Customer Satisfaction Study of Reliance and Tata Telecom

http://www.gameswala.com/

A
DESSERTATION REPORT
ON

“A COMPARATIVE STUDY ON CUSTOMER SATISFACTION IN
RELIANCE INFOCOMM WITH TATA INDICOM”

Vs.
IN
DEHRADUN

In the partial fulfillment of the degree of
“MASTER OF BUSINESS ADMINISTRATION”
Session 2010-2011

Supervised to: Submitted by:
Mrs. SUMAN VIJ NARENDER KUMAR

(FACULTY GUIDE) MBA (IV Semester)

8NBDH045

http://www.gameswala.com/ 1


TABLE & CONTENT
S.no Particular Page no

1 Declaration Acknowledgement 3

2 Acknowledgement 4

3 Abstract summery 5

4 Introduction 6

5 Chapter 1:- 1.1 History of reliance telecom 10

6 1.2 History of Tata indicom 27

7 1.3 Scope of telecom 32

8 1.4 Telecom services in India 36

9 Objective 38

10 Chapter 2:- 2.1 Research Methodology 39

11 2.2 Review of literature 41

12 2.3 Empirical Analysis 49

13 Chapter 3:- Finding 61

14 Suggestions 62

15 Conclusion 63

16 Questionnaire 66



DECLARATION

I Narender kumar a student MBA (2008-2010) batch of ICFAI national college
Dehradun do here by declare that this project entitled “A COMPARATIVE
STUDY ON CUSTOMER SATISFACTION IN RELIANCE INFOCOMM WITH TATA
INDICOM in Saharanpur and dehradun”. Required in partial fulfillment of the
degree of Master of Business Administration, to the best of my knowledge is
the original work..



ACKNOWLEDGEMENT

A formal statement of acknowledgement will hardly meet the ends of justice in the matter
of expressing my deep sense of gratitude and obligation to all those who help me in the
completion of this thesis.

I am indebted to my project guide Mrs. SUMAN VIJ whose versatility of creativeness,
interest and enthusiasm gave a new dimension to my work with a motto- “to seek, to strive,
and not to yield”. I would like to express my gratitude to all my friends who help me a lot
throughout this Thesis.

Last but not the least, I would like to thank them who helped me and gave me constructive
suggestions.



ABSTRACT SUMMARY

Someone has rightly said that practical experience is far better and closer to the real world than
mere theoretical exposure. The practical experience helps the students to view the real business
world closely, which in turn widely influences their perceptions and arguments their
understanding of the real situation.

The phenomenon of creation is a long process requiring time, energy and dedications well as
skill and experience of those people engaged in the task, ultimately in the outcome as the final
form of embodiment of the creator’s vision. Research work constitutes the backbone of any
management education program. A management student has to do research work quite frequently
during his/her entire span.

The research work entitled “An analytical study on consumer’s perception towards reliance and
Tata indicom and their satisfaction level” aims to know how much satisfied the customer with
the service rendered by reliance and Tata indicom. And the data which is collected by me till
date it is found from the analysis that maximum of the customers feel that the services of the
reliance and Tata indicom are excellent.

MBA is a stepping stone to management career in order to reach practical and concrete results.
Our contemporary lives have been influenced by the advancement and growth in industry.



CHAPTER I



INTRODUCTION

What is Telecommunication?

& and Need for Mobile/Basic phone

Telecommunication is the fastest communication process in this era. Telecommunication is

the Electronic Process of communication. In this process we can talk anywhere in the

world.

Due to the telecommunication development the world has become like a point. At first

Grahm Bell had searched this way of communication & after invention of Telephone

gradually development has given growth. Due to the development of telecommunication

you always become contacts among the world. In the telecommunication Process the

information’s sends through the database. Electronically works on satellite signal reflection

theory by the mobile/ basic phone. We can connect the internet & send the data through

computer by this way of communication we always remain in contact through the

worldwide.



Industry Background
India’s telecom sector has been doing exceptionally well in past decade. Its structural and
institutional reforms have provided tremendous growth opportunity to this sector. India
has nearly 200 million telephone lines making it the third largest network in the world
after China and USA. With a growth rate of 45%, Indian telecom industry has the highest
growth rate in the world. The first reforms in Indian telecommunications sector began in
1980s when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was established.
Evolution of the industry-Important Milestones Year History of Indian Telecommunications
1851 First operational land lines were laid by the government near Calcutta (seat of British
power) 1881 Telephone service introduced in India 1883 Merger with the postal system

1923 Formation of Indian Radio Telegraph Company (IRT) 1932 Merger of ETC and IRT
into the Indian Radio and Cable Communication Company (IRCC) 1947 Nationalization of
all foreign telecommunication companies to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of Communications 1985 Department
of Telecommunications (DOT) established, an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal system) 1986
Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar
Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone
Nigam Limited (MTNL) for service in metropolitan areas. 1997 Telecom Regulatory
Authority of India created. 1999 Cellular Services are launched in India. New National
Telecom Policy is adopted. 2000 DoT becomes a corporation, BSNL 1.2] Indian Telecom
Policy:- After 1991’s liberalization in Government’s policies, the telecom sector has allowed
various private players to enter into the Indian market. Earlier, sector was operating under
public sector giants like Bharat Sanchar Nigam Limited (BSNL), Mahanagar Telephone
Nigam Limited (MTNL) and Videsh Sanchar Nigam Limited (VSNL) but after the National
Telecom Policy (NTP) by Government in 1994 many private players entered

this market is regulated by Telecommunication Regulatory Authority of India (TRAI). It
acts as an independent regulator of the business of telecommunications in the country
which was set up in 1997 by the government of India. (Source: TRAI Report 2006-07)
Indian telecommunications today benefits from among the most enlightened regulation in
the region, and arguably in the world. The sector, sometimes considered the “poster-boy
for economic reforms,” has been among the chief beneficiaries of the post-1991
liberalization. Unlike electricity, for example, where reforms have been stalled,
telecommunications has generally been seen as removed from “mass concerns,” and thus
less subject to electoral calculations



Today, there are many private players like Vodafone, Airtel, Tata, Reliance, Idea etc. There
are basically two areas in which these players operate: Fixed and Cellular Services. In Fixed
line, MTNL and BSNL have captured major part of the market. Whereas, Cellular Services,
can be further divided into two parts: Global System for Mobile Communications (GSM) and
Code Division Multiple Access (CDMA).

In this modern era mobile / basic phone become a best source to being communicated.



Reliance infocomm
COMPANY PROFILE

Reliance - Anil Dhirubhai Ambani Group

Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri
Dhirubhai H. Ambani (1932-2002), ranks among India’s top three private sector business
houses in terms of net worth. The group has business interests that range from
telecommunications (Reliance Communications Ventures Ltd.) to financial services

(Reliance Capital Ltd.) to the generation and distribution of power (Reliance Energy Ltd.)

Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest
private sector information and Communications Company with over 20 million
subscribers. The company has established a pan-India, high-capacity, integrated (wireless
and wire line), convergent (voice, data and video) digital network, to offer services
spanning the entire infocomm value chain. Other major group constituents – Reliance
Capital, Reliance Energy – are wide l acknowledged as the market leaders in their
respective areas of operation.



ABOUT US

Reliance Infocomm is the outcome of late Dhirubhai Ambani’s dream of bringing about a

digital revolution in India that will bring to every Indian’s doorstep an affordable means of

information and communication.” Make the tools of infocomm available to people at an

affordable cost. They will overcome the handicaps of illiteracy and lack of mobility", was

how Dhirubhai, as he was fondly called, spelt out Reliance Infocomm’s mission in late 1999.

He firmly believed the country could use information and communication technology to

overcome its backwardness and underdevelopment.

It was with this belief that Reliance Infocomm began laying its 60,000 route kilometres of

pan-India fibre optic backbone in 1999. The backbone was commissioned on December 28,

2002, Dhirubhai’s 70th birth anniversary, first since his sad demise on July 6, 2002.

Reliance Infocomm’s network is a high-capacity, integrated (wireless and wire line), and

convergent (voice, data and video) digital network. The network is designed to offer

services that span the entire Infocomm value chain - infrastructure, services, both for

enterprises and individuals, applications, and consulting. The network is designed to

deliver services and applications that will change the way we Indians live. It will harbinger

a New India.



VISION
"We will leverage our strengths in executing complex global-scale projects to make

leading edge information and communication services affordable by all individual

consumers and businesses in India. We will offer unparalleled value to create

customer delight and enhance business productivity. We will also generate value for

our capabilities beyond Indian borders while enabling millions of India's knowledge

workers to deliver their services globally".

CHAIRMAN PROFILE

Mr. Anil D. Ambani, 46, is the Chairman of Reliance Communications Ventures Ltd.,

Reliance Capital Ltd. and Chairman & Managing Director of Reliance Energy Ltd. Till

recently he also held the position of the Vice Chairman and Managing Director of Reliance

Industries Limited.



The Reliance group is India's largest business house, founded by late Shri Dhirubhai H.

Ambani (1932-2002).

Mr. Ambani is a Bachelor of Science from the University of Bombay and an MBA from The

Wharton School, University of Pennsylvania, USA. He joined Reliance in 1983 as Co-Chief

Executive Officer. He has to his credit many financial innovations in the Indian capital

markets and has pioneered India's first forays into the overseas capital markets with

International public offerings of global depository receipts, convertibles and bonds. He has

directed Reliance in its efforts to raise, since 1991, around US$2 billion from overseas

financial markets; with the 100-year Yankee bond issue in January 1997 being the high

point of his endeavors. He has steered the Reliance Group to its current status as India's

leading textiles, petroleum, petrochemicals, power and telecom player. He is a Member of

the Wharton Board of Overseers, The Wharton School, USA.

Birthplace : Mumbai, India

Date of Birth : June 4, 1959

Father's Name : Dhirubhai Hirachand Ambani

Mother's Name : Kokilaben Dhirubhai Ambani

Education:

Bachelor of Science, University of Bombay

MBA from The Wharton School, University of Pennsylvania, USA.



CAREER:

Joined Reliance in 1983, as co-Chief Executive Officer. Have to his credit many

financial innovations in the Indian capital markets. Pioneered India's first forays

into overseas capital markets with international public offerings of global

depository receipts, convertibles and bonds. Directed Reliance in

Its efforts to raise, since 1991, around US$ 2 billion from overseas financial markets;

with the 100-year Yankee bond issue in January 1997 being the high point of his

endeavors.

With an investment of over Rs 36,000 crore (US$ 9 billion) in petroleum refining,

petrochemicals, power generation, telecommunication services and a port terminal,

in a three-year time frame, he has steered the Reliance Group to its current status as

India's leading textiles-petroleum-petrochemicals-power-info COM-telecom player.

MEMBER:

Wharton Board of Overseers, The Wharton School, USA.Central Advisory

Committee, Central Electricity Regulatory Commission. Board of Governors, Indian

Institute of Management, Ahmedabad. Board of Governors of Indian Institute of

Technology, Kanpur.



PRODUCT & SERVICES PROFILE

Network

PAN India network and town coverage.

• 80,000 kms of optic fibre backbone.

• Wireless network covering over 2,400 cities/towns, to expand to over 5,700 cities

AND 4,00,000 villages by December.

• 4,300 Base Transceiver Stations (BTSs) across the country, to increase to around

8,500 by December.

• Network with superior reliability

• All this managed from our state-of-the-art national network operations centre in

Mumbai.



Sr. No. Circles

1. Andhra Pradesh
2. Bihar & Jharkhand
3. Chennai
4. Delhi
5. Gujarat
6. Haryana
7. Himachal Pradesh
8. Karnataka
9. Kolkatta
10. Kerala



11.Madhya Pradesh

12.Maharashtra & Goa

13.Mumbai

14.Orissa

15.Punjab

16.Rajasthan

17.Tamilnadu

18.Uttar Pradesh (East)

19.Uttar Pradesh (West)

20.West Bengal / Sikkim

21.Uttranchal

Sr. No. Union Territories

1. Chandigarh
2. Pondicherry
RIM Postpaid

1 INDIA

Now call any phone, anywhere in India for just Re 1/min.

Joy Plans

Our Postpaid plans have been specifically designed to help you save on costs. Depending on

your usage and your budget, you have a choice of plans with economical tariff rates.



On-net Talk time Pack

Now,you can enjoy the benefit of first 1000 mints of calling to all Reliance Mobiles and

Fixed Wireless Phones/ Terminals(FWP/T),in your circle, absolutely free!!!

Handset Payment Options (for Postpaid)

Get Started Kit

Gone are the days when you were bound by a particular handset and a certain phone

number. You can now set yourself free with the new Get Started Kit from Reliance India

Mobile.

BILL PAYMENTS

Introducing the most convenient mode of Bill payment. Now pay your bills directly from

Credit Card or Bank Account and save your precious time.

INMARSAT

Reliance now offers its subscribers significant savings for voice calls made to any Inmarsat

number. The savings could be as high as 70% depending on the type of terminal and the

location.

Unlimited SMS Pack

Now sms any phone, anywhere in India for just Re 1/min.



RIM Prepaid
1INDIA

Introducing 1 INDIA recharge options of 1 Day, 1 Week and 1 Month Validity

Jeevan bhar ka saath

Buy our new prepaid recharge voucher for Rs. 995/- Get incoming calls free for life.

Prepaid Tariffs

Choose the tariff plan that suits you needs.

E-Recharge

Now you can recharge your prepaid with any amount, from Rs. 10 - Rs. 10,000. So don't let

your budget stop you. Choose a recharge value that suits you and stay mobile.

SMS Top-Up Cards

Just top-up your prepaid with SMS top-up cards and send free SMS as for low as 1 paise.

Get Started Kit

Gone are the days when you were bound by a particular handset and a certain phone

number. You can now set yourself free with the new Get Started Kit from Reliance India

Mobile.



RELIANCE WORLD ROAMING:

Now roam across 200 countries and 350 GSM and CDMA networks with your Reliance

number

Calling Cards

Reliance World Card

The world is just a call away. With the Reliance World Card available in two denominations

- Rs. 110 and Rs. 220, you can make ISD calls from any Reliance phone, be it postpaid

(Reliance IndiaMobile/Fixed Wireless phone) or RIM prepaid even without a pre-activated

ISD facility!

The Reliance World Card also gives you exceptional voice clarity and superior calling

experience, all at exceptionally attractive rates.

Reliance India Card

Prepaid reliance India card offers very affordable rates for Local & NLD calls. The RIC is a

rechargeable account based prepaid card for making Local & NLD calls which can be used

from reliance phones (Reliance IndiaMobile (Postpaid/prepaid)/FWT/FWP) only and

cannot be used from PCO. With RIC , NLD calls can be made from Reliance phones even if

NLD facility is not active. The RIC voucher is available in Reliance Web worlds, POS, and

prepaid retail outlets.

The cards are available in denominations of Rs.110 & Rs. 220



Handsets

Reliance IndiaMobile service is available on handsets compatible with our network.

R Services

Enables you to view the number of the calling person when you receive a call.

CLIR (Call Line Identification Restriction)

Enables you to block presentation of your own number on a Reliance IndiaMobile offers
you a host of value-added services:

Voice mail service:

24 hour personal call answering service

Call waiting:

Allows you to receive an incoming call while already engaged in one call

Call hold:

Allows you to put a current call on hold and make a second call

Call diverts:

Allows you to divert calls within your SDCA

3-way call conferencing:

Allows a conference between 3 persons from your mobile handset

CLIP (Caller Line Identification Presentation)

Called person's phone



International SMS

Enables subscribers to send, receive, reply and forward simple text messages to friends,
relatives and business associates across the world.

R-World SERVICES

Hot n New, Mobile TV, Dial 1234, Movies more, Ringtones, Music, Membership,

CricketNmore, Gamestation, FunExpress, Messaging, TravelnShop, Finance, More,

Win N Stay, Indian Idol, Pics Gallery, Guiness Rcd, Win Daily, Greetings, Animations,

Weekly Comics, MMS, Web Mail, Find A Friend, Web Mail Registration, Office Mail,

Office Dir, Railways, IA Reserve, IA Help, AirlineInfo, Bus Routes, Shopping, Auto,

Matrimonial, Real Estate, Used Items, Job Search, Yellow Pages, Adambani Cos, BSE

Quotes, NSE Quotes, MCX Quotes, Mobile Bank, ICICI Bank, NCDEX Quotes,

Reliance MF, Devotional, Womens World, Kidz World, Bill N Help, Tool kit,

Finance.

Introduction to R Connect

To the World of R Connect- High speeds Internet access anytime, anywhere.

Welcome Reliance's cutting edge CDMA 1 x network offers you high speed internet access,

at speeds up to 144kbps without tying you down to a land line. You can take advantage of

this service by using one of the following devices.

Connect Data Cable

The R Connect Cable enables your RIM Phone to work as a high-speed modem for your PC
or laptop. You can download files as well as read and send e-mails easily at speeds up to
144 kbps, anytime, anywhere.



R Connect Card

A revolutionary product, that works as a modem and as a mobile phone. You can surf the

Internet, access e-mails, make and receive calls and SMS from your laptop while on a

business tour, while waiting at the airport, or traveling in a car through the R Connect Card,

anywhere across the country.

PDA Phone -

Enhance your productivity! For the mobile professional wireless PDA offers not only

Internet access but also mail access, personal information management and a host of other

personal productivity tools.

R-Connect Services provided by Reliance Communications Infrastructure Limited

RIM Prepaid-Prepaid Tariffs

Freedom Plans

Tariffs

Reliance Phones Rs. 0.99
Local
Other Phones Rs. 1.79

Reliance Phones Rs. 1.79
STD
Other Phones Rs. 2.49

Home tariffs apply for all outgoing calls while roaming. Incoming calls @ Rs. 1.79



Recharge Vouchers - Freedom Plans

MRP Admin Fee Talk time Validity (Days)

Rs. 149 Rs. 135.21 Rs. 0.00 30

Rs. 165 Rs. 75.73 Rs. 74.00 14

Rs. 200 Rs. 131.49 Rs. 50.00 30

Rs. 330 Rs. 150.45 Rs. 149.00 30

Rs. 550 Rs. 150.00 Rs. 349.00 30

Rs. 1100 Rs. 150.00 Rs. 848.00 60

Rs. 995 Rs. 602.90 Rs. 300.00 180

Rs. 3300 Rs. 150.00 Rs. 2845.00 365

Fixed Wireless Phone (FWP)

BENEFIT #1

No Wires Attached

Wireless connectivity - immune to cable-cuts, rains etc. Carry it along when you move from

room to room or when you shift your home/office.

BENEFIT #2

Wireless Internet (R Connect)- In-built modem for high speed internet connectivity at

speeds up to 115 kbps. No separate ISP connection required

BENEFIT #3

Mobile Phone's Features



SMS, In-built Caller Line Identification, Voice Mail, 99-number Phone Book, Speaker Phone,

choice of ringtones and many more.

BENEFIT #4

Zero effective Rentals

Value of free calls almost equivalent to monthly plan charges with unbelievably low call

rates.

Service available in select cities. Fax is not supported.

*For Residence Proof: Telephone/Electricity/Credit Card Bill or Bank Statement (with

stamp and signature of Bank Manager). Documents should not be more than three months

old. Submit photocopies of documents and bring originals for verification. All documents

need to be in customer's name. For I identity Proof: Passport/Voter ID Card/PAN

Card/Driving License/Photo Identity Card issued by an institute.

Fixed Wireless Terminal (FWT)

BENEFIT #1

Great Savings

Unbelievably low call rates. Substantial savings on ISD calls.

BENEFIT #2

Zero Effective Rentals

Value of free calls almost equivalent to monthly plan charges.

BENEFIT #3



Parallel Connection Facility

Two voice ports to connect two telephone instruments to be used as parallel connection.

BENEFIT #4

No Wires Attached

Wireless connectivity-immune to cable cuts, rains etc. Carry it along when you shift your
home/office.

BENEFIT #5

Wireless Internet (R-Connect)

In-built modem for high speed Internet connectivity at speeds of up to 115 kbps. No
separate ISP connection required.

BENEFIT #6

3-way Call Conferencing, Speed Dialing, Hotline, Call Restrict/Call Lock, Call Wait/Call Hold,
Call Divert, Alarm and Caller Line Identification enabled.

SERVICE AVAILABLE IN SELECT CITIES. FAX IS NOT SUPPORTED.

*For Residence Proof: Telephone/Electricity/Credit Card Bill or Bank Statement (with

stamp and signature of Bank Manager). Documents should not be more than three months

old. Submit photocopies of documents and bring originals for verification. For Identity

Proof: Passport/Voter ID Card/PAN Card/Driving License/Photo Identity Card issued by an

institution. All documents need to be in customer's name.

TATA TELESERVICES LTD



Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector. The
Tata Group had revenues of around US $62.5 billion in Financial Year 2007-08, and
includes over 90 companies, over 350,000 employees worldwide and more than 3.2 million
shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform
in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India)
Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It
launched mobile operations in January 2005 and today enjoys a pan-India presence
through existing operations in all of India’s 22 telecom Circles. The company is also the
market leader in the fixed wireless telephony market. The company’s network has been
rated as the ‘Least Congested’ in India for last five consecutive quarters by the Telecom
Regulatory Authority of India through independent surveys.

Tata Teleservices Limited now also has a presence in the GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and services under
the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Group’s strategic
alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO
has received a pan-India license to operate GSM telecom services - and has also been
allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in
phased manner, starting with Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh,
Mumbai, Rest of Maharashtra, MP&CG, Haryana-Punjab, Kolkata and Jharkhand. The
company plans to launch pan-India operations by the year-end.

TATA DOCOMO marks a significant milestone in the Indian telecom landscape, as it stands
to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the
world’s leading mobile operators - in the Japanese market, the company is the clear market
leader, used by over 50 per cent of the country’s mobile phone users.



Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves
around 50 million customers in more than 350,000 towns and villages across the country,
with a bouquet of telephony services encompassing Mobile Services, Wireless Desktop
Phones, Public Booth Telephony and Wire line Services.

In December 2008, Tata Teleservices announced a unique reverse equity swap strategic
agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited, and
Quippo Telecom Infrastructure Limited - with the combined entity kicking off operations
with 18,000 towers, thereby becoming the largest independent entity in this space - and
with the highest tenancy ratios in the industry. TTSL’s bouquet of telephony services
includes mobile services, wireless desktop

Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector. The
Tata Group had revenues of around US $62.5 bn in Financial Year 2007-08, and includes
over 90 companies, around 350,000 employees worldwide and more than 3.2 million
shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform
in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India)
Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It
launched mobile operations in January 2005 and today enjoys a pan-India presence
through existing operations in all of India’s 22 telecom Circles. The company is also the
market leader in the fixed wireless telephony market. The company’s network has been
rated as the ‘Least Congested’ in India for last four consecutive quarters by the Telecom
Regulatory Authority of India through independent surveys.

Tata Teleservices Limited now also has a presence in the GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and services under
the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Group’s strategic
alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO
has received a pan-India license to operate GSM telecom services—and has also been
allotted spectrum in 18 telecom Circles and will roll out its services shortly, starting with
South India.

TATA DOCOMO marks a significant milestone in the Indian telecom landscape, as it stands
to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the
world’s leading mobile operators—in the Japanese market, the company is the clear market
leader, used by over 50 per cent of the country’s mobile phone users.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves over
36 million customers in more than 320,000 towns and villages across the country, with a
bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones,
Public Booth Telephony and Wireline Services. Other services include value-added services
like Voice Portal, Roaming, Post-paid Internet Services, Three-way Conferencing, Group
Calling, Wi-Fi Internet, USB Modem, Data Cards, Calling Card Services and Enterprise



Services. Some of the other products launched by the company include Pre-paid Wireless
Desktop Phones, Public Phone Booths, Mobile Handsets and Voice & Data Services such as
BREW Games, Voice Portal, Picture Messaging, Polyphonic Ring Tones, and Interactive
Applications like news, cricket, astrology, etc.

In December 2008, Tata Teleservices announced a unique reverse equity swap strategic
agreement between its fully-owned telecom tower subsidiary, Wireless TT Info-Services
Limited, and Quippo Telecom Infrastructure Limited—with the combined entity kicking off
operations with 18,000 towers, thereby becoming the largest independent entity in this
space. Tata Teleservices’ bouquet of telephony services includes mobile services, wireless
desktop phones, public booth telephony and wireline services.

TATA DOCOMO

TATA DOCOMO is Tata Teleservices Limited's (TTSL) telecom service on the GSM platform-
arising out of the Tata Group's strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate
GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum
in 18 telecom Circles. TTSL and has already rolled out its services in various circles.

The launch of the TATA DOCOMO brand marks a significant milestone in the Indian telecom
landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT
DOCOMO is one of the world's leading mobile operators-in the Japanese market, the
company is clearly the preferred mobile phone service provider in Japan with a 50 per cent
market share.

NTT DOCOMO has played a major role in the evolution of mobile telecommunications
through its development of cutting-edge technologies and services. Over the years,
technologists at DOCOMO have defined industry benchmarks like 3G technology, as also
products and services like the i-mode TM, mobile payment and a plethora of lifestyle-
enhancing applications. Today, while most of the rest of the industry is only beginning to
talk of LTE technology and its possible applications, DOCOMO has already started
conducting LTE trials in physical geographies, not just inside laboratories!

DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of
services and handset designs, particularly integrating services at the platform stage. The
Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in
the Indian market under the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee,
comprising of senior personnel from both companies. The committee is responsible for the
identification of key areas where the two companies will work together. DOCOMO, the
world's leading mobile operator, will work closely with the Tata Teleservices Limited
management and provide know-how on helping the company develop its GSM business.


Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its
presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata
Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today,
Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37
million customers in more than 320,000 towns and villages across the country offering a
wide range of telephony services including Mobile Services, Wireless Desktop Phones,
Public Booth Telephony and Wire-line Services.

2001 - Mr. Vinod Shukla, Director has resigned and Mr Pradeep Kaul has been appointed in
his place. 2002-Hughes Tele.com crosses 150000 live customer lines.

- Hughes Tele confirms appointment of G Varghese as President & CEO.

- Hughes Tele.com India Ltd has informed that the Board has appointed Mr Jay Dehejia
as a Director of the Company. Mr Dehejia has also been appointed as a member of the
Audit Committee and Employees Stock Option Plan Compensation Committee. Mr Jay
Dehejia is an Independent Director for the purpose of Clause 49 of the Listing
Agreement. Further, the Board of Directors has at its meeting held today appointed Mr
Paul W Cheng as an Alternate Director to Mr. Jay Dehejia.

- Hughes Network Systems, a shareholder of Hughes Tele.com (India) Ltd (HTIL), and
Tata Industries Ltd on April 23, 2002 signed a Memorandum of Understanding to
discuss various possibilities for entering into atransaction with respect to the
investment of the HTIL sponsors in HTIL.

- Hughes Tele.com India Ltd has informed the Board of Directors of the Company has
accepted Mr Sett's resignation at its meeting held on July 16, 2002. Mr Vivek Sett will
however continue as the Company's Chief Financial Officer.

- Hughes Tele.Com (India) Limited has informed the Exchange about the Change in
Board of Directors as follows : 1.) M/s. Pramod Mittal, Pradman Kaul, Jack Shaw,
Francis X Frantz, Vinod K Mittal, James Lucchese, Pradeep Kaul, Jaykumar Dehejia &
Vijay dhar have resigned from the office of the Director of the Company w.e.f December
6, 2002. Consequent to the above said resignations, M/s. Arun Kumar (alternate to Mr.
Jack Shaw). Sanjay Chaudhary (alternate to Mr. Francis X. Frantz), Pranav Roach
(alternate to James Lucchese), Partho Banerjee (Alternate to pradeep Kaul), Paul W
Cheng (Alternate to Jaykumar Dehejia),John-Michael Lind (Alternate to Pramod Mittal)
have also ceased to be alternate Directors w.e.f. December 6, 2002. 2.) Dr. J J irani, Mr. S
Ramakrishnan, Mr. Ishaat Hussain, Mr. R Gopalakrishnan, Mr.Kishor Chaukar, Mr.
Firdose Vandrevala, Mr. N.S.Ramachandran & Mr. Pradman Kaul have been appointed
as Directors of the Company w.e.f. December 6, 2002. The Board will shortly be



expanded to include one more director. The above changes have been approved at the
meeting of the Board of Directors of the Company held on December 6, 2002.

2003

- Hughes Tele.com, telephony services provider of Maharashtra has been officially
renamed as Tata Teleservices (Maharashtra) ltd.

- Tata Teleservices (Maharashtra) intensified its focus on rest of Maharashtra (besides
Mumbai).

- TTSL, the Private basic telecom services operator has launched its Voice Mail Services
(VMS).

- Tata Teleservices has tied up with Tier 1 internet service provider n-Longue
Communications to set up 400 telephone and internet Kiosks in rural Tamil Nadu.

- TTSL is re-evaluating its decision to expand its public Call Offices (PCO's) and Cyber
Cafe's across the country under the Tata Indicom Umbrella.

- Trail sought out for clarification on tariffs from WLL Player-Tata Teleservices, even
though the company has maintained that its WLL tariffs have not been put on hold.

- Tata Teleservices ltd and Dish net DSL Ltd have tied up for sharing of infrastructure
and a co-location agreement across the country.

- Tata Teleservices has slashed its WLL STD rates to Rs.1.90 per minute for calls beyond
500kms.

- GTL and Tata Teleservices have been picked up by Andhra Pradesh Government to
manage the information assets created by the state as part of its e-governance
initiatives.

- TTSL has received clearance from TN government for setting up an Optic Fibre
Cable(OFC) backbone of the state

- Tata Teleservices impact with Tata InfoTech to set up a wireless application
Laboratory at IIT-Mumbai.

- TTSL has announced an offer which enables its customers to own a mobile phone and a
connection for Rs.999.



- TTML is negotiating with the Airport Authority of India (AAI) to offer Tata Indicom Wi-
Fi services a high frequency wire free access to the internet, at airports.

- Tata Teleservices objected Reliance Infocomm locking in the customers of its limited
mobility services for a period of 3 years and has termed it as anti-corruption practices.

- TTSL has tied up with Motorola for the letters first commercial CDM software switch.

- TTSL has successfully launched its Tata Indicomm CDMA services in Pune, nagpur
Nasik and Aurangabad.

- Tata Teleservices has reached a milestone by crossing 1 lakh subscribers in Delhi.

- TTSL has unveiled its CDMA -based mobile services in Mumbai with lowest pulse rate
at 15 seconds.

- Mr.Amit Bose has been appointed as president of Tata Tele services , in charge of
marketing, sales and other initiatives of Tata Teleservices.

- Tata Teleservices has unveiled a new scheme called Tata Shareholder Privileges for its
shareholders, through which the company can get mobile connection without paying
any upfront charges.

- Mr. Firdose Vandrevala has been appointed as new non-executive chairman of Tata tale
services.

- Dr. J. J. Irani handed over the Chairmanship of the Board of Directors to Mr. Firdose A.
Vandrevala.

- Launches basis telephone services in Pondicherry from 01/09/2003

- Tata Teleservices starts operations in Prakasam district

- Tata Teleservices selects Subbed System's fraud management system 2004

- Tata Tele unveils m-tribe to tap talent

- Tata Tele awards CDMA contract to Motorola 2004

- TTSL in alliance with Dept of Posts for bill payments in TN



- Launches Tata Indicom Pre Pay service for fixed wireless phone (FWP) in Andhra
Pradesh and Delhi circles.

- Tata Teleservices has signed a memorandum of understanding with China Unicom for
joint development of applications on the CDMA technology platform

- Tata Indicom has launched push-to-talk capable handsets, which allows subscribers to
connect instantly with other users of similar handsets

- Tata Indicom forges alliance with Nokia to roll out gaming package

- Tata Indicom's IP-VPN services bags international accreditation

- Tata Teleservices has awarded a contract worth nearly $ 30 million to Lucent
Technologies to help in the CDMA network expansion of Tata Teleservices in Andhra
Pradesh

- VSNL joins hands with TTSL to offer global calling cards

- Tata Indicom launches new contest on Euro 2004

- Tata Indicom forays into wireless pre-paid segment with new features

- Tata Indicom begins services in Sivakasi, Virudhunagar in TN

- Tata Teleservices Limited (TTSL) on September 1, 2004, announced the launch of
telecom services in Anantapur town that would cover fixed wireless and mobile to
customers

- Tata Indicom, on Sept 10, launches its services in Raichur

- Launches lower rate slab for its `True Paid' customers

- Tata Indicom rolls out first ever PTT service in India 2005

- Hyundai Motor sign Mo U with Tata Indicom on Feb 11, 2005

- Tata Tele launches services in Uttaranchal

- TTSL ropes in Trisha as brand ambassador

- Tata Tele unveils Tata Indicom mobile services in Kerala

- Tata Teleservices inaugurates `True paid' campaign



- Tata Indicom ties-up with Bangalore One for payment of its bills by Customers at
Bangalore One centers spread across the city

- Tata Tele, VSNL in pact with Indian Institute of Management Calcutta To providing
exclusive and customized communications solutions

- Tata Teleservices Ltd has launched its first `Tata Indicom True Value Hub' in Kerala
2006

- Tata Tele unveils Tata Indicom Walky

- TTML joins hand with TCS, Qualcomm

TATA indicom postpaid plan

Talk Get More Do More Business Do More Business Do More Get More
Get more 124
World 199 999 Gold 0123 Silver 1599 399

Overview

Validity

Price Rs.299 Rs.199 Rs.999 Rs.349 Rs.124 Rs.123 Rs.224 Rs.1599 Rs.399

Incoming Free Free Free Free Free Free Free Free Free
Calls

Free Rs.0 Rs.199(All No Rental a.) Roaming Rs.0 Rs.0 Rs.150 Rs.0 Rs.425
TalkTime Calls) and CLIP Incoming - 500 (All Calls) (Local
charges Mins b.) Rs. 100 Calls)
for 12 (Local/STD/ISD)
months.

Clip Rs.0 Rs.50 Free Free Rs.25 Rs.25 Rs.25 Rs.25 Rs.25
Charges (Optional) (Optional) (Optional) (Optional) (Optional) (Optional)

Local
Rates

Same Rs.1 per Rs.0.50 Rs.1 Rs.0.10 Rs.0.50 Rs.0 Rs.0.50 Rs.1 Rs.0.50
Carrier 3
minutes

Other Rs.1 Rs.1.20 Rs.1 Rs.0.50 Rs.0.50 Rs.1 Rs.0.50 Rs.1 Rs.1.75
Carriers

Landline Rs.1 Rs.1.20 Rs.2 Rs.0.50 Rs.1 Rs.2 Rs.1 Rs.2 Rs.1.75

STD
Rates

Same Rs.1 per Rs.2 Rs.2 Rs.2.40 Rs.2.50 Rs.3 Rs.2.65 Rs.2 Rs.2
Carrier 3
minutes

Other Rs.1 Rs.2.65 Rs.2.65 Rs.2.50 Rs.3 Rs.2.65 Rs.2.65 Rs.2.65
Carriers



Get more 124

Landline Rs.1 Rs.2.65 Rs.2.65 Rs.2.40 Rs.2.50 Rs.3 Rs.2.65 Rs.2.65 Rs.2.65

ISD Rates

USA, Rs. 6.40 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2
Canada, (9 AM- 9
Europe PM -
(Fixed Monday
Line), to Friday)
Australia, Rs. 4.00
Singapore, (9 PM - 9
Hong AM
Kong, Monday
Thailand, to Friday
Malaysia, and 24
Indonesia, hours on
New Sat/Sun)
Zealand.

Gulf, Rs. 9.20 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2 Rs.9.2
Europe (9 AM- 9
(Mobile), PM -
SAARC Monday
countries, to Friday)
Africa & Rs. 7.00
Rest of the (9 PM - 9
world AM
Monday
to Friday
and 24
hours on
Sat/Sun)

Cuba, Sao
Tome &
Principe,
Guinea
Bissau,
Diego
Garcia,
Nauru,
Solomon
Islands,
Vanuatu,
Cook
Islands,
Tuvalu,
Tokelau,
Norfolk
Island,
Sakhalin

SMS

National Rs.1 Rs.2 Rs.2 Rs.0.50 Rs.2 Rs.2 Rs.2 Rs.2 Rs.2

Local Rs.1 Rs.1 Rs.1 Rs.0.50 Rs.1 Rs.1 Rs.1 Rs.1 Rs.1

Internation Rs.4 Rs.5 Rs.5 Rs.5 Rs.5 Rs.5 Rs.5 Rs.5 Rs.5
al



Get more 124

Other
Details

Other
Details • •
* Get More * Do More
274, 0123
offering Roam,
750 offering
minutes 750
free minutes
incoming free
roaming incoming
benefit per roaming
month at benefit per
monthly month at
commitme monthly
nt of commitme
Rs.274. nt of
Rs 0.50 Rs.348.
( after free Rs 0.50
750 mins ( after free
usage ) 750 mins
usage )



Chapter 2

OBJECTIVE OF THE STUDY

The objective of the study was to get an understanding of the customer feedback segment

of the Reliance Imfocomm and Tata indicom. The scope of study involves.


 To find out the brand preference between customers.

 To find out the customers preference.

 To find out the satisfaction level of customers.

 To find out the most effective media for advertisement.

 To determine the impact of advertisement on customers.

 To determine the overall improvement in the services.

RESEARCH METHODOLOGY

DATA COLLECTION METHOD



PRIMARY DATA:-

Sources of primary data

Depth interview base on detailed questionnaire. I have used the close ended and open
ended question. It contains set of questions that are framed based on objective for
study.

Sampling Area: - Dehradun, Saharanpur

Sampling size: - My sample size is (200 customers in the reliance telecom and (200)
customers in the Tata indicom in Dehradun and Saharanpur. so my sample is
(200+200) =400. So and my is sample size more then 30 (N≥30) so I have used the t-
test.

And I have use large sampling technique like CHI SQUARE TEST.

Sample Process: - I have used the Random sampling. Because my sample size large
simple.

Sampling Unit :- Reliance and Tata indicom customers in Dehradun and Saharanpur

SECONDARY DATA:-



I have used the secondary data from magazine, same data from the books and article, and
internet, Journal.

LITERATEUR REVIEW

Consumer satisfaction


This study is conducted by TRAI. It assesses the satisfaction level of consumers encompassing
quality of technical service, quality and operational aspects of gadgets and social /psychological
costs due to unsolicited promotional calls /SMS. The analysis in this report shows that the
consumption behavior of the mobile phone users in Delhi and covers the aspects like usage
pattern of the mobile phone services, assessment of the level of satisfaction, preference for
various attributes and functionalities of gadgets .

Consumer behavior
The titled named “consumer buying behavior” by Martin Tina; Sam Manaberi [2005]
Discussed the industrial purchasing stands for more than half of the whole economic
activity in industrialized countries. Therefore it is important to understand how industries
perform buying activities. The telecommunication industry is a fast growing industry and
therefore interesting to investigate. The purpose of this study was to investigate the
characteristics of industrial buying behavior in the telecommunication industry. The
purpose has been further developed in forms of research questions dealing with the buying
process, buying center and choice criteria. A case study was made with a customer, to the
telecom supplier Ericsson, from the company HI3G Access, also known as 3. A highly topical
company in the third generation telecom networks with Ericsson as one of their primary
suppliers. The conducted telephone interview indicates a swift buying process, influenced
by word of mouth. Additional findings involve a small buying center, which is mainly
controlled by the technical and procurement staff and the importance of price as selection
criteria as the product is becoming a commodity.

The article named “consumer buying behavior in mobile phone market in Finland” by EMAC
conference, Track: New Technologies and E – Marketing. The survey conducted With 397
consumers and looked at their motives to purchase new mobile phones on one Hand and
factors affecting operator choice on the other. The results indicate that while price and
properties were the most influential factors affecting the purchase of a new mobile phone,
price, audibility and friend’s operator were regarded as the most important in the choice of
the mobile phone operator. This paper concludes with a discussion of contributions and
purposes ideas for future studies in this under researched area.



LITERATEUR REVIEW ON CONSUMER BUYING
BEHAVIOUR
Efthymios Constantinides Journal Internet Research Year: (2004)7 Volume: 14
Issue: 2 Page: (111 – 126)

According to the journal “Addresses one of the fundamental issues of e-marketing: how
to attract and win over the consumer in the highly competitive Internet marketplace.
Analyses the factors affecting the online consumer's behavior and examines how e-
marketers can influence the outcome of the virtual interaction and buying process by
focusing their marketing efforts on elements shaping the customer's virtual experience,
the Web experience. Identifying the Web experience components and understanding
their role as inputs in the online customer's decision-making process are the first step in
developing and delivering an attractive online presence likely to have the maximum
impact on Internet users. Click-and-mortar firms delivering superior Web experience
influence their physical clients’ perceptions and attitudes, driving additional traffic to
traditional sales outlets. Provides a contribution to the theoretical debate around the
factors influencing the online consumer's behavior and outlines some noticeable
similarities and differences between the traditional and virtual consumers.”

See Henry assail (1987)27 has discussed the consumer buying behavior is the
“consumer decision making varies with the type of buying decision. The decisions to buy
Tata indicom, reliance, idea, bsnl and vodaphone are all very different. Complex and
expensive purchases are likely to involve more buyer deliberation and more
participants”.

The project study titled “customer buying behavior of mobile phone brands” by Riquelme
(2001). She conducted an experiment with 94 consumers to identify the amount of self
knowledge consumers have when choosing between mobile phone brands. The study was
Build upon six key attributes like telephone features, connection fee, access cost , mobile to
Mobile phone rates call rates and free calls related to mobile phone purchasing
respondents had to importance rate. The research shows that consumers with prior
experience about a product can predict their choices relatively well but customers tended
to overestimate the importance of features, call rates, and free call and underestimates the
importance of a monthly access fee, mobile to mobile phones rates and the connection fee.

The titled named “consumer buying behavior” by Martin Tina; Sam Manaberi [2005]
discussed the industrial purchasing stands for more than half of the whole economic activity in
industrialized countries. Therefore it is important to understand how industries perform buying
activities. The telecommunication industry is a fast growing industry and therefore interesting to
investigate. The purpose of this study was to investigate the characteristics of industrial buying
behavior in the telecommunication industry. The purpose has been further developed in forms of
research questions dealing with the buying process, buying center and choice criteria. A case
study was made with a customer, to the telecom supplier Ericsson, from the company HI3G


Access, also known as 3. A highly topical company in the third generation telecom networks
with Ericsson as one of their primary suppliers. The conducted telephone interview indicates a
swift buying process, influenced by word of mouth. Additional findings involve a small buying
center, which is mainly controlled by the technical and procurement staff and the importance of
price as selection criteria as the product is becoming a commodity.

The article named “consumer buying behavior in mobile phone market in Finland” by EMAC
conference, Track: New Technologies and E – Marketing. The survey conducted with 397
consumers and looked at their motives to purchase new mobile phones on one hand and factors
affecting operator choice on the other. The results indicate that while price and properties were
the most influential factors affecting the purchase of a new mobile phone, price, audibility and
friends operator were regarded as the most important in the choice of the brand.

Brand selection
The research study titled “factors affecting the brand decision in the mobile phone industry” in
Asia by Liu 2002.This study found that the choice of a cellular phone is characterized by two
attitudes to brands: attitude towards the mobile phone brand on one hand and attitude towards the
network on the other. While price and regularity of service were found to dominate choice
between network providers, choices between mobile phone brands were affected by new
technology features such as memory capacity and SMS – options, more than size. The brand will
actually be not towards smaller phones but towards phones with better capability and larger
screen.



LITERATEUR REVIEW ON CONSUMER PERCEPTION
According to the Mr.A.S.RAMESH AND G.SUDHA (2008)19 Page no. (495-497) has been
discussed consumer are open to a wide range of products after the tidal waves of
globalization. Purchase decision become mare complex not only because of more choices
but also similar features that are offered by all the brands especially for consumer
durables. To face the tough competition, companies want to place their products in multi-
brand shops. Consumers also prefer multi-brand shops and retailer feel it hard and difficult
to manage single brands shops.

MR. Aaker, and David A.(1998)16 has discussed the consumer perception as the price of
the product of well known brands cannot bi differentiated, retailer are in a very hard
position to differentiate them by concentrating be other factors. As customer have more
choice and more information then ever before, retailer must be highly focused, in order to
grow in a world of extremes. Retailer therefore needs to adopt a new approach. It is not
increasing the store image along, but shift simple having a from ‘product-centric’ to
‘customer-centric’ approach.

The article titled “consumer perception and its choice mobile telecom service provider in
Malaysia, Journal of International Business and Economics, May, 2007 by Ahasanul Haque,
Ali Khatibi, Abdur Raquib, Shameem Al Mahmud. The study aims to find out what are
Critical factors those are playing an important role to select the telecommunication service
provider.
Result provides a comprehensive analysis of the important factors for playing an important
role for the customer to select the telecommunication service provider. The analysis
confirms the significant positive relationship of price, service quality, product quality and
availability, and promotional offer for consumer perception. These factors are expected to
have a great role during the time to choose telecommunication service provider. In
conclusion, practitioners can be deriving a better understanding of the activities that are
being played a vital role for the consumer perception.

This study is conducted by TRAI. It assesses the satisfaction level of consumers
encompassing quality of technical service, quality and operational aspects of gadgets and
social /psychological costs due to unsolicited promotional calls /SMS. The analysis in this
report shows that the consumption behavior of the mobile phone users in Delhi and covers
the aspects like usage pattern of the mobile phone services, assessment of the level of
satisfaction, preference for various attributes and functionalities of gadgets .

Value addition
As this topic is controversial topic at all. As we know that customer satisfaction is not
completely measured by any method because there are some loopholes in the study that are not
the under control of anyone that the external environment cannot controlled. In this research


study too the customer satisfaction of the both companies TATA and Reliance are comparable in
some aspects and not comparable in some other aspect like GSM service of Reliance
communication cannot be comparable with Tata indicom CDMA service. The services of the
Reliance communication are founded to be better than Tata indicom because of their flexible
plan for according to the needs of the customer which make the company to generate revenue
from the postpaid section. The postpaid section of the Reliance communication generates the
57% of total revenue of the total profit.

LITERATEUR REVIEW ON CUSTOMER RELACTIONSHIP
MANAGEMENT (CRM)

According to the Mr.Roland T.Rust, Valerie A. Zeithaml (2000)21 During customer
equity, marketing management written by the Philip kotler (2004)page no.(76-78).
The aim of customer relationship management (CRM) is to produce high customer
equity. Customer equity is the total of the discounted lifetime values of all the firm’s
customers. Clarity, the more loyal the customers, the higher the customer equity.

“CRM is an acronym for ‘Customer Relationship Management’. CRM is a set of

strategies, processes, metrics, organizational culture and technology solutions that

enhance an organization's ability to see the differences in its customers’ and prospects'

behavior and needs, track new opportunities to better serve their customers and act,

instantly and profitably, on those differences and opportunities. Recently CRM has taken

a center stage in the business world with businesses concentrating on saving money and

increasing profits by redefining internal processes and procedures. It costs a company

dramatically less to retain and grow an existing client, than it does to court new ones. It

is said that “It is seven times more expensive to acquire a new customer than to keep

an existing one”, therefore the value of customer information and management should

never be underestimated.



There are various technical components of CRM like customer information, sales,

marketing trends and marketing efficacy that act in tandem to improve relationship

between companies and consumers. From a technological perspective, it involves

capturing customer data from across the organization and consolidating all internally

and externally acquired customer-related data in a central database. This data is then

analyzed and the results of the analysis are distributed via customer touch points like

mobile sales force, inbound and outbound call centers, web sites, point-of-sale, email,

etc., for use while dealing with customers at these very touch points. The Internet has

revolutionized the way business is done and has virtually taken the enterprise

information system within the reach of the customer. It can be accessed through the call

centers, through the Internet and increasingly through mobile devices.

CRM from the Business Strategy Perspective.

The Business Strategy perspective has most in common with many of the lessons and
topics contained on this website, and indeed within the field of marketing itself. The
diagram below shows the Marketing Teacher Model of CRM and Business Strategy. Our
model contains three key phases - customer acquisition, customer retention and
customer extinction, and three contextual factors - marketing orientation, value creation
and innovative IT.



A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as follows:

Customer Relationship Management is the establishment, development, maintenance
and optimization of long-term mutually valuable relationships between consumers and
organizations. What you cry? What does that mean? Let's unpack the definition. The key
to the definition is long-term mutually valuable relationship. This is based upon a
definition of marketing that considers marketing as a mutually satisfying system of
exchanges (for example Baker 2002). So CRM is the building and maintenance of long-
term customer relationships. The relationship delivers value to customers, and profits to
companies. The relationship is supported (but not driven) by cutting edge IT. The
business strategy is based upon the recruitment, retention and extension of products,
services, solutions or experiences to customers. This is the core of CRM.

“CRM software provides a company-wide business strategy designed to reduce costs
and increase profitability by improving customer loyalty. CRM brings together
information from all areas of a company (sales, marketing, and customer service and
management departments) to provide a complete view of each customer. This allows
company representatives to make quick and informed decisions when communicating
with a prospect or customer.”

CRM can access information on products purchased, service contracts, defects and much
more. CRM software provides a standard framework for pushing lead information
through a sales pipeline and managing it amongst many stakeholders. This way, you can



provide better customer relations and grow revenues by creating more sales, while
losing fewer customers.

Customer service
According to Turban et al “customer service is a series of activities designed to enhance the level
of customer satisfaction that is, the feeling that a product or service has met the customer
expectation. The needs, wants and preconceived ideas of a customer about a product or service.
Customer expectation will be influenced by a customer’s perception of the product or service and
can be created by previous experience, advertising, hearsay, awareness of 32 competitors and
brand image. The level of customer service is also a factor and a customer might expect to
encounter efficiency, helpfulness, reliability, confidence in the staff and a personal interest in
his / her patronage.
The main objectives of customer services are: -
· Learn to identify and analyze customer needs and problems
· Recognize the most common reasons for customer complaints
· Discover techniques to cultivate and maintain special customer relationships
· Assess your communication style and use two – way communication skills to level with people,
to accept feedback from them, and to discuss problems
· Identify specific problems in your customer service program and apply treatment.



EMPIRICAL ANALYSIS

DEMOGRAPHIC ANALYSIS OF DATA

Gender of the customers
The collected primary data has been analyzed with the help of percentage analysis and

weighted average method. The gender of the respondents is presented in the table below.

Table1: Gender of the customers

SI no. Gender Frequency Percent

1 Male 274 68%

2 Female 126 32%

3 Total 400 100%


Interpretation: - It is obvious from above table1 that 68% of the respondents are male and 32%
of the respondents are female out of 400 respondents.

Table2: company prefer of the customers

SI no. Company Frequency Percent

1 Reliance 274 68%

2 Tata 126 32%

3 Total 400 100%

Interpretation: - It is obvious from above table2 that 68% of the respondents are prefer to the
reliance and 32% of the respondents are Tata indicom out of 400 respondents.



Table3: Technology prefer

Technology Frequency Percent

CDMA 220 55%

GSM 85 21%

both 95 24%

Interpretation: - It is obvious from above table3 that 55% of the prefer the CDMA service,21%
of the GSM and 24% both services out of 400 respondents.



Table4: factor do you prefer while using the telecom service

Reliance frequency Tata Frequency
Coverage 40 Coverage 26
Connectivity 60 Connectivity 35
Tariff Plan 104 Tariff Plan 40
Value added service 70 Value added service 25



Table 5:- promoted you to have this service

Reliance frequency Tata Frequency

Friend 80 Friend 35

Family 64 Family 26

Advertisement 110 Advertisement 50

Other 40 Other 15



Overall satisfaction level with service of the customers

The details of the satisfaction level of the respondents are given in the table below

Table 6:- satisfaction level of the customers

satisfaction level with service Reliance Tata

Very good 74 40

Good 60 50

Satisfied 140 36

Bad 0 0

Very bad 0 0



.

Table 1 Gender and level of satisfaction towards services rendered by Reliance

Sl. LEVEL OF SATISFACTION OF THE CUSTOMERS
COMPANY TOTAL
No. VERYGOOD GOOD SATISFIED BAD VERY BAD

1. Reliance 74 60 140 0 0 274

Tata 40 50 36 0 0 126
2.

TOTAL 124 130 186 0 0 400

NULL HYPOTHESIS (H0): The services of Reliance is better than of Tata Indicom



ALTERNATIVE HYPOTHESIS (H1): The services of Reliance is not better
than of Tata Indicom

CHI – SQUARE TEST

Fo Calculation of Fe Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe

74 124 x 274/400 50.69 10.94 119.68 2.36

60 130 x 274/400 89.05 29.05 843.03 9.47

140 186 x 274/400 127.41 12.59 158.51 1.24

0 0 x 274/400 0 0 0 0

0 0 x 274/400 0 0 0 0

40 124 x126/400 39.06 0.94 0.88 0.02

50 130 x 126/400 40.95 9.05 81.90 2.00

36 186 x 126/400 58.59 -22.59 510.31 8.71



Fo Calculation of Fe Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe

0 0 x 126/400 0 0 0 0

0 0 x 126/400 0 0 0 0

23.80

Fo = Observed Value

Fe = Expected Value

CHI – SQUARE TEST

Calculated value = 23.80

Degree of freedom =4

Table Value = (at 5% level of significance)

Interpretation: - From the above analysis, it is found that the calculated value is more than the

table value, i.e., null hypothesis is Rejected. So there is significant difference between the gender

and the level of satisfaction towards the services rendered by Reliance. Both male and female

respondents are not equally satisfied from the services rendered by Reliance.



Chapter III


FINDINGS

1. 100% of the respondents are having telecommunication facility.

2. According to the survey, the main elements of buying behavior of TATA Indicom
telecommunication service are :

100% of the respondents are considering coverage
c Rspondents are looking for offers
o Mostly people looking for the company brand image
b looking for customer service of the company
o Respondents are noticing sales promotion like advertisement.

3.TATA Indicom. 32 % respondents are satisfied with the recharge coupons offered by the
TATA Indicom.

4.All the people are satisfied the Reliance services like- coverage, offers, brand image,
customer service and sales promotion Acording my serve.



5.Most people like the reliance 68% and 32% people like the Tata.

6.The coverage of reliance is better than Idea.

SUGGESTION

This study offers the following suggestions: Following are the few suggestions to
Reliance and Tata for improving the market share and image of the products concerned.
1. Company can decrease call rates to other subscribers for attracting youngsters
2. Voucher card can provide all the retail shops on time for customer convenience.
3. Better quality batteries may be provided with the set.
4. Sales promotion can be more intense, like television ad showing the price, quality, and other
product related details.
5. Even though the company has some offers or other value added services, it can be well
known by the sales people. So it is better to provide adequate training to the sales people.
6. Provide the tower to all centers for avoiding the network problem.
7. To ensure better customer satisfaction & maintain higher level of Customer relationship
management, the billing department has to be more effective & efficient.
8. User manuals and the plan’s pamphlets should be given to the staff for clearing the doubts of
the customers.
9. The cancellation mainly occurs in landline connection. So the company can take care of the
following services
96


h Billing activities
h After sales service
h On time delivery of the product after complaint has to be recovered.
10. Company can appoint more technicians to all TATA retail True Value hubs to recover on
time land line service compliant.
11. The employees can call back to customers atleast once in a month for getting the feedback
of the services offered.
12. Customers are demanding for affordable price for product and gifts with purchasing.
13. Majority of the customers are not satisfied with the recharge coupons offering by the
company. So the company can increase the talk time to all recharge coupons.
14. Customer relationship managers can keep the records of update details regarding the
customer’s address change for sending the postpaid billing charges to avoid delay of
payment.
15. All the TATA Indicom retail hubs can have the complaint grievance box for customers.
16. Employees can inform customer complaint on time to the head of the department.

CONCLUSION

The conducted study try to examine the market mindset towards one of the major player in
the telecom sector. The selected company for the study is TATA indicom which is having a
reputation in the market. This study had examined customer evaluation about the tele
services provided by the company. It also investigates the major reasons behind
cancellation of services by the customers.
The major findings are

T The customers are not satisfied with services because of the low quality; high price, poor
after sales services, less network coverage etc.

a The main reasons for cancellation of the services were: - coverage problem, customer
service, billing complaint shows the negative impressions to the company.

The researcher got an exposure to the real situations of telecom market world and
reactions to the customers and enable to understand the customer reactions while they are



undergoing dissatisfaction of services. To the marketer, the present study is a market
reflection about the services offered. This will give him an insight into the customer
problems, he has to settle at the earliest, which will help him to expand his market and
improve his image.
Due to the growing need for mobile phones, it’s no wonder that service providers are going
all out to capture, as much market space as they can. As the number of mobile phone
usersare estimated to rise to about 120 million by 2008,it’s not surprising that most of the
leading service providers in India have started branding and marketing their services more
aggressively.
From the research being conducted we can conclude the connectivity is fine more

emphasis should be given more on advertisements. More user are satisfied with plane

249/-in Reliance . Customer care service is excellent. More customer have knowledge of

the company plan.

BIBLIOGRAPHY

1. Buying behavior” by Martin Tina; Sam Manaberi [2005].
2. Bolton, R.N, Kannan, P.K.Bramlett , M.D(2002) , Implications of loyalty program
membership and service experiences for customer retention and value, Journals of the
Academy of Marketing Science.
3. Dr Kothari C R (2008) Research Methodology: Methods and Techniques Wishwa
Prakashan.
4. Jim Blythe (1999) The Essence of Consumer Behaviour , Prentice Hall PTR.
5. Liu, Vol 4, (2002) Factors affecting the brand decision in the mobile phone industry
in asia, Journals of Marketing.
6. Liu, Vol 4, (2002) Factors affecting the brand decision in the mobile phone industry in
7. Martin Tina; Sam Manaberi, Vol 2 [2005] consumer buying behavior, Indian Journals
8. Mr. Roland T.Rust, Valerie A. Zeithaml (2000)22 During customer equity,
marketing management written by the Philip kotler (2004) page no. (76-78).



9.Philip Kotler and Kevin Lane Keller (2005), Marketing Management Twelfth Edition,
Prentice Hall, Delhi.
10.See Henry Assael, consumer buying behavior and marketing action Boston: Kant
(1965) (ch.4) from the book marketing management written by the Philip kotler
(2004) page no.(200-202).

11.Singh J,(2002), Customer Satisfaction and Loyalty judgement, Journals of Academy
od Marketing Management, pp.18-35
12.Sharma N, Sharp A, (1999), the impact of communication effectiveness and service
quality on relationship commitment in consumer, professional services, The Journal
of Marketing Management
13.Singh J,(2002), Customer Satisfaction and Loyalty judgment, Journals of Academy
old Marketing Management, pp.18-35.
14.Payne Adrian (1998) Marketing Plans For Service Business.
15.The NIMBUS Journals of Service Marketing (March 2008) Vol. 6,No.1, pp. 40 – 50,
India.

• www.google.com
• www.yahoo.com
• www.indiadaily.com

• www.kpmg.de

• www.indiaonestop.com
• www.go.com



Vs.

QUESTIONNAIRE

Dear customer

We, the student of NIMBUS ACADMEY OF MANAGEMENT,. DEHRADUN, are conducted a
study on customer satisfaction in reliance infocomm with Tata indicom please fill in the
following questionnaire to help us in our survey-



Name: Location:

Age: Sex:

Q.1. Which service do you use out of these two?

(a) Reliance (b) Tata indicom

Q.2. Which technology do you prefer?

(a) CDMA (b) GSM (c) Both

Q.3 Which factor do you prefer while using the telecom service?

Reliance Tata indicom

(a) Coverage ( ) Coverage ( )

(b) Connectivity ( ) Connectivity ( )

(c) Tariff Plan ( ) Tariff Plan ( )

(d) Value added service ( ) Value added service ( )

Q.4 Who promoted you to have this service?


(a) Friend ( ) Friend ( )

(b) Family ( ) Family ( )

(c) Advertisement ( ) Advertisement ( )

(d) Other ( ) Other ( )

Q.5. Which additional services do you like to have in your phone?

(a) Roaming ( ) Roaming ( )

(b) Conference ( ) Conference ( )

(c) Grace period ( ) Grace period ( )



(d) Full talk time ( ) Full talk time ( )

Q.6. Rate your satisfaction level of your service provider.

(a) Very Good ( ) (b) Good ( ) (c) Satisfied ( )

(d) Bad ( ) (e) Very Bad ( )

Q.7 Are you aware of promotional scheme of this company’s services?

(a) Yes ( )

(b) No ( )

Q.8 Did the company advertisement meet the performance?

(a) Yes ( )

(b) No. ( )

Q.9 Are you satisfied with the pricing polices of this company?

(a) Yes ( )

(b) No. ( )

Q.11 Which company provides better services?

(a) Reliance ( )

(b) Tata indicom ( )

Date………………. Name…………………….

Place……………….


Customer Satisfaction Study of Reliance and Tata Telecom

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