This document provides a gap analysis of services for Airtel India and guidelines for developing their service space. It identifies gaps in consumer perception, learning and communication, and perceived risks for Airtel in India. To address these gaps, Airtel introduced retail stores, reduced costs, improved communication methods, and offered prepaid services. The gap model helps Airtel focus on customers, identify quality issues, and improve satisfaction. However, the model has limitations like subjective expectations and time consumption. The document concludes with guidelines for Airtel to design their service space around understanding customer needs, evaluating the environment, and incorporating technology.

1. Tutorial 3: TITLE: AIRTEL India – GAP Analysis in Service
Management and Guidelines for developing Service space
Name: RUTUJA SAHARE
Class: T.Y.BBA (IB)
Roll No.: 31
Subject: INTERNATIONAL SERVICE
MANAGEMENT
Submitted to: Ms. PRIYA NAIR

2. INDEX
• Introduction to AIRTEL
• GAP Analysis of services of AIRTEL
• How Airtel overcame Gaps in the service
management
• Advantages of the Gap Model of AIRTEL
• Limitations of the Gap Model of AIRTEL
• Guidelines to servicespace for Airtel
• CONCLUSION

3. Introduction to AIRTEL
• Bharti Airtel Limited, commonly known as Airtel, is an Indian multinational
telecommunications services company based in New Delhi
• Type: Public company
• Traded as: Bhrati Airtel
• Industry: Telecommunications
• Founded: 7 July 1995
• Founders: Sunil Bharti Mittal
• Headquarters: Bharti Crescent, 1, Nelson Mandela road, New Delhi.
• Area served: India & South Asia, Africa, and the channel islands
• Key people: Sunil Bharti Mittal (Chairman and MD)

4. Introduction to AIRTEL
• It operates a GSM (Global System for Mobile communication) network in all
countries.
• Currently, Airtel provides 4G and 4G+ services all over India and 5G service in
selected cities.
• Currently offered services include fixed-line broadband, and voice services
depending upon the country of operation.
• Airtel had also rolled out its VoLTE technology across all Indian telecom circles.
• It is the second largest mobile network operator in India and the second
largest mobile network operator in the world.
• It is the 1st telecommunication industry to enter into 4G.

5. GAP Analysis of services of AIRTEL
• Consumer Perception: People in India have average literacy rate which would
make them judge the service more on physical evidences of the firm. Airtel
being a telecom firm makes it’s infrastructure of Network invisible as people
want to see Front offices of the provider.
• Learning & Communication: In India learning process is comparatively slower
than western world making it hard to provide their standardized services in
rural area. Communication with customers in rural area is much more than
cities, where it became tough to communicate with people in rural region.
• Perceived risks: People perceive more risk in service than products as service
is intangible in nature, people in India would believe more on physical
evidences.

6. GAP Analysis of services of AIRTEL
• Group Dynamics: In Indian market, “Word-of-Mouth” is much powerful than
any other communication. Airtel India has to make sure to give good services
to every customer.
• Competitors in the market: Airtel had competitors such as Vodafone, Idea,
Aircel, and Telenor but with the emergence of Reliance Jio, the competition is
now at a higher level.

7. How Airtel overcame Gaps in the
service management
• Airtel India started to introduce retail stores as a physical evidence for people in
India to make sure to come up to the perception of customers.
• Reduced the cost of mobile services as it gives more opportunity to grow in
rural areas of India and also educating them regarding standardized services.
• Way of communication was made easy by solving their queries on calls and
IVRs were sent in 9 regional languages.
• Introduction of pre-paid services made it easy to gain trust of customers as they
believe more in tangible services.
• Airtel used social media insights to optimize the interaction with their users
across all platforms to become a potential competitor in front of other
competitors in the market regarding service providence.

8. Advantages of the Gap Model
• Customer-Focused: The Gap Model helps Airtel India to focus on the customer and
their expectations. This helps the company to understand what the customers
want and how to meet their expectations.
• Identifying Service Quality Gaps: The model helps Airtel India to identify the gaps
in service quality, which may exist between customer expectations and the actual
service delivered. This enables the company to take corrective measures to
improve the service quality.
• Improve Customer Satisfaction: By understanding the customer expectations,
Airtel India can work on providing better services and improving customer
satisfaction. This can lead to increased loyalty and repeat business.

9. Limitations of the Gap Model
• Subjective Expectations: Customer expectations are subjective and can vary from
person to person. Therefore, it can be difficult to accurately measure and manage
expectations.
• Difficulty in Identifying All Gaps: It may be difficult for Airtel India to identify all
the gaps in service quality as they may be hidden or not immediately apparent.
• Time-Consuming: Implementing the Gap Model can be time-consuming, as it
requires data collection and analysis to identify service quality gaps. It may also
require significant investment to make improvements.

10. Guidelines to servicespace
for Airtel
Designing and implementing service management, also known as servicescape,
involves creating a physical environment that enhances the customer experience and
facilitates the delivery of services in a service organization. Here are some guidelines
to help Airtel to design and develop a servicescape:
• Understand the customer needs: Conduct market research to understand the
needs and preferences of Airtel India's customers. This information can be used to
design a servicescape that is tailored to the specific needs of the target audience.
• Evaluate the physical environment: Assess the current physical environment of
Airtel India's service centers, stores, and outlets. Identify any areas that require
improvement or redesign to enhance the customer experience.

11. • Use appropriate colors and lighting: Use colors and lighting that
complement Airtel India's brand image and create a welcoming
atmosphere for customers.
• Choose appropriate furniture and equipment: Select furniture and equipment
• that is functional, comfortable, and easy to use for both customers and
employees.
• Ensure cleanliness and maintenance: Maintain a clean and well-
maintained environment to ensure customer comfort and satisfaction.
• Incorporate technology: Utilize technology such as interactive screens, self-
service kiosks, and mobile apps to enhance the customer experience and reduce
wait times.
Guidelines to servicespace
for Airtel

12. CONCLUSION
• With the changing economic and demographic scenario telecom sector faces
many ups and downs.
• Airtel has a focus over the rural areas and extend its business in rural areas by
considering their perceptions, choices and mode of communication.
• Airtel is the 1st telecommunication industry to enter into 4G market. With this
view it is continuously working in. There are several competitors like Reliance
Jio, Vodafone, Idea etc., in the market with the similar game plan.

13. THANK YOU