer satisfaction is at the mercy of the market. Without loyal customers eventually a competitor will satisfy those desires and your customer retention rate will decrease. There exists an interaction between the desired results and customer satisfaction, customer loyalty and customer retention. They may go by other names such as patients, clients, buyers, etc. without the customer it is impossible for any business to sustain itself. Achieving the desired results is frequently a result of customer actions. Any business without a focus on customer satisfaction is at the mercy of the market. Without loyal customers eventually a competitor will satisfy those desires and your customer retention rate will decrease. There are several levels of Customers, they are: Dissatisfied customer Looking for someone else to provide product or service Satisfied customer Open to the newt better opportunity
Loyal customer Returns despite offers by the competition 14

One of the ways to help obtain loyal customers is by having products and services that there is very little chance that the customer requirements will not be met and make them delightful. Of course one of the difficult is, understanding the true customer requirements. Even when you have the requirements in advance the customer can and will change them without notice or excuse. Having a good recovery process for a dissatisfied customer is a necessity. Customer satisfaction measurement program Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. Customer satisfaction and consumer behavior are very closely related. Consumer behavior is lightly different from customer satisfaction. Consumer Behavior is the study of how people buy, what they buy, when the buy and why they buy. It is a sub category of marketing that blends elements from psychology, sociology, socio psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups, it studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand peoples wants, it also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general, today the customer satisfaction is also termed as customer delight; rather than satisfaction present day marketers try to make the customers delight. Indian business is facing a variety of newer challenges. The economy requires a different set of marketing responses, a major business response is to sustain freshness in marketing and, to locate business response is to sustain freshness in marketing and, to locate better approaches for delighting customers, the name of
15

the current marketing game is to sharply focus on customer satisfaction and retaining the satisfied customer for life. The idea of delighting customers may sound simple. However, it demands extreme concentration and creativity in making it happen, it requires an organizational approach. Thus, the route to customer delight is most enduring when the entire organization is structured and geared for it under the challenge leadership of marketing. The marketers need an array of marketing skills, concepts and frame works for ensuring customer delight. Models of consumer behavior: One of the best known of the explanatory models that have been developed to explain the interactions involved is that of Howard and Sheth. This contains a deal of common sense, although, as is often the case with such models, the rather obscure terminology makes it appear more confusing than it really is. The inputs (stimuli) that the consumer receives from his or her environments are 1. Significative the real (physical) aspects of the product or service (which the consumer will make use of) 2. Symbolic the ideas or images attached by the supplier (for example by advertising) The outputs are what happens, the consumers actions, as observable results of the input stimuli. Between the inputs and outputs are the constructs, the processes which the consumer goes through to decide upon his or her actions. Howard and Sheth group these into two areas:1. Perceptual those concerned with obtaining and handling information about the product or service, 2. Learning the processes of learning that lead to the decision itself

16

Such models can help theorists to explain consumer behavior better, but it can be difficult to put them to practical use. Brand Image and Brand Identity and Corporate Identity: Brand image, in the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with brand identity, companies have to work hard on the consumer experience to make sure that what customers see and think is what they want then to. Brand identity is the total proposition that a company makes to consumers the promise it makes. It may consist of features and attributes, benefits, performances, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in peoples minds. Brand identity is everything the company wants the brand to be seen as, Corporate identity is concerned with the visual aspects of a companys presence, when companies undertake corporate identity exercises; they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same what it stands for, r its personality. Unfortunately, many companies do not realize this fallacy, as they are sometimes led to believe by agencies and consultancy companies that visual changes will change the brand image. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard. In total Tse and Wilton (1988) has given some detail in their definition for customer satisfaction as:The consumers response to the evaluation of the perceived discrepancy between prior expectations (or some norm of performance) and the actual performance of the product as perceived after its consumption.
17

1.2 Industry Profile

The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.

History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries,
18

which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The

19

reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand Market Share of Public and Private Players Both fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile technology is now entered the Indian telecom market. The GSM, CDMA, WILL service providers are all upgrading themselves to provide 3G mobile services. Along with improvement in telecom services, there is also an improvement in manufacturing. In the beginning, there were only the Siemens handsets in India but now a whole series of new handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones, Apple iphone, Blackberry mobile etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's, etc. The value added services provided by the mobile service operators contribute more than 10% of the total revenue.

20

Private 52%

Public 48%

The telecom sector in the country has already adopted the latest technological advancements to cater to the demands of the growing market. Telecom Expo India, Convergence India, VAS India and IPTV India being organized year to year are all efforts in this direction.Moreover, with cheaper handsets and lesser tariffs, it is expected that by the year 2011 there will be over 500 million subscribers in the Indian telecom market. Also, the telecom industry this year will be focusing more on rural areas to connect them with the urban areas so that the farmers and the small-scale industries can have faster access to information related to weather and market conditions. 1.3 Company Profile Bharti Airtel Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in
21

Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management. BHARTI AIRTEL LTD started in July 7 1995.Its head quarters is at Delhi. In 1998 company started their first land line operation. Airtel is the name of their brand. AIRTEL stands for Affectionate, Interested, Respectful, Tolerant, Energetic and loving .Their logo is Think fresh Deliver More. Their first company is Bharti Cellular Limited under the brand name of Airtel. Another one is Bharti Tele Sonic Ltd under the brand name of India One. Then Bharti Tele Net Ltd under the brand name of Touch Net. Another one is Bharti broad band Ltd under the brand name of Manthra Online. The companies Bharti Telenet Ltd and Bharti Broadband Ltd combined together and form Bharti Broadband and Teleservices Ltd. After sometime the companies Bharti Telesonic Ltd and Bharti Broadband and Teleservices Ltd combined together and form Bharti Infotel Ltd. In 13th September 2004 all the four companies combined together and form Bharti AIRTEL Ltd. Bharti Airtel is one of India's leading private sector providers of telecommunications services with more than 79 million subscribers as of November 2008.

Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs) 1. Mobile Services 2. Airtel Telemedia Services 3. Enterprise Services.
22

The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel Telemedia Services: Airtel is offering broadband & Internet services across 94 cities in India. It is powered by DSL technology which gives you blazing-fast; secure Internet access as soon as you switch on your computer. It also gives you the power of limitless discovery on Internet from shopping to banking, paying bills to making new friends and not to mention endless fun & learning for children. The special features of Airtel broadband services are,
Why wait to connect - With Airtel Broadband, the internet is always

ON, always available. No more waiting for dial-up to connect. You are ready to use the internet as soon as you switch on your computer.
Power Surfing - With speed of up to 2Mbps, feel the excitement of

doing more on Internet. Shop, download MP3, exchange heavy files and chat at an enviable speed, all thanks to an extensive Broadband Services infrastructure. No more disconnections in the middle of download.
Surf while you talk - No more missed calls or blocked telephone lines

while using the internet. Airtel Broadband Services connection does not block existing telephone lines and allows one family member to use the phone while another member surfs the net.

23

 Robust installation - The world class infrastructure & end-to-end

digital network of underground copper cable lines ensure an extremely robust connection that eliminates the risk of damage. Superior server technology and a dedicated port provide total security to data storage and information exchange through the Internet.
24x7 customer supports The 24x7 customer support unit helps you

to serve better. It works for round-the-clock, 365 days a year. The customer feedbacks are carried out with great care.
Speed on demand The customer can enjoy a dedicated speed of up to

2 Mbps without having to change your subscription plan. Whats more, you only pay for what you use.
Airtel PC security - Airtel along with FSecure, one of the best in PC

security, provides you with a service that tries to answer a Broadband customers most frequently asked question Is my PC safe?.
Payment options Airtel offers you a number of payment methods

like cash payment, ECS- Easy payment method, Credit card method, check drop boxes, online payment. You can choose any one of the method for paying the cash. Services: The services offered by Airtel Broadband & Internet are listed below: 1. Video Surveillance Solutions With this service you can observe your office, warehouse, shop and staff from your PC from anywhere and at all times, with the Video Surveillance Solution. 2. In Touch In Touch is a great way to stay connected. It is an easy-to-use personal communications service that connects you with your friends and family, using a PC or a TV and a Broadband (high speed) Internet

24

connection. With In Touch you can do various activities like Video & Audio messaging, video & Audio Calling, Video Postcard TM service etc. 3. NetXpert NetXpert is automated broadband care technology. Globally accepted and successfully used by over 38 million customers worldwide, the NetXpert provides immediate solutions for Internet connectivity related problems. The NetXpert helps in the speedy installation and activation of the Broadband connection on your PC. Thereafter, it helps to identify any system or network problems that may come up from time to time. With NetXpert, you can detect and repair most problems, all by yourself, and experience the joys of uninterrupted Broadband. 4. Online Tests Airtel Broadband Services offer you online competitive tests for GRE, GMAT, SAT and MBA, from the comfort of your home. 5. Wifi Wifi is a wireless technology brand by the Wifii Alliance that gives you a host of fantastic advantages ranging from reliability to security. The simple installation procedure gives you access to unsurpassed performance instantly. Common applications for Wifi include Internet and VoIP phone access, gaming, and network connectivity for consumer electronics such as televisions, DVD players, and digital cameras. Just like cell phones, televisions and radios, the wireless network also uses radio waves. Value Added Services 1) Blackberry messenger: With the help of this service a person can chat up with their friends, relatives,whenever,wherever 2) Hello tunes: The hello tunes give a great entertainment to the callers.
25

3) MNP Switching to airtel by bringing the old number to the home is the latest among the services 4) Application central From this type of service a person can do more he/she love and less of what he/she hate 5) Airtel net/GPRS This is the utmost service which is commonly used by the overall customers of airtel, it gives them the right to surf throughout the whole world 6) News updates: The continuous updates and upto date news information 7) Job Alerts: No need to go any where because the airtel is offering the job alerts to its customers. 8) MCA: The news related to the numbers who are calling to you while you being out of coverage switched off or battery is empty. 9) Sports: Now the person can enjoy the sports on the mobile by using the airtel connection by adopting the service.
10) Games :

This service offer to play games on the mobile. 11) Music on demand: The customers can listen to music on their own choice. Other services:Bhajan,voice sms,audio conferencing,vedio conferencing,quiz contest etc
12) 3G services: we can enjoy a world possibilities with airtel internt 3G.

26

Airtel is offering services now in 19 Asian and Afarican countries where truthfully speakingit has not yet reached leadership status though it is on path.Through their rebranding and repositioning exercise,they aim to achieve an international appeal wherein customers not only in india but across the world recall their brand. With these points in mind they seem to have embarked on this ambitious journey. Airtel came with a complete rebranding exercise including new logo,TV commercial and signature tune.The previos logo was one of the most recognized in our country.Every one from the very poor people be it from illetrate to CEO knew that was Airtel.one of the reason for it reaching somewhat of generic brand status ws it seasily identificable logo. The new logo truthfully seems to be a copy new vediocon logo uoside down with a different colour,if we see it another way it also look like the mixture of the uninor, MTC and Vodafone logos,it seems like a bland and poor cousin of previous one with only red all along. Vision & promise By 2011 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more.

27

Board of Directors The board of directors of the company has an optimum mix of executive and non-executive directors, which consists of two executive and fourteen nonexecutive directors. The chairman and managing director, Mr. Sunil Bharti Mittal, is an executive director and the number of independent directors on the board is 50% of the total board strength. The independence of a director is determined on the basis that such director does not have any material pecuniary relationship with the company, its promoters or its management, which may affect the independence of the judgment of a director. The board members possess requisite skills, experience and expertise required to take decisions, which are in the best interest of the company.

The composition of the board is as under:

Mr. Sunil Bharti Mittal

Mr. Rajan Bharti Mittal

Mr. Akhil Gupta

Mr. Rakesh Bharti Mittal

Ms. Chua Sock Koong

Mr. N. Kumar

Mr. Craig Ehrlich

Mr. Pulak Chandan Prasad

28

Mr. Ajay Lal

Mr. Tsun yan Hsieh

H.E. Salim Ahmed Salim

Ms. Tan Yong Choo

Mr. Nikesh Arora

Mr. Manoj Kohli

Mr. Hui Weng Cheong

Lord Evan Mervyn Davies

Products of Bharti Airtel Broadband and Telephony Services. DEL Direct Exchange Line Land line Phone (Voice) DSL Digital Subscriber Line for data Telephone Instrument Touchnet Dial-up-service Business focus of Bharti Airtel Broadband and Telephony Services. Operational excellence Reducing churns Tightening cost Utilizing capacity

Quality Policy of Bharti Airtel broadband and Telephony Services. Reduction of error level.
29

Reduction of operating cost. Reduction of cycle time.

Organizational Culture of Bharti.

Cut hierarchy to where knowledge resides. Act transparently and couragebly.

Registered office Bharti Airtel Limited (A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj, Phase II, New Delhi - 110 070. Tel. No.: +91 11 4666 6100 Fax No.: +91 11 4666 6411

30

Process focus of Bharti Airtel broadband and Telephony Services. Process standisation and customization Best practice replication Speed of urgency Strategy Of Bharti Airtel Services. Quick services availability Customers of Bharti Airtel Services.

Residents Common public Corporates Every class of people is covered

Competitors Of Bharti Services. Bsnl Relience Tata indicom Asianet Vediocon Aircel Idea Ping Docomo vodafone

Awards
31

 Airtel has won the Most Preferred Cellular Service Provider Brand

award at the CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row that airtel has won the award in this category. This year, the awards were based on an exhaustive consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16 states in India, rated brands across different categories to choose brands which delivered true value for money. bharti airtel has received the prestigious Businessworld-FICCI-SEDF Corporate Social Responsibility Award 2009-2010. The FICCI Socio Economic Development Foundation (FICCI-SEDF) and Businessworld CSR award was instituted in 1999 to recognize exemplary responsible business practices by the Indian industry.

RESEEARCH METHODOLOGY

32

2.1 RESEARCH METHEDOLOGY The success of the analysis mostly depends on the methodology on which it is carried out. The appropriate methodology will improve the validity of the findings. Area of the study: The study was mainly concentrated on Rajpora Patiala. Research Design: Descriptive Research: Descriptive research includes survey and factfindings enquire of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present. Data Collection:

33

The study is based on the data collected through primary and secondary sources. Primary Data: An interview schedule was designed to collect primary data from various users. Secondary Data: Secondary data was collected from journals, magazines, web sites and from other relevant publications Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method. Sample Size: Sample sizes of 100 customers were selected for the purpose of the study. Sample Frame: The respondents were selected based on convenience. Sampling Method: Convenience sampling was used, based on the willingness and availability of the respondents. The study was conducted on consumers with different types.
2.2 OBJECTIVES OF THE STUDY The final project study helps the student to check whether the theory and practice actually matches. Organizational exposure helps the student to know how effectively they performed in the market.
To study the satisfaction of the AIRTEL customers with the regard to

value added services provided by Airtel. To identify the factors that affects the value added services provided by Airtel.
34

 To find out the customer preference towards the services provided by Airtel. To analyse the awareness among the customers regarding the Value added services provided by Airtel. To study how often the Airtel customers change the services. To make suggestions in the light of value added services provided by Airtel. 2.3 NEED AND SCOPE OF THE STUDY Today, for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry. Customer Satisfaction helps every organization to keep the existing customer and to build new customer. This research is aimed at profiling the standard customer with an aim to increase the network and improve company-customer relations. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance. Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness. The research also aims to provide some ideas to improve the companys present condition. 2.4 FORMULATION OF HYPOTHESIS .
The more satisfied the customers are with service used, the higher is the

overall satisfaction. The process of getting the problem solved will increases the customer loyalty and satisfaction
35

 The higher is the overall satisfaction, the higher is the intention of

additional usage. (adopting new services ) The higher is the overall satisfaction, the higher is the intention of recommendation.
2.5 LIMITATIONS OF THE STUDY

Nothing is perfect in this world, everything has its own advantages and limitation also, so the study which I have done contains some of the limitations too. The behavior of the customer while approaching them to fill the questionnaire was unpredictable.
There may be error due to bias of respondents. Lack of customers cooperation was a major constraint. Majority of the customer did not fill up the questionnaire seriously. The sample was restricted to 100 customers, which may restrict the scope

and completion of study.

36

Analysis and Interpretation

Chart showing how long the customers have being using the Airtel connection Chart 3.1

37

Intrepration:From the above analysis it is very clear that there are viz, 8% of people who are using the airtel connection since one month, 22% of people 2-6 month,30% of people since 6-12 months and 40%of people are using since above the 12 months respectively

Chart showing the awareness level of customers towards the value added services provided by Airtel.
38

Chart 3.2

Intrepretation The above analysis shows the full information regarding the awareness level among the customers of airtel. In which there is 100 % awareness regarding the dialler tone ,100% regarding GPRS,100% of airtel live,75%of music on demand,70% regarding sports,80% of job alerts,63% of news updates,68% of games club and 80% regarding other value added services respectively.

39

The chart is showing that ,from where the customers come to know about the value added services Chart 3.3

Intrepretation There are 30% of people who come to know about the services through

TV,21% from news papers,9% through the radio,27% of person by their

friends and 13% through hoardings

40

Chart shows the services used by customers

Chart 3.4

Intrepretation
41

From the above analysis it is clear that there are 30% of people who are

using the Dialler tone service,65% of people are using the GPRS ,28%

are in Airtel live,19%in music on demand,11%are interested in Games

club,5%in sports,13% in job alerts, 9%are using news updates and

69%of people are not using some of the services among these except GPRS.

Chart showing reasons for not using

Chart 3.5

42

Intrepretation Reasons for not using the services are analysed as the 20% of people are

not aware of certain services,65% of people are influenced by the high

charges paid for the services,15% of people are not interested in the value added services Category of service preferred by the customer
Chart 3.6

43

Intrepretation The preference of the services are 7% towards the Dialler tune,to music on

demand, news updates, entertainment,sport,job alerts, games club there is no

good response,while as 70% to GPRS, and 23%towards the airtel live service

respectively is highly positive.

Chart showing that, What made the customers to use the services? Chart 3.7

44

Intrepretation 23% of the people use the services because of the price is feasible to them,31% says that it is beneficial for them,20%of people use due to the availability of the services, 18% are using because of the loyal customers, and 8% people are using the services because of the interest in these services .

Chart shows that the satisfaction level of customers to the charges paid to these services Chart 3.8

45

Intrepretation From the above chart the interpretation is that there are 25% of people who are satisfied with the charges of Dialler tune,60% of GPRS,30% airtel live,24% of music on demand,19% from the sports,27% of job alerts,26% of news updates,22% of games club,and 13% of entertainment are satisfied with the pricings of the airtel value added services.

The below mentioned chart shows that, does the customers change the services frequently or not? Chart 3.9
46

Intrepretation Interpretation is that only 33%of the people change the services frequently, while as 67% of people does not change the service. In this chart is shown that how often the customers change the services Chart 3.10

Intrepretation The above mentioned chart shows that there are 9% of people who change he services weakly,24% change the service monthly,30% of people quarterly and
47

37% change the services yearly Chart showing the satisfaction of customers towards value added services provided by Airtel Chart 3.11

Intrepretation Interpretation for the above chart is that 35% of airtel customers are satisfied with the dialer tune service,while as 45% of the people are satisfied with
48

GPRS,27% are satisfied with airtel live,15% are satisfied with music on demand,13% with sports,235 with job alerts,21% with news updates,12% by games club,and there are 25% of customers who are satisfied with some other services provided by airtel.

The opinion of the customers for the following services are shown in the chart
Chart 3.12

Intrepretation Form the above analysis ,the results is that, only 12%of customer have very good opinion regarding the entertainment, 27% regarding news updates,27% job alerts,18% music on demand,24%for the sports,48% for the GPRS, and 21% for the dialer tune. Chart showing that how much customers recommend these services to others Chart 3.13

49

Intrepretation There are 21% of customers who Recommend the entertainment service to others, 27% recommend the news updates,39% recommend the job alerts,24% recommend the music on demand, 15% recommend the sports service,48% recommend the GPRS,and only 33% of customers recommend the Dialler tune service to others.

Conclusion
50

 Quality of the service provided plays an important role in keeping the existing customers and to bring new customers. The overall satisfaction level is low among customers with the regard to value added services provided by Airtel except the services like GPRS and Airtel live. The customers prefer only the services like GPRS and AIRTEL LIVE to others, while as rest of the services are not preferred so much. The main factors that are influencing the customers to choose such services is mostly the high charges. Awareness among the customers regarding the value added service is very high. The 60% of customers change the services after a long time. The customers feel that value added services provided by airtel are good but only the factor which have a great affect is only the high charges paid to these services

Suggestions:On completion of the project work Customer satisfaction towards value added services provided by Airtel, I would like to give my suggestions which the company can make use of: The customers are not so much of satisfied to some of the service,like dialler tune, music on demand, sports ,job alerts,news updates etc, as these services should maintain the price and should offer feasible charges. Some customers are planned to discontinue because of high charges Though it is a small percentage the company should focus on these to keep the brand image in the minds of people. If any complaint is observed from the customers, it should be dealt quickly. This will reduce the chance for dissatisfaction. Many dissatisfied customers asked for more information about other plans or change of plans. So the dissatisfaction may be due to providing wrong plans by the sales persons. So the company can make use of this opportunity to retain its customers by providing the right plans. Awareness about the plans is high among customers. So the company must provide the specialized plans for them.

51

BIBILIOGRAPHY

BIBLIOGRAPHY
52

 Philip Kotler and Gery Armstrong ,Principles of Marketing Management Consumer behavior shiffman Kothari C.R, Research Methodology- Methods and Techniques; Service marketing TATA McGRAW HILL

Websites:
WWW. BHARTIAIRTEL.IN WWW. AIRTEL.IN WWW. GOOGLE.COM

53

APPENDIX

QUESTIONNAIRE
Name Contact No : _____________________ : _____________________ 54

Sex Age

: ______________________Income:-______________ : ______________________ Date:------------------

1) Since how long you have being using Airtel connection? a)

b)

1 month { } 2-6 month { }

c) 6-12 months

{ }

d) more than above { }

2) Are you aware of value added services provided by Airtel?

Value added service s

Di all er tu ne

GP RS

Airt el live

Music on dema nd

Spo rts

Job aler ts

News upda tes

Gam es club

Oth er

Strong ly aware Aware Neutr al Not aware Strong ly not aware

3) From where you come to know about the services provided by airtel?
55

a) c)

T.V

{}

b) Radio

{}

e) News paper { }

Friends { }

d) Hoardings{ }

4) Which one of the services are you using ?

a) b) c) d)

Dialler tune Airtel live

{ } { }

e) GPRS f) sports g) job alerts i) not using

{ } { } { } { }

Music on demand { } Games club { }

5)

Reasons for not using?

a) b) c) d)

No awareness High Charges Poor Standard Other Factors

{ } { } { } { }

6) which category of service do you prefer?

a) b) c) d)

Dialler tune

{ }

e) GPRS f) Job alerts g ) Games club h) Other

{ } { } { } { }

Music on demand { } News updates Entertainment { } { }

7) What made you to use the services?

a) b) c)

The price was less The service is beneficiary to you The service is easily available
56

{ } { }. { }

d) e)

Loyal customer of the airtel. You have interest in the services

{ } { }

8) Are you satisfied with charges of the value added services?

Value added service s Diall er tune GP RS Airt el live Music on dema nd spor Job ts aler ts News Gam updat es es club Othe r

Highly satisfied Satisfied Neutral Dissatisfi ed Highly dissatisfied

9) Do you change any services frequently?

57

a) b)

Yes No

{ } { }

10) a) b) c) d)

If yes? Then how often? Weakly Monthly Quarterly Yearly { } { } { } { }

11)

Are you satisfied any of the value added service?

Value added service s

Diall er tune

GP RS

Airt el live

Music on dema nd

spor Job ts aler ts

News Gam updat es es club

Othe r

58

Highly satisfied Satisfied Neutral Dissatisfi ed Highly dissatisfi ed Q.NO:- 11

Your opinion for the following services?

Value Added Services Dialler tune GPRS Excellent Very Good Fairly good Average Poor

sports
Music on Demand Job Alerts News Updates Entertainment Sports

12)

Do you recommend these services to others?

Highly recommend recommend neutral Not recommend Highly not recommend

Value Added Services Dialler tune

59

GPRS Sports Music on Demand Job Alerts News Updates Entertainme nt

60