6.1 FINDINGS
1. 100% of the respondents are having telecommunication facility
2. Majority of the customers had tried BSNL 55(60.5%) service and Airtel 31(34%).
3. According to the survey, the main elements of buying behavior of TATA Indicom telecommunication service are :
100% of the respondents are considering coverage
39(43%) respondents are looking for offers
35 (38.5%) of them looking for the company brand image
28 (31%) looking for customer service of the company
20 (22%) respondents are noticing sales promotion like advertisement.
4. Majority (54%) of the respondents had tried TATA Indicom landline connection 39.6% of them had tried Mobile connection, only 27.5% of the respondents were tried internet facility.
5. 46.2% of the respondents are not at all satisfied with the recharge coupons offered by TATA Indicom. 49 (53.9%) respondents are satisfied with the recharge coupons offered by the TATA Indicom.
6. Since the customer service is low,most of them are 48 (52.8% )dissatisfied with the after sales services of the company.
7. 55 (61%) are satisfied with the network coverage of the company,30 (33%) of them are dissatisfied with the coverage,
8. 68(74%) are not at all satisfied with the offers.
9. Most of the customers are not getting the vouchers nearby stores
10. 45 or 50% of the customers are cancelled their landline connection ,41 (45.1%) of them are cancelled or migrate their connection from postpaid to prepaid service, 24 (26.4 %) of them are cancelled internet facility
11. Reasons for cancellation
41 (45.1% ) of the respondents are having the problem of not getting the bill on time.
37 (40.7% ) of them are not having enough coverage in their residential area.
16 (17.6%) of them are not satisfied with customer service
62(69%) of the respondents are having hand set complaint.
12. Responses towards the company
61 (67.1%) of the respondents are cancelled the services without giving any complaint to the company.
56 (61.6%) are continue the TATA Indicom’s service after they are complained to the company
34(35.3%) of them feels like to cancel the service after giving the complaint to the company
33 (36.3% ) of them are discourage others to buy the TATA Indicom’s service.
6.2 SUGGESTIONS
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
Billing activities
After sales service
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
India has a mere 1.2 telephones for every 100 of its people. This is way below international standards and is not becoming of a country aspiring to be major player in the global economy of the 21st century. This means that opportunities for investment in this sector are immense.
Basic voice service is the biggest market. Installation of around 25 million direct lines by the year 2001 will require an investment of US$ 22 billion.
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 users are 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.
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
The customers are not satisfied with services because of the low quality; high price, poor after sales services, less network coverage etc.
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.
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