CUSTOMER SATISFACTION OF TATA DOCOMO IN PCMC

BY,

ROHIT SONAWANE

DIVISION- A

ROLL NO- 24

Under the guidance of,

Prof Shivaji Mane

INTRODUCTION

• After LPG policy which was announced in 1991 the doors of the India become open to the foreign market and as a result of which many new players in all the sectors invested and result of which was it created a competition to other Indian companies also Telecommunication was the sector which was impacted because of government policy. Many other companies entered the market and they created the competition for Indian companies which resulted in difficulty in sustaining into the Indian market no longer, so the companies started to differentiated themselves by using various marketing strategies so, it is difficult to any company to sustain and satisfy their customers for a longer period

• So as to know whether the customers of Tata Docomo are satisfied or not with the services which are provided by them the researcher has undergone the Research of Customer satisfaction of Tata Docomo in PCMC area. This project will help the company to know its strengths, weaknesses, opportunities and challenges, the level of satisfaction of the customers, so that

Management problem: Tata Docomo is the one of the leading competitor in provision of telecom services to Indian customers, even though they are providing much economical plans to customers then also the company is facing the problem in acquiring good market share and sustain into competition

PROJECT TITLEA STUDY OF CUSTOMER SATISFACTION OF TATA DOCOMO IN PCMC AREA

OBJECTIVES AND SCOPE

Objectives:

• To study the level of satisfaction of customers of Docomo

• To study the services which are mostly used by the customers

• To study the services which are mostly not preferred by the customers

Scope of the study:

The present study is confined to Pimpri Chinchwad area only.

The present concept includes the concepts of Customer satisfaction

The collected data has been analyzed with simple statistical tools like percentage, tabulation, likert scale method etc.

THEORITICAL BACKGROUND

CUSTOMER SATISFACTION

• DEFINITION-1.Customer satisfaction, according to Gene Muratore, QIT America,is defined as: meeting specifications; guaranteeing on-time delivery; providing value, not just price; and making a commitment to the industry's future.

2.According to Philip Kotler “Satisfaction is a person’s feelings of pressure of disappointment resulting from comparing a products perceived performance (outcome) in relation to his or her expectation”

HOW TO MEASURE SATISFACTION

DIRECT METHODS:

• Directly contacting customers and getting their valuable feedback is very important. Following are some of the ways by which customers could be directly tabbed:

– Getting customer feedback through third party agencies.

– Direct marketing, in-house call centers, complaint handling department could be treated as first point of contact for getting customer feedback. These feedbacks are compiled to analyze customers’ perception.

– Getting customer feedback through face to face conversation or meeting.

– Feedback through complaint or appreciation letter.

– Direct customer feedback through surveys and questionnaires.

• INDIRECT METHOD:

1. Customer Complaints

2. Customer Loyalty

COMPANY PROFILE

TATA TELECOMMUNICATION• ESTABLISHED IN 1996• PIONEER OF 1X TECH. PLATFORM IN INDIA• A COMPANY OF TATA GROUPTATA DOCOMOArising out of the Tata Group's strategic alliance with

Japanese telecom major NTT DOCOMO in November 2008Tata DOCOMO has also become the first Indian private operator to launch 3G services in India• 1st mobile service provider to have second pulse tariff

PRODUCT LINE

• Tata photo+

• Tata photon 3G

• Tata photon max wifi

• SIM CARDS

RESEARCH METHODOLOGYType of research Descriptive

Research Approach Survey and Observation

Data Sources Primary and Secondary Data

Research Instrument Structured Schedule

Type of Universe Tata Telecom Customer

Research Area PCMC area

Sample Size 80

Contact Method Personal Interview

Type of Sampling Non Probabilistic Convenience Sampling

LIMITATIONS

• When the User are busy we can‘t get accurate data from them. During survey some respondents may not give answer in a proper manner or might be their biasness is make some difference between the actual feedback and given feedback.

• It is not possible to obtain some confidential data from the organization.

• Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information.

DATA ANALYSIS AND INTERPRETATION

Kinds of Plans used by the Customers

Sr No Plans

No of

Customers Percentage

1 Minutes Pack 7 8.75

2 Rate Cutter 15 18.75

3 Full talk time plus 27 33.75

4 3G Plus 19 23.75

5 SMS 12 15

Total 80 100From the Above table it is clear that maximum Customer i.e. 28.75% Use 3G Plus plans and only 12.05% customers use Full talk time plus.Conclusion- It is concluded that most of the customers use Full talk time plus plans.

Services Expected before Preferring Tata Docomo

Sr No Services No of Customers Percentage

1 Best Service 21 26.25

2 Economy 16 20

3 Clear Network 0 0

4 Bonus Card 0 0

5 Easy Recharge 10 12.5

6 Caller Tune 7 8.75

7 Rate Cutter 4 5

8 Net Connection 13 16.25

9 Message Pack 0 0

10 Special Offer 9 11.25

Total 80 100

SATISFACTION LEVEL OF CUSTOMERS WITH VARIOUS SERVICES PROVIDED BY TATA DOCOMO

OVERALL SATISFACTION

FINDINGS

• Maximum number of Customers i.e. 25% refers Tata Docomo for its Low call rate and Data Plans. 6.25% Customers refers Docomo because of its availability of recharges

• Maximum Customer i.e. 28.75% Use 3G Plus plans and only 12.05% customers use Full talk time plus.

• Most of the Customers are Satisfied with helpline service, Billing pattern and call charges and Dissatisfied with Time taken to solve complaints, coverage, signal clarity, Retailer Knowledge & time for recharge

SUGGESTIONS

• Give more incentives to retailers so, that they will promote Tata Docomo

• Increase the Effectivity in the Advertisement by showing some situations that can hammer the lay man and during purchase he can give preference to your product

• Increase the advertisement medium including Social networking sites

• Differentiating the brand by giving knowledge to Customers that during choice of network only signal clarity should not be considered but also other aspect taken into consideration

• Compliant Solving time should be reduced to maximum 30 minutes from 1 hour

• There should be Improvement in the Roaming service.

• Update Retailers timely about Various services which have been launched.

• Correct information about the Product should be given to customers by the sales person

• Use Pull Strategy so that Retailers can make sale for the company.

CONCLUSION

Although the service provided by Docomo is good as compare to other network, but it is unable to capture the market because of wrong impression of customers i.e. Docomo has poor network quality, so it can be concluded that as to become a market leader they should take an initative to solve the problems which they are facing.

BIBLIOGRAPHY

Books:-• Philip Kotler, Keller Lane, Abraham BCoshy, MithileshwarJha, Marketing

Management, Person Education, New Delhi, 2006, 12th edition, page no. 67-147.• Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri and EhsanulHaque, “Principle of

Marketing”, Pearson Education Pvt. Ltd., New Delhi, 13th Edition, Copyright © 2010• Naresh K. Malhotra, Satyabhushan Dash, “Marketing Research and Applied

Orientation”, Pearson Education Pvt. Ltd., New Delhi, 6th Edition, Copyright © 2010• Dr.P.C. Pardesi, Research Methodology, NiraliPrakashan, Pune, 2005, 3rd edition,

page no. 43-67.• G. C Beri ,”Marketing Research”, 4th Edition, Published by Tata MacGaw Hill

Education Pvt. Ltd., New Delhi, Copyright © 2008

Websites:-

– www.google.com– www.tatateleservices.com– www.ebscohost.com– www.Jgate.com

THANK YOU