25310916 Project on Customer Satisfaction Towards Mobile Service Providers

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Project Report On

Customer Satisfaction on Mobile Service Provider NetworksIn

International Market Research Bureau (IMRB)HyderabadBy CH. KARTHIK

(08M009) (Marketing/Finance)Submitted in Partial Fulfillment of the Requirements for the Award of the Post Graduation Diploma in Business Management

DHRUVA COLLEGE OF MANAGEMENTMEDCHALHYDERABAD.

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CERTIFICATE

This is to certify that the thesis entitled Customer Satisfaction on Mobile Service Provider Networks in IMRB INTERNATIONAL, HYDERABAD, that is being submitted by Mr. CH.KARTHIK in partial fulfillment of the requirements for the award of degree of PGDM in MARKETING & FINANCE in Dhruva College of Management is a bonafied work carried out by him under the guidance and supervision of the undersigned. The results embodied in this dissertation have not been submitted to any other university or institution for the award of any degree or diploma.

Date: Place: Supervisors Signature and designation

DECLARATION

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I hereby declare that the dissertation entitled Customer Satisfaction on Mobile Service Provider Networks that is being submitted by me in partial fulfillment of the requirements for the award of the degree of PGDM in FINANCE & MARKETING to Dhruva College of Management is a record of bonafied work carried out by me. The results embodied in this dissertation have not been submitted to any other university or institution for the award of any degree or diploma.

Date: Place: Signature of the student

Internal supervisor 1 2

Examiner (s)

ACKNOWLEDGEMENT

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The authorship of a monograph is usually attributed to one person but a report on the internship or a project work like this one is a joint affair. I am indebted to all who have directly and indirectly been of great help to me in doing and writing this project report. Firstly, I am thankful and express my gratitude to Mr. Srikanth (SUPERVISIOR) who inspired me and guided me throughout the period of Project Work that enabled me to successful completion the project. I am also grateful to Dr. Satya Prasad, Faculty DCM - Hyderabad for his continuous and deliberate discussion on the topic and indeterminable burden taken by him in helping me during the project. I extend my thanks to Dr. S. Pratap Reddy (Chairperson DCM) and for providing all the necessary facilities in bringing out this project report Special regard and greatest appreciation is reserved for all the Executives and Employees of IMRB INTERNATIONAL, Hyderabad whose honest feedbacks, ideas and thoughts helped me navigate through the most difficult phases of the project work. Last, but not least I am thankful to my parents who motivated me throughout this project work, The preparation of this report would not have been an easy task without the help and support of my parents. I am pleased to say that the whole report is just the presentation of the facts that have been found during the projects through different sources and its each sentence is an exact representation of the information obtained and the analysis thereof. I hope that I have manifested my sincere attempts to represent all the information and other things to the best of ability.

CH. Karthik

ABSTRACT

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The present study is undertaken to understand the customer satisfaction in mobile service providers .It is done under the guidance of IMRB The study was done to find out the customer satisfaction level in mobile service provider players in the market and to know the customer perception towards other mobile service providers, this survey was done in twin cities. The data was processed using computer aided tools such as MS-EXCEL,SPSS frequency tables were used for analysis ,the study was conducted from June 25th 2009 to July 25th 2009 i.e., for a period of one month in the city of Hyderabad.

ACKNOWLEDGEMENT............................................................................................................................................3 ABSTRACT...................................................................................................................................................................4 INTRODUCTION.........................................................................................................................................................6

6THEORETICAL BACKGROUND OF THE TOPIC..................................................................................................................6 Customer Satisfaction......................................................................................................................................6 Skills of Marketers...........................................................................................................................................8 Method to Measure Customer Satisfaction......................................................................................................9 Introduction to Telecom Industry...................................................................................................................10 Market Share of Public and Private Industry.................................................................................................12 The Global Cellular Mobile Industry.............................................................................................................13 RESEARCH OBJECTIVES...........................................................................................................................................16 RESEARCH LIMITATION............................................................................................................................................17 MAIN TEXT LITERATURE REVIEW..................................................................................................................18 RESEARCH METHODOLOGY..............................................................................................................................23 SOURCES OF DATA.................................................................................................................................................23 SAMPLING DESIGN..................................................................................................................................................23 COLLECTION METHOD.............................................................................................................................................24 RESEARCH DEFINITION............................................................................................................................................24 DATA ANALYSIS......................................................................................................................................................25 DATA ANALYSIS AND INTERPRETATION......................................................................................................................25 CONCLUSION............................................................................................................................................................39 BIBLIOGRAPHY.......................................................................................................................................................40

IntroductionTheoretical Background of the TopicCustomer Satisfaction1.1.1 According to Philip Kotler, satisfaction is a persons feelings of pressure or

disappointment resulting from products perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of a persons

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felt state resulting from comparing a products perceived performance (outcome) in relation to the persons expectations. This satisfaction level is a function of difference between perceived performance and expectations. If the products performance, exceed expectation the customer highly satisfied or delighted. If the performance matches the expectations the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. 1 Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. 2 Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as a proof of delivering a quality product or service. It is believed that customer satisfaction brings sales growth, and market share. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits. Thus the purpose of marketing is to generate customer value profitability. 3 India is on the threshold of a new millennium. India chose for global economy, exposing her to winds of change in the market place, which has expanded vastly and become fiercely competitive. In the changed environment, decision makers view the marketing concept as the key to success. Marketing in practice has to manage products, pricing, promotion and distribution.

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A successful product can be developed by exploding these opportunities. While delivering the value of the consumer we make use of marketing support. This support is based on the knowledge of consumers and distribution. Marketing support both at the introduction of products and maturing is considered

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Marketing, as suggested by the American Marketing Association is "an organizational function and a set of processes for creating, communicating and delivering value to

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customers and for managing customer relationships in ways that benefit the organization