Maharaja Surajmal Institute

MAHARAJA SURAJMAL INSTITUTE
Introduction:
Vodafone is a mobile network operator headquartered in Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of about 75 billion (August 2008). Vodafone currently has operations in 25 countries and partner networks in a further 42 countries. The name Vodafone comes from Voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones." As of 2006 Vodafone had an estimated 260 million customers in 25 markets across 5 continents. On this measure, it is the second largest mobile telecom group in the world behind China Mobile. In the United States, Vodafone owns 45% of Verizon Wireless.
Objective of Study:
Following are the main objective to study about the customer satisfaction on Vodafone. To study telecommunication industry. To study the company profile of Vodafone. To study customer satisfaction of Vodafone. To study various Marketing activities provided by Vodafone. To study the various services provided by Vodafone. To know the expectation of Vodafone Customers.
Benefits of study:
There are many benefits related to take this study. Some of the benefits of taking this study are as follows: By analyzing this information, the company would be able to better design schemes & services & target right prospects needs & wants. More people will get aware about Vodafone that will increase profit level of Vodafone. This study helps to identify the behavior of consumer when there are no offers & schemes from Vodafone.
Limitations of the study:

Time Constraint Limited Sample Size Information may be incomplete or inadequate Secondary Data may be obsolete.
Data Collection and Sampling: Sources of Data Collection:Primary Data collection Primary Data is collected through Convenient Sampling Method in which a Questionnaire for Survey.
Secondary Data Collection: It can be collected from internal as well as external sources Internal Source: Various internal sources like employee, books, sales activity, stock availability, product cost, etc. External Sources: Libraries, trade publications, literatures, etc are some important sources of external data.
Data collection Tools:

To conduct a survey, the Researcher has selected a structured questionnaire as an instruction for gathering valuable information from the customers. Questionnaire, which is used for the survey, is consisting of questions and checklist questions to check the customer feedback.
Sampling Plan:
The researcher has design a sampling plan that is consist of five decisions. Sampling unit: Who is to be surveyed? The Researcher has selected youngsters, businessmen, and housewives, employees to conduct survey and to measure satisfaction level. MAHARAJA SURAJMAL INSTITUTE 4
Sample Size: Sample size means limited numbers of respondents covered under the research study from a population and the researcher has taken a survey of 59 respondents to know the satisfaction level of customer.
Sampling Area: The researchers area for survey was: Recharge outlets Outside the Shri Venkateshwar college and Apeejay School, Sheikh Sarai From common people at near Safdarjung Enclave Sampling Unit: Here the researcher has randomly selected the respondents of the New Delhi city.
Data Analysis and Interpretation

After all the above steps are completed now the important step is data analyzing and interpretation. For this there are various analytical and statistical tools. Some of these tools are Percentage, Average, Dispersion, Co-relation, Co-efficient, etc.
VODAFONE ESSAR
2.5.1) Introduction:
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 21 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 22 of the country's 23 licence areas.
2.5.2) Ownership:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion. The transaction closed on May 8, 2007.
Vodafone had highest customer satisfaction index in 2007

Lisbon, 25 August 2008 - Vodafone obtained the highest customer satisfaction index in the telecommunications sector in 2007, according to annual results published by Anacom. Vodafone achieved a satisfaction index of 74.4 (on a scale of 0 to 100), the highest score of all the companies in the Portuguese telecommunications market and considerably above the sector average of 67.6. In the report published by Anacom, Vodafone is ranked in first place in all the indicators included in the survey: Satisfaction with the operator, Image that customers have of the MAHARAJA SURAJMAL INSTITUTE 9
operator, Customer Expectations, Perceived Quality of the operator's network and services, Perceived Value for Money, Complaints received and their handling, and Loyalty of customers to their operator. In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall quality, way ahead of the scores of the other two operators (both obtained 7.7 points). Vodafone comes top in all the indicators for perceived quality of network and services: technical quality of the network (8.2 points); customer service and advice capability (7.6 points); quality (8.2 points), diversity (8.0 points) and reliability (7.9 points) of products and services offered; clarity and transparency of information supplied (7.8 points); network coverage (7.9 points) and clarity and transparency of price plans (7.9 points). Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes top in the five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of what it says and what it does' (8.1 points); 'It is stable and well established in the market' (8.8 points); 'It contributes positively to society' (7.5 points); 'It cares about its customers' (7.6 points); and 'It is innovative and forward looking' (8.5 points). The methodology used in the ECSI Portugal 2007 survey (ECSI European Customer Satisfaction Index) is similar to that used by the European Commission to survey customer satisfaction in 25 Member States, enabling comparisons to be made between the results obtained in each country. The ECSI Portugal 2007 Communications survey was carried out by the Higher Institute of Statistics and Information Management at Lisbon's New University in partnership with the Portuguese Quality Institute and the Portuguese Quality Association, with sponsorship from Anacom.
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Q1) Do you have a mobile phone? Purpose:

The main purpose of this question is to know how many respondents use mobile phone.
3%
Suggestions No. of respondents
Yes No 57 2
97%
Yes No
Interpretation:
97% of the respondents are have a mobile phone while 3% of the respondents do not have a mobile phone. MAHARAJA SURAJMAL INSTITUTE 13
Q2) Are you aware about telecommunications services? Purpose:

The main purpose behind this question is to know about the awareness of respondents regarding different telecommunications services and also to know about which telecommunication(operators)
Yes 59
No 0
service they use.
Yes No 100%
Interpretation:
100% of the respondents are aware about telecommunications services while 0% are not aware.
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Which operators service do you use? Operators service name Vodafone Airtel Idea Reliance BSNL Tata Indicom Other No. of respondents 23 7 5 8 1 5 13
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21% 37% 8% 2% 13% 8% 11%
Vodafone Airtel Idea Reliance BSNL Tata Indicom Other
Interpretation:
Major respondents using mobile are enjoying Vodafone services that is 37%.21% of the respondents use other, 11% of the respondents use Airtel, 8% respondents use Idea while 13%, 2% and 8% respondents use Reliance, BSNL and Tata Indicom respectively
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3) Are you aware about Vodafone?
Yes 37
No 22
Purpose:
The purpose behind this question is to know about the awareness of Vodafone among all the respondents.
37% Yes No 63%
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Interpretation:
Here 63% of respondents are aware about Vodafone Services. While 37% of respondents are not aware about Vodafone Services.
Q4) From which source you came to know about Vodafone?
Purpose:
The purpose behind this question is to know from which source the respondents came to know about Vodafone.
Sources Advertisements Hoardings Newspapers Mouth Publicity
No. of respondents 22 10 3 14
18
29%
Advertisements 45% Hoardings Newspapers 6% 20% Mouth Publicity
Interpretation:
45% of the respondents are aware about Vodafone through Advertisements, 20% are aware because of Hoardings while 6% and 29% of the respondents are aware because of Newspapers and Mouth Publicity respectively.
Q5) Since how long you are using Vodafone Services? Purpose:
The purpose behind this question is to know about the usage time of Vodafone customers i.e. since how long they are using Vodafone services.
Time period
No. of respondents
19
Less than 1 month 2-6 months 6-12 months More than 1 year
0 6 1 16
0%
26% Less than 1 month 2-6 months 4% 70% 6-12 months More than 1 year
Interpretation:
MAHARAJA SURAJMAL INSTITUTE 20
Major Respondents using Vodafone are old customers. 70% of the respondents use Vodafone services from past more than 1 year while the lowest is 0% respondents using Vodafone services less than 1 month. While 26% of the respondents use Vodafone services from 2-6 months and 4% from 6-12 months.
Q6) Which of the following services do you use of Vodafone? Purpose:

The purpose behind this question is to know which services do the Vodafone customer use, Pre-Paid or Post-Paid.
Services Pre-Paid Post-paid
No. of respondents 18 5
21
22%
Pre-Paid Post-paid
78%
Interpretation:
78% of the respondents use pre-paid services while only 22% of the respondents use post-paid services.
Q7) Which services are more helpful to you while using Vodafone Services? Purpose:
The purpose behind this question is to know which services are more helpful to the respondent while using Vodafone.
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Services Call Rates SMS Rates Network Value Added Services
8% Call Rates 39% SMS Rates Network 45% 8%
Value Added Services
Interpretation:
Here major Respondents are youngsters so they mainly use SMS services of Vodafone. 37% of the respondents use Vodafone for SMS services while only 14% of the respondents use Vodafone for Value Added Services.
Yes 23
No 0
Q8) Do you call at customer care? Purpose:

The purpose of this
question is to know how many times and how often the respondents call at customer care of Vodafone.
0%
Yes No
100%
Interpretation:
100% of the respondent calls at customer care.
If yes, how often you call at customer care? Time Period Daily Once a week Once a month Occasionally No. of respondents 0 3 1 19
25
0% 13% 4% Daily Once a week Once a month Occasionally 83%
Interpretation
Major respondents here call customer care occasionally that is 83%. 4% respondents respondents call customer care once a month while 13% and 0% of respondents call once a week and daily respectively.
Q9) For what reason you call at customer care? Purpose:
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The main purpose of this question is to know the reason of the respondents regarding calling at customer care.
Reasons Value Added Services Information regarding new schemes Complaining Other queries
0% 12% 29%
Value Added Services Information regarding new schemes Complaining
30%
29%
Other queries
Interpretation:
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29% of respondents call at customer care for complaining purpose while 29%, 30% and 12% of respondents call customer care for other queries, information regarding new schemes and value added services respectively.
Q10) Rate the following on the basis of your satisfaction. Services Network SMS Rates Excellent 12 0 Very Good 3 3 7 Fairly Good Average Poor 3 8 6 5 4 9 0 8 1
New schemes 0 and offers Customer Care Recharge Outlets Call Rates 3 7 1
3 1
9 5
5 14
3 2
Value Added 1 Services
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25 20 15 10 5 0
Poor
Average Fairly Good Very Good Excellent
Network: Purpose:
The purpose of this analysis is to know the perspective of the customers of Vodafone regarding network service.
Service Network
Excellent 12
Very Good 3
Fairly Good 3
Average Poor 5 0
29
Network
0% 22%
Excellent Very Good Fairly Good Average Poor
13% 13%
52%
Interpretation:
Here major respondents are satisfy with the network coverage. 52% of the respondents are rate the Vodafones network excellent, 13% rate it very good, 13% rate it farely good while 22% and 0% rate it average and poor.
SMS Rates:
Purpose:
The purpose of this analysis is to know the perspective of the customers of vodafone regarding Rates of SMS.
Service
Excellent Very Good 3
Fairly Good 8
Average Poor 4 8
SMS Rates 0
SMS Rates
0% 13% 35% Excellent Very Good Fairly Good 35% 17% Average Poor
Interpretation:
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Here major respondents are not much satisfied with the SMS rates of Vodafone as major respondents are youngsters. 0% of respondents rate it excellent, 13% rate it very good, 35% rate it fairly good, 17% rate it average, 35% rate it poor.
New Schemes and Offers: Purpose:

The main purpose of this analysis is to the respondents perspective related to the new schemes and offers provided by Vodafone.
Service
Excellent
Very Good 7
Fairly Good Average Poor 6 9 1
New schemes 0 and offers
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New schemes and offers

4% 0%
31% 39%
Excellent Very Good Fairly Good Average Poor
26%
Interpretation:
Here major respondents are not much satisfied with new schemes and offers of Vodafone. 39% respondents rate new schemes and offers as average, 26% respondents rate it as fairly good, 31% rate it as very good while 14% and 0% rate it as poor and excellent respectively.
Customer Care: Purpose:

The main purpose of this analysis is to know about the satisfaction of customer care service provided by Vodafone to their customers.
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Service
Excellent
Very Good 8
Customer Care 1
Customer Care
4% 13% Excellent Very Good
35%
31%
Fairly Good
Average Poor
17%
Interpretation:
Customer care service of Vodafone is better compared to some of the other services. 35% respondents rate it as very good, 17% rate it as fairly good, 31% rate it as average, and 13% and 4% rate it as poor and excellent respectively.
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Recharge Outlets: Purpose:

The purpose behind this analysis is to know about the satisfaction of the Vodafone customers regarding recharge outlets.
Service Recharge Outlets
Excellent 7
Very Good 7
Recharge Outlets
0%
26%
31%
Excellent
Very Good Fairly Good Average Poor
13% 30%
35
Interpretation:
Recharge outlets of Vodafone are majorly rated as excellent that is 31%. 26% as average 13% as fairly good 30% as very good and 0% as poor .
Call Rates: Purpose:

The purpose behind this analysis is to know about the perception of vodafone customers regarding different call rates.
Service Call Rates
Excellent 3
Very Good 3
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Call Rates
13% 13% Excellent 13% 22% Very Good Fairly Good Average Poor 39%
Interpretation:
Major percentage of respondents are not happy with the call rates of Vodafone. 39% of respondents rate call rates of vodafone as fairly good, 13% rate it as very good, 22% rate it as average while 13% and 13% respondent rate it as poor and excellent respectively.
Value Added Services: Purpose:
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The purpose behind this analysis is to know about the perception of vodafone customers regarding Value Added Services.
Service
Excellent
Very Good 1
Value Added 1 Services
Value Added Services

4% 4% 9% Excellent 22%
Very Good
Fairly Good Average Poor
61%
Interpretation:
Customer are not satisfied with Value added services of Vodafone. 22% respondents rate it as fairly good, 4% rate it as very good, 61% rate it as average while 4% and 9% rate it as excellent and poor respectively. MAHARAJA SURAJMAL INSTITUTE 38
Q11) What makes you unaware about Vodafone ? Purpose:

The purpose of this question is to know why other respondents not aware about Vodafone services.
Reasons Less Advertisement Less Publicity Others
No. of respondents 7 6 9
39
32% 41%
Less Advertisement Less Publicity Others
27%
Interpretation:
Most of the respondant who is not using Vodafone services fell that other reason for not aware about Vodafone that is 41%. And 32% fell that becase of less advertisement and 27%because of less publicity.
Q12) Why you are not using Vodafone Services? Purpose:

The purpose of this question is to know why other respondents do not use Vodafone services.
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Reasons Lack of awareness High Prices Poor Services Poor Network
21%
24%
Lack of awareness
High Prices Poor Services
22%
Poor Network
33%
Interpretation:
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33% dont use Vodafone services because of high prices. 22% respondents dont use Vodafone services because of poor services while 24% & 21% respondents dont use vodafone services because of lack of awareness and poor network respectively.
Q13) Would you like to recommend Vodafone to others? Purpose:

The purpose of this question is to know the recommendations of the respondents towards Vodafone, whether they would like to recommend the Vodafone services to others or not.
Yes 26
No 33
44%
56%
Yes No
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Interpretation:
56% of the Vodafone customers would like to recommend Vodafone services to others while 44% of the Vodafone Customers wont recommend to others.
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Findings
97% of the respondents are have a mobile phone while 3% of the respondents do not have a mobile phone 100% of the respondents are aware about telecommunications services while 0% are not aware. Major respondents using mobile are enjoying Vodafone services that is 37%.21% of the respondents use other, 11% of the respondents use Airtel, 8% respondents use Idea while 13%, 2% and 8% respondents use Reliance, BSNL and Tata Indicom respectively Here 63% of respondents are aware about Vodafone Services. While 37% of respondents are not aware about Vodafone Services. 45% of the respondents are aware about Vodafone through Advertisements, 20% are aware because of Hoardings while 6% and 29% of the respondents are aware because of Newspapers and Mouth Publicity respectively. Major Respondents using Vodafone are old customers. 70% of the respondents use Vodafone services from past more than 1 year while the lowest is 0% respondents using Vodafone services less than 1 month. While 26% of the respondents use Vodafone services from 2-6 months and 4% from 6-12 months. 78% of the respondents use pre-paid services while only 22% of the respondents use post-paid services. Here major Respondents are youngsters so they mainly use SMS services of Vodafone. 37% of the respondents use Vodafone for SMS services while only 14% of the respondents use Vodafone for Value Added Services. 100% of the respondent calls at customer care. Major respondents here call customer care occasionally that is 83%. 4% respondents respondents call customer care once a month while 13% and 0% of respondents call once a week and daily respectively.
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29% of respondents call at customer care for complaining purpose while 29%, 30% and 12% of respondents call customer care for other queries, information regarding new schemes and value added services respectively. Here major respondents are satisfy with the network coverage. 52% of the respondents are rate the Vodafones network excellent, 13% rate it very good, 13% rate it farely good while 22% and 0% rate it average and poor. Here major respondents are not much satisfied with the SMS rates of Vodafone as major respondents are youngsters. 0% of respondents rate it excellent, 13% rate it very good, 35% rate it fairly good, 17% rate it average, 35% rate it poor. Here major respondents are not much satisfied with new schemes and offers of Vodafone. 39% respondents rate new schemes and offers as average, 26% respondents rate it as fairly good, 31% rate it as very good while 14% and 0% rate it as poor and excellent respectively. Customer care service of Vodafone is better compared to some of the other services. 35% respondents rate it as very good, 17% rate it as fairly good, 31% rate it as average, and 13% and 4% rate it as poor and excellent respectively. Recharge outlets of Vodafone are majorly rated as excellent that is 31%. 26% as average 13% as fairly good 30% as very good and 0% as poor . Major percentage of respondents are not happy with the call rates of Vodafone. 39% of respondents rate call rates of vodafone as fairly good, 13% rate it as very good, 22% rate it as average while 13% and 13% respondent rate it as poor and excellent respectively. Customer are not satisfied with Value added services of Vodafone. 22% respondents rate it as fairly good, 4% rate it as very good, 61% rate it as average while 4% and 9% rate it as excellent and poor respectively.
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Most of the respondant who is not using Vodafone services fell that other reason for not aware about Vodafone that is 41%. And 32% fell that becase of less advertisement and 27%because of less publicity. 33% dont use Vodafone services because of high prices. 22% respondents dont use Vodafone services because of poor services while 24% & 21% respondents dont use vodafone services because of lack of awareness and poor network respectively. 56% of the Vodafone customers would like to recommend Vodafone services to others while 44% of the Vodafone Customers wont recommend to others.
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Conclusion
Follwing are the conclusion that the researcher found after the survey.
From the above analysis the researcher concludes that major respondents are dissatisfied with some of the major services like call rates, SMS rates and new schemes & offers.
Major respondents from all respondents use services of Vodafone. Major customers of Vodafone are old customers so many of the respondents are satisfied with the services of Vodafone and thus they would like to recommend Vodafone to others.
Major respondents using Vodafone pre-paid services compared to post-paid services.
Major respondents are youngsters so they need more SMS facilities and low call rates, but Vodafone dissatisfies these age group (18-25) as their call rates and SMS rates are much high.
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Recommendations
Following are some of the suggestions given by the researcher so that Vodafone can serve people and its customers in an improved way:
Vodafone should decrease call rates for local users.
Vodafone should provide more offers to Post-Paid customers so that the number of Post-Paid customers increase.
Vodafone should bring introduce some new SMS schemes for the youngsters.
Vodafone should introduce more schemes and offers.
Vodafone should provide more schemes and offers to its old customers.
Vodafone should decrease call rates of STD and ISD.
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Books:
Marketing Management Philip Kotler, Kevin Lane Keller.
Websites:
http://www.vodafone.com/start/media_relations/news/local_press_releases/po rtugal/portugal_press_release/vodafone_had_highest.html http://en.wikipedia.org/wiki/Customer_satisfaction http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company) http://en.wikipedia.org/wiki/Vodafone http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202008.pdf www.anacom.pt/render.jsp?contentId=606658 www.iimcal.ac.in/community/consclub/reports/telecom.pdf www.scribd.com
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Q1) Do you have a mobile phone? o Yes o No Q2) Are you aware about telecommunications service? o Yes o No If yes, then which operators Service do you use? o Vodafone o Airtel o Idea o Reliance o BSNL o Tata Indicom ( If not Vodafone then go to Q12 ) Q3) Are you aware about Vodafone? o Yes o No (If No, then go to Q11 ) (Multi-choice)
Q4) From which source you came to know about Vodafone? o Advertisement o Hoardings o Newspapers o Mouth Publicity Q5) Since how long you are using Vodafone services? o Less than 1 month o 2-6 months o 6-12 months o More than 1 year (Multi-choice)
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Q6) Which of the following services do you use of Vodafone? o Pre-paid o Post-paid Q7) Which services are more helpful to you while using Vodafone services? o Call rates o SMS service o Network o Value Added Services Q8) Dou you call at customer care? o Yes o No If yes, how often you call at customer care? o Daily o Once a week o Once a month o Occasionally Q9) For what reason you call at customer care? o Value added services o Information regarding new schemes o Other queries o Complaining (Multi-choice) (Multi-choice)
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Q10) Rate the following services on the basis of your satisfaction. Services Network SMS rates New schemes and offers Customer Care Recharge outlets Call Rates Value Added Services Excellent Very Good Fairly good Average Poor
Q11) What makes you unaware about Vodafone? o Less Advertisements o Less Publicity o Others (If others then mention ________________________) Q12) Why you are not using Vodafone services? o Lack of awareness o High Prices o Poor Services o Poor network (Multi-choice)
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Q13) Would you like to recommend Vodafone to others? o Yes o No
Q14) Give your suggestions to help in serve you better. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
Name: ________________ Age: ___ years Sex: Male/Female Contact no.: ___________ Signature: __________
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