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Deepan M, Kaushalya R, Ramesh V M, Shanmuga Sundaram A, Suganprabhu R 6 Abstract India is a developing country and communication technologies play a major role in its development especially mobile phone industry has come a long way. This research paper focuses on the consumer usage behavior of mobile phones and their perception about customer relationship management (CRM) activities of their service providers. Some of the most frequently used CRM activities are selected and a survey was conducted to 119 people pursuing MBA at various colleges across Tamil Nadu. The research focuses on the customer satisfaction level and also suggests some improvements that are needed to make by the existing players in the market to stay more competitive. Keywords: Mobil phon S rvic provid r Custo r us g b h vior CRM ctiviti s rc ption. 1
Research Objective:o find th us g b h vior nd co p r th p rc ption of CRM ctiviti s of v rious s rvic provid rs ong B School stud nts cross il N du obil
Hypothesis Considered:Hypoth sis 1- h Mobil S rvic which th r spond nt is r siding Hypoth sis 2- h r is no signific nt diff r nc b tw n th p rc ption l v ls of custo r g rding CRM ctiviti s ov r s rvic provid rs rs rovid r Ch nging B h vior is ind p nd nt of th loc lity in
RESEARCH METHODOLOGY:S lf r porting qu stionn ir w s pr p r d using oogl docs by using v rious tools lik Lik rt Sc l Nu ric l Sc l nd sh r d with v rious B-School stud nts using -M il & Soci l N tworking
Sit s. h r spond nt fill d th surv y by cc ssing th onlin link of th qu stionn ir . h d t w s coll ct d & consolid t d first nd th y r c t goriz d on th b sis of s rvic provid rs nd b s d on th n lysis of th c t goriz d d t th custo r p rc ption bout th v rious
Literature Review
Service quality and customer satisfaction h prov n r l tionship b tw n custo to xplor th subj ct in th ctu lly b ing off r d to th n twork cov r g r th obil phon s g . Fro th r s tisf ction l v l nd s rvic qu lity provid s b s nt. n r lly custo rs xp ct or th n wh t is
ost pr f rr d on
. h study
r k
obil t l phony s ctor shows [3] th t r l tionships b tw n s rvic qu lity obil t l phony industry. h influ nc of p rc iv d pric on in d in this r s rch. od l is us d s th fr work to x in th c us l h r sults fro
tol r nc
findings provid v lu bl
n g ri l insights for
n ging custo
h R s rch by rip thi Sh lini[5] rticl purports th t s rvic provid rs could try to g in v lu bl insight into consu r pr f r nc s nd d sign obil s rvic p ck g s ccordingly th obj ctiv b ing r choic proc ss s r l t d to s rvic ong v rious s li nt f ctors ogr phic
d t r in tion of th r l tiv i port nc of ttribut s in consu p ck g s. Conjoint n lysis w s us d to n lyz how custo in s l cting subgroups. s g p ck g . Furth r conjoint od ls h v
rs tr d off
obil s rvic
nt tion
custo iz d
diff r nt custo W h bS
nc
r r p t purch s
word of
outh r t ntion cross buying br nd loy lty nd custo co unic tion nd obil phon s rvic rk t pl c
us rs ll ov r th world h s influ nc th r s rch rs to inv stig t nt c d nts of l ctronic custo industry. Fro int gr t d
[7]
r r l tionship
n g
nt p rfor
R s rch it is
ss ging t chnology c n b
nd
of us w s positiv ly signific nt tow rds CRM p rfor thodologic l contribution nd sugg stion for th
k s
th or tic l nd nc in
obil phon s rvic industry. Jukk Riiv ri xpl ins in this r s rch why fin nci l org niz tions cross Europ r b ginning to t k dv nt g of obil s rvic s nd in p rticul r obil b nking s
pow rful n w
xisting custo
rs. Ex
pl s show how Europ n fin nci l org niz tions r using r s rvic
obil b nking to
h Study[10] by Y S whng co pr h nsiv ly conc rn d with consid rs both f ctors influ ncing consu F ctors influ ncing th b h vior of th in r l-world cont xt.
rs' us g b h vior nd lso t chnic l sp cts of s rvic s. rs r inv stig t d piric lly by x ining
F ctors consid r d
h jor f ctors th t ff ct ny custo r in d t r ining his/h r s tisf ction l v ls bout th ir r c r p rsonn l is r sponding custo r
n twork provid r r v ry b sic but i port nt. Firstly how th custo polit ly cl rly nd infor tiv ly to our qu ri s ff cts th custo biguous
rs conscious gr tly. If
isguid th custo
ost of th
p rson w nts to t lk to th CC p rsonn l dir ctly b c us of is bit diff r nt on it will b irrit ting for hi to cross ll to
E s of cont ct i t k n to conn ct
Research Instrument: h r s rch us s qu stionn ir consisting of 24 clos d nd d qu stions d sign d to c ptur th M n g nt of th ir xp ri nc s of th t rg t popul tion bout th Custo obil phon s rvic s. ly -D ogr phic profil of th r spond nts. n r l f ctors us d by r R l tionship
Qu stionn ir w s divid d into v rious p rts n Consu consu r's b h vior tow rds xisting rs for s l ction of
Sampling Plan Sampling Unit Stud nts in B-Schools in Sample Size - h r s rch consid r d s il N du. pl of 119 r spond nts. s pl proc dur in which v ry b r of
Contact Methods: n onlin qu stionn ir d v lop d in oogl -Docs Spr dsh t w s us d in th r s rch. Statistical Models Used: NOV Corr l tion Chi-Squ r nd Clust r n lysis. il
Sample composition: h d t for th r s rch w r coll ct d with r sp ct to MB stud nts in N du conc rning bout th CRM ctiviti s of v rious obil s rvic provid rs. B s d on th
n lysis of
rs of irt l 22 p rc nt w r
rs of Vod fon follow d by 14 p rc nt BSNL 10 p rc nt irc l 8 p rc nt Doco o nd 4 custo rs. It is cl r th t irt l nd Vod fon subscrib rs constitut d th l nd r sts 25% w r f l . jority of th
p rc nt Id
r pr s nt d in
Data Analysis Chi Square Tests It is v ry w ll known th t ll l t st t chnologi s nd sch jor citi s. H nc it would b co provid rs s th y h v got s will b introduc d first only in
ch nging th s rvic provid r is co p r d with th ir loc tion to find wh th r th ch nging b h vior is d p nd nt on th loc lity. Chi squ r w s th t st us d to find th d p nd ncy.
bl 1 Chi squ r r sults (Loc tion nd ch nging b h vior) V lu rson Chi squ r Lik lihood r tio N of v lid c s s 11.015 11.695 119 df 8 8 sy p sig (2 sid d) .201 .165
Fro
ch oth r. H nc Null
hypoth sis is not r j ct d. hus th s rvic provid r ch nging b h vior is ind p nd nt of loc tion. Chi squ r t sts w r his would h lp to find th lso p rfor d to find th d p nd ncy of g nd r nd l nd f l . ount of bill p id.
Fro
ch oth r. H nc Null
ANOVA Results n lysis of V ri nc ( NOV ) w s p rfor b tw n th custo d to find wh th r th r is ny signific nt diff r nc rs w r group d
b s d on th s rvic provid r th y us
bl 3 NOV
bl
SSQ Cusc r _r sp B tw n roups 8.861 105.694 114.555 n roups 1.788 171.203 172.992 n roups 5.502 114.347 119.849 n roups 10.947 101.843 112.790 n roups 10.086 131.073 141.160 n roups 7.076 162.789 169.866 n roups 1.691 51.721 53.412 n roups 2.044 53.922 55.966 n roups 8.682 217.301 225.983 n roups 10.950 235.033 245.983 n roups 1.218 28.529 29.748
df 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118
F 1.895
Sig. .101
.358 1.515
.236
.946
Within roups ot l
. riff
B tw
1.100 1.012
1.087
.371
Within roups ot l ri v B tw
2.189 .901
2.429
.039
Within roups ot l Sp d B tw
2.017 1.160
1.739
.131
Within roups ot l D ct B tw
1.415 1.441
.982
.432
Within roups ot l E s B tw
.338 .458
.739
.596
Within roups ot l F db ck B tw
.409 .477
.857
.513
Within roups ot l D l r B tw
1.736 1.923
.903
.482
Within roups ot l i B tw
2.190 2.080
1.053
.390
Within roups ot l Ch rg B tw
.244 .252
.965
.442
Within roups ot l
Fro
diff r nc b tw n th s rvic provid rs. H nc Null hypoth sis w s not r j ct d for ll oth r f ctors.
Cluster Analysis clust r n lysis w s d to group th r spond nts into groups b s d on th ir p rc ption good p rc ption bout th ir curr nt s rvic
bl 4 Clust r R sults
Fro
th t bl it is cl r th t th clust r 2 consists of r spond nts who h v good p rc ption bout od r t p rc ption whil clust r 1 h s poor p rc ption.
th r is no signific nt diff r nc
r g rding v ry f ctors oth r th n gri v nc h ndling it c n b consid r d th t th v ri tion is only du to ch nc c us s. Vod fon p rfor s w ll in gri v nc h ndling wh n co p r d to oth rs sinc th custo rs of Vod fon p rc iv it to b good.
n d d to si plify th
Fig 2 r s n d d i prov
nt
Conclusion:
HYPOTHESIS 1 Ch nging b h vior is ind p nd nt of loc lity Null Hypoth sis not r j ct d.
HYPOTHESIS 2 No signific nt diff r nc b tw n th p rc ption l v ls of custo s rvic provid rs Null Hypoth sis not r j ct d. rs r g rding CRM ctiviti s ov r
Other Findings p rt fro custo th bov discussions th r r f w oth r signific nt findings fro r s rch. Vod fon
scor s th l st ov r ll r ting.
R spond nts % Vod fon irt l irc l BSNL Doco o Id 22% 42% 10% 14% 8% 4%
N twork Cov r g is th
jor probl
for
ost of th r spond nts. Out of th tot l 119 r spond nts riff co s in s cond pl c with 27 r spond nts voting for
it. BSNL should focus on si plifying th proc dur s. Out of p opl who vot d for Si plify roc dur s BSNL custo S rvic custo pproxi rs r th xi u . ost fr qu ntly us d pplic tions so th t it h lps incr sing dd d s rvic s. Fro th tot l r spons s n rly 59 p opl (50%
References [1] M lhotr unj n Mukh rj it v N ndi bhish k nd Sinh r y Sou y d p 2011 Consu r
hon S rvic
rovid r - n E piric l R s rch on Mobil Nu b r ort bility nt Vol. 4(6) pp. 44 49 doption Opti iz tion: C s Study IJMM Vol. 5
pp. 55 74 [3] Ev ng li Bl ry Nick B tist tos Efst thi In obil t l phony. S B l ji 2009 Custo r S tisf ction with Indi n Mobil S rvic s. piric l inv stig tion of custo r pr f r nc s in pstr tou 2008 S rvic qu lity nd custo r r t ntion
[4] M k
[5] Sh lini N. rip thi M sood H. Siddiqui 2009 n obil s rvic s. [6] W h b S S rvic sudin; l-Mo
ni K l d; Noor Nor zil Mohd 2010 h R l tionship b tw On Custo r R l tionship M n g nt CRM) rfor
n En
Qu lity nd E s
of Us
nc :
E piric l Inv stig tion In Jord n Mobile hon S rvic s . p 1-15 [7] shok Khur n Vik s Ch udh r "Custo ro oting CRM: [8] W h b l-Mo Study". ni Noor Nor zil Mohd h R l tionship b tw rfor n E- S rvic Qu lity nd E s of rs' ttitud ow rds Mobil M ss ging chnology in
Us On Custo Mobil
r R l tionship M n g
nt (CRM)
hon S rvic s pp1-15. pow rful n w rk ting nd CRM tool for fin nci l s rvic s
[9] Jukk Riiv ri 2005 "Mobil b nking: co p ni s ll ov r Europ ". [10] S wng Y.-W.; Ki S.-H.; L