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A STUDYON
CUSTOMER SATISFACTION ON MOBILE POSTPAID CONNECTION
AT
BHARTI AIRTEL LIMITED (HYDERABAD)
A Project Report submitted to
VISHWA VISHWANI Institute of Systems & M anagement ( AICTE )In partial fulfillment of requirement for the award of POST GRADUATE PROGRAM (DEGREE) IN BUSSINESS
MANAGEMENT for the 2006-08 session
Submitted By :
RAJU SHANKAR Reg. No. - 2014
VISHWA VISHWANIInstitute of Systems & Management (AICTE)
Boston House, Thumukunta (P.O), Hakimpet (via) Hyderabad - 500078
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The Project (Masters Thesis) of
RAJU SHANKAR
Titled
A STUDY
ON
CUSTOMER SATISFACTION ON MOBILE POSTPAID CONNECTION
Is approved and accepted in quality form
Project Guide : External Examiners
Name: Nam
Qualification: Qualification:Signature: Signature:
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STUDENT DECLARATION
I hereby declare that the Project (Masters Thesis)
Titled
A Study on
CUSTOMER SATISFACTION IN MOBILE POSTPAID CONNECTION
A Project Report Submitted toVISHWA VISHWANI Institute of Systems & Management (AICTE)
In partial fulfillment of requirement for the award of
POST GRADUATE PROGRAM (DEGREE) IN BUSSINESSMANAGEMENT for the 2006-08 session
Is my original work and not submitted for the award of any other Degree, Diploma, or other similar title or prizes
Place:Date :
Student Name & Signature
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ACKNOWLEDGEMENT
I thank to my college Director Mr. Mohan S. Rao for his
encouragement and extending his support in completing the study at Bharti
Airtel Limited (Hyderabad).
I wish to express my heartfelt thanks to Mr. R. Vijay Prasad Marketing
Faculty of VISHWA VISHWANI Institute of Systems and Management
for his guidance, vital Support & cooperation.
Also I would like to express my sincere thanks to Mr. C.V. Ranga Reddy external faculty of VISHWA VISHWANI
Institute Of Systems and Management & Mr. B. Satyanarayana faculty
of VISHWA VISHWANI Institute of Systems and Management for their
Motivation, inspiration & encouragement.
Last but not the least; I am grateful to Mr. Ravi Mehra (Zonal head
Post-paid, sales) & Mr. P. Kiran Kumar from BHARTI AIRTEL Limited
for their unfolding Stretch on Which the Project has been written.
I am very much grateful to my parents for their support & inspiration
On this project.
(RAJU SHANKAR)
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CONTENTS
Page No.
Chapter-IIntroduction 7-10
Company profile 11-17
Product profile 18-20
Literature review 21-24Chapter-II
Objectives of the study 26-27
Limitations of the study 28-29Chapter-III
Research methodology 31-38Chapter-IV
Data Analysis & Interpretation 40-47Chapter-V
Findings 49-50
Recommendation 51-52
Annexure 53-57Chapter-VI
Bibliography 59-60
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CHAPTER-I
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INTRODUCTION
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INTRODUCTION
The telecom industry is one of the fastest growing industries in India. India
has nearly 200 million telephone lines making it the third largest network in
the world after China and USA. With a growth rate of 45%, Indian telecom
industry has the highest growth rate in the world.
History of Indian Telecommunications started in 1851 when the first
operational land lines were laid by the government near Calcutta (seat of
British power). Telephone services were introduced in India in 1881. In 1883telephone services were merged with the postal system. Indian Radio
Telegraph Company (IRT) was formed in 1923. After independence in 1947,
all the foreign telecommunication companies were nationalized to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a strategic
service and the government considered it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created:
the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
service in metropolitan areas.
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In 1990s, telecommunications sector benefited from the general opening up
of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in openingup of telecom services sector for the private sector. National Telecom Policy
(NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector. In 1997, Telecom Regulatory Authority of
India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy
was adopted in 1999 and cellular services were also launched in the same
year.
Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long
distance services. The state operators (BSNL and MTNL), account for
almost 90 per cent of revenues from basic services. Private sector services
are presently available in selective urban areas, and collectively account for
less than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global Systemfor Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch, and
Idea Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony
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services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source
of revenue. The reduction in tariffs for airtime, national long distance,international long distance, and handset prices has driven demand.
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COMPANYPROFILE
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About Bharti Airtel Limited:
Bharti Airtel Limited, a group company of Bharti Enterprises, is Indias
leading integrated telecom services provider with an aggregate of 62 million
customers. Bharti Airtel has been rated among the best performing
Companies in the world in the Business Week IT 100. Bharti Airtel is
Structured into three strategic business units Mobile services, Broadband
& Telephone (B&T) services and Enterprise services. The mobile businessProvides mobile & fixed wireless services using GSM technology across 23
Telecom circles. The B&T business provides broadband & telephone
Services in 94 cities. The Enterprise services provide end-to-end telecom
Solutions to corporate customers and national & international long distance
Services to carriers. All these services are provided under the Airtel brand.
Airtels high-speed optic fiber network currently spans over 53,000 kmsCovering all the major cities in the country. The company has two
International landing stations in Chennai that connects two submarine cables
Systems - i2i to Singapore and SEA-ME-WE-4 to Europe.
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Vision:-
By 2010 Airtel will be the most admirable brand in India.
Loved by more customers
Targeted by top talent
Benchmarked by more businesses.
Bharti Airtel crosses the 62 million customer mark
Becomes the fastest private telecom company in the world to achieve thismilestone
Enters into the league of the worlds top telecom companies, moves towards
top 5 global mobile companies Adds last 25 Million in just 14 months, accelerates towards the 100 millioncustomer mark
Rapidly expands network, to roll out across all census towns and over 5, 00,000 villages covering over 95% of the population.
Bharti Airtel has achieved the distinction of becoming the fastest privatetelecom company in world to achieve this landmark in a single country
within 143 months of start of operations. The 50 million customer base
covers mobile as well as broadband & telephone customers.
Commenting on this major global landmark, Mr. Akhil Gupta, Joint
Managing Director, Bharti Airtel said, We are delighted to have achieved
this major landmark, which puts Bharti Airtel amongst the top telecomcompanies in the world. It underlines the strength of our unique business
model and our vision to provide affordable services like lifetime prepaid to
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customers across the length and breadth of the country. I would like to thank
our partners for having shared our vision. This milestone highlights the
emergence of India as one of the top telecom markets in the world and we
are proud to have been at the forefront of this growth. Going forward, we
believe this growth momentum will remain intact and we are gearingtowards the 100 million customers mark.
Bharti Airtel crossed the 10 million customer mark in November 2004. In
July last year, it crossed the 25 million customer mark. The company added
the next 25 million customers in just 14 months. This is amongst the fastest
rate of customer additions by any telecom company in the world.
Mr. Manoj Kohli, President & CEO, Bharti Airtel added, This is a very
proud moment for us and I would like to thank our 50 million customers for
believing in Airtel. It is a tribute to our commitment to provide best-in-class
services to our customers and lead the market with exciting innovations. We
are committed to create a world-class organization and benchmark it with
the best in the world. As the market gets ready for the next wave of growth,
we are committed to expanding our telecom networks wider and deeper
across the country and partner Indias growth story.
In the mobile business, Bharti Airtel plans to make considerable investments
in Network expansion to establish presence in all census towns and over
500,000 villages across India by 2010, thereby covering 95% of the
countrys total population. The companys strategic focus will be on further
strengthening the Airtel brand through best-in-class customer service, which
is backed by wide national distribution.In the Enterprise business, Bharti Airtel will invest substantially in the long
distance business to achieve the scale of a global carrier within next 2-3
years. It is also strengthening the corporate business towards becoming a
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preferred managed services partner for the top 2000 corporations. In
Broadband & Telephone SBU, Bharti Airtel will initiate large-scale
deployments of broadband network infrastructure in 94 towns, with a sharp
focus on the home and SME segments. It is readying to offer triple play to
its customers with the launch of its IPTV service. The company is alsolooking at commencing national DTH operations by the end of the current
fiscal.
ORGANIZATION STRUCTURE
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16
CEO
COO
GMFINANCE
ZONAL BIZ.MANAGER
(SALES)
GMLEGAL
GMCSD
ZMPRE PAID
GM NETWORK
ZMPOST PAID
GMHR
GMMARKETING
CSM
HEADCSD
TM
ZMPCO
TM TM
GMMARKETING
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17
SR. MANAGER
VAS
MANAGERPCO
MANAGER
ALLIANCES &TIE UPS
SR. MANAGER
PCO
SR MANAGER USAGE &
RETENTION
MANAGER PRE PAID
MANAGER PRE PAID
SR. MANAGER
ACQUISITION
MANAGER
POST PAID
MANAGER
POST PAID
MANAGER VOICE
MANAGER
SMS
SR. MANAGER BRAND &
COMM.
MANAGER NATIONAL
LONGDISTANCE &ROAMING
MANAGER COMM.
MANAGER DATA
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PRODUCTPROFILE
Normal plan:
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My Plan 299
249 Delight
Supersaver 399
399 full value
All-in-one 699
1299 pack
2499 pack
125 pack (for government employee)
Corporate plan:
CUG-EMI-249
CUG-249 (R1)
CUG- 249 AES
CUG Gold- 299
CUG platinum- 399
Toppings Available
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Local Mobile pack
Local Airtel pack
Local Landline pack
Night pack
STD pack
Local SMS pack
Local + National SMS pack
International pack
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LITERARATUREREVIEW
Customer Satisfaction
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The Value of Customer SatisfactionBy Andrew Mennie , General Manager eGain Communications EMEA
What is the connection between customer satisfaction and the bottom line?
Ever wondered how much customer satisfaction is worth? We all know and
Accept that it is a strategic goal for all organizations involved in the delivery
of customer service. Yet in all my experience as a professional in this arena,
I have never come across a customer services director who could articulate the
Financial value of customer satisfaction to their business. Conversely, I have
Never met a customer service Director Who wasnt measured on it. How
Bizarre. Big business is happy to measure it but doesnt know what its worth.One of the reasons for the difficulty in making the connections, is the
Intangibility of customer churn. That is to say, how dissatisfied does a
Customers have to be before they leave and sign with the competition? What
Might be an intolerable experience for one customer may well exceed all
Expectations of another. Then theres competition. What if there isnt any?
Before deregulation how concerned were the large utility companies withCustomer satisfaction or British Telecom comes to that. Interesting therefore
That the telecoms sector is where war is being waged on customer
Satisfaction Could it that be high customer satisfaction attracts new customers
and helps retain existing ones? Sounds like that could be worth something.
There is no question that customer satisfaction is difficult to measure, but why
Is measurement so essential?
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As a student I opened my first bank as an adult with a major high street
Bank. They attracted me with their offer of a $ 10 deposit to the account. I
Stayed with them through the four years of university, through the gradually
Increasing overdraft, the unintentional forays beyond the overdraft limit, thelost ATM cards, the replacement cheque books, the minimal deposits, the
Regular and very small withdrawals. Except for the penalty charges for the
Overdraft excursions the bank made very little money out of me, and in fact
Incurred untold cost in maintaining me as a student customer.
All that effort, clearly with the goal of keeping me in my earning years and
reaping back their investment. In fact I felt consciously loyal to them at that
point and even recognize that it was my turn to pay them back. So why was
their customer service so poor once I became a full-time employee? I stayed
with them for several years using them for mortgage service, investment and
insurances but eventually churned to one of the first telephone banks. I have
been with them a few years now and every time I phone them they are aware
of my recent communications with them, request that I have made and they
dont try to sell an unwanted insurance policy at the end of every call.
Ten Basic Rules for Customer Satisfaction
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1. Involve top management.
2. Know the customers.
3. Let the customers define what attributes are important.
4. Know the customers requirements, expectations, and wants.
5. Know the relative importance of customer decision criteria.
6. Gather and trust data.
7. Benchmark the data against competitors, and identify competitive
Strengths and weaknesses.
8. Develop cross-functional action plans that enhance strengths and
Correct weaknesses.
9. Measure performance continually and spread the data throughout
The organization.
10. Be committed to getting better and better and better.
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CHAPTER II
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OBJECTIVE OFTHE STUDY
OBJECTIVES OF THE STUDY
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Creating an awareness to Airtel postpaid customers about the facilitiesin postpaid connections.
Analyzing the problem faced by postpaid customers.
Collecting the data bases of different age group of customersinterested in different types of toppings offer.
Motivating the customers to take postpaid connections.
Analyzing which postpaid plan is more used by customers.
Analyzing which type of topping is more used by customers.
Analyzing the satisfaction level of customer towards postpaid
connection.
Scope of the study:
The study is conducted on AIRTEL postpaid user at AIRTEL
RELATIONSHIP CENTER. The study is confined to the area of
Hyderabad and Secunderabad.
The size of the sample was: 300
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LIMITATIONS
LIMITATIONS
The present study is subjected to following LIMITATIONS.
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1. Method of data collection was through personal interview andtherefore bias becomes a major limitation.
2. Due to the time constraints all the customers were not covered.
3. The sample was restricted to 300 customers, which may restrict thescope and completion of study.
4. The scope of study is restricted only to the twin cities of Hyderabad and Secunderabad.
5. Owing to their pre occupation some customers were unable toanswer the complete questionnaire.
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CHAPTER-III
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RESEARCHMETHODOLOGY
METHODOLOGY
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MARKETING RESEARCH
Definition of marketing research is approved by the board of the American
Marketing Association (AMA) is:
Marketing research is the functions which links the customer and public
To marketer through information used to identity and define marketing
Opportunities and problems; generate define and evaluate, marketing
Actions, monitor marketing performance, and improve understanding of
Marketing as a process.
Simply, marketing research is the systematic design, collection, analysis and
Reporting of the data findings relevant to a specific marketing situation
facing the company. Careful planning through all stages of the research is a
necessity.
Objectivity in research is all- important. The heart of the scientific method is
The objective gathering and analysis of the information.
The function of marketing research within a company is to provide the
Information and analytical inputs necessary for effective.
Planning of future marketing activity.
Control of marketing operations in the present .
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Evaluation of marketing results.
A research may undertake any of three types of research investigations
depending upon the problem. These three types of research included.
Basic research
Applied research
Designated fact gathering
BASIC RESEARCH
It is also known as the pure fundamental research which refers to those
studies, sole purpose of which is the discovery of new information. It is
conducted to extend the horizon in given area of knowledge with no
immediate application to existing problem.
APPLIED RESEARCH
It is an attempt to apply the various marketing techniques, which have been
developed as research, first and later on they become applied research
techniques. It is an attempt to apply the basic principles and existing
knowledge for the purpose of solving the operational problems.
DESIGNATED FACT GATHERING
It refers to a research where the investigator attempts nearly to gather some
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predetermined data.
Steps in Marketing Research Process
Marketing Research Process can be carried out through the following steps:
Define the problem and research objectives
Develop the research plan
Collect the information
Analysis and interpretations
Present the findings
DEFINE THE PROBLEM AND RESEARCH OBJECTIVES
In a very sense, this is the heart of the research process. This is the first step,
which calls for the marketing manage and marketing research.
RESEARCH PLAN DEVELOPMENT
The second calls for developing the most efficient plan for gathering the
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needed information. Not to forget the cost or values of research the
Marketing manager must estimate process its approval, Research plan calls
For decision on
a) Data source
i. Primary data to be collected for a specific purpose.
ii. Secondary data collected for another purpose and alreadyexisting some where.
1. Research Approaches: Primary data can be collected in four ways:
1. Observational research
2. Focus group research
3. Survey research
4. Experimental research
2. Research Instruments: Marketing researchers can use questionnaires
in collecting of primary data, because of its flexibility, questionnaires
is by for the most common instrument used to collect primary data.
3. Sampling Plan: This plan calls for the three aspects:-
a) Define the sampling unit.
b) Decide the sample size.
c) Decide the sampling procedure whether to use probability or
non-probability sampling methods.
4. Contract method: once the sampling plan has been determined, this
has to decide how the subject should be contacted. The choices are
mail, telephone or research interviews.
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COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase to
error. Carry out the field work, collect data using the instruments, adjust theProblem of not at homes, replaced, refusal to co-operate, biased or dishonest
answers.
ANALYSIS AND INTERPRETATIONS
The next to last step is to extract pertinent findings from the collected data.
The researcher edits, code, tabulate the collected data.
PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings.
The researchers have to arrange the researched result according to an
approved reporting format, get the report typed and bound, present the
copies of the report to the concerned authorities.
RESEARCH METHODOLOGY/ DESIGN
The methodology adopted for eliciting the data required for the study was
survey method. It is the overall pattern or framework of the project that will
dictate as to what information is to be collected, from which sources and by
what procedures.
RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose
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toppings facilities. The survey was carried in twin cities of Hyderabad and
Secunderabad with the sample size of 300. The survey was carried out with
the help of a structured questionnaire, which helps in accomplishing the
research objectives. The respondents by means of personal interview
administer this structured ended questionnaire.
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CHAPTER-IV
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DATA ANALYSIS&
INTERPRETATION
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0
20
40
60
80
100
120
140
299 249 399 Others
PLANS
PLAN TAKEN BY CUSTOMERS
NO OF CUSTOMERS
In my study I found that most of the customers (40%) having
Supersaver 399 plan. My plan 299 - (20%), 249 delight- (10%) & others
(30%) It is shown in the above bar diagram.
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0
20
40
60
80
100
120
140
160
Cash Credit card Cheque Internet Banking
MODE OF PAYMENT
NO OF CUSTOMERS
In my survey I observed that most of the customers paid their bill through
cash (45%) & credit cards (35%) respectively. And the rest cheque (18%)
& Internet banking (2%).
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STD pack 65%
Local Mobile pack 10%
Local SMS pack 20%
Others5%
Toppings taken by customers
In my survey I found that most of the customers have taken STD pack
(65%). It is shown in the above pie diagram.
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0
5
10
15
20
25
30
35
40
45
50
January February March April
TOPPINGS SOLD IN THE MONTHS OF2008
Toppings Sold
The interesting observation of this survey is the sales of the toppings were
increasing regularly. It reveals that popularity of toppings were increasingthrough sales. These are the data of only one AIRTEL RELATIONSHIP
CENTER.
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Less than6 Months
5%
6 monthsto 1 year
10%
1 to 2 years35%
More than 2years50%
CONSISTENSY LEVEL OF CUSTOMERS
In my survey I observed that (50%) of the customers are constantly buying
Post paid connections for the past two years, 35% between 1to2 years, 10%
between 6months to 1 year and 5% less than 6 months. The survey indicates
good consistency level & commitment of the customers.
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CHAPTER-V
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FINDINGS
FINDINGS
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1. Customers are satisfied with various plans.
2. It was observed that most of the customers expressed their unhappiness
over billing services. Either they were wrongly charged or they never received bills on time.
3. Senior citizens are very particular about rentals.
4. Through my survey, I came to know that most of the customers are
satisfied with our plans and toppings.
5. Through my survey I observed that most of the customers are using STDpack.
6. I observed that most of the customers are using supersaver-399 plan.
7. I observed that most of the customers like Airtel advertisement and
punch-line.
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SUGGETIONS
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SUGGESTIONS
1. To ensure better customer satisfaction & maintain higher level of
Customer relationship management, the billing department has to bemore effective & efficient.
2. To retain existing customers means offering the best scheme. This
Would automatically attract new customers. Airtel need not spend on
advertisement to attract new customers.
3. Airtel should continue to offer the best toppings to stay at the top.
4. There should be no compromise in quality and the network facility.
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ANNEXURES
QUESTIONNAIRE
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(a) My plan-299 (b) 249 Delight[ ]
(c) Supersaver-399 (d) Others
2. What do you think before taking the connections?
(a) Rental (b) Brand Value[ ]
(c) Network coverage (d) All of these
3. How long have you been using Airtel postpaid connection?
(a) Less than 6 Months (b) 6 months to 1 year [ ]
(c) 1 to 2 years (d) More than 2 years
4. How you pay your bill?
(a) By Cash (b) By Cheque[ ]
(c) By Credit card (d) By Internet Banking
5. Mostly where do you pay your bill?
(a) Airtel Relationship Center (b) E-seva
[ ](c) Drop Box
6. Which type of problem you are facing in postpaid connection?
(a) Bill payment (b) Never get bill on time[ ]
(c) Wrongly charged (d) Never get bill
7. Are you satisfied with Airtel call center executives?
(a) Excellent (b) Good[ ]
(c) Satisfied (d) Unsatisfied
8. Are you satisfied with Airtel floor executives?
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(a) Excellent (b) Good[ ]
(c) Satisfied (d) Unsatisfied
9. Are you aware of various toppings offer of Airtel?
(a) Yes (b) some what [ ](c) No
10. Which topping you normally use?
(a) STD pack (b) Local Mobile pack [ ]
(c) Local SMS pack (d) others
12. Do you know about Airtel Night pack topping?
(a) Yes (b) No[ ]
(c) Not heard
13. Do you know about International topping?
(a) Yes (b) No
[ ](c) Not heard
14. Are you satisfied with Airtel toppings?
(a) Excellent (b) Good[ ]
(c) Satisfied (d) Unsatisfied
15. Which companys advertisement and punch lines you like most?
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(a) Airtel [Barriers break when people talk ~ Express yourself]
(b) BSNL [BSNL, Best hai Mere liye]
(c) Idea [An Idea can change your life] [ ]
(d) Reliance [One nation one tariff]
(e) Tata Indicom [ Do more live more]
16. Overall Satisfaction on postpaid connection
(a) Excellent
(b) Good
(c) Satisfied
(d) Unsatisfied
17. Would you like to give your suggestions to improve the satisfaction levelof customer?
(a) Yes [ ]
(b) No [ ]
If yes specify your suggestions
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CHAPTER-VI
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TEXT BOOKS
Principles of Marketing Philip Kotler and Gery Armstrong
Marketing Research D.D. Sharma
Marketing Research Green & Tull
Websites:
WWW. BHARTIAIRTEL.IN
WWW. AIRTEL.IN
WWW. GOOGLE.COM