Description
Telecommunications companies also talk of their customers being their most important assets, just like companies in
other business domains. The customers of telecom services like cellular telephony, all moving ahead with times and
have started buying cellular services just like daily household items such as tooth paste. Therefore it is necessary in
today’s business scenario to understand the fact that the idea of customer’s being a company’s most important
assets is not just a management theory, but is a very crucial economic fact. As the cellular industry in India is one of
the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this
industry.
The development of marketing is evolutionary rather than revolutionary. There is no single answer to the question
of what is marketing? It may be explained in brief as “Marketing is what a marketer does”. From the study on this
report it is seen that after the launch of Aircel cellular service in Mannargudi Town the subscription by the people is
satisfactory and is steady increasing. The company has wider scope in the market of cellular service by extending
its value added services, according to preference of the respondents.
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 27
Study On Customer Satisfaction Towards Cellular Service
With Special Reference To Aircel At Mannargudi Town.
R. Buvaneswari, PhD Research Scholar, Srimad Andavan Arts & Science College, No.7, Nellson Road, T.V.Koil,
Trichy.
Dr.R.Prakash Babu, Associate Professor, AVVM Sri Pushpam College, Poondi, Thanjavur..
ABSTRACT
Telecommunications companies also talk of their customers being their most important assets, just like companies in
other business domains. The customers of telecom services like cellular telephony, all moving ahead with times and
have started buying cellular services just like daily household items such as tooth paste. Therefore it is necessary in
today’s business scenario to understand the fact that the idea of customer’s being a company’s most important
assets is not just a management theory, but is a very crucial economic fact. As the cellular industry in India is one of
the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this
industry.
The development of marketing is evolutionary rather than revolutionary. There is no single answer to the question
of what is marketing? It may be explained in brief as “Marketing is what a marketer does”. From the study on this
report it is seen that after the launch of Aircel cellular service in Mannargudi Town the subscription by the people is
satisfactory and is steady increasing. The company has wider scope in the market of cellular service by extending
its value added services, according to preference of the respondents.
Introduction:
A customer is not someone to argue or march wits
with. Nobody ever won a argument with a customer”.
“A customer is a person who brings us his wants. It is
our job to handle them profitably to him and to
ourselves. Customer is the focal point part of the
nation’s economic cycle as other developmental
activities centre on him. In a competitive economy it
is the customer who decides the success or failure of
a business either by buying or not buying the cell.
The idea underlines the concept of “consumer’s
sovereignty”. The modern marketing concept has
recognized this right and this is reflected in well-
known statements like “consumer is the king”. It
would simply put out best product and services in the
world and price it below cost. There by it would
create substantial customer satisfaction but it would
also be out of business. “Customer satisfaction is a
person’s feeling of pleasure or disappointment
resulting from comparing a product perceived
performance in relation to his or her experience” -
Robert S.Pindyer
Market
The term market is derived from the Latin word
“Marcatus” means “to trade”. A market in general
may be described as a people or geographical area
where buyers and sellers meet and function, goods or
service are offered for sale and transfer of title of
ownership occur. “An Area in which the forces
leading to exchange of title to a particular product
operator and towards which and from which the
actual goods tend to travel”. -Clark and Clark.
Marketing is the process of planning and executing
the conception, pricing, promotion and distribution of
ideas, goods and services to create exchange that
satisfy individual and organizational. “Marketing is
specifically concerned with now transactions are
created, stimulated, facilitated and valued”. - Philip
Kotler.
Communication:
Communication means to communicate from sender
to receiver of message. Communication is complete
when the receiver understands in the same sense and
spirit that the communicator tends to convey. The
word “communication: is derived from the Latin
word “communis” that means common. It means the
process of transmitting and interpreting verbal and
nonverbal messages.
“Without communication that can be on organization,
for there is no possibility then of the group,
influencing the behaviour of the individual”.
“Communication is an exchange of facts, ideas,
opinions, or emotions by two or more persons”.
Communicating with other people can be difficult.
But in modern world the communicating the message
with other people is easy by way modern technology
communication is an essential to business as blood is
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 28
to the human body. In modern world, the
communication of each other is easy from one
country to another country. Peter Drucker
Telecommunciation
Telecommunication networks are proving mobility
and integrated services. Advancement in computer
hardware and software along with the digital
switching and transports are marketing it possible to
have intelligent networks, that offer good service,
such as paging cellular communication where a call
goes to an individual rather than to a location and the
user is billed instead of the line. The technology for
interconnecting networks with high-speed services
has made cellular industry a booming industry. It is
natural that a need is felt by the user to travel freely
and still have connectivity with any subscriber. The
user also wants to exchange all types of information
like voice mail, E-mail access to value added
services.
Aircel Mobile is the leading cellular operator in
Tamil Nadu Cellular circle.
Presently Aircel is all set for consolidation thereby
connecting the length and breadth of Tamil Nadu.
Aircel is already gearing up of the latest revolution in
mobile telephony 3G, facilitating convergence with
internet.
Importance Of Cellular Service:
The cellular industry comes change service providers
are finding it necessary to re-direct marketing efforts
from customer acquisition to customer retention. A
growing number of operators have told us they have
begun to view existing subscriber bases as a business
asset in an environment where customers have
become more sophisticated towards mobile wireless
technology operators have also recognized that
cellular customers are also changing. The challenge
of a maturing and changing industry, marketing
companies have begun to set up programs that
specifically address the needs of the cellular industry.
Needs For The Study:
1. The cellular telephone has taken the United
States by force the street without seeing
somebody on a cell phone or hears the thousands
of ring tones going off throughout the day.
2. Cellular service best will service your needs and
area. There are many different companies to
choose from just a little research will provide
best options in a cellular provider.
3. The million cell phone users of the world.
However check out website “cellular needs” and
music and desktop down loads. There are great
cell phone comparison charts and service
providers.
Statement Of The Problem:
During the project period some customers are
interested to fill the questionnaire and some of them
are not interested to fill questionnaire. Their data are
not included in this research.
Objectives Of The Study:
1. To identify the customer satisfaction of Aircel
service Mannargudi town.
2. To study the customers’ awareness regarding life
time prepaid mobile connection.
3. To identify the advertisement effectiveness, this
has direct impact on promotion.
4. To identify the franchise opinion regarding
product, price and promotion activities on
various schemes.
5. To generate suggestion and recommendation to
improve the present market.
Collection Of Data:
The study is based on primary data. With the aim of
formal questionnaire, with personal face interview,
the research had gathered the data for this project.
The first part of the questionnaire deals with the
personal characteristic of the respondents. The
second part of the questionnaire deals with the
respect to the cellular service. Secondary data
regarding the cellular service providers are collected
from Journals, dealers, magazine and through
internet.
Limitation Of The Study:
The study is confined to Mannargudi Town.
1. Lack of time happens to be another limitation.
2. Due to time and cost constraints, the study is
confined only to 100 samples of respondents.
3. Some of the consumer had been reluctant to
reveal complete views about their product.
4. This study was taken only for Aircel.
Customer service: An effective combination of the
latest technology and experienced professional in a
progressive work environment were creativity,
innovation, experience, self-motivation have been the
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 29
catch words of success – Aircel cellular bears a test
finery to this work culture.
Aircel in Tamil Nadu: Aircel has launched its service
in Tamil Nadu by the year 2002 and in Mannargudi
by the year 2003 with Aircel Mobile Reach out in
166 Towns. Calls to these towns are STD class and it
can be made only by subscribers with south India
STD facility. This coverage list is as on 12
th
September 2003.
Respondents on the basis of occupation
Occupation No. of Respondents Percentage
Government
Service
30 30
Private Service 20 20
Business 18 18
Student 17 17
House Wife 15 15
Total 100 100
Distribution of Respondents by Residence locality
Residence Area No. Of
Respondent
Percentage
Sub-Urban 33 33
Urban 67 67
Total 100 100
Brand Name of the Cellular Service
Brand Name No. Of
Respondent
Percentage
Aircel 48 48
Tata Indicom 20 20
Airtel 18 18
BSNL 14 14
Total 100 100
On the basis of Preferring the Aircel Brand
Preferring the
Aircel Brand
No. Of
Respondent
Percentage
Brand Image 42 42
High Storage
capacity
30 30
Wide coverage 18 18
Easy Recharge
method
10 10
Total 100 100
Opinion about the pricing of the Aircel
Opinion about
the pricing
No. Of
Respondent
Percentage
High 36 36
Not so high 28 28
Economical 20 20
Low 16 16
Total 100 100
Nature of mobile connection facility
Scheme No. Of
Respondent
Percentage
Prepaid 56 56
Postpaid 44 44
Total 100 100
Satisfaction of Aircel service:
Service No. Of
Respondent
Percentage
Satisfied 26 26
Highly satisfied 38 38
Dissatisfied 22 22
No idea 14 14
Total 100 100
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 30
Suggestions:
1. Aircel mobile company has to improve the
awareness of its service.
2. It is Aircel Company wants to get more market
share. It has to adopt required marketing strategy
to overcome Aircel, Tata indicom, Hutch, BSNL
and Reliance.
3. More number of Aircel users feels that starter
pack amount for get a mobile connection is
average but in the case of Aircel it is high. So,
the Aircel company has to maintain for reduce its
starter pack amount to increase its customers.
4. Some respondents that the scheme available in
Aircel mobile service is satisfactory level. So,
the Aircel mobile connection should maintain its
brand image.
5. From this study I suggested, the Aircel price is
low, service is best when compared to other cell
connection, easily contact to others.
6. The Aircel service is given low price offer to
contact another phone, and also given friends
number, they get more sales in the market and to
improve more services is better in the marketing.
Conclusion:
From the study on this report it is seen that after the
launch of Aircel cellular service in Mannargudi Town
the subscription by the people in satisfactory and is
steady increasing.
Majority of subscribers have expressed better service
provided by Aircel cellular service. But the service
by the franchisee is average. The sales executives
should be motivated to improve the service and get
touch with the respondents. The rate of incoming
respondents is lower than the rate of outgoing
respondents. The company should take several steps
to eliminate the default, which results in loss of
respondents.
The company has wider scope in the market of
cellular service by extending its value added services,
according to preference of the respondents.
The market in Mannargudi is still in an expanding
phase. The market is not saturated; however the
changing of tariff rates and low awareness level is
making it difficult for the company to maintain a
constant growth rate. It has been also observed that
Aircel can gain more number of customers by
widening its area of coverage.
From this study most of them given the conclusion,
the price is low, service is best, so we likely to buy
Aircel connection.
“Everybody buy one cell,
That is Aircel”.
References:
[1] Marketing Management: Analysis, Planning,
Implementation and Control – Philp Kotler.
[2] Marketing Research – Principles,
Applications and cases – Dr.D.D.Sharma
[3] Marketing Management – Dr.N.Rajan Nair
and Sanjith Nair
[4] Marketing Research – Green & Tull
[5] www.aircel.com
doc_247645741.pdf
Telecommunications companies also talk of their customers being their most important assets, just like companies in
other business domains. The customers of telecom services like cellular telephony, all moving ahead with times and
have started buying cellular services just like daily household items such as tooth paste. Therefore it is necessary in
today’s business scenario to understand the fact that the idea of customer’s being a company’s most important
assets is not just a management theory, but is a very crucial economic fact. As the cellular industry in India is one of
the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this
industry.
The development of marketing is evolutionary rather than revolutionary. There is no single answer to the question
of what is marketing? It may be explained in brief as “Marketing is what a marketer does”. From the study on this
report it is seen that after the launch of Aircel cellular service in Mannargudi Town the subscription by the people is
satisfactory and is steady increasing. The company has wider scope in the market of cellular service by extending
its value added services, according to preference of the respondents.
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 27
Study On Customer Satisfaction Towards Cellular Service
With Special Reference To Aircel At Mannargudi Town.
R. Buvaneswari, PhD Research Scholar, Srimad Andavan Arts & Science College, No.7, Nellson Road, T.V.Koil,
Trichy.
Dr.R.Prakash Babu, Associate Professor, AVVM Sri Pushpam College, Poondi, Thanjavur..
ABSTRACT
Telecommunications companies also talk of their customers being their most important assets, just like companies in
other business domains. The customers of telecom services like cellular telephony, all moving ahead with times and
have started buying cellular services just like daily household items such as tooth paste. Therefore it is necessary in
today’s business scenario to understand the fact that the idea of customer’s being a company’s most important
assets is not just a management theory, but is a very crucial economic fact. As the cellular industry in India is one of
the fastest growing sectors, it is important and interesting to explore the drivers of customer satisfaction in this
industry.
The development of marketing is evolutionary rather than revolutionary. There is no single answer to the question
of what is marketing? It may be explained in brief as “Marketing is what a marketer does”. From the study on this
report it is seen that after the launch of Aircel cellular service in Mannargudi Town the subscription by the people is
satisfactory and is steady increasing. The company has wider scope in the market of cellular service by extending
its value added services, according to preference of the respondents.
Introduction:
A customer is not someone to argue or march wits
with. Nobody ever won a argument with a customer”.
“A customer is a person who brings us his wants. It is
our job to handle them profitably to him and to
ourselves. Customer is the focal point part of the
nation’s economic cycle as other developmental
activities centre on him. In a competitive economy it
is the customer who decides the success or failure of
a business either by buying or not buying the cell.
The idea underlines the concept of “consumer’s
sovereignty”. The modern marketing concept has
recognized this right and this is reflected in well-
known statements like “consumer is the king”. It
would simply put out best product and services in the
world and price it below cost. There by it would
create substantial customer satisfaction but it would
also be out of business. “Customer satisfaction is a
person’s feeling of pleasure or disappointment
resulting from comparing a product perceived
performance in relation to his or her experience” -
Robert S.Pindyer
Market
The term market is derived from the Latin word
“Marcatus” means “to trade”. A market in general
may be described as a people or geographical area
where buyers and sellers meet and function, goods or
service are offered for sale and transfer of title of
ownership occur. “An Area in which the forces
leading to exchange of title to a particular product
operator and towards which and from which the
actual goods tend to travel”. -Clark and Clark.
Marketing is the process of planning and executing
the conception, pricing, promotion and distribution of
ideas, goods and services to create exchange that
satisfy individual and organizational. “Marketing is
specifically concerned with now transactions are
created, stimulated, facilitated and valued”. - Philip
Kotler.
Communication:
Communication means to communicate from sender
to receiver of message. Communication is complete
when the receiver understands in the same sense and
spirit that the communicator tends to convey. The
word “communication: is derived from the Latin
word “communis” that means common. It means the
process of transmitting and interpreting verbal and
nonverbal messages.
“Without communication that can be on organization,
for there is no possibility then of the group,
influencing the behaviour of the individual”.
“Communication is an exchange of facts, ideas,
opinions, or emotions by two or more persons”.
Communicating with other people can be difficult.
But in modern world the communicating the message
with other people is easy by way modern technology
communication is an essential to business as blood is
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 28
to the human body. In modern world, the
communication of each other is easy from one
country to another country. Peter Drucker
Telecommunciation
Telecommunication networks are proving mobility
and integrated services. Advancement in computer
hardware and software along with the digital
switching and transports are marketing it possible to
have intelligent networks, that offer good service,
such as paging cellular communication where a call
goes to an individual rather than to a location and the
user is billed instead of the line. The technology for
interconnecting networks with high-speed services
has made cellular industry a booming industry. It is
natural that a need is felt by the user to travel freely
and still have connectivity with any subscriber. The
user also wants to exchange all types of information
like voice mail, E-mail access to value added
services.
Aircel Mobile is the leading cellular operator in
Tamil Nadu Cellular circle.
Presently Aircel is all set for consolidation thereby
connecting the length and breadth of Tamil Nadu.
Aircel is already gearing up of the latest revolution in
mobile telephony 3G, facilitating convergence with
internet.
Importance Of Cellular Service:
The cellular industry comes change service providers
are finding it necessary to re-direct marketing efforts
from customer acquisition to customer retention. A
growing number of operators have told us they have
begun to view existing subscriber bases as a business
asset in an environment where customers have
become more sophisticated towards mobile wireless
technology operators have also recognized that
cellular customers are also changing. The challenge
of a maturing and changing industry, marketing
companies have begun to set up programs that
specifically address the needs of the cellular industry.
Needs For The Study:
1. The cellular telephone has taken the United
States by force the street without seeing
somebody on a cell phone or hears the thousands
of ring tones going off throughout the day.
2. Cellular service best will service your needs and
area. There are many different companies to
choose from just a little research will provide
best options in a cellular provider.
3. The million cell phone users of the world.
However check out website “cellular needs” and
music and desktop down loads. There are great
cell phone comparison charts and service
providers.
Statement Of The Problem:
During the project period some customers are
interested to fill the questionnaire and some of them
are not interested to fill questionnaire. Their data are
not included in this research.
Objectives Of The Study:
1. To identify the customer satisfaction of Aircel
service Mannargudi town.
2. To study the customers’ awareness regarding life
time prepaid mobile connection.
3. To identify the advertisement effectiveness, this
has direct impact on promotion.
4. To identify the franchise opinion regarding
product, price and promotion activities on
various schemes.
5. To generate suggestion and recommendation to
improve the present market.
Collection Of Data:
The study is based on primary data. With the aim of
formal questionnaire, with personal face interview,
the research had gathered the data for this project.
The first part of the questionnaire deals with the
personal characteristic of the respondents. The
second part of the questionnaire deals with the
respect to the cellular service. Secondary data
regarding the cellular service providers are collected
from Journals, dealers, magazine and through
internet.
Limitation Of The Study:
The study is confined to Mannargudi Town.
1. Lack of time happens to be another limitation.
2. Due to time and cost constraints, the study is
confined only to 100 samples of respondents.
3. Some of the consumer had been reluctant to
reveal complete views about their product.
4. This study was taken only for Aircel.
Customer service: An effective combination of the
latest technology and experienced professional in a
progressive work environment were creativity,
innovation, experience, self-motivation have been the
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 29
catch words of success – Aircel cellular bears a test
finery to this work culture.
Aircel in Tamil Nadu: Aircel has launched its service
in Tamil Nadu by the year 2002 and in Mannargudi
by the year 2003 with Aircel Mobile Reach out in
166 Towns. Calls to these towns are STD class and it
can be made only by subscribers with south India
STD facility. This coverage list is as on 12
th
September 2003.
Respondents on the basis of occupation
Occupation No. of Respondents Percentage
Government
Service
30 30
Private Service 20 20
Business 18 18
Student 17 17
House Wife 15 15
Total 100 100
Distribution of Respondents by Residence locality
Residence Area No. Of
Respondent
Percentage
Sub-Urban 33 33
Urban 67 67
Total 100 100
Brand Name of the Cellular Service
Brand Name No. Of
Respondent
Percentage
Aircel 48 48
Tata Indicom 20 20
Airtel 18 18
BSNL 14 14
Total 100 100
On the basis of Preferring the Aircel Brand
Preferring the
Aircel Brand
No. Of
Respondent
Percentage
Brand Image 42 42
High Storage
capacity
30 30
Wide coverage 18 18
Easy Recharge
method
10 10
Total 100 100
Opinion about the pricing of the Aircel
Opinion about
the pricing
No. Of
Respondent
Percentage
High 36 36
Not so high 28 28
Economical 20 20
Low 16 16
Total 100 100
Nature of mobile connection facility
Scheme No. Of
Respondent
Percentage
Prepaid 56 56
Postpaid 44 44
Total 100 100
Satisfaction of Aircel service:
Service No. Of
Respondent
Percentage
Satisfied 26 26
Highly satisfied 38 38
Dissatisfied 22 22
No idea 14 14
Total 100 100
Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume 2, No.6, June 2013
_________________________________________________________________________________
www.borjournals.com Blue Ocean Research Journals 30
Suggestions:
1. Aircel mobile company has to improve the
awareness of its service.
2. It is Aircel Company wants to get more market
share. It has to adopt required marketing strategy
to overcome Aircel, Tata indicom, Hutch, BSNL
and Reliance.
3. More number of Aircel users feels that starter
pack amount for get a mobile connection is
average but in the case of Aircel it is high. So,
the Aircel company has to maintain for reduce its
starter pack amount to increase its customers.
4. Some respondents that the scheme available in
Aircel mobile service is satisfactory level. So,
the Aircel mobile connection should maintain its
brand image.
5. From this study I suggested, the Aircel price is
low, service is best when compared to other cell
connection, easily contact to others.
6. The Aircel service is given low price offer to
contact another phone, and also given friends
number, they get more sales in the market and to
improve more services is better in the marketing.
Conclusion:
From the study on this report it is seen that after the
launch of Aircel cellular service in Mannargudi Town
the subscription by the people in satisfactory and is
steady increasing.
Majority of subscribers have expressed better service
provided by Aircel cellular service. But the service
by the franchisee is average. The sales executives
should be motivated to improve the service and get
touch with the respondents. The rate of incoming
respondents is lower than the rate of outgoing
respondents. The company should take several steps
to eliminate the default, which results in loss of
respondents.
The company has wider scope in the market of
cellular service by extending its value added services,
according to preference of the respondents.
The market in Mannargudi is still in an expanding
phase. The market is not saturated; however the
changing of tariff rates and low awareness level is
making it difficult for the company to maintain a
constant growth rate. It has been also observed that
Aircel can gain more number of customers by
widening its area of coverage.
From this study most of them given the conclusion,
the price is low, service is best, so we likely to buy
Aircel connection.
“Everybody buy one cell,
That is Aircel”.
References:
[1] Marketing Management: Analysis, Planning,
Implementation and Control – Philp Kotler.
[2] Marketing Research – Principles,
Applications and cases – Dr.D.D.Sharma
[3] Marketing Management – Dr.N.Rajan Nair
and Sanjith Nair
[4] Marketing Research – Green & Tull
[5] www.aircel.com
doc_247645741.pdf