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Market Research PPT
Deriving Cause & affect relationship to measure satisfaction level of GSM customers
NewGate India Hyderabad, Andhra Pradesh- 500038
Website: www.newgate.in
Email: [email protected] Slideshare URL :
http://www.slideshare.net/newgateindia
AGENDA
DISSERTATION JAN 2010-2012 2
Introduction
Research Methodology
Results & Discussion
Recommendation & Conclusion
Questions & Answer
1
2
3
4
5
INTRODUCTION
D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2 3
Research Overview
Research Topic
Research Objectives
Proposed Null Hypothesis
Assumptions Considered
Research Purpose
Research Motivation
Problems faced by marketers
Relevance to real world
Need
Scope
Limitations of study
Industry Market shares
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Research Overview
INTRODUCTION
The industry chosen is Telecom Industry & service is [GSM] cellular mobile SIM.
This is purely a cause affect research that has established a relationship to understand on what basis GSM customers evaluate a particular [GSM] mobile operator in post purchase stage to conclude whether they are satisfied or not.
It has also focused on key factors that influence customer buying decision and when customer would stick to any particular [GSM] operator.
This research provides a deeper insight into various customer priorties during post purchase evaluation that sets a standard for service provider to understand under what circumstances customers would respond positively or may not revert back
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Research Topic
INTRODUCTION
Cause & affect relationship to measure satisfaction level of GSM customers
To identify & prioritize the factors that would make customer satisfied after subscription to any [GSM] operator in India & deriving a cause affect relationship between those factors
& customer satisfaction level.
Alliance University School of Business
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Proposed Objectives
INTRODUCTION
S.no Objectives Proposed
Objective:1
1. To identify the factors that would decide
customers satisfaction level (Sa) after they
subscribe to any GSM service.
Objective:2 2. To prioritize those identified factors based on
their impact on satisfaction level of customer.
Objective:3
3. To design a cause affect relationship
X-Y statistical equation to prove relationship
among those factors & customer satisfaction level.
Alliance University School of Business
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Proposed null hypothesis
INTRODUCTION
S.no Null Hypothesis Proposed
Hypothesis : HA0 There is a positive correlation between customer
satisfaction level (Sa) & quality of service (Q).
Hypothesis : HB0 There is a positive correlation between customer
satisfaction level (Sa) & Performance of service (R).
Hypothesis : HC0 There is a negative correlation between customer
satisfaction level (Sa) & price (P).
Hypothesis : HD0
There is a positive correlation between customer
satisfaction level (Sa) & Problem addressed by
customers (P).
Hypothesis : HE0 There is a negative correlation between customer
satisfaction level (Sa) & Network traffic (N).
Alliance University School of Business
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Assumptions considered
INTRODUCTION
All locations are considered to be equivalent while undergoing analysis. No distinction or emphasis was done based on different geographic locations
• Assumption:1
This research didn’t include impact of gender , hence responses from both male & female were considered same.
• Assumption:2
Alliance University School of Business
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Research Purpose
INTRODUCTION
To understand on what basis marketers can evaluate a particular target customer beforehand to decide whether they are going to be satisfied or not. To know what factors consitute their satisfaction level & how those factors are correlated with satisfaction level. Also to get clarity on customer buying preferance.
Research Motivation
Being from Telecommunication background with Bachelor of technology in Electronics telecommunication Engineering, it was very much important to know, how customer choose a particular [GSM] telecom operator . On what basis they evaluate a particular operator after purchase.
Alliance University School of Business
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Problems faced by Marketers
INTRODUCTION
Difficulty in knowing the factors which makes customer satisfied and on what circumstances or changes being made to each of those factors will impact on rise or fall of GSM customer satisfaction level. What attributes of services is utmost priority to customer. .
Relevance to real world
The mathematical equations developed in this research will help marketers to modify its features & existing services on timely basis that can best fit to their target market and also will help to design services in such a way that it is able to differentiate from rest of the market players.
Alliance University School of Business
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Need
INTRODUCTION
Scope
1 • Effective designing of GSM services
2 • Gaining competitive advantage
3 • Creating a potential market to cater to customers
• Developing customer satisfaction level metrics Scope 1
• Predicting customer response beforehand. Scope 1
• Support a model equation to help marketers to modify any selected factors for an existing service Scope 1
Alliance University School of Business
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Limitations of the study
INTRODUCTION
Research doesn’t take into account how satisfaction level depends on demographic factors like age, culture & gender
It considers all geography locations & gender as same
Research focuses only on top most factors, eliminating other factors that may be influencing customer satisfaction level but their impact is less
May not conclude to complete solution and have certain constraints
Alliance University School of Business
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GSM market share
INTRODUCTION Alliance University School of Business
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14 SAT
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GSM Market Share Region Wise in World
INTRODUCTION Alliance University School of Business
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GSM Market Share Region Wise in India
INTRODUCTION Alliance University School of Business
RESEARCH METHODOLOGY
16 D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2
Research Design
Type of Research
Sources of data
Data collection method
Nature of sampling
Sampling Type
Target Sample
Primary scales Used
Analysis tool used
Sample Size
Software Package tool used
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Research Design
RESEARCH METHODOLOGY Alliance University School of Business
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Type of Research
RESEARCH METHODOLOGY
Causal Research
It is done to establish a cause and affect relationship between factors & customer satisfaction level How variable function F(X) affects variable Y. *Dependent variable : Sa , Satisfaction Level *Independent variable : F(X), Factors influencing satisfaction level.
Y = F(X) + C Where is C is constant value
Here F(X) may be combination of several factors as shown below
F (X) = F (X1) + F (X2) + F (X3) + F (X4) ……….
Alliance University School of Business
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Sources of data
RESEARCH METHODOLOGY
• The main sources of primary research data were all those customers from various part of India subscribed to any [GSM] services . Customers from all age groups were targeted.
Primary Data
• Website search was done r to get an idea about telecom Industry and market share of various service operator.
• Online journals were used to compose review of literature and to know the opinions & results of other research done in similar field or very close to it.
Secondary Data
Alliance University School of Business
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Data Collection method
RESEARCH METHODOLOGY Alliance University School of Business
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Nature of Sampling
RESEARCH METHODOLOGY
Sampling Type
Probability Sampling :
Probability sampling is one in which each population element has a known and equal chance of being included in the *sample
The population size is known.
N0 = 55,95,50,000
Simple Random Sampling
This is a type of sampling in which samples were chosen
randomly from the entire pool of population. Each element in the population had a known and equal
probability of selection.
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Target Sample
RESEARCH METHODOLOGY
Geographical Locations
Bangalore Region National Capital Region ( Delhi,
Noida, Gurgaon) West India (Mumbai, Pune) East India (Kolkata) South India ( Chennai, Hyderabad) South –East India ( Bhubaneswar,
Ranchi, Rourkela)
State wise coverage : Karnataka,
Andhra Pradesh, Tamil Nadu, Kerala, Maharashtra, Goa, Madhya Pradesh, NCR region, Gujarat, Uttar Pradesh, Punjab, Rajasthan, Haryana, West Bengal, Orissa, Jharkhand, Bihar, Chhattisgarh, Tripura & Assam
Different Occupations Working professionals mainly
from [IT], Banking, Hospitality, Electronics, Telecom & Manufacturing Industries across India
Students mainly of Management, Engineering, Chartered Accountants ,Biotechnology & life science background across India
Friends on social networking sites
Gender
Both male & female were surveyed
Sex ratio was balanced close to 52%-48%.
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Primary scales used
RESEARCH METHODOLOGY
• Name, Place, Gender, Age
• Comments, Contact address ,email-Id Nominal Scale
• Ranking of factors,
• Customer priorities, Ordering factors Ordinal Scale
• 5 point scale scale ,
• Bipolar scale rating Interval Scale
• Price, Tariff rates
• Number of SIM used by people Ratio scale
Alliance University School of Business
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Analysis tool used
RESEARCH METHODOLOGY
Multiple Linear Regression Analysis
Cross Tabulation
Correlation Analysis
Reliability Test
Ranking Table
Descriptive statistics
Graphical Analysis
Alliance University School of Business
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Sample Size
RESEARCH METHODOLOGY Alliance University School of Business
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Software package/ tools used
RESEARCH METHODOLOGY
SOFTWARE TOOL ANALYSIS TOOL
IBM SPSS STATISTICS
V.14
Correlation, Regression,
Descriptive, Central Tendencies,
Reliability Test, Cross Tabulation,
Plotting charts
Microsoft Excel
V.2010
Prioritizing Matrix ,Percentage
calculation, Market share, Ratios,
Frequency Tables, Plotting,
Graphical Analysis
Google Form Frequency & Graphical Analysis
Alliance University School of Business
RESULTS & DISCUSSION
27 D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2
Factor Priority Table
Correlation Analysis
Regression Analysis
Graphical Analysis
SPSS output Results
Interpretation
Cross Tabulation
Market Share
Null Hypothesis Acceptance
Finding & Discussions
Finding vs. Objectives
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28 SAT
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PHASE 1: Online Checklist survey form
RESULTS & DISCUSSION
Frequency Table
. Plotting Charts
Analysis . Graphical Analysis
Prioritization Matrix .
Percentage Calculation
Sample Size
23 People
To identify & Prioritize various factors responsible for customer satisfaction
PHASE:1
Online Survey Form
Alliance University School of Business
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29 SAT
15 OCT
Factor Frequency table
RESULTS & DISCUSSION
ATTRIBUTE FREQUENCY %
1.Optimal Service Quality 14 61%
2. Service Reliability/Service Guarantee 8 35%
3. Justified Value & benefit for Money 11 48%
4. Reasonable price rates for Call/SMS/Roaming 17 74%
5. Customized flexible discounts/offers available after
purchase
2 9%
6. Ease of technicality/usage 4 17%
7. Low traffic in network/ Network doesn’t remain busy
for most of the time
16 70%
8. Wide variety of Offers/Boucher/recharge available 8 35%
9. Additional services like Internet,
GPRS,Downloads,Software uploads etc.
16 70%
10. Brand Image Itself 3 13%
Alliance University School of Business
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Factor Frequency table
RESULTS & DISCUSSION
ATTRIBUTE FREQUENCY %
11. Saves cost on connecting with friends/loved
ones/family/relatives using the same GSM service
8 35%
12. Ease to remember your own number 9 39%
13. Problems being well addressed by customer care 11 48%
14. Ease of prepaid recharge/Postpaid payment through
website portal via online banking/Credit/Debit cards
9 39%
15. Immediate access to network as soon as you buy a
SIM
8 35%
16. Availability of Boucher/offer in your nearest store 7 30%
17. High Performance 12 52%
18. Functional ability of the service to do as it was
intended
1 4%
19. High customer security & privacy maintained for
customer database
5 22%
20. Customer care frequently in touch with customer 5 22%
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Factor Frequency table
RESULTS & DISCUSSION
ATTRIBUTE FREQUENCY %
21. Ease of Internet/GPRS Installation 9 39%
22. Correctness of Information delivered 1 4%
23. All features demanded are well Integrated 2 9%
24. Number can be reused when you change your
SIM
4 17%
25. Flexibility in offerings made 1 4%
26. Easy to identify problem & act on it 2 9%
27. Sustainable life of SIM 3 13%
28. Maintainable 1 4%
29. Scalability : Same SIM can be modified & extra
features can be easily added in future
3 13%
30. High Quality sound clarity while conversion /
No network disturbance/ No noise
11 48%
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Results
RESULTS & DISCUSSION
ATTRIBUTES RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
2.Network Traffic 2 14.81481481
3.Additional Service 2 14.81481481
4.Service Quality 3 12.96296296
5.Performance 4 11.11111111
6.Benefit for Money 5 10.18518519
7.Sound Clarity 5 10.18518519
8.Problems addressed by customer care 5 10.18518519
Factor Priority Table
Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected
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Results
RESULTS & DISCUSSION
ATTRIBUTES RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
2.Network Traffic 2 14.81481481
3.Additional Service 2 14.81481481
4.Service Quality 3 12.96296296
5.Performance 4 11.11111111
6.Benefit for Money 5 10.18518519
7.Sound Clarity 5 10.18518519
8.Problems addressed by customer care 5 10.18518519
Factor Priority Table
Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected
From the priority matrix it seems that Reasonable price rates, network traffic & additional [GSM] service were of top most high importance.
Additional service, Quality & Performance were also important factors considered while customer feel satisfied about a [GSM] operator.
Benefit for money, Sound clarity & role of customer care in handling problems also played a vital role in customers mind
FINDINGS & DISCUSSIONS
Alliance University School of Business
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Results
RESULTS & DISCUSSION
Factor Priority Table
Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected
FINDINGS & DISCUSSIONS
Objective 2: Achieved
Objective 1: Achieved The important factors responsible
for customer satisfaction were identified
The factors were ranked & prioritized
Alliance University School of Business
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Graphical Results
RESULTS & DISCUSSION
Number of mobile operators GSM Type of mobile communication SIMS customers have used till date
factors customers consider most Gender Classification
Alliance University School of Business
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Graphical Results: Customer Buying
RESULTS & DISCUSSION
Influenced by – Parents Influenced by - Spouse
Influenced by - Girl Friend/Boy Friend Influenced by – Friends
Influenced by - Girl Friend/Boy Friend Influenced by – Friends
Alliance University School of Business
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Graphical Results: Customer Buying
RESULTS & DISCUSSION
Influenced by Office peers/ colleagues Influenced by - Organization they belong
Influenced by – Cousins Influenced by – Relatives
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Graphical Results: Customer Buying
RESULTS & DISCUSSION
Influenced by Office peers/ colleagues Influenced by - Organization they belong
Influenced by – Cousins Influenced by – Relatives
30 % of people are using 3 [GSM] Mobile [SIM], 26% of people are using 5 [GSM] Mobile [SIM], and around 22% of sample is using more than 5 [SIM]..
66.66 % of people are using Post-paid service self-owned, 18.18 % using pre-paid service self-owned and 15% are using post-paid/pre-paid provided by their company.
73% of People considered [STD] call rates as the most important factor for opting to [GSM] ,64% of People considered Local call rates as the most important factor
Choice of Mobile [SIM] is strongly influenced by Friends
FINDINGS & DISCUSSIONS
Alliance University School of Business
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39 SAT
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PHASE 2: Interview Method
RESULTS & DISCUSSION
Frequency Table
. Plotting Charts
Analysis . Graphical Analysis
. Percentage Calculation
Sample Size
17 People
To understand customer preference & tariff plans
PHASE:2
Interview method
Alliance University School of Business
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40 SAT
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Questions Asked
RESULTS & DISCUSSION
1. Do you think if you were not employed in current company, then you may
have used/using some other mobile [GSM] [SIM] then your current one. If yes then why do you feel so?
2. Do you have any mobile [GSM] [SIM] provided by your current employed company ( Prepaid or Postpaid). If yes, you can enter the details of that
3. Name of mobile [SIM] operator provided by you company: postpaid/Prepaid
4. Do you think if you were not in Bangalore then you may have been using some other mobile [SIM] then your current one. If yes then why?
5. Office Trips to other places could have been tackled with dual [GSM] [SIM] approach to avoid extra roaming charges while travelling by using an entirely separate [SIM] scheme having roaming advantage. Do you agree? Or you can suggest if anything else you have.
Alliance University School of Business
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Questions Asked
RESULTS & DISCUSSION
1. Please let me know your Price rates for current mobile [GSM] [SIM]
operator that you use most often
Enter SIM operator (Company) : E1. Enter [STD] call rates ( in Price per sec/min ): E2. Enter [Local] Call rates ( in Price per sec/min): E3. Enter [SMS] Call rates ( in Price per SMS ): E4. Enter Roaming Rates ( in Price per sec/min):
1. Any Additional services like [GPRS], internet, downloads, ringtones that you
are using or have used. If yes, please mention ?
2. For what purpose customer care call you and also for what purpose you call them?
Alliance University School of Business
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Graphical Results
RESULTS & DISCUSSION
Useful 88%
Not Useful 12%
D. How many think that the Dual SIM is useful
Using 18%
Not using 82%
E.How many people are using Dual SIM at current
GPRS Internet Ringtone ApplicationDowload
64.7 % 58.8 %
29.4 % 41.11 %
F. Percentage % of people using following service
Alliance University School of Business
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Graphical Results
RESULTS & DISCUSSION
Agree 53%
Disagree 42%
Neutral 5%
C. Does Choice of GSM SIM influenced by current location
STD: less than 60 P/ Min
Local: Less than 60 P/Min
SMS: Less than 50 P / Min
Not aware of Roaming charges
70.58 %
82.35 %
88.23 %
47.05 %
G. Percentage e % of people using
Alliance University School of Business
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Graphical Results
RESULTS & DISCUSSION
NO 73%
YES 27%
A. Does Choice of GSM SIM depend upon company you
are employed
YES 54%
NO 46%
B. Do Working professional use GSM service provided by their
company
Alliance University School of Business
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Graphical Results
RESULTS & DISCUSSION
Useful 88%
Not Useful 12%
D. How many think that the Dual SIM is useful
GPRS Internet Ringtone ApplicationDowload
64.7 % 58.8 %
29.4 % 41.11 %
F. Percentage % of people using following service
Using 18%
Not using 82%
E.How many people are using Dual SIM at current
88.23% of people feel that Dual SIM is useful though only 17.6% of them were using Dual SIM.
( 54.5%) working professional had opted prepaid/postpaid
connection provide by their company
(64.7%) are using GPRS facility, 10 (58.8 %) Internet facilities, 5 (29.4%) Ringtone, 7 ( 41.11 % ) application downloads.
Maximum of people, around 78.56 % that is more than three- fourth of entire population are using only prepaid [GSM] connections.
FINDINGS & DISCUSSIONS
Alliance University School of Business
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PHASE 3: Online Survey method
RESULTS & DISCUSSION
Sample Size
107 People
To derive X-Y relationship between Satisfaction level & identified factors
PHASE:3
Online Survey Method
Correlation . Regression
Analysis . Descriptive
Cross tabulation .
Reliability test
Alliance University School of Business
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Questions Asked
RESULTS & DISCUSSION
Rate the mobile GSM SIM subscriber that you like the most between
1 to 7
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services)
Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors
Alliance University School of Business
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48 SAT
15 OCT
Questions Asked
RESULTS & DISCUSSION
Rate the mobile GSM SIM subscriber that you dislike the most
between 1 to 7
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services)
Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors
Alliance University School of Business
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49 SAT
15 OCT
Questions Asked
RESULTS & DISCUSSION
Rate any third mobile GSM SIM subscriber that you use between 1 to 7
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services)
Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors
Sample Size = 3 N = 3 X 107 = 321
Alliance University School of Business
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50 SAT
15 OCT
Correlation Analysis
RESULTS & DISCUSSION
Correlation functions are a useful indicator of dependencies as a function of distance in time or space
Correlation Variable
S: Clarity of Sound Pr: Price Rates Pa: Degree of problem Addressed by Customer care B : Benefit for Money N : Degree of network remaining busy Q : Service Quality P:Performance A: Degree of additional service available Sa: Customer Satisfaction Level
Sample Size 107 X 2 = 214 samples ( each individual rated twice for two sims )
Alliance University School of Business
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Correlation Analysis Results
RESULTS & DISCUSSION
Interpretation
Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]
strongly & Positively correlated to Service Quality (Q) [ 83.1%]
The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05
Alliance University School of Business
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Correlation Analysis Results
RESULTS & DISCUSSION
Interpretation
Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly & Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]
strongly & Positively correlated to Service Quality (Q) [ 83.1%]
The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05
Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer.
Higher the level of Q,B,A,P & S, higher will be the level
of satisfaction Sound clarity has the highest impact on satisfaction
level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value
FINDINGS & DISCUSSIONS
Alliance University School of Business
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53 SAT
15 OCT
Multiple Linear Regression Analysis
RESULTS & DISCUSSION
focus is on the relationship between a dependent variable and one or more independent variables
Independent Variable
S: Clarity of Sound Pr: Price Rates Pa: Degree of problem Addressed by Customer care B : Benefit for Money N : Degree of network remaining busy Q : Service Quality P:Performance A: Degree of additional service available
Dependent variable Sa: Customer Satisfaction Level
Sample Size 107 X 2 = 214 samples ( each individual rated twice for two sims )
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Multiple Linear Regression Results
RESULTS & DISCUSSION
Interpretation
R square value R Square value = 0.874 .It shows that the relationship is 87.4% accurate to define the existing relationship between Dependent variable (Sa) & Independent variable [Q,S,P,Pr,Pa,B,N,A].
T-test The independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They have a greater impact on the output and forms a strong relation with it.
F-test Significance Level Out of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to be discarded.
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Multiple Linear Regression Results
RESULTS & DISCUSSION
Interpretation
B value & C Value Slopes of N -> they are negatively related Slopes S,Q,B,A,P- > they are Positively related
Multiple Regression linear Equations
Sa = C + F(X) ; C = 3.293
F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S
Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
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Correlation Analysis Results
RESULTS & DISCUSSION
Interpretation
Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) [ 92.1%] strongly & Positively correlated to benefit for money (B) [81.4 %] strongly & Negatively correlated to Network remaining busy (N) [-81.2 %] strongly & Positively correlated to Additional Service (A) [ 82.9 % ] strongly & Positively correlated to Performance (P) [ 84.5%]
strongly & Positively correlated to Service Quality (Q) [ 83.1%]
The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05
Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer.
Sa α 1/N
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional.
Sa α Q,B,N,A,P,S Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors.
Increase of S = 4 X ( increase in Q or A )
FINDINGS & DISCUSSIONS
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Correlation Analysis Results
RESULTS & DISCUSSION
Interpretation
The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05
Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer.
Sa α 1/N
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional.
Sa α Q,B,N,A,P,S Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors.
Increase of S = 4 X ( increase in Q or A )
FINDINGS & DISCUSSIONS
Objective 3 : Achieved
To derive X-Y relationship for satisfaction level
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Graphical Analysis
RESULTS & DISCUSSION
Gender Classification Age Classification
Geographical Distribution
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Graphical Analysis
RESULTS & DISCUSSION
Favorite GSM GSM service provider service provider people dislike the most
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Cross tabulation
RESULTS & DISCUSSION Alliance University School of Business
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Cross tabulation
RESULTS & DISCUSSION Alliance University School of Business
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Market Share Analysis
RESULTS & DISCUSSION
AIRTEL 19%
VODAFONE 18%
RELIANCE 17%
TATA 13%
BSNL 11%
IDEA 10%
AIRCEL 6%
UNINOR 2%
SPICE 1%
MTNL 0%
HFCL 0%
Other 3%
Market Share
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Market Share Analysis
RESULTS & DISCUSSION
AIRTEL 19%
VODAFONE 18%
RELIANCE 17%
TATA 13%
BSNL 11%
IDEA 10%
AIRCEL 6%
UNINOR 2%
SPICE 1%
MTNL 0%
HFCL 0%
Other 3%
Market Share
31% of people rated Vodafone as their favorite [GSM] service
provider followed by 30% rating Airtel
32% of people rated Reliance SIMs to be disliking the most , followed by 19% [BSNL], 11% Aircel
Market Leader:Airtel, Vodafone & Reliance
Market Challenger: TATA, [BSNL] & IDEA Market Follower: Uninor , HFCL
Niche Market: [MTNL] has niche market segment targeting only Metro Politian cities. Spice is also targeting Cosmo Politian cities in Southern India like Bangalore, Mysore, Mangalore
FINDINGS & DISCUSSIONS
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Null hypothesis Acceptance
RESULTS & DISCUSSION
S.no Hypothesis Correlation Result
Hypothesis : HA0
There is a positive correlation
between customer satisfaction
level (Sa) & quality of service
(Q).
Positively correlated
to as high as 83.1% Accepted
Hypothesis : HB0
There is a positive correlation
between customer satisfaction
level (Sa) & Performance of
service (R).
Positively correlated
to as high as 84.5% Accepted
Hypothesis : HC0
There is a negative correlation
between customer satisfaction
level (Sa) & price (P).
Weekly correlated to
as low as 26.4% Rejected
Hypothesis : HD0
There is a positive correlation
between customer satisfaction
level (Sa) & Problem addressed
by customers (P).
Weekly correlated to
as low as 35.2% Rejected
Hypothesis : HE0
There is a negative correlation
between customer satisfaction
level (Sa) & Network traffic (N).
Negatively correlated
to as high as - 81.2% Accepted
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Findings on individual objectives proposed
RESULTS & DISCUSSION
Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service availableP: Performance , S: ound Clarity ]
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RECOMMENDATION & CONCLUSION
66 D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2
Key Suggestions
Key Guidelines
Do’s
Don’ts
Conclusion
Scope of further research
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Reccomendation
RECOMMENDATION & CONCLUSION
Key Suggestions
Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value.
Operational performance should be given the utmost priorities for customers. Such as network capacity, internet speed & download capacity.
Spice, HFCL, Uninor should look for better promotion techniques such as better price schemes & new market like 3G market or premium segment to penetrate deeper into the market.
Reliance & [BSNL] should look at major loop holes where they are lacking as customer rated them very poor, though they are the main market players in India.
[
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Reccomendation
Key Guidelines
[GSM] mobile operators should come up with facility to easily switch to any operators without changing the number as half of the people surveyed have used more than 5 [GSM] Sims till date.
People rely more on postpaid than prepaid service, so operators should work on how to promote pre-paid connection to higher extent and should give added advantage to post-paid service.
Mobile operators should use social networking site to spread word of mouth as the results says people are highly influenced by Friends for choosing a particular [GSM] service.
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Reccomendation
Do’s
Product manager should maintain Sa, value as close to 3.327 in discriminant equation so that customers are highly satisfied.
Mobile operators should focus more on [STD] call rates rather than the local rates tariff planes as survey said that people are concerned more about STD call rates.
Mobile handset Company should focus more on dual [SIM] mobile set as there lies a big opportunity.
Company should only not focus on price as it is neither being listed in top factors nor shows any correlation
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Reccomendation
Don’ts
Do not target people for survey in exact number required, as many of them would not reply back or fill wrong entries.
Do not make any alteration to survey form when survey has already started, because such alteration may hamper past data.
Do not replace missing fields immediately, do it once survey is done completely using Spss software.
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Conclusion
Finally 6 important factors Optimal Service Quality, Justified Value & benefit for Money, Low traffic in network, additional services like Internet, GPRS, Downloads, Software uploads etc., High Performance & High Quality sound clarity could pass all the statistical test & proved to be playing vital role in measuring customer satisfaction.
Cause Affect Relationship The regression equation proved to be as below. All above factors were strongly correlated to satisfaction level and influenced customer post purchase buying decision to great extent. Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
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Scope for further Research
Cluster analysis & cross tabulation can be used effectively to find out how preference of these factors vary over geographical location, gender, age & occupation.
To identify more factors for the same research , same process has to be followed restricting it to larger number of factors needed.
Consumer behavioral research can be conducted through both *qualitative research by *focus group method & *quantitative research by *cluster analysis method to understand how effectively customer is able to perceive & differentiate these factors from other brands.
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QUESTION & ANSWER
73 D I S S E R T A T I O N J A N 2 0 1 0 - 2 0 1 2
Questions
Answer &
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