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A
Project Report on Customer Satisfaction of Reliance Communication (Post-Paid Holders)
1
Prepared by – Lalitsingh Jodha
Academic year-- 2009-2011 Program – PGPM Unitedworld School of Business (Ahmedabad) Enrolment number – 030101101
Submitted to
Pro. Hemanshu VaidyaUnited World School of BusinessAhmedabad
2
SR. NO PARTICULAR PAGE NUMBER
1 Executive Summary 5
2 Scope Of The Study 6
3 Objectives Of The Study 7
4 Industry Profile 8
5 Growth In Segments 11
6 Value-Added Services Market 14
7A Dream Come True
15
8 Vision 18
9 Chairman's Profile 20
10 Awards And Achievements 22
11Corporate Governance
23
12Research Design
24
13Sample Plan
25
14 Market Survey By Collected Information 26
15 Recommendations 42
16 Conclusion 44
17 Bibliography 45
3
ACKNOWLEDGEMENT
I would like to express my sincere thanks to all those instrumental in this project Work.
First of all, I would to thank Prof. Himanshu Vaidya of Unitedworld School of Business for
giving me this opportunity to do this project and learn from it. I am thankful to Reliance
Communication Ltd for giving me helpful information to complete this project (Research).
My heart full thanks to the whole staff and customers (Corporate) of Reliance
Communication Ltd, who gave me continuous support in every possible manner to gain practical
knowledge in Industry.
Finally I would like thank all lecturers, friends and my family for the kind of support and
to all who directly or indirectly helped me in preparing this project report and special thanks to
website- www.rcom.co.in.
Executive Summary
4
The project I chose is a study on customer awareness and satisfaction for reliance post
paid products. The awareness level is the basic requirement for a company to sell its products in
the market because if the customers are not aware of the products, there would be no sale. Along
with the awareness, the company have to keep a regular check on the satisfaction level of its
customers to retain them. The survey helps to find out the hurdle in the area of service
being offered by the company. Identifying those areas would help the company to
minimize them and then they can go for increasing customers.
SCOPE OF THE STUDY
5
The scope of the study is limited to the post paid services offered by Reliance
Communications. Study objective is to examine the various factors which play their part
in customer buying behavior and the major dissatisfaction areas for the customers. The
study considered the urban area of Ahmedabad, basically Maninagar and Shaibaag city.
The sample under consideration consisted of the existing customers of Reliance
Communications.
6
OBJECTIVES OF THE STUDY
The following are the objectives of the study.
1. To study the problems faced by the respondents with Reliance Postpaid service.
2. To study customer satisfaction level on Reliance services.
3. To find out consumer preferences.
4. To analyze the level of awareness about Reliance products.
5. To make suggestions in the light of the findings of the study.
7
INDUSTRY PROFILE
The Indian telecommunications industry is one of the fastest growing in the world and
India is the second largest telecom market globally in 2010.
India added 113.26 million new customers in 2008, the largest globally. In fact, in April
2008, India had already overtaken the US as the second largest wireless market. To put
this growth into perspective, the country’s cellular base witnessed close to 50 per cent
growth in 2008, with an average 9.5 million customers added every month. According to
the Telecom Regulatory Authority of India (TRAI), the total number of telephone
connections (mobile as well as fixed) had touched 385 million as of December 2008,
taking the telecom penetration to over 33 per cent. This means that one out of every three
Indians has a telephone connection, and telecom companies expect this pace of growth to
continue in 2009 as well. "We are extremely bullish that the growth will continue in
2009. This year, the number of additions will be in excess of 130 million," according to
8
T.V. Ramachandran , Director General, Cellular Operators Association of India (COAI),
an industry body that represents all Global System for Mobile communications (GSM)
players in India. According to CRISIL Research estimates, eight infrastructure sectors,
which include the telecom sector, are expected to draw more than US$ 345.28 billion
investment in India by 2012.
With the rural India growth story unfolding, the telecom sector is likely to see
tremendous growth in India's rural and semi-urban areas in the years to come. By 2012,
India is likely to have 200 million rural telecom connections at a penetration rate of 25
percent. And according to a report jointly released by Confederation of Indian Industry
(CII) and Ernst & Young, by 2012, rural users will account for over 60 per cent of the
total telecom subscriber base.
According to Business Monitor International, India is currently adding 8-10 million
mobile subscribers every month. It is estimated that by mid 2012, around half
the country's population will own a mobile phone. This would translate into 612 million
mobile subscribers, accounting for a tele-density of around 51 per cent by 2012
India's telecom sector has shown massive upsurge in the recent years in all respects of
industrial growth. From the status of state monopoly with very limited growth, it has
grown in to the level of an industry. Telephone, whether fixed landline or mobile, is an
essential necessity for the people of India. This changing phase was possible with the
economic development that followed the process of structuring the economy in the
capitalistic pattern. Removal of restrictions on foreign capital investment and industrial
de-licensing resulted in fast growth of this sector. At present the country's teleco
9
industry has achieved a growth rate of 14 per cent. Till 2000, though cellular phone
companies were present, fixed landlines were popular in most parts of the country, with
government of India setting up the Telecom Regulatory Authority of India, and measures
to allow new players country, the featured products in the segment came in to
prominence. Today the industry offers services such as fixed landlines, WLL, GSM
mobiles, CDMA and IP services to customers. Increasing competition among players
allowed the prices drastically down by making the mobile facility accessible to the urban
middle class population, and to a great extend in the rural areas. Even for small
shopkeepers and factory workers a phone connection is not an unreachable luxury. Major
players in the sector are BSNL, MTNL, Bharti Teleservices, Hutchison Essar, BPL, Tata,
Idea, etc. With the growth of telecom services, telecom equipment and accessories
manufacturing has also grown in a big way.
Indian Telecom sector, like any other industrial sector in the country, has gone through
many phases of growth and diversification. Starting from telegraphic and telephonic
systems in the 19th century, the field of telephonic communication has now expanded to
make use of advanced technologies like GSM, CDMA, and WLL to the great 3G
Technology in mobile phones. Day by day, both the Public Players and the Private
Players are putting in their resources and efforts to improve the telecommunication
technology so as to give the maximum to their customers.
10
GROWTH IN SEGMENTS
According to a Frost & Sullivan industry analyst, by 2012, fixed line revenues are
expected to touch US$ 12.2 billion while mobile revenues will reach US$ 39.8 billion in
India. Fixed line capex is projected to be US$ 3.2 billion, and mobile capex is likely to
touch US$ 9.4 billion.
Further, according to a report by Gartner Inc., India is likely to remain the world's second
largest wireless market after China in terms of mobile connections. According to recent
data released by the COAI, Indian telecom operators added a total of 10.66 million
wireless subscribers in December 2008. Further, the total wireless subscriber base stood
at 346.89 million at the end of December 2008.
The overall cellular services revenue in India is projected to grow at a CAGR of 18 per
cent from 2008-2012 to exceed US$ 37 billion.
The Indian telecommunications industry is on a growth trajectory with the GSM
operators adding a record 9.3 million new subscribers in January 2009, taking the total
user base to 267.5 million, according to the data released by COAI. However, this figure
does not include the number of subscribers added by Reliance Telecom.
11
The thrust areas presently are:
1. Building a modern and efficient infrastructure ensuring greater competitive environment.
2. With equal opportunities and level playing field for all stakeholders.
3. Strengthening research and development for manufacturing, value added services.
4. Efficient and transparent spectrum management
5. To accelerate broadband penetration
6. Universal service to all uncovered areas including rural areas.
7. Enabling Indian telecom companies to become global players.
12
Recent things to watch in Indian telecom sector are:
1. 3G and BWA auctions
2. MVNO
3. Mobile Number Portability
4. New Policy for Value Added Services
5. Market dynamics once the recently licensed new telecom operators start rolling out services.
6. Increased thrust on telecom equipment manufacturing and exports.
7. Reduction in Mobile Termination Charges as the cost per line has substantially reduced
8. Due to technological advancement and increase in traffic.
13
VALUE-ADDED SERVICES MARKET
A report by market research firm IMRB stated that the mobile value-added services
(MVAS) industry was valued at US$ 1.15 billion in June 2008.
Currently, MVAS in India accounts for 18 per cent of the operator's revenue.
According to a study by Stanford University and consulting firm BDA, the Indian MVAS is
US$ 2.74 billion in 2010.
Mobile advertising, which is an important VAS segment, offers great potential to become
an important revenue source. Marketers are increasingly using MVAS as a step ahead of
SMS-based marketing to sell soaps and shampoos, banking, insurance products and also
entertainment services, and rural markets are proving to be very receptive for such
marketing.
Further, Venture Capitalists like Canaan Partners, Draper Fisher Juvertson, Helion, and
Nexus India are also innovating with services like mobile payment options, advertising,
voice-based SMS and satellite video streaming.
14
A DREAM COME TRUE
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai,
who single-handedly built India’s largest private sector company virtually from scratch,
had stated as early as 1999: “Make the tools of information and communication available
to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance
Infoco ) started laying 60,000 route kilometers of a pan-India fiber optic backbone.
This backbone was commissioned on 28 December 2002, the auspicious occasion of
Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wireline) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infoco (information and
communication) value chain, including infrastructure and services — for enterprises as
15
well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
About Dhirubhai Ambani
Few men in history have made as dramatic a contribution to their country’s economic
fortunes as did the founder of Reliance, Dhirubhai H Ambani. Fewer still have left
behind a legacy that is more enduring and timeless.
As with all great pioneers, there is more than one unique way of describing the true
genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot,
the leader of men, the architect of India’s capital markets, the champion of shareholder
interest. But the role Dhirubhai cherished most was perhaps that of India’s greatest
wealth creator. In one lifetime, he built, starting from the proverbial scratch, India’s
largest private sector enterprise.
When Dhirubhai embarked on his first business venture, he had a seed capital of barely
US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this
fledgling enterprise into a Rs 60,000 crore colossus—an achievement which earned
Reliance a place on the global Fortune 500 list, the first ever Indian private company to
do so.
Dhirubhai is widely regarded as the father of India’s capital markets. In 1977, when
Reliance Textile Industries Limited first went public, the Indian stock market was a place
patronized by a small club of elite investors which dabbled in a handful of stocks.
Undaunted, Dhirubhai managed to convince a large number of first-time retail investors
16
to participate in the unfolding Reliance story and put their hard-earned money in the
Reliance Textile IPO, promising them, in exchange for their trust, substantial return on
their investments. It was to be the start of one of great stories of mutual respect and
reciprocal gain in the Indian markets.
Under Dhirubhai’s extraordinary vision and leadership, Reliance scripted one of the
greatest growth stories in corporate history anywhere in the world, and went on to
become India’s largest private sector enterprise.
Through out this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the
initial investors in the Reliance stock, and creating one of the world’s largest shareholder
families.
17
VISION
“We will leverage our strengths to execute complex global-scale projects to facilitate
leading-edge information and communication services affordable to all individual
consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance business
productivity.
We will also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.”
INDIA’S LEADING INTEGRATED TELECOM COMPANY
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group
(ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock
Exchange, it is India’s leading integrated telecommunication company with over 77
million customers.
Our business encompasses a complete range of telecom services covering mobile and
fixed line telephony. It includes broadband, national and international long distance
services and data services along with an exhaustive range of value-added services and
applications. Our constant endeavor is to achieve customer delight by enhancing the
productivity of the enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,
coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious
18
beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we
can proudly claim that we were instrumental in harnessing the true power of information
and communication, by bestowing it in the hands of the common man at affordable rates.
We endeavor to further extend our efforts beyond the traditional value chain by
developing and deploying complete telecom solutions for the entire spectrum of society.
19
CHAIRMAN'S PROFILE
Anil D. Ambani
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D.
Ambani,48, is the chairman of all the listed companies of the Reliance ADA Group,
namely Reliance Communications, Reliance Capital, Reliance Energy and Reliance
Natural Resources limited.
He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of
Information and Communication Technology, Gandhi Nagar, Gujarat.
Till recently, he also held the post of Vice Chairman and Managing Director of Reliance
Industries Limited (RIL), India’s largest private sector enterprise.
Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally
20
involved in every aspect of the company’s management over the next 22 years. He is
credited with having pioneered a number of path-breaking financial innovations in the
Indian capital markets. He spearheaded the country’s first forays into the overseas capital
markets with international public offerings of global depositary receipts, convertibles and
bonds. Starting in 1991, he directed Reliance Industries in its efforts to raise over US$ 2
billion. He also steered the 100-year Yankee bond issue for the company in January 1997.
He is a member of:
• Wharton Board of Overseers, The Wharton School, USA
• Central Advisory Committee, Central Electricity Regulatory Commission
• Board of Governors, Indian Institute of Management, Ahmedabad
• Board of Governors Indian Institute of Technology, Kanpur
In June 2004, he was elected for a six-year term as an independent member of the Rajya
Sabha, Upper House of India’s Parliament a position he chose to resign voluntarily on
March 25, 2006.
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Awards and Achievements:
• Conferred the ‘CEO of the Year 2004’ in the Platts Global Energy Awards
• Rated as one of ‘India’s Most Admired CEOs’ for the sixth consecutive year in
the Business Barons – TNS Mode opinion poll, 2004
• Conferred ‘The Entrepreneur of the Decade Award’ by the Bombay Management
Association, October 2002
• Awarded the First Wharton Indian Alumni Award by the Wharton India
Economic Forum (WIEF) in recognition of his contribution to the establishment
of Reliance as a global leader in many of its business areas, December 2001
• Selected by Asiaweek magazine for its list of ‘Leaders of the Millennium in
Business and Finance’ and was introduced as the only ‘new hero’ in Business and
Finance from India, June 1999.
22
CORPORATE GOVERNANCE
Organizations, like individuals, depend for their survival, sustenance and growth on the
support and goodwill of the communities of which they are an integral part, and must pay
back this generosity in every way they can…
This ethical standpoint, derived from the vision of our founder, lies at the heart of the
CSR philosophy of the Reliance – ADA Group.
While we strongly believe that our primary obligation or duty as corporate entities is to
our shareholders – we are just as mindful of the fact that this imperative does not exist in
isolation; it is part of a much larger compact which we have with our entire body of
stakeholders: From employees, customers and vendors to business partners, eco-system,
local communities, and society at large.
We evaluate and assess each critical business decision or choice from the point of view of
diverse stakeholder interest, driven by the need to minimize risk and to pro-actively
address long-term social, economic and environmental costs and concerns.
For us, being socially responsible is not an occasional act of charity or that one-time
token financial contribution to the local school, hospital or environmental NGO. It is an
ongoing year-round commitment, which is integrated into the very core of our business
objectives and strategy.
Because we believe that there is no contradiction between doing well and doing right.
Indeed, doing right is a necessary condition for doing well.
23
RESEARCH DESIGN
The primary data will collect through survey method. Survey method is undertaken to
find the customer satisfaction and opinion. A survey will conduct among the people of
Ahmedabad City by the help of well structured questionnaire. The population for the study
consists of people who are using reliance postpaid connection in Ahmedabad City.
The sampling unit for the study is 100, which includes the cell phone, fixed wireless
phones and internet users in Ahmedabad City. The sampling size includes male and female
users from different , age and area like Maninagar and Shaibaag. The sampling size is restricted
to 100 because of the time constrains.
24
SAMPLE PLAN
Area Number Age GenderManinagar 1 to 10
11 to 3536 to 50
15 to 2021 to 3536 and above
Male-7, Female-3Male-20, Female-5Male-10, Female-5
Shaibaag 1 to 1011 to 3536 to 50
15 to 2021 to 3536 and above
Male-7, Female-3Male-20, Female-5Male-10, Female-5
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Market survey by Collected Information
Phone/Internet is used for following purpose:
Business30%
Offical42%
Personal28%
Above Pie chart Shows that people are using Phone and Internet for
28% are using for personal use
30% are using for business use
42% are using for official use.
26
Q1. Which of the following Reliance post paid products are you aware of?
Reliance India
Mobile (RIM Post
Paid)15% Fixed
Wireless Phone (FWP)10%
Broadband8%
High Speed Data Card
(HSDC)4%
RIM & HSDC63%
63% customers are aware of RIM Post Paid & HSDC,
15% customers are only aware of RIM Post Paid
10% customers are only aware of FWP
8% customers are only aware of Broadband service
4% customers are only aware of HSDC
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Q2. How did you come to know about the products?
Television25%
Print17%
Sales Execu-tives 1%
Friends and Existing Users 12%
Television & Friends and Existing Users45%
45% customers come to know about products from TV, Friends & Existing Users
25% customers are only aware about products from Television
17% customers are only aware about products from Print
12% customers are only aware about products from Friends and Existing Users
28
Q3. Which of the following products are you using?
Reliance India Mobile (RIM Post Paid
44%
Fixed Wireless Phone (FWP) 2%Broadband
8%
High Speed Data Card (HSDC)30%
Reliance India Mo-bile (RIM Post Paid) & HSDC
16%
44% customers are using RIM Post Paid
30% customers are using HSDC
16% customers are using above both products
8% customers are using normal broadband
2% customers are using FWP
29
Q4. Are you satisfied with the service provided by the subscriber?
Fully Satisfied 25%
Partially Satisfied53%
Not Satisfied 22%
25% customers are Fully Satisfied with the service provider
53% customers are Partially Satisfied with the service provider
22% customers are Not Satisfied with the service provider
30
Q5. If your response to the above is partially satisfied or not satisfied, then what are
the reasons for your dissatisfaction?
Poor Quality of Signals/Network 7%
Poor Voice Quality
9%Higher Cost
13%
Slow Speed 3%
Billing Errors 20%
Poor Customer Care Service 7%
Poor Voice Quality & Higher Cost
18%
Poor Voice Quality & Billing
Errors 23%
From question 4, 75% customers are partially & not satisfied with the operator so above are the areas of Dissatisfaction.
7%customers have a problem with poor customer care service
20%customers have a problem with Billing Errors
23%customers have a problem with High Cost
9%customers have a problem with Poor voice quality
3%customers have a problem with slow speed
18%customers have a problem with speed Poor Voice Quality & Higher Cost
23%customers have a problem with Poor Voice Quality & Billing Errors
7%customers have a problem with Poor Quality of Signals/Network
31
Q6. When a sales executive interacts with you, which of the following products does he
frequently tells about?
Reliance India
Mobile (RIM Post
Paid)20%
Fixed Wire-less Phone
(FWP) 4%
High Speed Data Card (HSDC) 18%
Reliance India Mobile (RIM Post Paid) & High Speed Data
Card (HSDC) 58%
32
Q7. What channel would you prefer to buy a telecom/internet service?
Home Delivery 2%
Reliance Mobile Store 97%
Online1%
97% customers preferring to buy a telecom/internet service from Reliance Mobile Store
33
Q8. Which of the following service you look before choosing the product.
Price Connectivity Speed Value Added Services
After Sales Ser-vice
High 59 65 68 22 71
Average 31 18 31 43 24
Low 10 17 1 35 5
5%15%25%35%45%55%65%75%85%95%
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Q9. If Price and mobility is not a concern, which of the following would you prefer to buy?
Land Line Phone 2% Fixed Wireless Phone
8%
Mobile based on GSM Technology
39%Mobile based on CDMA Technology
31%
Mobile based on
GSM Tech-nology & Mobile
based on CDMA
Technology 20%
35
Q10. Would you like to recommend reliance services to others?
Yes78%
No22%
36
11). Rating the following services on the basis of your satisfaction.
SMS Rates New Schemes & offers
Internet Speed
Cost Customer Care
Recharge Outlets
Call Rates Value Added
Services
Excellent 4 5 41 9 22 43 18 3
Very good 7 12 47 14 40 39 23 14
Good 34 41 5 22 27 16 52 24
Average 47 39 6 48 12 1 6 43
Poor 8 3 1 7 2 1 1 16
5%
15%
25%
35%
45%
55%
65%
75%
85%
95%
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QUESTIONNAIRE
PERSONAL DETAILS
1) Name: ……………………..
2) Age: ……………………….
3) Gender: M [ ], F [ ]
4) Contact Number: ………………….
5) Area Maninagar [ ] Shaibaag [ ]
5) Phone/Internet is used for following purpose:
a) Business [ ]
b) Official [ ]
c) Personal [ ]
Q1. Which of the following Reliance post paid products are you aware of?
1). Reliance India Mobile (RIM Post Paid) [ ]
2). Fixed Wireless Phone (FWP) [ ]
3). Broadband [ ]
4). High Speed Data Card (HSDC) [ ]
Q2. How did you come to know about the products?
1). Television [ ]
2). Print [ ]
3). Sales Executives [ ]
4). Friends and Existing Users [ ]
5). Other (Please Specify) ………………………………………
Q3. Which of the following products are you using?
1). Reliance India Mobile (RIM Post Paid) [ ]
2). Fixed Wireless Phone (FWP) [ ]
3). Broadband [ ]
4). High Speed Data Card (HSDC) [ ]
38
Q4. Are you satisfied with the service provided by the subscriber?
1). Fully Satisfied [ ]
2). Partially Satisfied [ ]
3). Not Satisfied [ ]
Q5. If your response to the above is partially satisfied or not satisfied, then what are
the reasons for your dissatisfaction?
1). Poor Quality of Signals/Network [ ]
2). Poor Voice Quality [ ]
3). Higher Cost [ ]
4). Slow Speed [ ]
5). Billing Errors [ ]
6). Poor Customer Care Service [ ]
7). Any Other (Please Specify) …………………………………
Q6. When a sales executive interacts with you, which of the following products does he
frequently tells about?
1). Reliance India Mobile (RIM Post Paid) [ ]
2). Fixed Wireless Phone (FWP) [ ]
3). High Speed Data Card (HSDC) [ ]
Q7. What channel would you prefer to buy a telecom/internet service?
1). Home Delivery [ ]
2). Reliance Mobile Store [ ]
3). Online [ ]
39
Q8. Which of the following service you look before choosing the product.
[Please rank ]
1 for High
2 for Average
3 for Low
1). Price [ ]
2). Connectivity [ ]
3). Speed [ ]
4). Value Added Services [ ]
5). After Sales Service [ ]
6). Any Other (Please Specify) ……………………………..
Q9. If Price and mobility is not a concern, which of the following would you prefer to buy?
1). Land Line Phone [ ]
2). Fixed Wireless Phone [ ]
3). Mobile based on GSM Technology [ ]
4). Mobile based on CDMA Technology [ ]
Q10. Would you like to recommend reliance services to others?
1). Yes [ ]
2). No [ ]
40
11). Rate the following services on the basis of your satisfaction.
Services Network
Excellent Very Good Good Average Poor
SMS Rates
New Schemes & Offers
Internet Speed
Cost
Customer Care
Recharge Outlets
Call Rates
Value Added Services
12). Suggestions (If Any):
………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… …………………………………………………………………………………………
41
FINDINGS AND RECOMMENDATIONS:
The company should emphasize more on the spreading the awareness for their products because the level of awareness of their FWP and Broadband is very low.
The RIM post paid has seen a major decline in its users because of the tough competition given by the prepaid services. Hence the company should now focus more on the internet services as there is a huge market for them to cover.
Around 3/4rd of the people are dissatisfied and majority of them reasons are poor customer care service, billing errors and higher cost. So the company should train their employees properly so that they have sufficient knowledge about the products and the bills should be made more transparent so that the customerscould easily understand them.
The sales executives are not properly trained as they could not explain the schemes properly so they just try to tell to the customer about their RIM post paid service and not about other services. This is the main reason for the lack in sales of their internet services.
A majority of the customers look for the price and after sales services before choosing the products. So the company should plan accordingly to increase their sales.
As seen from the survey results, 39 of the population prefer to buy a mobile based on GSM technology. So the newly launched GSM based mobile phones should be promoted accordingly.
Half of the population interviewed rated either average or poor for the network. So network can be improved by planting more towers in different parts of the city where the company does not have the signals.
42
More than 3/4th of the population does not like the new schemes and offers introduced by the company. So a proper survey should be conducted and more attractive and useful schemes must be introduced.
The cost of the products is too high for the customer to buy them. Moreover the major problem is that several packs are activated without any prior intimation and their price is included in the bills later, which is the major reason for dissatisfaction.
Many people gave average or poor ratings to the customer care and said that their complaints are either not heard or they are dealt very late. The company should emphasize more on reducing the call rates and introducing attractive value added services which would help them improve their sales.
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CONCLUSION:
As there is a healthy competition given by the existing players in the industry, lack or
degradation in any of the services may affect the company badly. With the excellent rural
awareness and rural market share in telecom services, the company should also try to
boost up their urban market share. This could only be done with the help of a team of
properly trained and dedicated employees. Moreover there is a huge market for the
internet sector which can be captured by giving the customer, the services according to
their needs.
44
BIBLIOGRAPHY
http://www.indiaonestop.com/fdi-telecom..htm
http://www.trai.gov.in/Default.asp
http://www.rcom.co.in/webapp/Communications/rcom/index.jsp
http://trak.in/Tags/Business/category/telecommunication/
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