CHAPTER DATA ANALYSIS & INTERPRETATIONshodhganga.inflibnet.ac.in/bitstream/10603/31398/5... · DATA...

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CHAPTER 5

DATA ANALYSIS & INTERPRETATION

5.0 Introduction

Data analysis is considered to be important step and heart of the research in

research work. Data analysis entails that the analyst break down data into

constituent parts to obtain answers to research questions and to test hypotheses.

After collection of data with the help of relevant tools and techniques, the next

logical step, is to analyze and interpret data with a view to arriving at empirical

solution to the problem. This chapter focuses on the analysis and interpretation of

data collected for this study and the presentation of data is systematically linked to

the format of the questionnaire attached (Annexure - A).

The research results are presented and discussed in the following sections -

Section-A refers to identification of the mobile subscribers/respondents. It

explains the characteristics of the mobile subscribers/respondents - name, place,

gender, age, profession monthly income, name of the service provider, duration of

services, monthly expenses on services etc.

Section-B refers to various problems faced by mobile

subscribers/respondents. It is divided into three parts.

Section-B Part 1 is based on the various issues related to effectiveness of

the network/connectivity.

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Section-B Part 2 refers to various issues related to satisfaction level of

mobile subscribers with special reference to call charges, tariff plans/billing etc.

Section-B Part 3 discusses various issues related to satisfaction level of

mobile subscribers with special reference to multimedia/value added services.

Section-C is designed to study the satisfaction level of mobile subscribers

with reference to the customer care and the quality dimensions and its overall

impact on rating of their respective service providers.

Section-D is designed to study the level of overall satisfaction of the

mobile phone subscribers with their service providers, their awareness about

MNP, their switching intension and reason(s) for their switching intention and

name of the new service provider in case of switching intention.

Section-E considering the research objectives and the review of literature,

five null hypotheses was set and Chi-Square test is used to study the relationship

between the variables and to perform the hypotheses testing.

Section-F in order to reduce the number of variables being studied and to

understand how many factors may be extracted from the data, the factor analysis

was done with special reference to customer care services and quality dimensions.

139

Section A

5.1 Mobile Subscriber Identification

i) Profile of the Respondents

There are 600 mobile phone subscribers/respondents and the researcher collected

the data from the four major cities of the U.P. (East) circle i.e., 25% mobile phone

subscribers from each city - Varanasi, Kanpur, Lucknow and Allahabad

participated in this study which are given in the table 5.1.1A and figure 5.1.1A.

Table 5.1.1A : City of Respondent(s)

City of Respondents Frequency Percentages

Varanasi 150 25.0

Kanpur 150 25.0

Lucknow 150 25.0

Allahabad 150 25.0

Total 600 100.0

Figure 5.1.1A : City of Respondents

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ii) Gender of Respondent(s)

This study includes both the genders i.e 63% respondents are male and 37%

respondents are female, indicated in table 5.1.2A and figure 5.1.2A.

Table 5.1.2A : Gender of Respondents

Gender of Respondent Frequency Percentages

Male 378 63.0

Female 222 37.0

Total 600 100.0

Figure 5.1.2A : Gender of Respondents

iii) Age Group

As shown in table 5.1.3A and graph 5.1.3A, it is observed that maximum

respondents (32%) are from the age group 25-35, followed by 24.5% from the age

group 45 +, 17.5% from both the age-groups i.e., 20-25 and 35-45 and only 8.5%

from the below 20 years age group.

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Table 5.1.3A : Age Group

Age Group Frequency Percentages

Below 20 51 8.5

20-25 105 17.5

25-35 192 32.0

35-45 105 17.5

45 + 147 24.5

Total 600 100.0

Figure 5.1.3A : Age Group

iv) Profession of Respondent(s)

In this study the respondents are from various sections of mobile subscribers. The

table 5.1.4A and figure 5.1.4A describe that 33.5% respondents are in the any

other category which includes basically students and housewives followed by

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26.5% from Government Services and 26% from Private Service while 14% are

from Self employed/Business category.

Table 5.1.4A : Profession of Respondent(s)

Profession Frequency Percentages

Government Service 159 26.5

Private Service 156 26.0

Self employed/Business 84 14.0

Any other (student/housewives) 201 33.5

Total 600 100.0

Figure 5.1.4A : Profession of Respondent(s)

Profession of Respondents

26%14%

33.5%26.5% Government Service

Private Service

Self employed/BusinessAny other (student/housewives)

v) Monthly Income of Respondent(s)

The table 5.1.5A and figure 5.1.5A explain that in this study maximum mobile

users (40.5%) have the monthly income >Rs.30,000 followed by 34.5% users

have the monthly income <Rs.5,000 while 13.5% respondents have the monthly

income in the range of Rs.15,001-30,000 and only 11.5% mobile users have the

monthly income in the range of Rs. 5,001-15,000.

143

Table 5.1.5A : Monthly Income of Respondent(s)

Monthly Income (in Rs.) Frequency Percentages

<5000 207 34.5

5001 15,000 69 11.5

15001 - 30,000 81 13.5

>30,000 243 40.5

Total 600 100.0

Figure 5.1.5A : Monthly Income of Respondent(s)

vi) Telecommunication Service Provider

The table 5.1.6A and figure 5.1.6A describe that in this study, the researcher has

collected the data from the mobile phone subscribers of all the 9 service providers

in the U.P (East) Circle.22.8% respondents are the users of Airtel followed by

16.7% users of Vodafone, 14.7% of Reliance and 14%, 8%, 10.7%, 5%, 4.3%,

3.8% subscribers are the users of BSNL, Tata, Idea Aircel, Uninor and MTS

respectively.

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Table 5.1.6A : Telecommunication Service Provider

Name of the Service Provider Frequency Percentages

Airtel 137 22.8

Vodafone 100 16.7

Reliance 88 14.7

BSNL 84 14.0

Tata 48 8.0

Idea 64 10.7

Aircel 30 5.0

Uninor 26 4.3

MTS 23 3.8

Total 600 100.0

Figure 5.1.6A : Telecommunication Service Provider

Name of the Service Providers

22.8%

16.7%

14.7%14%

8%

10.7%5% 4.3% 3.8%

AirtelVodafoneRelianceBSNLTataIdeaAircelUninorMTS

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vii) Type of Mobile Communication

In U.P. (East) circle, 73.7% mobile phone subscribers are using the prepaid

mobile services while 26.3% are using the postpaid services as shown in table

5.1.7A and figure 5.1.7A.

Table 5.1.7A : Type of Mobile Communication

Type of Mobile Communication Frequency Percentages

Prepaid 442 73.7

Postpaid 158 26.3

Total 600 100.0

Figure 5.1.7A : Type of Mobile Communication

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viii) Duration of using this connection

The table 5.1.8A and figure 5.1.8A describe that most of the subscribers (34.2%)

are using the services of their service provider for the last 1 to 2 years followed by

24.7% are the new users i.e., using the services for less than 1 year while 23% and

18.2% are using the services for more than 3 years and for the last 2 to 3 years

respectively.

Table 5.1.8A : How long have you been using this connection?

How long have you been using this connection? Frequency Percentages

Less than 1 year 148 24.7

1 to 2 years 205 34.2

2 to 3 years 109 18.2

More than 3 years 138 23.0

Total 600 100.0

Figure 5.1.8A : How long have you been using this connection?

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ix) Monthly Expenses on Mobile Phone

It is observed from the table 5.1.9A and figure 5.1.9A, that the monthly expenses

of maximum subscribers (46.5%) are in the range of Rs.300-500 followed by

31.7% mobile users whose monthly expenses are less than Rs.300 while in case of

11.8% and 10% users it is in the range of Rs.501-1000 and more than Rs.1000

respectively.

Table 5.1.9A : Monthly Expenses on Mobile Phone

Monthly Expenses on mobile phone Frequency Percentages

Less than or equal to Rs. 300 190 31.7

Rs 301-500 279 46.5

Rs 501-1000 71 11.8

More than Rs. 1000 60 10.0

Total 600 100.0

Figure 5.1.9A : Monthly Expenses on Mobile Phone

Monthly Expenses on Mobile Phone

10%

46.5%

11.8% 31.7%

Less than or equal to Rs. 300

Rs 301-500

Rs 501-1000

More than Rs. 1000

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Section B

5.2 A study of customer satisfaction with reference to effectiveness of the

network, billing/call charges and multimedia/value added services.

5.2.1 Part I - Effectiveness of the Network

i) Main Connectivity Problem - Service Provider Wise

The table 5.2.1.1B and figure 5.2.1.1B illustrate that with reference to

connectivity there are two major problems of the mobile phone subscribers i.e.

Network Busy (45.7%) and call disconnect (28.8%) followed by 16.3%

subscribers are facing voice problem and only 9.2% are facing out of network

coverage related problem. In case of service provider wise analysis-Network busy

is the main problem faced by the subscribers of Airtel, Vodafone, BSNL, Idea,

Uninor and MTS, call disconnect in Reliance while Tata and Aircel subscribers

are facing voice problem is the major problem.

Table 5.2.1.1B : Main Connectivity Problem - Service Provider Wise (figures in %)

Name of the service provider

Total Parameters Airtel Vodafone Reliance BSNL Tata Idea Aircel Uninor MTS

Network busy

% within Main connectivity problem

23.7 15.7 10.2 16.1 7.7 14.2 2.9 5.8 3.6 100.0

% within Name of the service provider

47.4 43.0 31.8 52.4 43.8 60.9 26.7 61.5 43.5 45.7

Out of network coverage area


21.8 25.5 9.1 12.7 1.8 21.8 -- 3.6 3.6 100.0


8.8 14.0 5.7 8.3 2.1 18.8 -- 7.7 8.7 9.2

Call disconnect


34.7 12.1 22.5 12.1 2.3 2.9 5.8 3.5 4.0 100.0


43.8 21.0 44.3 25.0 8.3 7.8 33.3 23.1 30.4 28.8

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Voice problem


-- 22.4 16.3 12.2 22.4 8.2 12.2 2.0 4.1 100.0


-- 22.0 18.2 14.3 45.8 12.5 40.0 7.7 17.4 16.3

Total % within Main connectivity problem

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.2.1.1B : Main Connectivity Problem - Service Provider Wise

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ii) Connectivity Problem Area Service Provider Wise

The table 5.2.1.2B and figure 5.2.1.2B explain that 43.2% subscribers are facing

the connectivity problem within the circle i.e. U.P.(East) circle followed by 32.3%

facing the same problem while traveling and only 24.5% subscribers are facing

the same outside the circle but in case of service provider wise analysis-

maximum subscribers of Tata, Reliance, BSNL and MTS are facing the

connectivity problem within the circle so it is the area of concern for such service

providers.

Table 5.2.1.2B : Service Provider Wise Connectivity Problem Area

(figures in %)

Name of the Service Provider


Inside the Circle

% within When did you face network connection problems?

13.9 12.7 21.6 16.2 13.9 9.3 4.6 2.7 5.0 100.0

% within Name of the service provider 26.3 33.0 63.6 50.0 75.0 37.5 40.0 26.9 56.5 43.2

While Traveling


25.3 21.1 6.2 13.4 5.7 17.5 4.6 4.6 1.5 100.0


Outside the Circle


35.4 17.7 13.6 10.9 0.7 4.1 6.1 6.8 4.8 100.0


Total % within When did you face network connection problems?

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


151

Figure 5.2.1.2B : Service Provider Wise Main Connectivity Problem Area

iii) Specific Hours of the day-when you faced the problem

The table 5.2.1.3B and figure 5.2.1.3B explain that 65.8% subscribers are facing

the connectivity problem during the specific hours of the day i.e. 6 to 9 PM

followed by 30.3% subscribers who are facing the same during 3 to 6 PM. In case

of service provider wise analysis- During 6 to 9 PM maximum subscribers of all

the service providers except Uninor are facing the problem while maximum users

of Uninor are facing it during 3 to 6 PM.

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Table 5.2.1.3B : Service Provider Wise Specific hours of the day-when you faced the problem

(figures in %)



09:00AM 12:00 Noon

% within Specific hours of the day-when you faced the problem

-- -- 66.7 33.3 -- -- -- -- -- 100.0

% within Name of the service provider -- -- 2.3 1.2 -- -- -- -- -- 0.5

12:00 03:00 PM


20.0 60.0 -- -- -- 15.0 5.0 -- -- 100.0

% within Name of the service provider 2.9 12.0 -- -- -- 4.7 3.3 -- -- 3.3

03:00 06:00 PM


23.1 18.7 9.3 16.5 3.3 10.4 7.1 8.2 3.3 100.0


06:00 -09:00 PM


23.0 13.7 17.5 13.4 10.6 10.6 4.1 2.8 4.3 100.0


Total % within Specific hours of the day-when you faced the problem

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


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Figure 5.2.1.3B : Specific hours of the day-when you faced the problem

iv) Do you get the expected network services from your service provider?

It is observed from the table 5.2.1.4B and figure 5.2.1.4B that 63% mobile

subscribers are getting the expected services and 37% are not getting the same.

Most of the subscribers of Airtel, Vodafone and Idea are getting the expected

services but it is the area of concern for the service providers-Reliance, Tata,

Aircel, Uninor and MTS.

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Table 5.2.1.4B : Do you get the expected network services from your service provider?

(figures in %)


Airtel Vodafone Reliance BSNL Tata Idea Aircel Uninor MTS Total

Yes % within Do you get the expected network services from your service provider?

29.6 23.3 11.1 11.1 5.8 14.8 0.8 2.4 1.1 100.0


No % within Do you get the expected network services from your service provider?

11.3 5.4 20.7 18.9 11.7 3.6 12.2 7.7 8.6 100.0


Total % within Do you get the expected network services from your service provider?

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


Figure 5.2.1.4B : Do you get the expected network services from your service provider?

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v) To what extent, your mobile services met your expectations?

The table 5.2.1.5B and figure 5.2.1.5B describe that 63% mobile subscribers are

getting the expected services and only 37% are not getting the same but in case of

service provider wise analysis-most of the subscribers of Aircel, Uninor, MTS,

Tata and Reliance are not getting the expected services. More than 80%

subscribers of Airtel, Vodafone and Idea are getting the expected services but it is

the area of concern for the service providers-Reliance, Tata, Aircel, Uninor and

MTS.

Table 5.2.1.5B : To what extent, your mobile services met your expectations?

(figures in %)


Parameters Airtel Vodafone Reliance BSNL Tata Idea Aircel Uninor MTS Total

Much worse than expected

% within To what extent, your mobile services met your expectations?

-- -- -- -- -- -- -- -- -- --

% within Name of the service provider -- -- -- -- -- -- -- -- -- --

Worse than expected


10.8 5.4 20.7 18.9 12.2 3.6 12.2 7.7 8.6 100.0

% within Name of the service provider 18.2 12.0 52.3 50.0 56.2 12.5 90.0 65.4 82. 37.0

Equal to my expectations


24.2 25.4 12.4 10.6 6.2 16.5 0.9 2.7 1.2 100.0


Better than expected


83.3 -- -- 16.7 -- -- -- -- -- 100.0

% within Name of the service provider 21.9 -- -- 7.1 -- -- -- -- -- 6.0

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Much better than expected


-- 100.0 -- -- -- -- -- -- -- 100.0

% within Name of the service provider -- 2.0 -- -- -- -- -- -- -- 0.3

Total % within To what extent, your mobile services met your expectations?

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


Figure 5.2.1.5B : To what extent, your mobile services met your expectations?

To what extent, your mobile services met your expectations?

37

56.7

60.3

0

10

20

30

40

50

60

Worse thanexpected

Equal to myexpectations

Better thanexpected

Much betterthan expected

Parameters

157

vi) Rate your satisfaction level with reference to effectiveness of the

network

It is clear from table 5.2.1.6B and figure 5.2.1.6B, that around 52% mobile

subscribers are Neutral, 24% are satisfied and around 24% are dissatisfied so there

is certainly scope for improvement i.e. there is need to make the mobile networks

more effective to satisfy and retain the subscriber in the highly competitive

environment. It is an area of serious concern for the service providers like

Reliance, BSNL, Tata, Aircel, and MTS.

Table 5.2.1.6B : Rate your satisfaction level with reference to effectiveness of the network

(figures in %)


Total Airtel Vodafone Reliance BSNL Tata Idea Aircel Uninor MTS

Dissatisfied % within Rate your satisfaction level with reference to effectiveness of the network

-- 2.1 28.2 23.2 19.0 7.0 9.9 3.5 7.0 100.0

% within Name of the service provider -- 3.0 45.5 39.3 56.2 15.6 46.7 19.2 43.5 23.7

Neutral % within Rate your satisfaction level with reference to effectiveness of the network

30.2 23.2 12.4 11.4 4.8 5.7 5.1 4.1 3.2 100.0


Satisfied % within Rate your satisfaction level with reference to effectiveness of the network

29.4 16.8 6.3 10.5 4.2 25.2 -- 5.6 2.1 100.0

% within Name of the service provider 30.7 24.0 10.2 17.9 12.5 56.2 -- 30.8 13.0 23.8

Total % within Rate your satisfaction level with reference to effectiveness of the network

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


158

Figure 5.2.1.6B : Rate your satisfaction level with reference to effectiveness of the network

5.2.2 Part II - Billing/Call Charges

i) Awareness about the billing system of service provider Postpaid

Subscribers

The table 5.2.2.1B and figure 5.2.2.1B illustrate that most of the postpaid Mobile

users (90.5%) are aware about the billing system of their service provider and only

9.5% are not aware about the billing system.

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Table 5.2.2.1B : If you are a postpaid customer, are you aware about the billing system of

your service provider

Awareness about Billing System (Postpaid Subscribers) Frequency Percentages

Yes 143 90.5

No 15 9.5

Total 158 100.0

Figure 5.2.2.1B : If you are a postpaid customer, are you aware about the billing system of

your service provider

ii) Receive billing updates from service provider Postpaid Subscribers

The table 5.2.2.2B and figure 5.2.2.2B describe that 84.8% postpaid subscribers

are receiving the billing updates from their service provider but 15.2% users are

not receiving the same.

160

Table 5.2.2.2B : If you are a postpaid customer, do you receive billing updates from your

service provider

Received Billing Updates from Service Provider (Postpaid

Subscriber) Frequency Percentages

Yes 134 84.8

No 24 15.2

Total 158 100.0

Figure 5.2.2.2B : If you are a postpaid customer, do you receive billing updates from your

service provider

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iii) Level of Satisfaction with the Billing Service of service provider

Postpaid Subscribers

It is depicted in table 5.2.2.3B and figure 5.2.2.3B that around 78% postpaid

service users are satisfied with the billing services of their service providers, 12%

are somewhat satisfied and only 10% are dissatisfied and it is area for concern for

the Airtel and Aircel.

Table 5.2.2.3B : If you are a postpaid customer, are you satisfied with the billing services of

your service provider?

(figures in %)


Total Parameters Airtel Vodafone Reliance BSNL Tata Idea Aircel

Dissatisfied % within If you are a postpaid customer, are you satisfied with the billing services of your service provider?

93.8 -- -- -- -- -- 6.2 100.0

% within Name of the service provider 23.1 -- -- -- -- -- 8.3 10.1

Somewhat Satisfied

% within If you are a postpaid customer, are you satisfied with the billing services of your service provider?

21.1 -- 42.1 -- 5.3 26.3 5.3 100.0

% within Name of the service provider 6.2 -- 30.8 -- 50.0 22.7 8.3 12.0

Satisfied % within If you are a postpaid customer, are you satisfied with the billing services of your service provider?

37.4 15.4 14.6 9.8 0.8 13.8 8.1 100.0

% within Name of the service provider 70.8 100.0 69.2 100.0 50.0 77.3 83.3 77.8

Total % within If you are a postpaid customer, are you satisfied with the billing services of your service provider?

41.1 12.0 16.5 7.6 1.3 13.9 7.6 100.0

% within Name of the service provider 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

162

Figure 5.2.2.3B : If you are a postpaid customer, are you satisfied with the billing services of

your service provider?

iv) Awareness about Tariff Plans of Service Provider Prepaid

Subscribers

The table 5.2.2.4B and figure 5.2.2.4B describe that around 94% prepaid users are

aware about the tariff plans/recharge coupons offered by their service providers

but around 6% respondents are not aware about the same.

Table 5.2.2.4B : If you are a prepaid customer, are you aware about the tariff plans/recharge

coupons offered by your service provider?

Awareness about Tariff Plans of Service Provider (Prepaid

Subscribers) Frequency Percentages

Yes 415 93.9

No 27 6.1

Total 442 100.0

163

Figure 5.2.2.4B : If you are a prepaid customer, are you aware about the tariff plans/

recharge coupons offered by your service provider?

v) Information regarding updates to Recharge from Service Provider

Prepaid Subscribers

The table 5.2.2.5B and figure 5.2.2.5B show that around 95% prepaid users are

receiving the updates to recharge their prepaid card and it is not true in case of

around 5% users.

Table 5.2.2.5B : If you are a prepaid customer, do you receive updates to recharge your

prepaid card?

Information regarding updates to recharge from Service

Provider (Prepaid Subscribers) Frequency Percentages

Yes 421 95.2

No 21 4.8

Total 442 100.0

164

Figure 5.2.2.5B : If you are a prepaid customer, do you receive updates to recharge your

prepaid card?

vi) Satisfaction with the prepaid Tariff Plan/Recharge Coupons offered

by Service Provider Prepaid Subscribers

The table 5.2.2.6B and figure 5.2.2.6B represent that 55% prepaid subscribers are

satisfied with tariff plans/recharge coupons offered by their service providers

while 22.9% mobile users are somewhat satisfied, 11.5% are highly dissatisfied

and approximately 9% are dissatisfied and there is certainly scope for

improvement for service providers like Reliance, Aircel, Uninor and MTS.

165

Table 5.2.2.6B : If you are a prepaid customer, are you satisfied with the prepaid tariff

plans/recharge coupons offered by your service provider?

(figures in %)



Highly Dissatisfied

% within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/ recharge coupons offered by your service provider?

5.9 5.9 41.2 35.3 -- -- -- 11.8 -- 100.0

% within Name of the service provider 4.2 3.7 33.9 25.0 -- -- -- 23.1 -- 11.5

Dissatisfied % within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/recharge coupons offered by your service provider?

23.1 -- 10.3 -- -- -- 12.8 23.1 30.8 100.0

% within Name of the service provider 12.5 -- 6.5 -- -- -- 27.8 34.6 52.2 8.8

Somewhat Satisfied

% within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/recharge coupons offered by your service provider?

23.8 15.8 9.9 9.9 24.8 10.9 1.0 2.0 2.0 100.0


Satisfied % within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/recharge coupons offered by your service provider?

14.8 25.5 10.3 16.9 8.6 12.8 4.5 3.3 3.3 100.0


Highly Satisfied

% within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/recharge coupons offered by your service provider?

-- -- 25.0 37.5 -- -- 12.5 12.5 12.5 100.0

% within Name of the service provider -- -- 3.2 4.2 -- -- 5.6 3.8 4.3 1.8

Total % within If you are a prepaid customer, are you satisfied with the prepaid tariff plans/recharge coupons offered by your service provider?

16.3 18.3 14.0 16.3 10.4 9.5 4.1 5.9 5.2 100.0


166

Figure 5.2.2.6B : If you are a prepaid customer, are you satisfied with the prepaid tariff

plans/recharge coupons offered by your service provider?

vii) Economical Call Charges in Comparison to other Operators

The table 5.2.2.7B and figure 5.2.2.7B show that around 61% are of the opinion

that call charges of their service providers are economical in comparison to other

operators and 39% subscribers do not agree with this statement but it is a serious

issue for Airtel and Vodafone because 81.8% Airtel, 53% Vodafone users are of

the opinion that call charges are not economical as compared to other operators.

Table 5.2.2.7B : Do you think call Charges of your service provider is economical in

comparison to other operators?

Economical Call Charges in Comparison to other Operators Frequency Percentages

Yes 367 61.2

No 233 38.8

Total 600 100.0

167

Figure 5.2.2.7B : Do you think call Charges of your service provider is economical in

comparison to other operators? (Service Provider Wise)

viii) Satisfaction Level with Reference to Call Charges

As far as Rating of satisfaction level with reference to call charges is concerned

only10.2% subscribers are highly satisfied followed by 48% satisfied, 12.7% are

neutral, 27.7% are dissatisfied and only 1.5% are highly dissatisfied but the above

table shows that it is the area of concern for the service providers like Airtel,

Vodafone and Idea. New players like Aircel, Uninor and MTS are offering their

services at economical rates. It is described in table 5.2.2.8B and figure 5.2.2.8B.

168

Table 5.2.2.8B : Rate your satisfaction level with reference to call charges. (Service Provider wise)

(figures in %) Name of the Service Provider


Highly Dissatisfied

% within Rate your satisfaction level with reference to call charges

33.3 33.3 -- -- -- 33.3 -- -- -- 100.0

% within Name of the service provider 2.2 3.0 -- -- -- 4.7 -- -- -- 1.5

Dissatisfied % within Rate your satisfaction level with reference to call charges

55.4 16.9 5.4 5.4 4.8 10.8 0.6 0.6 -- 100.0

% within Name of the service provider 67.2 28.0 10.2 10.7 16.7 28.1 3.3 3.8 -- 27.7

Neutral % within Rate your satisfaction level with reference to call charges

5.3 25.0 23.7 11.8 14.5 11.8 3.9 -- 3.9 100.0

% within Name of the service provider 2.9 19.0 20.5 10.7 22.9 14.1 10.0 -- 13.0 12.7

Satisfied % within Rate your satisfaction level with reference to call charges

12.2 13.5 13.5 17.4 9.7 11.8 8.3 8.0 5.6 100.0


Highly Satisfied % within Rate your satisfaction level with reference to call charges

4.9 18.0 36.1 26.2 1.6 -- 3.3 3.3 6.6 100.0

% within Name of the service provider 2.2 11.0 25.0 19.0 2.1 -- 6.7 7.7 17.4 10.2

Total % within Rate your satisfaction level with reference to call charges

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


Figure 5.2.2.8B : Rate your satisfaction level with reference to call charges. (Service Provider wise)

169

5.2.3 Part III - Multimedia/Value added Services

i) Awareness about 3G (3rd generation) Technology

The table 5.2.3.1B and figure 5.2.3.1B illustrate that around 84% mobile phone

subscribers are aware about the new-3G technology and around 16% are not

aware about it.

Table 5.2.3.1B : Are you aware about 3G (3rd generation) technology?

Awareness about 3G Technology Frequency Percentages

Yes 506 84.3

No 94 15.7

Total 600 100.0

Figure 5.2.3.1B : Are you aware about 3G (3rd generation) technology?

170

ii) Subscribers of 3G (3rd generation) Technology

The table 5.2.3.2B and figure 5.2.3.2B show that only 16.5% mobile users are

using this technology and most of the users (83.5%) are not using the same so it is

an area of concern for the service providers as it offers the opportunity for them to

increase the no. of 3G users and their revenue.

Table 5.2.3.2B : Are you using 3G technology services offered by your service provider?

Subscriber of 3G Technology Frequency Percentages

Yes 99 16.5

No 501 83.5

Total 600 100.0

Figure 5.2.3.2B : Are you using 3G technology services offered by your service provider?

171

iii) Accessibility to Internet Facilities Offered by Service Provider

It is depicted in table 5.2.3.3B and figure 5.2.3.3B that around 58% mobile users

are using Internet/Broadband/E-mail facilities offered by your service provider

and around 42% are not using the same.

Table 5.2.3.3B : Are you using Internet/Broadband/E-mail facilities offered by your service

provider through mobile phone?

Accessibility to Internet Facilities Frequency Percentages

Yes 350 58.3

No 250 41.7

Total 600 100.0

Figure 5.2.3.3B : Are you using Internet/Broadband/E-mail facilities offered by your service

provider through mobile phone?

172

iv) Regular Updates regarding Various Value Added Services offered by

Service Provider

Table 5.2.3.4B and figure 5.2.3.4B explain that all the subscribers (100%) are

getting regular updates for various value added services offered by their service

provider. It means that service providers are already working on it to maximize

their revenue.

Table 5.2.3.4B : Are you getting regular updates regarding various value added services

offered by your service provider?

Regular Updates regarding Value Added Services Frequency Percentages

Yes 600 100

No -- --

Total 600 100.0

Figure 5.2.3.4B : Are you getting regular updates regarding various value added services

offered by your service provider?

173

v) Ability of the Service Providers to Fulfill the Expectations of the

Subscribers with Reference to Value Added Services

With reference to value added services the table 5.2.3.5B and figure 5.2.3.5B

show that most of the service providers are able to fulfill the expectations of their

subscribers and around 97% are of the opinion that such services are equal

to/better than their expectations and only 3% are of the opinion that such services

are not effective.

Table 5.2.3.5B : To what extent, value added services (access to Internet, SMS, MMS, Voice

message etc) offered by your service provider met your expectations?

(figures in %)




% within To what extent, value added services (access to Internet, SMS, MMS, Voice message etc) offered by your service provider met your expectations?

25.0 25.0 25.0 25.0 -- -- -- -- -- 100.0

% within Name of the service provider 2.2 3.0 3.4 3.6 - -- -- -- -- 2.0

Worse than expected


-- -- -- -- 100.0 -- -- -- -- 100.0

% within Name of the service provider -- -- -- -- 12.5 -- -- -- -- 1.0



19.6 15.2 16.6 14.8 8.4 10.4 6.0 5.0 3.8 100.0


174





43.4 25.3 2.4 8.4 -- 14.5 -- 1.2 4.8 100.0

% within Name of the service provider 26.3 21.0 2.3 8.3 -- 18.8 -- 3.8 17.4 13.8

Total % within To what extent, value added services (access to Internet, SMS, MMS, Voice message etc) offered by your service provider met your expectations?

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


Figure 5.2.3.5B: To what extent, value added services (access to Internet, SMS, MMS, Voice

message etc) offered by your service provider met your expectations?

175

vi) Satisfaction Level with Reference to Multimedia/Value Added

Services offered by Service Provider

When the subscribers were asked to rate their satisfaction level on the 5 point

scale i.e from highly dissatisfied to highly satisfied, most of the subscribers

(61.2%) are satisfied, 37.3% subscribers are neutral and only 1% are dissatisfied

and it is certainly an area of serious concern for Tata Teleservices. It is illustrated

in table 5.2.3.6B and figure 5.2.3.6B.

Table 5.2.3.6B : Rate your satisfaction level with reference to Multimedia/Value added

Services.

(figures in %)



Dissatisfied % within Rate your satisfaction level with reference to Multimedia/ Value added Services

-- -- -- -- 100.0 -- -- -- -- 100.0

% within Name of the service provider -- -- -- -- 12.5 -- -- -- -- 1.0

Neutral % within Rate your satisfaction level with reference to Multimedia/ Value added Services

18.3 16.1 17.4 9.8 13.8 12.5 8.0 0.9 3.1 100.0


Satisfied % within Rate your satisfaction level with reference to Multimedia/ Value added Services

25.3 17.4 13.4 16.9 3.0 9.8 3.3 6.5 4.4 100.0


Highly Satisfied

% within Rate your satisfaction level with reference to Multimedia/ Value added Services

100.0 -- -- -- -- -- -- -- -- 100.0

% within Name of the service provider 2.2 -- -- -- -- -- -- -- -- 0.5

Total % within Rate your satisfaction level with reference to Multimedia/ Value added Services

22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


176

Figure 5.2.3.6B : Rate your satisfaction level with reference to Multimedia/Value added

Services.

Rate your satisfaction level with reference to Multimedia/Value added Services

0.5

61.2

37.3

10

10

20

30

40

50

60

70

Highly Satisfied Satisfied Neutral Dissatisfied

Parameters

177

Section C

5.3 A study of Customer Satisfaction with reference to Customer Care

Services and Quality Dimensions.

5.3.1 Part I - Customer Satisfaction with various dimensions of Customer

Care Services

i) Promptness in Handling of Customer Complaints

The table 5.3.1.1C and figure 5.3.1.1C describe that the service providers are

focusing on customer care services and most of the service providers are capable

of offering prompt services and so only 14.33% of the mobile subscribers are not

getting the services up to their expectations. From service provider wise analysis,

it is clear that service providers like Reliance, BSNL, Uninor and MTS should

work on this area to retain their customers while Airtel and Vodafone are rated as

the number 1 and 2 service providers in this circle.

Table 5.3.1.1C : Prompt Customer Services in Terms of Accessibility of Customer Care

Centres and Handling of Customer Complaints

(figures in %)

Prompt Customer Services

Total Service Provider

Promptness in Customer Services

Worse than expected




Airtel % within Name of the service provider -- 45.3 46.0 8.8 100.0

% within Prompt customer Services -- 26.2 23.8 100.0 22.8

Vodafone % within Name of the service provider 9.0 35.0 56.0 -- 100.0

% within Prompt customer Services 10.5 14.8 21.1 -- 16.7

178

Prompt Customer Services


Promptness in Customer Services

Worse than expected




Reliance % within Name of the service provider 25.0 27.3 47.7 -- 100.0


BSNL % within Name of the service provider 32.1 41.7 26.2 -- 100.0


Tata % within Name of the service provider 14.6 45.8 39.6 -- 100.0


Idea % within Name of the service provider 4.7 46.9 48.4 -- 100.0


Aircel % within Name of the service provider 16.7 43.3 40.0 -- 100.0


Uninor % within Name of the service provider 23.1 34.6 42.3 -- 100.0


MTS % within Name of the service provider 30.4 30.4 39.1 -- 100.0


Total % within Name of the service provider 14.3 39.5 44.2 2.0 100.0

% within Prompt customer Services 100.0 100.0 100.0 100.0 100.0

179

Figure 5.3.1.1C : Prompt Customer Services in Terms of Accessibility of Customer Care

Centres and Handling of Customer Complaints

a) Prompt Customer Services and Expectation of the Subscribers

b) Prompt Customer Services Service Provider wise

180

ii) Ability to Understand the Needs of Customers

The table 5.3.1.2C and figure 5.3.1.2C describe that as far as the ability of the

customer care executives to understand the specific needs of the customers and to

communicate with them is concerned, service providers are already focusing on

this aspect but in case of service provider wise analysis, it is clear that service

providers like Reliance, Tata, Aircel and MTS should focus on this area to satisfy

their customers while Airtel and Vodafone are rated as the best two service

providers in this circle.

Table 5.3.1.2C : Ability of the Customer Care Executive to Understand the Specific Needs of

the Customers and to Communicate with them

(figures in %)

Ability of the customer care executives to understand the specific needs of the customers and to communicate with

them


Worse than expected




Airtel % within Name of the service provider -- 19.7 71.5 8.8 100.0

% within Ability of the customer care executive to understand the specific needs of the customer and to communicate with them

-- 18.4 26.4 100.0 22.8

Vodafone % within Name of the service provider -- 21.0 79.0 -- 100.0


-- 14.3 21.3 -- 16.7



34.3 10.9 12.9 -- 14.7

181

Ability of the customer care executives to understand the specific needs of the customers and to communicate with

them


Worse than expected






21.4 19.0 11.1 -- 14.0



20.0 12.2 4.3 -- 8.0

Idea % within Name of the service provider -- 31.2 68.8 -- 100.0


-- 13.6 11.9 -- 10.7

Aircel % within Name of the service provider 20.0 13.3 66.7 -- 100.0


8.6 2.7 5.4 -- 5.0



2.9 6.1 4.0 -- 4.3



12.9 2.7 2.7 -- 3.8



100.0 100.0 100.0 100.0 100.0

182

Figure 5.3.1.2C : Ability of the Customer Care Executive to Understand the Specific Needs of

the Customers and to Communicate With Them

a) Ability of the Customer Care Executives

b) Ability to Understand the Need of Customers Service Provider wise

183

iii) Sincerity, Patience and Capability to Solve Customer Problems

It is observed from table 5.3.1.3C and figure 5.3.1.3C that with reference to

sincerity, patience and capability of the customer care executives to solve

customer problems, executives are working hard to fulfill the expectations of the

customers and only 16.2% subscribers are not satisfied with their service

providers but in case of service provider wise analysis, it is clear that service

providers like Reliance, BSNL, Aircel and MTS should work on this aspect to

satisfy their customers while Airtel and Vodafone are rated as the number 1 and 2

service providers in this area.

Table 5.3.1.3C : Sincerity, patience and capability to solve customer problems

(figures in %)


Sincerity, patience and capability to solve customer problems

Worse than expected



Much better than expected Total

Airtel % within Name of the service provider -- 31.4 68.6 -- 100.0

% within Sincerity, patience and capability to solve customer problems.

-- 36.8 26.0 -- 22.8

Vodafone % within Name of the service provider 3.0 6.0 82.0 9.0 100.0


3.1 5.1 22.7 37.5 16.7

Reliance % within Name of the service provider 27.3 9.1 56.8 6.8 100.0


24.7 6.8 13.8 25.0 14.7


% within Sincerity. patience and capability to solve customer problems.

30.9 8.5 12.2 -- 14.0



10.3 6.0 8.6 -- 8.0

184


Sincerity, patience and capability to solve customer problems

Worse than expected



Much better than expected Total



11.3 9.4 11.6 -- 10.7

Aircel % within Name of the service provider 20.0 16.7 33.3 30.0 100.0


6.2 4.3 2.8 37.5 5.0



2.1 15.4 1.7 -- 4.3



11.3 7.7 0.8 -- 3.8



100.0 100.0 100.0 100.0 100.0

Figure 5.3.1.3C : Sincerity, patience and capability to solve customer problems

185

iv) Satisfaction with the Response of Customer Care Executive(s)

The table 5.3.1.4C and figure 5.3.1.4C describe that as far as the satisfaction with

the response of customer care executives is concerned, executives are working

hard to fulfill the expectations of the customers but 18.5% subscribers are not

satisfied with their response and the service provider wise analysis shows that

service providers like Reliance, BSNL, Tata and MTS should work hard on this

aspect while Airtel and Vodafone are rated as the number 1 and 2 service

providers in this area.

Table 5.3.1.4C : Satisfaction with the Response of Customer Care Executive(s)

(figures in %)

Name of the Service

Provider

Satisfaction with the response of Customer Care Executive(s)

Total

Much worse than

expected Worse than

expected Equal to my expectations


Much better than

expected

Airtel % within Name of the service provider -- -- 28.5 62.8 8.8 100.0

% within Satisfaction with the response of customer care executive

-- -- 26.7 26.7 57.1 22.8

Vodafone % within Name of the service provider -- 3.0 9.0 79.0 9.0 100.0


-- 2.8 6.2 24.5 42.9 16.7

Reliance % within Name of the service provider -- 29.5 12.5 58.0 -- 100.0


-- 24.3 7.5 15.8 -- 14.7

BSNL % within Name of the service provider -- 40.5 32.1 27.4 -- 100.0


-- 31.8 18.5 7.1 -- 14.0

186

Name of the Service

Provider

Satisfaction with the response of Customer Care Executive(s)

Total

Much worse than

expected Worse than



Much better than

expected

Tata % within Name of the service provider -- 33.3 10.4 56.2 -- 100.0


-- 15.0 3.4 8.4 -- 8.0

Idea % within Name of the service provider -- 21.9 29.7 48.4 -- 100.0


-- 13.1 13.0 9.6 -- 10.7

Aircel % within Name of the service provider -- 23.3 40.0 36.7 -- 100.0


-- 6.5 8.2 3.4 -- 5.0

Uninor % within Name of the service provider 3.8 3.8 46.2 46.2 -- 100.0


25.0 0.9 8.2 3.7 -- 4.3

MTS % within Name of the service provider 13.0 26.1 52.2 8.7 -- 100.0


75.0 5.6 8.2 0.6 -- 3.8

Total % within Name of the service provider 0.7 17.8 24.3 53.7 3.5 100.0


100.0 100.0 100.0 100.0 100.0 100.0

187

Figure 5.3.1.4C : Satisfaction with the Response of Customer Care Executive(s)

a) Response of Customer Care Executive(s) Expectation Level wise

b) Response of Customer Care Executive(s) Service Provider wise

188

v) Willingness of Customer Care Executive(s) to Help in Emergency

Situations

It is observed from the table 5.3.1.5C and figure 5.3.1.5C that as far as the

willingness of customer care executive(s) to help in emergency situations is

concerned, around 22% are not satisfied and the service provider wise analysis

shows that service providers like Reliance, Tata, BSNL, and MTS and Uninor

should work hard to retain and fulfill customer expectations while Airtel and

Vodafone are among the top two service providers on this aspect.

Table 5.3.1.5C : Willingness of Customer Care Executive(s) to Help in Emergency Situations

(figures in %)

Name of the Service

Provider

Willingness of Customer Care Executive to Help in Emergency Situations

Total


Worse than expected



Much better than

expected


% within Willingness of customer care executive to help in emergency situations

-- -- 28.1 27.6 48.4 22.8

Vodafone % within Name of the service provider 3.0 9.0 65.0 12.0 11.0 100.0


3.5 19.1 23.7 7.4 35.5 16.7

Reliance % within Name of the service provider 27.3 -- 35.2 35.2 2.3 100.0


28.2 -- 11.3 19.0 6.5 14.7

189

Name of the Service

Provider

Willingness of Customer Care Executive to Help in Emergency Situations

Total


Worse than expected



Much better than

expected

BSNL % within Name of the service provider 35.7 3.6 38.1 21.4 1.2 100.0


35.3 6.4 11.7 11.0 3.2 14.0

Tata % within Name of the service provider 18.8 14.6 33.3 31.2 2.1 100.0


10.6 14.9 5.8 9.2 3.2 8.0

Idea % within Name of the service provider 9.4 7.8 48.4 34.4 -- 100.0


7.1 10.6 11.3 13.5 -- 10.7

Aircel % within Name of the service provider 20.0 3.3 16.7 60.0 -- 100.0


7.1 2.1 1.8 11.0 -- 5.0

Uninor % within Name of the service provider 3.8 38.5 53.8 -- 3.8 100.0


1.2 21.3 5.1 -- 3.2 4.3



7.1 25.5 1.1 1.2 -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

190

Figure 5.3.1.5C : Willingness of Customer Care Executives to Help in Emergency Situations

a) Willingness of Customer Care Executive(s)

b) Willingness of Customer Care Executive(s) Service Provider wise

191

vi) Behaviour of Customer Care Executive(s)

It is illustrated in table 5.3.1.6C and figure 5.3.1.6C that as far as the behaviour of

Customer care executives in establishing service confidence and their customer

centric approach is concerned, most of subscribers are satisfied and only 22.5%

are not satisfied. The service provider wise analysis shows that it is area of

concern for service providers like BSNL, Reliance, Uninor and MTS while Airtel

and Vodafone are rated as the number 1 and 2 service providers on this aspect.

Table 5.3.1.6C : Behaviour of Customer Care Executive(s) in establishing service confidence

and their customer centric approach

(figures in %)

Behaviour of Customer care Executive in Establishing Service Confidence and Their Customer Centric

Approach

Total


Worse than




Airtel % within Name of the service provider -- 13.1 84.7 2.2 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

-- 23.1 30.5 42.9 22.8

Vodafone % within Name of the service provider 12.0 12.0 76.0 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

8.9 15.4 20.0 -- 16.7

Reliance % within Name of the service provider 29.5 10.2 60.2 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

19.3 11.5 13.9 -- 14.7

BSNL % within Name of the service provider 40.5 10.7 48.8 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

25.2 11.5 10.8 -- 14.0

Tata % within Name of the service provider 33.3 8.3 58.3 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

11.9 5.1 7.4 -- 8.0

Idea % within Name of the service provider 21.9 12.5 60.9 4.7 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

10.4 10.3 10.3 42.9 10.7

192

Behaviour of Customer care Executive in Establishing Service Confidence and Their Customer Centric

Approach

Total


Worse than




Aircel % within Name of the service provider 33.3 3.3 63.3 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

7.4 1.3 5.0 -- 5.0

Uninor % within Name of the service provider 42.3 34.6 19.2 3.8 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

8.1 11.5 1.3 14.3 4.3

MTS % within Name of the service provider 52.2 34.8 13.0 -- 100.0 % within The behaviour of Customer care executive in establishing service confidence and their customer centric approach

8.9 10.3 0.8 -- 3.8

Total % within Name of the service provider 22.5 13.0 63.3 1.2 100.0 % within The behaviour of Customer

care executive in establishing service confidence and their customer centric approach

100.0 100.0 100.0 100.0 100.0

Figure 5.3.1.6C : Behaviour of Customer Care Executive(s) in establishing service confidence

and their customer centric approach

193

vii) Rating for Customer Care Services of Mobile Operator

The table 5.3.1.7C and figure 5.3.1.7C show that subscribers have rated the

customer care services of their service providers with reference to their

expectation level, 22.5 percent mobile phone subscribers are of the opinion that

customer care services offered by their service providers are below the level of

their expectations and the service provider wise analysis shows that service

providers like MTS, Uninor and BSNL should work very hard to satisfy and

retain their respective customers while Airtel and Vodafone are the best two

service providers in this circle.

Table 5.3.1.7C : Rating for Customer Care Services of Mobile Operators

(figures in %)

Rating for Customer Care Services of Mobile Operator

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected


% within Rating for customer care services of your mobile operator

-- -- 30.6 31.6 8.8 22.8



-- 9.0 9.7 25.3 32.4 16.7

Reliance % within Name of the service provider -- 29.5 38.6 22.7 9.1 100.0


-- 19.5 16.5 8.9 23.5 14.7

194

Rating for Customer Care Services of Mobile Operator

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected

BSNL % within Name of the service provider -- 40.5 35.7 22.6 1.2 100.0


-- 25.6 14.6 8.4 2.9 14.0

Tata % within Name of the service provider -- 33.3 31.2 33.3 2.1 100.0


-- 12.0 7.3 7.1 2.9 8.0



-- 10.5 6.3 16.4 -- 10.7

Aircel % within Name of the service provider -- 33.3 30.0 6.7 30.0 100.0


-- 7.5 4.4 0.9 26.5 5.0

Uninor % within Name of the service provider 3.8 38.5 46.2 7.7 3.8 100.0


50.0 7.5 5.8 0.9 2.9 4.3



50.0 8.3 4.9 0.4 -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

195

Figure 5.3.1.7C : Rating for Customer Care Services of Mobile Operators

a) Rating for Customer Care Services of Mobile Operators

b) Rating for Customer Care Services of Mobile Operators Service Provider wise

196

viii) Are Customer Care Executive(s) Apologizing for Inconvenience

Caused to Customers?

It is the responsibility of the customer care executives to apologize for

inconvenience caused to customers but overall around 23 percent subscribers are

not satisfied on this parameter. It is an area of concern for Uninor, BSNL and

MTS because most of their subscribers are not satisfied while on this particular

aspect, Airtel and Vodafone are the best two service providers in this circle. (table

5.3.1.8C and figure(s) 5.3.1.8C)

Table 5.3.1.8C : Are Customer Care Executive(s) Apologizing for Inconvenience Caused to

Customers?

(figures in %)

Are Customer Care Executives Apologizing for Inconvenience Caused to Customers?

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected


Better than

expected

Much better than

expected


% within Are Customer care executive apologizing for inconvenience caused to customers?

-- -- 35.1 21.9 25.0 22.8



-- 9.8 21.8 12.9 50.0 16.7

Reliance % within Name of the service provider 2.3 27.3 28.4 38.6 3.4 100.0


12.5 19.5 9.2 19.1 25.0 14.7

BSNL % within Name of the service provider 3.6 36.9 26.2 33.3 -- 100.0


18.8 25.2 8.1 15.7 -- 14.0

197

Are Customer Care Executives Apologizing for Inconvenience Caused to Customers?

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected


Better than

expected

Much better than

expected



-- 13.0 10.7 1.7 -- 8.0



37.5 11.4 10.3 9.0 -- 10.7



6.2 7.3 3.3 6.2 -- 5.0



6.2 8.1 0.4 7.9 -- 4.3



18.8 5.7 1.1 5.6 -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

198

Figure 5.3.1.8C : Are Customer Care Executives Apologizing for Inconvenience Caused to

Customers?

a) Customer Care Executives Apologizing for Inconvenience Caused to

Customers

b) Customer Care Executives Apologizing for Inconvenience Caused to

Customers Service Provider wise

199

5.3.2 Part II - Customer Satisfaction with various quality dimensions

i) Effectiveness of the Network to offer Variety of Entertainment

Facilities

From table 5.3.2.1C and figure 5.3.2.1C it is clear that with reference to

effectiveness of the network to offer variety of entertainment facilities , only 17.5

percent subscribers are not getting services up to their expectations. Service

provider wise analysis shows that it is an area of concern for service providers like

Reliance, BSNL and MTS.

Table 5.3.2.1C : Effectiveness of the Network to offer Variety of Entertainment Facilities

(figures in %)

Effectiveness of the Network to offer Variety of Entertainment Facilities

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected


% within Effectiveness of the network to offer variety of entertainment facilities

-- -- 17.6 49.4 13.0 22.8

Vodafone % within Name of the service provider -- 3.0 56.0 41.0 -- 100.0


-- 3.1 17.9 25.6 -- 16.7

Reliance % within Name of the service provider -- 29.5 58.0 12.5 -- 100.0


-- 26.8 16.3 6.9 -- 14.7

BSNL % within Name of the service provider -- 40.5 54.8 4.8 -- 100.0


-- 35.1 14.7 2.5 -- 14.0



-- 2.1 11.5 6.2 -- 8.0

200

Effectiveness of the Network to offer Variety of Entertainment Facilities

Total

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected

Idea % within Name of the service provider 9.4 21.9 45.3 18.8 4.7 100.0


75.0 14.4 9.3 7.5 13.0 10.7



-- 7.2 7.1 0.6 -- 5.0



12.5 1.0 4.2 0.6 43.5 4.3

MTS % within Name of the service provider 4.3 43.5 17.4 4.3 30.4 100.0


12.5 10.3 1.3 0.6 30.4 3.8



100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.3.2.1C : Effectiveness of the Network to offer Variety of Entertainment Facilities

201

ii) How truthful is your service provider to you?

It is certainly important to know to what extent service providers are truthful to

their respective subscribers. The table 5.3.2.2C and figure 5.3.2.2C explain that

with reference to this factor, most of the service providers are trying their best to

fulfill the expectations of their subscribers but it is an area of serious concern for

all the service providers except Airtel and Vodafone.

Table 5.3.2.2C : How truthful is your service provider to you?

(figures in %)

How truthful is your service provider to you?

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected Total



-- -- 23.3 26.4 88.9 22.8



-- 3.4 15.1 24.6 11.1 16.7

Reliance % within Name of the service provider 4.5 25.0 30.7 39.8 -- 100.0


10.5 25.3 15.7 12.7 -- 14.7



34.2 24.1 9.3 12.3 -- 14.0

Tata % within Name of the service provider 2.1 31.2 43.8 22.9 -- 100.0


2.6 17.2 12.2 4.0 -- 8.0



39.5 5.7 8.1 10.9 -- 10.7

202

How truthful is your service provider to you?

Name of the Service

Provider

Much worse than

expected

Worse than

expected



Much better than

expected Total



2.6 6.9 2.9 6.5 -- 5.0



2.6 8.0 7.6 1.8 -- 4.3



7.9 9.2 5.8 0.7 -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.3.2.2C : How truthful is your service provider to you?

203

iii) Having Sound Loyalty Programme to Recognize you as a Frequent

Customer

It is expressed in the table 5.3.2.3C and figure 5.3.2.3C that to maintain the long

term relationship with the subscribers, service providers have designed loyalty

programs. Considering the importance of such programs, except Airtel and

expectations.

Table 5.3.2.3C : Having sound loyalty programme to recognize you as a frequent customer

(figures in %)

Having sound loyalty programme to recognize you as a frequent customer

Total


Much worse than

expected

Worse than expected



Much better than

expected


% within Having sound loyalty programme to recognize you as a frequent customer.

-- -- 17.6 21.9 78.3 22.8



-- 3.4 23.9 19.6 15.9 16.7



51.4 9.0 16.2 14.7 -- 14.7



42.9 21.3 12.7 12.1 -- 14.0



-- 18.0 5.6 9.1 -- 8.0

Idea % within Name of the service provider -- 21.9 29.7 43.8 4.7 100.0


-- 15.7 13.4 10.6 4.3 10.7

204

Having sound loyalty programme to recognize you as a frequent customer

Total


Much worse than

expected

Worse than expected



Much better than

expected



-- 11.2 6.3 4.2 -- 5.0



2.9 11.2 2.8 3.8 1.4 4.3



2.9 10.1 1.4 4.2 -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.3.2.3C : Having Sound Loyalty Programme to Recognize you as a Frequent

Customer

205

iv) How Economical is the use of your Telecom Network Services?

The table 5.3.2.4C and figure 5.3.2.4C explain that mobile services providers are

trying their best to offer economical services but service providers-wise analysis

shows that it is an area of serious concern for Airtel, Vodafone and Idea.

Table 5.3.2.4C : How economical is the use of your telecom network services?

(figures in %)

How economical is the use of your telecom network services?

Total

Name of the Service

Provider

Much worse than

expected

Worse than expected



Much better than

expected Airtel % within Name of the

service provider 2.2 67.2 2.9 25.5 2.2 100.0

% within How economical is the use of your telecom network services?

33.3 55.4 5.3 12.2 4.9 22.8

% of Total 0.5 15.3 0.7 5.8 0.5 22.8 Vodafone % within Name of the



33.3 16.9 25.0 13.5 18.0 16.7

% of Total 0.5 4.7 3.2 6.5 1.8 16.7 Reliance % within Name of the

service provider -- 10.2 20.5 44.3 25.0 100.0


-- 5.4 23.7 13.5 36.1 14.7

% of Total -- 1.5 3.0 6.5 3.7 14.7 BSNL % within Name of the



-- 5.4 11.8 17.4 26.2 14.0

% of Total -- 1.5 1.5 8.3 2.7 14.0 Tata % within Name of the



-- 4.8 14.5 9.7 1.6 8.0

% of Total -- 1.3 1.8 4.7 0.2 8.0 Idea % within Name of the

service provider 4.7 28.1 14.1 53.1 -- 100.0


33.3 10.8 11.8 11.8 -- 10.7

% of Total 0.5 3.0 1.5 5.7 -- 10.7

206

How economical is the use of your telecom network services?

Total

Name of the Service

Provider

Much worse than

expected

Worse than expected



Much better than

expected Aircel % within Name of the



-- 0.6 3.9 8.3 3.3 5.0

% of Total -- 0.2 0.5 4.0 0.3 5.0 Uninor % within Name of the

service provider -- 3.8 -- 88.5 7.7 100.0


-- 0.6 -- 8.0 3.3 4.3

% of Total -- 0.2 -- 3.8 0.3 4.3 MTS % within Name of the

service provider -- -- 13.0 69.6 17.4 100.0


-- -- 3.9 5.6 6.6 3.8

% of Total -- -- 0.5 2.7 0.7 3.8 Total % within Name of the



100.0 100.0 100.0 100.0 100.0 100.0

% of Total 1.5 27.7 12.7 48.0 10.2 100.0

Figure 5.3.2.4C : How Economical is the use of your Telecom Network Services?

207

v) Network Innovativeness

The table 5.3.2.5C and figure 5.3.2.5C describe that mobile services providers are

working on Network Innovativeness. Airtel and Vodafone are the leading brands

on this parameter while Idea and Tata are also doing well but other service

providers are required to formulate proper strategy to fulfill their subscriber

expectations.

Table 5.3.2.5C : Network Innovativeness

(figures in %)

Network Innovativeness

Total


Much worse

than expected Worse than





% within Network Innovativeness -- -- 34.0 18.2 30.4 22.8


% within Network Innovativeness -- 2.9 19.4 22.7 13.0 16.7

Reliance % within Name of the service provider 2.3 33.0 27.3 21.6 15.9 100.0

% within Network Innovativeness 40.0 28.2 9.7 10.8 20.3 14.7

BSNL % within Name of the service provider -- 29.8 32.1 31.0 7.1 100.0


Tata % within Name of the service provider -- 14.6 33.3 31.2 20.8 100.0



% within Network Innovativeness -- 7.8 8.1 20.5 -- 10.7

208

Network Innovativeness

Total


Much worse

than expected Worse than




Aircel % within Name of the service provider 3.3 33.3 23.3 10.0 30.0 100.0



% within Network Innovativeness 20.0 9.7 5.3 1.1 -- 4.3


% within Network Innovativeness 20.0 10.7 3.2 1.7 -- 3.8



Figure 5.3.2.5C : Network Innovativeness

209

vi) How do you rate the brand image and reputation of your service

provider?

The table 5.3.2.6C and figure 5.3.2.6C explain that with reference to brand image

and reputation of the service providers, MTS and Uninor should work hard while

Airtel and Vodafone have established their goodwill and are among the top two

players in this circle.

Table 5.3.2.6C : How do you rate the brand image and reputation of your service provider?

(figures in %)

How do you rate the brand image and reputation of your service provider?

Total


Much worse than

expected Worse than



Much better than

expected


% within How do you rate the brand image and reputation of your service provider?

-- -- 15.5 38.8 77.8 22.8

Vodafone % within Name of the service provider 9.0 3.0 36.0 52.0 -- 100.0


40.9 3.5 13.0 27.7 -- 16.7



9.1 10.5 19.5 12.2 -- 14.7

BSNL % within Name of the service provider 4.8 17.9 58.3 11.9 7.1 100.0


18.2 17.4 17.7 5.3 22.2 14.0



-- 9.3 13.0 2.1 -- 8.0



13.6 9.3 13.7 8.0 -- 10.7

210

How do you rate the brand image and reputation of your service provider?

Total


Much worse than

expected Worse than



Much better than

expected



-- 11.6 4.0 4.8 -- 5.0



4.5 18.6 2.5 1.1 -- 4.3

MTS % within Name of the service provider 13.0 73.9 13.0 -- -- 100.0


13.6 19.8 1.1 -- -- 3.8



100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.3.2.6C : How do you rate the brand image and reputation of your service provider?

211

Section D

5.4 Overall Customer Satisfaction Level and Switching Intention

i) Service Provider Wise Subscribers Satisfaction Level

The table 5.4.1D and figure 5.4.1D describe that 80 percent subscribers of

Vodafone are overall satisfied while in case of Airtel, Reliance, BSNL, Tata and

Idea, it ranges from 50 to 63 percent. The figure 5.4.1D shows that considering the

level of dissatisfaction, service providers like Reliance, BSNL, Tata, Aircel and

MTS should work hard to satisfy and retain their subscribers.

Table 5.4.1D : Rate Your Overall Satisfaction Level with Your Service Provider

(figures in %)

Name of the Service

Provider

Rate your overall satisfaction level with your service provider

Total Highly

Dissatisfied Dissatisfied Neutral Satisfied Airtel % within Name of the service

provider -- 21.9 26.3 51.8 100.0

% within Rate your overall satisfaction level with your service provider

-- 18.0 48.6 21.1 22.8

Vodafone % within Name of the service provider -- 15.0 5.0 80.0 100.0


-- 9.0 6.8 23.7 16.7

Reliance % within Name of the service provider 6.8 35.2 6.8 51.1 100.0


27.3 18.6 8.1 13.4 14.7

BSNL % within Name of the service provider -- 40.5 7.1 52.4 100.0


-- 20.4 8.1 13.1 14.0

Tata % within Name of the service provider -- 35.4 8.3 56.2 100.0


-- 10.2 5.4 8.0 8.0

Idea % within Name of the service provider -- 29.7 7.8 62.5 100.0


-- 11.4 6.8 11.9 10.7

212

Name of the Service

Provider


Total Highly

Dissatisfied Dissatisfied Neutral Satisfied Aircel % within Name of the service

provider 40.0 26.7 3.3 30.0 100.0


54.5 4.8 1.4 2.7 5.0

Uninor % within Name of the service provider 11.5 7.7 34.6 46.2 100.0


13.6 1.2 12.2 3.6 4.3

MTS % within Name of the service provider 4.3 47.8 8.7 39.1 100.0


4.5 6.6 2.7 2.7 3.8



100.0 100.0 100.0 100.0 100.0

Figure 5.4.1D : Rate Your Overall Satisfaction Level with Your Service Provider

213

ii) Subscribers Evaluation regarding Drawbacks of their respective

Service Providers as compared to other operators?

On the basis of the subscribers evaluation it is a fact that all the service providers

have few drawbacks as shown in table 5.4.2D and figure 5.4.2D. It was observed

that there is certainly scope for improvement for all the service providers in U.P.

(East) circle.

Table 5.4.2D : Do you think that your mobile service provider has few drawbacks as compared to other operators?

(figures in %)


Do you think that your mobile service provider has few drawbacks as compared to other operators?

Total Yes No

Airtel % within Name of the service provider 91.2 8.8 100.0

% within Do you think that your mobile service provider has few drawbacks as compared to other operators?

22.6 25.0 22.8

Vodafone % within Name of the service provider 85.0 15.0 100.0


15.4 31.2 16.7

Reliance % within Name of the service provider 96.6 3.4 100.0


15.4 6.2 14.7

BSNL % within Name of the service provider 92.9 7.1 100.0


14.1 12.5 14.0

Tata % within Name of the service provider 93.8 6.2 100.0


8.2 6.2 8.0

Idea % within Name of the service provider 85.9 14.1 100.0


10.0 18.8 10.7

214


Do you think that your mobile service provider has few drawbacks as compared to other operators?

Total Yes No

Aircel % within Name of the service provider 100.0 -- 100.0


5.4 -- 5.0

Uninor % within Name of the service provider 100.0 -- 100.0


4.7 -- 4.3

MTS % within Name of the service provider 100.0 -- 100.0


4.2 -- 3.8

Total % within Name of the service provider 92.0 8.0 100.0


100.0 100.0 100.0

Figure 5.4.2D : Do you think that your mobile service provider has few drawbacks as compared to other operators?

215

iii) Are you aware about the MNP (Mobile Number Portability)?

MNP or mobile number portability, allows the subscribers to transfer their

existing mobile phone number from one mobile phone network provider to

another mobile phone service provider. The table 5.4.3D and figure 5.4.3D show

that all the subscribers of all the service providers are aware about the MNP

(Mobile Number Portability) U.P.(East) circle.

Table 5.4.3D : Are you aware about the MNP (Mobile Number Portability)?

(figures in %)


Are you aware about the MNP (Mobile Number Portability)?

Total Yes

Airtel % within Name of the service provider 100.0 100.0

% within Are you aware about the MNP (Mobile Number Portability)? 22.8 22.8

Vodafone % within Name of the service provider 100.0 100.0


Reliance % within Name of the service provider 100.0 100.0


BSNL % within Name of the service provider 100.0 100.0


Tata % within Name of the service provider 100.0 100.0


Idea % within Name of the service provider 100.0 100.0


Aircel % within Name of the service provider 100.0 100.0


Uninor % within Name of the service provider 100.0 100.0


MTS % within Name of the service provider 100.0 100.0


Total % within Name of the service provider 100.0 100.0


216

Figure 5.4.3D : Are you aware about the MNP (Mobile Number Portability)?

iv) Do you think MNP is helping operators to bring better choice to the

customers?

MNP or Mobile Number Portability is the process by which, you can shift

to another operator of your choice, but keep your same number you are

using for years. The table 5.4.4D and figure 5.4.4D describe that

subscribers in this circle consider that MNP is basically an opportunity for

operators to bring better choice to the customers.

217

Table 5.4.4D : Do you think MNP is helping operators to bring better choice to the customers?

(figures in %)


Do you think MNP is helping operators to bring better choice to the customers?

Total Yes No

Airtel % within Name of the service provider 100.0 -- 100.0

% within Do you think MNP is helping operators to bring better choice to the customers?

23.1 -- 22.8

Vodafone % within Name of the service provider 100.0 -- 100.0


16.8 -- 16.7

Reliance % within Name of the service provider 100.0 -- 100.0


14.8 -- 14.7



13.1 100.0 14.0

Tata % within Name of the service provider 100.0 -- 100.0


8.1 -- 8.0

Idea % within Name of the service provider 100.0 -- 100.0


10.8 -- 10.7

Aircel % within Name of the service provider 100.0 -- 100.0


5.1 -- 5.0

Uninor % within Name of the service provider 100.0 -- 100.0


4.4 -- 4.3

MTS % within Name of the service provider 100.0 -- 100.0


3.9 -- 3.8



100.0 100.0 100.0

218

Figure 5.4.4D : Do you think MNP is helping operators to bring better choice to the customers?

v) Do you have the Intention of Switching to a Better Service Provider?

The table 5.4.5D and figure 5.4.5D explain that overall 42 percent subscribers

have the switching intention and it an area of serious concern that except the

Vodafone subscribers, more than 40 percent of the subscribers of all the other

service providers have the switching intention. It is certainly a challenge for the

service provider to retain their existing customers in this competitive market after

the introduction of MNP. Airtel is the market leader in this telecom circle but 48.2

percent of its subscribers have the switching intention while in case of Vodafone it

is only 20 percent.

219

Table 5.4.5D : Do you have the Intention of Switching to a Better Service Provider?

(figures in %)

Do you have the intention of switching to a better service provider?

Total Name of the Service Provider

Yes No

Airtel % within Name of the service provider 48.2 51.8 100.0

% within Do you have the intention of switching to a better service provider? 26.2 20.4 22.8

Vodafone % within Name of the service provider 20.0 80.0 100.0


Reliance % within Name of the service provider 42.0 58.0 100.0




Tata % within Name of the service provider 43.8 56.2 100.0


Idea % within Name of the service provider 46.9 53.1 100.0


Aircel % within Name of the service provider 40.0 60.0 100.0


Uninor % within Name of the service provider 53.8 46.2 100.0


MTS % within Name of the service provider 65.2 34.8 100.0




220

Figure 5.4.5D : Do you have the Intention of Switching to a Better Service Provider?

vi) If Decided to Switching to a Better Service Provider, Name of New

Service Provider

If we analysis the behaviour of the subscribers who have the switching intention,

the table 5.4.6D and figure 5.4.6D show that 33.3 percent subscribers of U.P.

(East) circle with switching intention are switching to Airtel and 31.1 percent

switching to Vodafone, 15.6 percent to BSNL, 10 percent to Reliance, 6.7 percent

to Tata, 2.2 percent to Idea and only 1.1 percent to Uninor. Therefore, Airtel and

Vodafone can be considered as first two preferred operators in this circle as far as

switching intention is concerned after the introduction of MNP. So the other

operators have to formulate their strategies to face this challenge considering the

factors responsible for switching intention.

221

Table 5.4.6D : If Decided to Switching to a Better Service Provider, Name of New Service Provider

(figures in %)


Name of New Service Provider.

Total Airtel Vodafone Reliance BSNL Tata Idea Uninor

Airtel % within Name of the service provider -- 12.5 12.5 50.0 18.8 -- 6.2 100.0

% within If Yes, Please tick the name of new service provider.

-- 7.1 22.2 57.1 50.0 100.0 17.8

Vodafone % within Name of the service provider 66.7 -- -- 33.3 -- -- -- 100.0


13.3 -- -- 14.3 -- -- -- 6.7

Reliance % within Name of the service provider 22.2 44.4 -- 11.1 22.2 -- -- 100.0


6.7 14.3 -- 7.1 33.3 -- -- 10.0

BSNL % within Name of the service provider 61.5 23.1 7.7 -- 7.7 -- -- 100.0


26.7 10.7 11.1 -- 16.7 -- -- 14.4

Tata % within Name of the service provider 18.2 72.7 -- 9.1 -- -- -- 100.0


6.7 28.6 -- 7.1 -- -- -- 12.2

Idea % within Name of the service provider 37.5 25.0 12.5 25.0 -- -- -- 100.0


10.0 7.1 11.1 14.3 -- -- -- 8.9

Aircel % within Name of the service provider 50.0 -- 50.0 -- -- -- -- 100.0


13.3 -- 44.4 -- -- -- -- 8.9

222


Name of New Service Provider.

Total Airtel Vodafone Reliance BSNL Tata Idea Uninor

Uninor % within Name of the service provider 16.7 50.0 -- -- -- 33.3 -- 100.0


3.3 10.7 -- -- -- 100.0 -- 6.7

MTS % within Name of the service provider 46.2 46.2 7.7 -- -- -- -- 100.0


20.0 21.4 11.1 -- -- -- -- 14.4

Total % within Name of the service provider 33.3 31.1 10.0 15.6 6.7 2.2 1.1 100.0


100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

Figure 5.4.6D : If Decided to Switching to a Better Service Provider, Name of New Service

Provider

223

vii) Reasons for Switching to New Operator

The table 5.4.7D and figure 5.4.7D describe the behavior of subscribers who have

the switching intention - overall 45.6 percent subscribers are switching to other

service providers for better customer services followed by 24.4 percent

subscribers are switching for minimum call charges, 14.4 percent subscribers are

switching for better connectivity and 15.6 percent are switching due to other

factors i.e. for better value added services, multimedia services, billing

services/tariff plans etc.

Table 5.4.7D : Reasons for Switching to New Operator

(figures in %)

Why do you want to switch to new operator?

Total


Better

Connectivity Minimum Call

Charges

Better Customer

Service Any other,

Please specify

Airtel % within Name of the service provider -- 100.0 -- -- 100.0

% within Why do you want to switch to new operator?

-- 72.7 -- -- 17.8

Vodafone % within Name of the service provider -- 33.3 66.7 -- 100.0


-- 9.1 9.8 -- 6.7



15.4 4.5 14.6 -- 10.0

BSNL % within Name of the service provider 7.7 -- 84.6 7.7 100.0


7.7 -- 26.8 7.1 14.4

Tata % within Name of the service provider 18.2 9.1 54.5 18.2 100.0


15.4 4.5 14.6 14.3 12.2

224

Why do you want to switch to new operator?

Total


Better

Connectivity Minimum Call

Charges

Better Customer

Service Any other,

Please specify



15.4 9.1 9.8 -- 8.9

Aircel % within Name of the service provider 25.0 -- 25.0 50.0 100.0


15.4 -- 4.9 28.6 8.9

Uninor % within Name of the service provider 16.7 -- 66.7 16.7 100.0


7.7 -- 9.8 7.1 6.7

MTS % within Name of the service provider 23.1 -- 30.8 46.2 100.0


23.1 -- 9.8 42.9 14.4



100.0 100.0 100.0 100.0 100.0

Figure 5.4.7D : Reasons for Switching to New Operator

225

Section E

5.5 Testing of Hypotheses

i) Hypothesis - H01: There is no impact of customer care services on

overall satisfaction of the mobile Phone subscribers.

Table 5.5.1E : Rating of the customer care services and Rating of Overall Satisfaction Level

with the Service Provider

Parameters

Rate Your Overall Satisfaction Level with Your Service Provider

Total Highly

Dissatisfied Dissatisfied Neutral Satisfied

How do you rate the customer care services of your mobile operator?

Much worse than expected 0 2 0 0 2

Worse than expected 7 120 6 0 133

Equal to my expectations 0 27 68 111 206

Better than expected 0 18 0 207 225

Much better than expected 15 0 0 19 34

Total 22 167 74 337 600

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 6.532E2 12 .000

Likelihood Ratio 598.222 12 .000

Linear-by-Linear Association 170.119 1 .000

N of Valid Cases 600

Since the value of Pearson Chi-square is 6.532E2 i.e. 653.2, which is

greater than the tabulated value (21.03) at 12 degrees of freedom and 5% level of

significance therefore the Null Hypothesis There is no impact of customer care

226

services on overall satisfaction of the mobile phone subscribers is rejected; the

customer care services have an impact on the overall satisfaction of the mobile

phone subscribers.

ii) Hypothesis - H02: There is no relationship between overall satisfaction

and switching intention of the subscribers.

Table 5.5.2E : Overall Satisfaction Level with Service provider Switching Intention

Level of Satisfaction

Do you have the intention of switching to a better service provider Total

Yes No


Highly Dissatisfied 7 15 22

Dissatisfied 167 0 167

Neutral 68 6 74

Satisfied 10 327 337

Total 252 348 600

Chi-Square Tests






Since the value of Pearson Chi-square is 5.179E2 i.e. 517.9 is which is

greater than the tabulated value (7.82) at 3 degree of freedom and 5% level of

significance so the Null Hypothesis - There is no relationship between overall

satisfaction and switching intention of the subscribers is rejected and the above

data show that with the increase in the level of satisfaction subscribers do not

prefer to have the switching intention.

227

iii) Hypothesis - H03: There is no relationship between satisfaction with

effectiveness of the network and switching intention of the mobile

phone subscribers.

Table 5.5.3E : Satisfaction with effectiveness of the Network Switching Intention


Do you have the Intention of Switching to a better Service Provider Total

Yes No

Rate your satisfaction level with reference to effectiveness of the network


Neutral 74 241 315

Satisfied 61 82 143

Total 252 348 600

Chi-Square Tests







greater than the tabulated value (5.99) at 2 degrees of freedom and 5 per cent level

of significance therefore the Null Hypothesis There is no relationship between

satisfaction level with reference to effectiveness of the network and switching

intention of the mobile phone subscribers is rejected; and the above data show

that with the increase in the level of satisfaction with effectiveness of the network,

subscribers do not prefer to have the switching intention.

228

iv) Hypothesis - H04: There is no relationship between the call charges

and switching intention of the mobile phone subscribers.

Table 5.5.4E : Satisfaction with the Call Charges Switching Intention



Yes No

Rate your satisfaction level with reference to call charges

Highly Dissatisfied 9 0 9


Neutral 44 114 158


Highly Satisfied 40 19 59

Total 252 348 600

Chi-Square Tests







greater than the tabulated value (9.49) at 4 degrees of freedom and 5% level of

significance therefore the Null Hypothesis There is no relationship between the

call charges and switching intention of the mobile phone subscribers is rejected;

and the above data show that with the increase in the level of satisfaction with call

charges, subscribers do not prefer to have the switching intention.

229

v) Hypothesis - H05: There is no relationship between satisfaction with

multimedia/value added services and switching intention of the mobile

phone subscribers.

Table 5.5.5E : Satisfaction with Multimedia/Value Added Services Switching Intention



Yes No

Rate your satisfaction level with reference to multimedia/value added services

Dissatisfied 6 0 6

Neutral 108 116 224


Highly Satisfied 0 3 3

Total 252 348 600

Chi-Square Tests


Pearson Chi-Square 16.923 3 .001




Since the value of Pearson Chi-square is 16.923, which is greater than the

tabulated value (7.82) at 3 degrees of freedom and 5% level of significance

therefore the Null Hypothesis There is no relationship between satisfaction level

with Multimedia/Value added Services and switching intention of the mobile

phone subscribers is rejected; the above data show that with the increase in the

level of satisfaction with Multimedia/Value added services, subscribers do not

prefer to have the switching intention.

230

Section F

5.6 Factor Analysis

(i) Factor Analysis with reference to Customer Care Services

Factor Analysis is a method of reducing data complexity by reducing the number

of variables being studied. The first stage of factor analysis involves factor

extraction where our objective is to identify how many factors will be extracted

from the data. We Eigen value of 1

From the table given below, it is observed that all the eight variables are

combined together into one variable because only one factor has been extracted

and the label assign

Table 5.6.1F : Communalities

Initial Extraction Prompt customer services in terms of accessibility of customer care centres and handling of customer complaints

1.000 .581

Ability of the customer care executive to understand the specific needs of the customer and to communicate with them

1.000 .727

Sincerity, patience and capability to solve customer problems. 1.000 .722

Satisfaction with the response of customer care executive. 1.000 .714

Willingness of customer care executive to help in emergency situations 1.000 .728

The behaviour of Customer care executive in establishing service confidence and their customer centric approach

1.000 .790

Rating for customer care services of your mobile operator 1.000 .716

Are Customer care executive apologizing for inconvenience caused to customers? 1.000 .623

* Extraction Method: Principal Component Analysis.

231

Table 5.6.2F : Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings

Total % of Variance

Cumulative % Total % of

Variance Cumulative

%

1 5.600 70.003 70.003 5.600 70.003 70.003

2 .732 9.155 79.158 - - -

3 .441 5.515 84.673 - - -

4 .373 4.661 89.334 - - -

5 .303 3.784 93.118 - - -

6 .236 2.953 96.072 - - -

7 .171 2.132 98.204 - - -

8 .144 1.796 100.000 - - -


Table 5.6.3F : Component Matrixa

Component

1 Prompt customer services in terms of accessibility of customer care centres and handling of customer complaints

.762

Ability of the customer care executive to understand the specific needs of the customer and to communicate with them

.853

Sincerity, patience and capability to solve customer problems. .850

Satisfaction with the response of customer care executive. .845

Willingness of customer care executive to help in emergency situations .853

The behaviour of Customer care executive in establishing service confidence and their customer centric approach

.889

Rating for customer care services of your mobile operator .846

Are Customer care executive apologizing for inconvenience caused to customers? .789

* Extraction Method: Principal Component Analysis. a 1 components extracted

232

Table 5.6.4F : Rating of Customer Care Services and City of Respondents

Crosstab

Rating of customer care services

City of Respondent

Total Varanasi Kanpur Lucknow Allahabad


Count 42 26 18 21 107

% within Rating of customer care services of mobile operators

39.3 24.3 16.8 19.6 100.0

% within City of Respondent 28.0 17.3 12.0 14.0 17.8

Worse than expected Count 0 16 6 6 28


-- 57.1 21.4 21.4 100.0

% within City of Respondent -- 10.7 4.0 4.0 4.7


Count 54 87 82 64 287


18.8 30.3 28.6 22.3 100.0


Better than expected Count 48 15 44 59 166


28.9 9.0 26.5 35.5 100.0



Count 6 6 0 0 12


50.0 50.0 -- -- 100.0

% within City of Respondent 4.0 4.0 -- -- 2.0

Total Count 150 150 150 150 600


25.0 25.0 25.0 25.0 100.0


233

Figure 5.6.1F : Rating of Customer Services and City of the Respondents

In this study, data analysis is based on data collected from the mobile

phone subscribers of four major cities of U.P.(East) circle. Considering the city

wise variations in the effectiveness of customer care services, the researcher in

order to study and analyse U.P.(East) circle has included the mobile phone

i.e. Varanasi, Kanpur, Lucknow

and Allahabad of U.P.(East) circle.

234

Table 5.6.5F : Rating of Customer Care Services and Name of the Service Provider

Crosstab

Rating of customer care

services of mobile operators

Statistics Name of the Service Provider



Count 0 3 24 33 16 11 7 2 11 107


-- 2.8 22.4 30.8 15.0 10.3 6.5 1.9 10.3 100.0


Worse than expected

Count 0 9 2 1 0 3 3 9 1 28


-- 32.1 7.1 3.6 -- 10.7 10.7 32.1 3.6 100.0

% within Name of the service provider -- 9.0 2.3 1.2 -- 4.7 10.0 34.6 4.3 4.7


Count 83 41 31 37 27 36 9 13 10 287


28.9 14.3 10.8 12.9 9.4 12.5 3.1 4.5 3.5 100.0



Count 42 47 31 13 5 14 11 2 1 166


25.3 28.3 18.7 7.8 3.0 8.4 6.6 1.2 0.6 100.0



Count 12 0 0 0 0 0 0 0 0 12


100.0 -- -- -- -- -- -- -- -- 100.0

% within Name of the service provider 8.8 -- -- -- -- -- -- -- -- 2.0

Total Count 137 100 88 84 48 64 30 26 23 600


22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


235

Figure 5.6.2F : Rating of Customer Care Services and Name of the Service Provider

With reference to Rating of customer care services it is clear that Airtel

and Vodafone are the leading players and doing very well on this parameter

however it is an area of concern for players like Reliance, BSNL, Aircel, Tata

and MTS to retain their subscribers in this highly competitive telecom circle.

(ii) Factor Analysis with reference to Quality Dimensions

With reference to quality dimensions, it is observed that all the six variables

should be combined together into one variable because factor analysis has

extracted only one factor and the label assigned to that single factor could be

This single factor contains the maximum information of all the six

variables. With reference to quality dimensions, it is observed that contribution of

236

economical factor towards the quality dimensions is insignificant as compared to

the other factors and has already being analyzed separately.

Table 5.6.6F : Communalities

Initial Extraction

Effectiveness of the network to offer variety of entertainment facilities 1.000 .532

How truthful (keeping to promises) is your service provider to you? 1.000 .747

Having sound loyalty programme to recognize you as a frequent customer. 1.000 .767

How economical is the use of your telecom network services? 1.000 .102

Network Innovativeness 1.000 .596

How do you rate the brand image and reputation of your service provider? 1.000 .515


Table 5.6.7F : Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings

Total % of Variance

Cumulative % Total % of

Variance Cumulative

%

1 3.259 54.324 54.324 3.259 54.324 54.324

2 .941 15.689 70.013 - - -

3 .671 11.188 81.200 - - -

4 .599 9.991 91.192 - - -

5 .317 5.290 96.481 - - -

6 .211 3.519 100.000 - - -


237

Table 5.6.8F : Component Matrixa

Component

1

Effectiveness of the network to offer variety of

entertainment facilities .729

How truthful (keeping to promises) is your service

provider to you? .865

Having sound loyalty programme to recognize you

as a frequent customer. .876

How economical is the use of your telecom

network services? .320

Network Innovativeness .772

How do you rate the brand image and reputation of

your service provider? .717

* Extraction Method: Principal Component Analysis. a 1 components extracted

238

Table 5.6.9F : Brand Image and Reputation of Service Provider and Name of the Service Provider

Crosstab

Brand image and reputation of

service provider Statistics




Count 0 3 9 20 1 9 6 2 9 59

% within Brand image and reputation of service provider

-- 5.1 15.3 33.9 1.7 15.3 10.2 3.4 15.3 100.0


Worse than expected

Count 0 0 17 14 15 11 4 9 3 73


-- -- 23.3 19.2 20.5 15.1 5.5 12.3 4.1 100.0

% within Name of the service provider -- -- 19.3 16.7 31.2 17.2 13.3 34.6 13.0 12.2


Count 47 16 20 24 7 10 9 4 3 140


33.6 11.4 14.3 17.1 5.0 7.1 6.4 2.9 2.1 100.0



Count 67 81 42 26 25 31 11 10 8 301


22.3 26.9 14.0 8.6 8.3 10.3 3.7 3.3 2.7 100.0



Count 23 0 0 0 0 3 0 1 0 27


85.2 -- -- -- -- 11.1 -- 3.7 -- 100.0

% within Name of the service provider 16.8 -- -- -- -- 4.7 -- 3.8 -- 4.5

Total Count 137 100 88 84 48 64 30 26 23 600


22.8 16.7 14.7 14.0 8.0 10.7 5.0 4.3 3.8 100.0


239

Figure 5.6.3F : Brand Image and Reputation of Service Provider

Service provider wise analysis shows that with reference to Brand Image

and reputation of service provider, only Airtel and Vodafone subscribers are

satisfied however, for all the other service providers, it is an area of serious

concern.

5.7 Conclusion

This chapter discussed the data analysis of the collected data i.e., profile of the

respondents, various problems faced by mobile subscribers, satisfaction level of

mobile subscribers with reference to the customer care services and the quality

dimensions, the level of overall satisfaction of the mobile phone subscribers with

their service providers, awareness about MNP, switching intention and reasons for

240

their switching intention. The data were collected from primary and secondary

sources. Researcher analyzed primary data with various statistical tools and

techniques and hypotheses testing were done to achieve the objectives of the

study. In this backdrop of analysis, the researcher proceeds with major findings,

conclusion and recommendations.

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