1

SUMMER TRAINING REPORT

ON
CUSTOMER SATISFACTION
Indian Institute of Tourism and Travel Manaement! G"alior
#An Orani$ation Ministr% of Tourism! Government of India&
Su'mitted To
Dr.Monika Prakash
Chairmain(services)
IITTM Gwalior Su'mitted (%
Narendra )umar )oli
Enrollment No* +++,-,,
PG.M #servi/es&
0
t1
Semester #2-++3+,&

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CERTIFICATE
This is to certify that the proect !one on "COSUMER SATISFACTION*
#$%mitte! to I&DI'& I&#TIT(T) *+ T,'-). '&D T*(,I#M
M'&'G)M)&T G/.I*, %y &',)&D,' 0(M', 0*.I in partial
f$lfillment %y the re1$irement for the awar! of !e2ree of PGDM(services) is
a %onafi!e work carrie! %y her $n!er my s$pervision an! 2$i!ance. This
work has not %een s$%mitte! to anywhere else for my !e2ree3!iploma. The
ori2inal work was carrie! !$rin2 14 May to 15
st
of 6$ly 2512 in 78',TI
'I,T). .IMIT)D.

M$kesh G$pta
#e2ment mana2er
Gwalior (mp)
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SE4F .EC4ARATION CERTIFICATE

I here%y !eclare that the proect entitle! "CUSTOMER SATISFACTION
#$%mitte! for the PGDM is my ori2inal work an! the proect has not forme!
the %asis for the 'war! of any other !e2ree.
#i2nat$re of the #t$!ent: &aren!ra 0$mar 0oli
Place: Gwalior
Date




9
;
AC)NO54E.GEMENT
The satiation an! e$phoric that accompany the s$ccessf$l completion of the task wo$l!
%e incomplete witho$t the mention of the people who ma!e it possi%le. 'fter all< s$ccess
is the epitome of har! work< severance< $n!eterre! missionary< =eal< stea!fast<
!etermination an! most of all enco$ra2in2 2$i!ance. #o< immense 2ratit$!e< I
acknowle!2e all those whose 2$i!ance an! enco$ra2ement serve! as a >%eacon li2ht? an!
crowne! my effort with s$ccess.
I sincerely thanks Mr* Mu6es1 Gu7ta 8AIRTE49 4T.* G"alior for 2ivin2 opport$nity to
associate myself to the In!ia@s lar2est telecom company an! to carry o$t my proect title!
CUSTOMER SATISFACTION

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PREFACE
The %oom in In!ian economy lea!s to the 2rowth of Telecom In!$stry with the
si2nificant eApansion. 's this proect has %een $n!ertaken in 7harti 'irtel Pvt. .t!. which
is the stron2est player in the market amon2 the private players. In this proect researcher
has eAperience! the c$stomer satisfaction level of the eAistin2 c$stomers of airtel
.an!line an! 7roa!%an!. ,esearcher also eAperience! a%o$t the cons$mer %ehavior an!
the strate2ies of the company B sales to maintain the h$2e c$stomer %ase.,esearcher has
!one a eAtensive market research a%o$t the pro%lem an! the factors associate! with it. *n
the %asis of the o%serve! !ata an! the analysis certain recommen!ations have %een 2iven
for the f$t$re eAploration of the or2ani=ation
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C
TA(4E OF CONTENTS
T*PIC P'G)
(1) I&T,*D(CTI*& 5DE1C
Company Profile 5D
-ision Mission B -al$es 5F
7$siness 'rea 5GE15
Pro!$ct B #ervices 11E12
Competitors in the market 12E14
7ack2ro$n! of the pro%lem 14
,ational of the #t$!y 14
The #cope 1C
(2) ,)-I)/ *+ .IT),'T(,) 1DE2C
C$stomer #atisfaction 1G
Tools for trackin2 B meas$rin2 C$stomer #atisfaction 25E29
,elationship marketin2: The #$ccess of 78',TI 29E2C
(9) *76)CTI-) *+ #T(DH 29
(;) *7#),-'TI*&< '&'.H#I# B DI#C(##I*& 2;E2F
Data *%servation
'nalysis B Disc$ssion
(4) C*&C.(#I*& 2F
(C) ,)C*MM)&D'TI*&# 2G
(D) 7I7.I*G,'P8H 95
C
D
INTRO.UCTION
(:ARTI AIRTE4 4IMITE.; T1e Com7an% Profile
. 7harti TeleEvent$res .imite! was incorporate! on 6$ly D< 1GG4< for promotin2
investments in telecomm$nication services. Its s$%si!iaries operate telecom services
across In!ia. 7harti is In!ia@s lea!in2 private sector telecomm$nications services
provi!er< with a c$stomer %ase of approAimately 1D.49 million: 1C.99 million mo%ile an!
1.2 million fiAe! line c$stomers.
7harti TeleE-ent$res .imite! (a part of 7harti enterprises) have %een str$ct$re!
into two main strate2ic %$siness 2ro$ps E the Mo%ility .ea!ers %$siness 2ro$p an! the
Infotel .ea!ers %$siness 2ro$p. The Mo%ility %$siness 2ro$p provi!es G#M mo%ile
services across In!ia in 29 telecom circles< while the Infotel %$siness 2ro$p provi!es
%roa!%an! B telephone services< lon2 !istance services an! enterprise services. 'll these
services are provi!e! $n!er the 'irTel %ran!. The company is the only operator to
provi!e mo%ile services in all the 29 circles in In!ia. The company also provi!es
telephone services an! Internet access over D#. in 14 circles.
D
F
-I#I*&
T* 7) G.*'7'.H 'DMI,)D +*, T).)C*M #),-IC)# T8'T D).IG8T
C(#T*M),#
MI##I*&
To meet 2lo%al stan!ar!s for telecom services that !eli2ht c$stomers thro$2h:
C$stomer service foc$s
)mpowere!
Innovative services
Cost efficiency
-'.()#
C$stomer: 7e responsive towar!s the nee!s of the c$stomers.
People: Tr$st an! respect the employees.
.earnin2: Contin$o$sly improve services I
innovatively B eApe!itio$sly.
Comm$nity B Partners: 7e transparent an! sensitive in the !ealin2 with all
stakehol!ers.
7(#I&)## ',)'
Cell$lar #ervices: 7harti has %een a pioneerin2 name in the In!ian Telecom
In!$stry. In Delhi itself 7harti la$nche! first mo%ile service $n!er the name of
F
G
'irTel. To!ay 'irTel@s mo%ile footprint eAten!s across the co$ntry in 21 Telecom
circles. Its service stan!ar!s compare with very %est in the worl!.
+iAe! .ine #ervices: 7harti TeleE-ent$res %ecame the first private fiAe!Eline
service provi!er in In!ia. It is now promote! $n!er the 'irtel %ran!. ,ecently< the
Government opene! the fiAe!Eline in!$stry to $nlimite! competition. 'irtel has
s$%se1$ently starte! provi!in2 fiAe!Eline services in the siA states ieE 4 circles of
&C,< 8aryana< Ma!hya Pra!esh< chattis2a!h< 0arnataka B Tamil &a!$.
Internet B 7roa! 7an!: 'irTel )nterprise services %rin2 comprehensive s$its
of !ata technolo2y. It provi!es D#. #ervices over optical fi%ers with !e!icate!
line. #o it is 4 times faster than 'nalo2$e Connection. It is most preferre! hi2hE
spee! internet service (over 2<45<555 s$%scri%er nation wi!e).
&ational lon2 !istance #ervice: To provi!e &ational .on2 Distance(&.D)
#ervices< 7harti has lai! 24<555 km of optical fi%re with presence in 255 cities. It
is also interconnecte! with all lea!in2 cell$lar operators< fiAe! line service
provi!ers.
International lon2 !istance #ervice: To provi!e this service across 'sia Pacific
re2ion it has lai! i2i s$%marine ca%le network alon2 9<255 km an! the lan!in2
stations are #in2apore an! Chennai.
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PRO.UCTS < SER=ICES OFFERE. 5IT: AIRTE4 4AN.4INE <
(ROA. (AN.
(1) I#D&: Inte2rate! #ervice Di2ital &etwork (I#D&) is a stan!ar!< allE!i2ital access
technolo2y that allows sim$ltaneo$s< inte2rate! voice an! !ata capa%ilities over or!inary
telephone lines.
'n I#D& P,I is confi2$re! with 95 %iE!irectional 7 (7earer) channels an! one D
(Data) channel. It allocates all si2nalin2 an! call control re1$irements to the D channel<
leavin2 the 95 7 channels free for any miA of voice an! circ$it switche! !ata.
I#D& 7,I is s$ita%le for %oth resi!ential an! commercial p$rpose< confi2$re!
with 2 %iE!irectional 7 channels an! 1 D channel.
(2) 7,*'D7'&D: /ith the spee! of 412 0%ps 'irTel 7roa!%an! is
approAimately 4 times faster than an analo2$e connection. .ar2er !ata application< faster
file transfer< streamin2 m$ltime!ia an! heavy !$ty s$rfin2 every thin2 we can ima2ine is
now easily possi%le with this facility. #$perior server technolo2y an! a !e!icate! port
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provi!e total sec$rity to !ata< %oth store! an! in transit. 7harti also provi!e ro$n! the
clock C$stomer #$pport.
(9) /i+i: &ow we can access the Internet facility wirelessly with /i+i. /e can $se
net anywhere we nee! it< what only we have to !o $st lo2in into corporate .'& from
any where in the premises. /e !on@t nee! to stick to o$r workstation for $sin2 the
Internet facility. There is no nee! to loa! D#. !river on PC or laptop< $st connect the PC
or laptop to )thernet port or over /i+i< an! we can start s$rfin2.
(;) CentreA: 'irtel CentreA is also calle! a virt$al )P'7J for offices< at vario$s
locations. Its intercom callin2 facility (%etween CentreA lines) lets $s call o$r collea2$es
in other %ranches for free. The CentreA is part of 'irtel@s ro%$st hi2hEtech switchin2
system< which ass$res hi2h relia%ility an! sec$rity.
#*M) *T8), #),-IC)#:
(1) Gro$p P$lsin2
(2) ,oamin2 on .an!line
(9) -oice Mail #ervice
(;) 8$ntin2 #ervice
(4) 9EParty Conferencin2
(C) '$!io Conference
(D) ,emote -i!eo #$rveillance over the Internet
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COMPETITORS IN T:E MAR)ET
&ow !ays in the market each an! every company has to face a stiff competition
for its s$rvival. 'irTel< which is the stron2est %ran! amon2 the private service provi!er in
the In!ian Telecom In!$stry< has %een facin2 a to$2h competition %y some other telecom
2iants like MT&.< ,eliance B Tata In!icom.
(1) M'8'&'G', T).)P8*&) &IG'M .IMIT)D (MT&.):
MT&. was set$p in 1GFC %y Govt. of In!ia to $p2ra!e the 1$ality of telecom
services< eApan! the telecom network< an! intro!$ce new services an! to raise reven$e
for Telecom !epartment in the key metros like Delhi B M$m%ai. It has a stron2 financial
%ase< market share of 19K an! c$stomer %ase more than over ;.D4 million lines.
Govt. of In!ia c$rrently hol! 4C.24 K stake n the company. #ervices provi!e! %y
the company:
(i) 7asic #ervices: Plain ol! Telephone service thro$2h !i2itali=e! p$%lic switche!
telephone network.
(ii) Gar$!a: Technically most a!vance an! most affor!a%le in Delhi.Call rate I ;5
paise3min B ,ent I 2553E per month
(iii) I#D&: +or voice< Data B -i!eo.
(iv) Internet: P#T& B I#D& !ial$p Internet 'ccess.
(v) Dolphin: G#M %ase! cell$lar service
(vi) 'nswerin2 machine #ervice< .ease! Circ$it B Tr$nk #ervice.
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(2) ,).I'&C) I&+*C*M:
,eliance E 'nil Dhir$%hai 'm%ani Gro$p< an offshoot of the ,eliance Gro$p
fo$n!e! %y #hri Dhir$%hai 8. 'm%ani (1G92E2552)< ranks amon2 In!ia@s top three
private sector %$siness ho$ses in terms of net worth. ,eliance I 'D' Gro$p@s fla2ship
company< ,eliance Comm$nications< is In!iaLs lar2est private sector information an!
Comm$nications Company with over 25 million s$%scri%ers.
#ervices provi!e %y the company:
(1) ,eliance G#M services: ,eliance Infocom has la$nche! very ol! G#M services in
mo%ility in some of the states like 7ihar< 6harkhan!< *rissa $p< !elhi etc.
(2) ,eliance In!ia Mo%ile:
P'& In!ia network an! town covera2e.
F5<555 kms of optic fi%er %ack%one.
/ireless network coverin2 over 2<;55 cities3towns< to eApan! to over 4<D55
cities '&D ;<55<555 villa2es %y Decem%er.

;<955 7ase Transceiver #tations (7T#s) across the co$ntry< to increase to aro$n!
F<455 %y Decem%er.

(9) ,eliance 7roa!%an!:
' fleAi%ility to choose the spee! from the ran2e of 155 k%ps to F555 m%ps.
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7on$s %an!wi!th of 155< 955< C55 instea! of C;< 212< 42;.
Char2in2 of net s$rfin2 is also availa%le in per min$te tariff.
T'T' I&DIC*M:
Tata in!icom is another main competitor of 'irtel in the market !$e its stron2 presence of
it in the CDM' mo%ility< %roa!%an! an! /.. fiAe! phone se2ment.
Tata In!icom fiAe! phone: E Tata In!icom offers almost instant phone connections. Get
Tata In!icom .an!line Phone services %ase! on the state of the art *ptical +i%re Ca%leE
%ase! %ack%one. )noy 2reater voice clarity an! say 2oo!%ye to eAcessive %illin2.
Tata In!icom Phone Connections '!vanta2e
#$perior voice clarity
Instant an! hassle E free connections
'cc$rate %illin2
#ec$re an! tamper I proof lines
,esponsive an! frien!ly service
2; A D frien!ly c$stomer service
(AC)GROUN. OF T:E PRO(4EM
's we know that now a !ays there is enormo$s competition eAist in each area of
market an! the circ$mstances are similar also in the case of Telecom In!$stry. To face
this competition this is very essential for any of the or2ani=ation to !o a proper plannin2<
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implementation an! takin2 proper fee!%ack a%o$t the process. 7y !oin2 these thin2s any
or2ani=ation mi2ht %e a%le to !eliver %etter pro!$ct< services or the com%ination of %oth.
" To meas$re the c$stomer satisfaction level of eAistin2 $sers of 'irTel
The motive of $n!ertakin2 s$ch task was 1$ite clear to the researcher.
*r2ani=ation simply wante! to take proper fee!%ack of their c$stomers. They wante! to
know what eAactly their c$stomers feel a%o$t the services of 7harti an! a%o$t the %ran!
of 'irTel. /hat are the stron2 feat$res of 'irTel an! what are its weaknesses or where
they la2< %y knowin2 all these facts they co$l! improve their 1$ality of service.
T:E RATIONA4E OF T:E STU.>
There was a time when 2overnment ha! a monopoly in the telecomm$nication sector. 7$t
in the year 1GGG !ere2$lation in telecom sector< %ro$2ht a n$m%er of private players<
which 2ave stiff competition in the monopoly market. Telecom Tariff has %een chan2e!
rapi!ly %eca$se of this !ere2$lation. Dere2$lation has opene! $p a new market for
telecom services. &ow !ays in telecom sector there are three types of service provi!er:
1. +iAe! .an!line #ervice Provi!er
2. /ireless .ocal .oop #ervice Provi!er
9. G#M #ervice Provi!er
;. CDM' #ervice Provi!er
To s$rvive in this competitive market each an! every company tries to provi!e
%etter service at lowest possi%le price to the cons$mer. 's we know 7harti provi!es
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services in +iAe! .an!line an! G#M area $n!er its %ran! 'irtel. 'n! 'irtel is very stron2
%ran! in the market.
7y !oin2 this proect the researcher will %e a%le to $n!erstan! what is the present
perception of the cons$mer a%o$t 'irtel lan!line B 7roa!%an! an! what is the eAact
satisfaction level of its eAistin2 c$stomers .
T8) #C*P)
's we know very well that 'irtel is market lea!er amon2 private sector players in In!ian
Telecom In!$stry so< there is a h$2e press$re $pon the company (7harti TeleEvent$res
Pvt. .imite!) to retain its position in the market. 7T. is facin2 several challen2es from
its competitors mainly MT&.< ,eliance B Tata In!icom. More over the main challen2e is
to retain the present c$stomer %ase an! try to increase it %y provi!in2 them %etter service
at affor!a%le price.
This proect will help the company to know its market rep$tation.
's this proect mainly !eals with the cons$mer perception a%o$t 'irtel an! its
competitors. The or2ani=ation may $tili=e this work to foc$s it c$stomer with
2reater perfection.
7y $sin2 this proect the or2ani=ation may fin! some reme!y< if there will %e any
sort of !issatisfaction a%o$t the service amon2st the c$stomers.
RE=IE5 OF 4ITERATURE

1C
1D
CUSTOMER SATISFACTION
Company@s first task is to create c$stomers %$t to!ay c$stomers face a vast array
of pro!$ct an! 7ran! choices< prices an! s$ppliers. 8ow !o c$stomer make their
choicesM
/e %elieve that c$stomer@s estimate which offer will !eliver the most val$e.
C$stomers are val$e maAimi=ers within the %o$n! of search of cost an! limite!
knowle!2e< mo%ility an! income. They form an eApectation of val$e an! act on it.
/hether or not the offer leaves $p to the val$e eApectation affects c$stomer@s satisfaction
an! their rep$rchase pro%a%ility.
*$r premise is that %$yers will %$y from the firm they perceive to offer the
hi2hest !elivere! c$stomer val$e an! total c$stomer cost.
C$stomer !elivere! val$e N (Total C$stomer val$e I Total C$stomer cost).
Total c$stomer val$e is the %$n!le of %enefits c$stomers eApect from a
2iven pro!$ct or a service.
Total c$stomer cost is the %$n!le of costs c$stomers eApect to inc$r in
eval$atin2< o%tainin2 an! $sin2 the pro!$ct an! service.
#atisfaction is a person@s feelin2 of pleas$re or !isappointment res$ltin2
from comparin2 a pro!$ct@s perceive! performance an! eApectations.
Many companies are aimin2 for hi2h satisfaction %eca$se c$stomers who are $st
satisfie! still fin! easy to switch when %etter offer comes alon2. Those who are hi2hly
1D
1F
satisfie! are m$ch less rea!y to switch. 8i2h satisfaction or !eli2ht creates an affinity
with the %ran! not $st a rational preference. The res$lt is hi2h c$stomer loyalty.
#ome of to!ay@s most s$ccessf$l companies are raisin2 eApectation an! !eliverin2
performance to match. These companies are aimin2 for TC# (Total C$stomer
#atisfaction).
T**.# +*, T,'C0I&G '&D M)'#(,I&G C(#T*M),
#'TI#+'CTI*&
O1P Complaint an! s$22estion systems: E

' c$stomerEcentere! or2ani=ation makes it easy for its c$stomers to !eliver
s$22estions an! complaints. Many resta$rants an! hotels provi!e forms for 2$ests to
report their likes an! !islikes. ' hospital co$l! place s$22estion %oAes in the corri!ors<
s$pply comment car!s to eAcitin2 patients an! hire a patient a!vocate to han!le patient@s
2rievances. These information flows provi!e these companies with many 2oo! i!eas an!
ena%le them to act more rapi!ly to resolve pro%lem.
O2P C$stomer satisfaction s$rveys: E
Many companies o%tain a !irect meas$re of c$stomer satisfaction %y con!$ctin2 perio!ic
s$rveys. They sen! 1$estionnaires or make telephone calls to a ran!om sample of their
recent c$stomers an! ask if they were very satisfie!< satisfie!< somewhat !issatisfie! or
very !issatisfie!. /ith vario$s aspects of company@s performance while collectin2
c$stomer satisfaction !ata it is $sef$l to ask a!!itional 1$estion to meas$re the c$stomer@s
rep$rchase int$ition< those will normally %e hi2h if the c$stomers satisfaction is hi2h. It is
1F
1G
also $sef$l to meas$re c$stomer@s willin2ness to recommen! the company an! %ran! to
other person. ' hi2h positive wor! of mo$th in!icates that the company is pro!$cin2 hi2h
c$stomers satisfaction.
?(:ARTI TE4E=ENTURES P=T* 4T. :AS A.OPTE. A(O=E MENTIONE.
STRATEG> TO MEASURE T:E SATISFACTION 4E=E4 OF ITS CUSTOMER*@

O9P .ost C$stomer analysis: E
Company sho$l! contact c$stomers who have stoppe! %$yin2 or who have
switche! to another service provi!er or s$pplier to know why this happene!. &ot only it
is important to con!$ct eAit interviews when c$stomer first stop %$yin2 %$t also to
monitor the c$stomer loose rate which if increasin2 clearly in!icates that the company is
failin2 to satisfy its c$stomers.
ATTRACTING AN. RETAINING CUSTOMER
To improve their relations with their partners in the s$pply chain< many companies are
intent on !evelopin2 stron2er %on!s an! loyalty with their $ltimate c$stomers. In the past
many companies took their c$stomers for 2rante!. Their c$stomers may not have ha!
many alternatives of s$pply or all s$ppliers were e1$ally !eficient in the service or the
market was 2rowin2 so fast that the company !i! not worry a%o$t satisfyin2 its
c$stomers. Clearly thin2s have chan2es.
T8) &))D +*, C(#T*M), ,)T)&TI*&
The cost of attractin2 a new c$stomer is estimate! to %e 4 times the cost of keepin2 a
c$rrent c$stomer happy. It re1$ires a 2reat !eal of effort to in!$ce satisfie! c$stomers to
switch away from their c$rrent s$ppliers.
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(nfort$nately most marketin2 theory an! practice centere! on the art of attractin2 new
c$stomers rather than retainin2 eAistin2 ones. The emphasis tra!itionally has %een on
makin2 sales rather than %$iQl!in2 relationship. The foc$s has %een on resellin2 an!
sellin2 rather than on carin2 for the c$stomer afterwar!s. To!ay however< most of the
companies are reco2ni=in2 the importance of satisfyin2 an! retainin2 c$rrent c$stomers.
There are two ways to stren2then c$stomer retention: E
O1P *ne is to erect hi2h switchin2 %arriers. C$stomers are less incline! to switch
to another s$ppliers when this wo$l! involve hi2h capital cost< hi2h search cost
an! the cost of loyal c$stomer !isco$nts an! so on.
O2P The %etter approach is to !eliver hi2h c$stomer satisfaction. This makes it
har!er for competitors to overcome switchin2 %arriers %y simply offerin2 lower
prices. The task of creatin2 stron2 c$stomer loyalty is calle! ,elationship
Marketin2. ,elationship Marketin2 em%races on those steps that companies
$n!ertake to know an! serve %etter their val$e! in!ivi!$al c$stomers.
RE4ATIONS:IP MAR)ETING; T:E )E> OF SUCCESS OF
(:ARTI AIRTE4 P=T* 4T.*
If yo$ want to st$!y the practical aspect of marketin2 theories then it can %e !one only %y
seein2 that how or2ani=ations implement those theories in their workin2 process
!efinitely with some mo!ifications. 8ere researcher has trie! his %est to eAamine the
process involve! in attractin2 an! retainin2 c$stomers which are the main f$n!as of
C$stomer ,elationship Marketin2 (C,M).
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There are certain steps involve! in c$stomer relationship !evelopment process.
#$spects: +or 'irtel everyone who mi2ht conceiva%ly %$y the lan!line or its
%roa!%an! connection. The sales team looks har! at the s$spects i.e.< the nee! of
the c$stomer< %$!2et an! the eApectation a%o$t the service. #o< they can
!etermine who are the most likely prospects.
Prospects: The people who have a stron2 potential interest in the Telecom services
an! the a%ility to pay for it.
Dis1$alifie! prospects: /hen sales team st$!ies the prospects properly an! when
they fin! they have poor cre!it an! wo$l! %e $nprofita%le company ass$min2
them as a !is1$alifie! prospect.
&ote: '%ove three steps are terme! as the process of C*.D C'..I&G.
+irst time c$stomers: 'fter Col! Callin2 sales team visits to the 1$alifie! prospect
then they !o !etailin2 to them a%o$t the services< try to match the prospect@s nee!
an! the pro!$ct profile. #o< this is the process to convert 1$alifie! prospects into
first time c$stomers.
,epeat c$stomers: &ow the main process of C,M starts with provi!in2 %etter
'fter sales service to the c$stomers. Company tries to satisfy the c$stomers an!
%$il! a stron2 relationship with them. They !o not want to loose c$stomer !$e to
their !issatisfaction %eca$se accor!in2 to their view
" ' satisfie! c$stomer can 2ive yo$ 15 more c$stomer %$t a !issatisfie!
c$stomer can c$t yo$r 155 prospective c$stomer.R
21
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Clients: the company then acts to convert repeat c$stomers into client@s people
who %$y only from the company in the relevant pro!$ct cate2ory.
Some /autions in measurin /ustomer satisfa/tion level
/hen c$stomer rates their satisfaction with element of the company@s
performance the company nee!s to reco2ni=e that two c$stomers can report %ein2
"hi2hly satisfie!R for !ifferent reasons. *ne may %e easily satisfie! most of the
time an! the other mi2ht %e har! to please %$t was please! on this occasion.
Company sho$l! also note that mana2er an! sales people co$l! manip$late their
ratin2s an! c$stomer satisfaction. They can also try to eAcl$!e $nhappy c$stomers
from the s$rvey. 'nother !an2er is that if c$stomers know that the company will
2o o$t of its way to please c$stomers many eApress hi2h !issatisfaction in or!er to
receive more concession.

O(AECTI=E OF T:E STU.>
An% resear/1er must 'e ver% /lear a'out t1e o'Be/tive of 1is stud% or
resear/1*
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29
MAIN O(AECTI=E;
To find out "1et1er t1e eCistin users of Airtel are satisfiedD And "1i/1 fa/tors
7la% im7ortant role to satisf% /ustomers*
SPECIFIC O(AECTI=E;
To o%tain the !esire! res$lt researcher nee!e! to know:
8ow many c$stomers $se the %roa!%an! services of 'irtel M
/hat is the %ran! ima2e of 'irtel in cons$mers min!M
/hich feat$res of 'irtel !o c$stomers like mostM
/hat are the eApectations of cons$mers from 'irtelM
O(SER=ATION! ANA4>SIS < .ISCUSSION
.ATA O(SER=ATION
OS.1P Market #e2ment: E
(a) Commercial (%) ,esi!ential
Mar6et Sement
29
2;
Statisti/s
Mar6et Sement
+re1$ency Percent -ali! Percent
C$m$lative
Percent
-ali! Commercial ;9 2C.4 2C.4 2C.4
,esi!ential
11G D9.4 D9.4 155.5
Total
1C2 155.5 155.5
Remar6s;
8ere we can see the !istri%$tion of 'irtel in resi!ential (D9.4K) an! commercial (2C.4K)
se2ment. 7$t it has %een also eAperience! that the penetration of 'irtel in commercial
area is m$ch hi2her than resi!ential i.e. approAimately ;9K in commercial se2ment.
8ow !i! yo$ 2et aware a%o$t 'irtel .an!line B 7roa!%an! servicesM
(a) 7anners B 8oar!in2s (%) #ales people
(c) Tele callin2 (!) &ewspaper
(e) ,eferences (f) *thers
A"areness a'out servi/e
2;
24

+re1$enc
y Percent
-ali!
Percent
C$m$lative
Percent
-ali! 7anners B
8oar!in2s
21 19.5 19.5 19.5
#ales People 15G CD.9 CD.9 F5.2
Tele Callin2 9 1.G 1.G F2.1
&ews Paper C 9.D 9.D F4.F
,eferences 1 .C .C FC.;
*thers 22 19.C 19.C 155.5
Total 1C2 155.5 155.5
Re mar6s;
'mon2 !ifferent means of awareness we can see from the 2raph CDK people 2et aware
a%o$t the services from the sales people. 7y applyin2 *&) #'MP.) TET)#T on the
varia%le to check whether it realy !epict the pop$lation or not< researcher fo$n! the
si2nificance level .555< which is less than .554. 8ence it !i! not occ$r %y chance the !ata
is si2nificantly important.
24
2C
Do yo$ think %ran! ima2e of Airtel is stron2er than othersM
(a) Hes (%) &o
A'out (rand Imae of AirTel
+re1$ency Percent -ali! Percent
C$m$lative
Percent
-ali! Hes 144 G4.D G4.D G4.D
&o
D ;.9 ;.9 155.5
Total
1C2 155.5 155.5
Remar6s;
/hen $sers were aske! a%o$t the 7ran! ima2e of 'irtel< GCK sai! its ima2e is stron2 an!
;K sai! it is not. 7y applyin2 on the varia%le to check whether it really !epict the
pop$lation or not< researcher fo$n! the si2nificance level .555< which is less than .554.
8ence it !i! not occ$r %y chance the !ata is si2nificantly important.
=oi/e Clearit%
+re1$ency Percent -ali! Percent
C$m$lative
Percent
-ali! 'vera2e C 9.D 9.D 9.D
Goo!
99 25.; 25.; 2;.1
)Acellent
129 D4.G D4.G 155.5
Total
1C2 155.5 155.5
2C
2D
Remar6s;
The a%ove 2raph shows a%o$t voice clarity of airtel lan!line it is eAcellent The tatal
D4.GK c$stomer tells its eAcellent an! only 9.DK are not a2ree with statement which is
very low so we can concl$!e it is a eAcellent feat$re provi!e! %y airtel
CONC4USION
D$rin2 this proect researcher went thro$2h the workin2 c$lt$re of the or2ani=ation<
f$nctionalities of sales team an! the i!entification of market potentiality apart of the !ata
collection a%o$t the 2iven pro%lem. #o< as a whole it can %e sai! or2ani=ation emphasi=e
2D
2F
more on teamwork< motivatin2 the employees an! %$il!in2 the frien!ly environment.
'ccor!in2 to the company more than G5K of the %$siness (sales) is !one thro$2h !irect
marketin2 %y their enth$siastic sales team. #ince this proect is all a%o$t c$stomer
satisfaction B sales a%o$t the service so it hi2hly !epen! on the way of !eliverin2
services #ince 'irtel is the stron2est service provi!er amon2 private players an!
c$stomers also perceive it as a stron2est %ran!. #o it has to maintain a hi2h c$stomer %ase
with provi!in2 them complete satisfaction. Practicin2 a proper C$stomer ,elationship
Mana2ement can only !o it an! 7harti implement it properly. #o why it is now amon2
top names in the worl!.
RECOMEN.ATIONS
#ince the proect tries to reveal the level of c$stomer satisfaction of 'irtel $sers an!
important factors relate! with it.
2F
2G
#ince the maAim$m %$siness is !one thro$2h !irect marketin2 so there sho$l! %e proper
plannin2 an! 2$i!elines for the sales team.
Motivation in terms of monetary an! nonEmonetary for the sales people is m$st
an! the responsi%ility of this sho$l! %e on !irect s$pervisor.
It has %een also fo$n! that there is a lar2e no. of wron2 commitments !one %y
sales people with the c$stomers in the market !$e to the eAtreme press$re of sales
tar2et< which lea!s to c$stomer !issatisfaction. *r2ani=ation m$st check it
imme!iately %eca$se it is harmin2 the 7ran! Ima2e of 'irtel.
There sho$l! %e a proper an! efficient comm$nication channel within the
or2ani=ation %oth for employees as well as c$stomers.
They sho$l! provi!e m$ch %etter 'fter #ales #ervices< %eca$se this is a !ecision
makin2 varia%le for the c$stomers.
7illin2 Process sho$l! %e more transparent %eca$se it lea!s to the relia%ility a%o$t
7ran!.
(I(4IOGRAP:>
/e%sites:
www.airtel.com
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www.Comtel.com
. www.scribd.com
www.wikipedia.org
www.Codeproject.com
www.Projectstoday.com
www.Freelancer.com
www.Slideshare.net
www.airtel.in
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