To study the Customer Satisfaction of Jio Telecom at Ernakulam District
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Alochana Chakra Journal ISSN NO:2231-3990
To study the Customer Satisfaction of Jio
Telecom at Ernakulam District
Shebin Mohammed Ali
Research Scholar, Department of Management,
Dr GR Damodaran College Of Science,Coimbatore, India
Dr. Kavitha
Associate Professor, Department of Management,
Dr GR Damodaran College Of Science,Coimbatore, India
ABSTRACT
The Indian telecommunication industry is one of the important segment in service sector
which contribute substantially to nation’s Gross Domestic Product. Companies especially in
telecom sector and in particular the private players have to concentrate on customer
satisfaction to remain competitive in the current market.Many companies have lost their
sustainability and are forced to quit in this competitive environment due to non attainment of
customer satisfaction . The entry of Reliance Jio has made a big change and hs become the
number one telecom by user base .This study has been conducted in Ernakulam district of
Kochi a global city, known as the trading capital of Kerala . A customer saisfaction model
was adopted to understand customer’s opinion regarding Jio.50 respondents were contacted
by the researcher by way of convenience sampling as exploratory research design was
adopted.
Hence,the researcher made an attempt to study the customer satisfaction of Jio telecom at
ernakulam district,kerala
Keywords: Customer Satisfaction, Telecom,Reliance,Jio
Volume IX, Issue V, May/2020 Page No:7497Alochana Chakra Journal ISSN NO:2231-3990
Shebin Mohammed Ali and Dr. Kavitha
1. INTRODUCTION
The Indian telecommunication industry is all set for growth and is expected to contribute
substantially towards the nation’s Gross Domestic Product. It is also the second largest tele
communication network in the world in terms of number of wireless connections after
china.Deregulation and new technology have created increased completion and widened the
range of network services available throughout the world. Industries and in particular the
private players have to concentrate on customer satisfaction to remain competitive.Indian
telecommunication market is an excellent opportunity for network providers. Idea,Vodafone ,
Airtel and BSNL currently share the market and competition has become intense with advent
of Reliance Jio. While comparing with other mobile phone operators Jio Sim has number of
advantages like low cost, minimum call rate, high speed etc. Jio is arguably one of the most
important thing to happen to the Indian telecom industry in the last five odd year.
2. REVIEW LITERATURE
Kannan &Dr .Bino (2015), the research work titled, “CUSTOMER EXPECTATIONS AND
PERCEPTIONS OF SERVICE QUALITY OF MOBILE PHONE SERVICE PROVIDERS
IN KERALA - A GAP ANALYSIS the researchers try to explore the differences in the Indian
context. By taking a 238 sample for in-depth interview and an open analysis is used for data
analysis. Results establish a positive influence on the customer attitude in terms of satisfaction
and loyalty
IliasSantouridis and Panagiotis Trivellas(2010), the research work titled, “Investigating the
impact of service quality and Customer loyality on customer loyalty in mobile telephony in
Greece - the researchers try to to investigate crucial factors that lead to customer loyalty in the
mobile telephony sector in Greece, namely service quality and Customer loyality. By taking a
800 sample for in-depth interview and an open analysis is used for data analysis. Results
establish customer loyalty as important factor in the mobile telephony sector in service quality
and Customer loyality.
Chang Ee Ling and Ernest Cyril de Run (2009)Conducted study on "Satisfaction and
customer loyalty in Malaysian telecom sector". It is revealed service is important in making
customer more loyal.
Anil Kumar Singh (2014) study on" FACTORS AFFECTING CUSTOMER LOYALTY IN
TELECOM SECTOR". This study measured the factors affecting loyalty but missed Impact
of Value Added services on Customer loyality and customer loyalty can be studied.
Volume IX, Issue V, May/2020 Page No:7498Alochana Chakra Journal ISSN NO:2231-3990
V.Ukkaravel 2014 Customers satisfaction towards selected cellular service providers in
cuddalore town This study did Customer loyality of all service providers but Missed
Comparative Study between Public and Private sectors Cellular Service Providers
3.NEED OF STUDY
In today’s competitive environment, it has become essential for every business organisation to
provide good customer satisfaction . Providing affordable plans,data speed ,good network
coverage are some of those to retain tcustomer satisfaction is concerned.Due to the
introduction of Mobile Number Portabilty facility ,if a customer is not satisfied with his
current operator the customer has the freedom to move to a new operator. So it is important It
for the mobile operator to maintain good quality service.Reliance Jio has lauched its service in
2016 by introducing free calls free data and even the sim cards were provided free.The free
aspect has gained a lot of satisfaction which gained a good number of customers in initial
period and finally they have become the number one in terms of user base as on January 2020
Hence this study attempted to measure customer satisfaction of Jio telecom at ernakulam
district,kerala
4.OBJECTIVES
1.To study the Customer Satisfaction of Jio telecom at ernakulam district,kerala
5.METHODOLOGY & DATA COLLECTION
This study uses a Descriptive research approach and primary data has been collected to
accomplish the objectives of the study. A sample of 50 respondents i.e. 12Airtel , 12 BSNL 12
Vodafone Idea,14 Jio customers has been drawn on the basis of convenient random sampling
in Ernakulum District. The assessment was done on a five point Likert scale.Annova,Multiple
Regression have been applied.
Volume IX, Issue V, May/2020 Page No:7499Alochana Chakra Journal ISSN NO:2231-3990
6.ANALYSIS
Customer ProfileAlochana Chakra Journal ISSN NO:2231-3990
Value
Added
Plans/monthly Network Services Call Internet Customer Overall
recharges coverage / Missed Clarity speed Service Satisfaction
Call
Alert
Highly
8.3 16.3 10.2 12.2 14.6 12.2 8.0
Disagree
Disagree 12.5 26.5 4.1 10.2 8.3 4.1 18.0
No
14.6 20.4 22.4 24.5 20.8 34.7 6.0
option
Agree 52.1 30.6 42.9 32.7 39.6 44.9 44.0
Strongly
12.5 6.1 20.4 20.4 16.7 4.1 24.0
Agree
From the above table it is infererred that majority users are satisfied with Monthly Plans /Recharges.
2.Majority of Jio users are satisfied with the Network coverage.
3.Majority of Jio users are satisfied with VAS/Missed call alerts.
4.Majority of JIo users are satisfied with call clarity.
5. Majority of JIo users are satisfied with internet Speed .
6. Majority of JIo users are satisfied with customer service
7. Majority of JIo users are satisfied with overall perfomance of Jio.
Statistical Tools Used
Using IBM SPSS Statistic version 20.0, the following tools were administered in this study 1)
Reliability Test 2) KMO and Bartlett's Test and 3) Multiple Regression 4) The Chi-square goodness
of fit test.
1. Reliability Test
To check the reliability and consistency of
the data, a reliability test has been made, and the obtained coefficient alpha value (Cronbach’s alpha)
was 0.964, and data has satisfactory reliability. Cronbach’s alpha value above 0.5 can be used as a
reasonable value for reliability.
Reliability Statistics
Cronbach's Cronbach's N of Items
Alpha Alpha Based on
Standardized
Items
.964 .959 48
Volume IX, Issue V, May/2020 Page No:7501Alochana Chakra Journal ISSN NO:2231-3990
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .804
Approx. Chi-Square 172.828
Bartlett's Test of Sphericity df 21
Sig. .000
Inference
KMO test is to break down the propriety of factor investigation. Qualities somewhere in the
range of 0.5 and 1.0 show that the factor examination is proper and worth acquired was 0.804,
which shows that the Kaiser – Meyer – Olkin proportion of sampling ampleness is fitting.
Bartlett’s Test of Sphericity is to look at the speculation by the relationship of factors in the
Chi-Square and connection framework of determinants. Worth acquired in Bartlett’s Test of
Sphericity Chi-Square is 172.828. This shows every one of the announcements corresponded,
and factor examination is suitable for the study.
Multiple Regression
Hypotheses 1
There is a high-level Subscriber’s Satisfaction towards Jio Network in ernakulam
district,kerala
Model Summary
Model R R Square Adjusted R Std. Error of the
Square Estimate
a
1 .790 .624 .561 .87187
a. Predictors: (Constant), Customer Service, Call Clarity, Value Added
Services / Missed Call Alert, Network coverage, Plans/monthly
recharges, Internet speed
Inference
The model summary shows the R-value as 0.790, and this is the percentage variation in the
overall level of Subscriber’s Satisfaction towards Jio Network.
Volume IX, Issue V, May/2020 Page No:7502Alochana Chakra Journal ISSN NO:2231-3990
a
ANOVA
Model Sum of Squares df Mean Square F Sig.
b
Regression 45.332 6 7.555 9.939 .000
1 Residual 27.365 36 .760
Total 72.698 42
a. Dependent Variable: Overall Satisfaction
b. Predictors: (Constant), Customer Service, Call Clarity, Value Added Services / Missed Call
Alert, Network coverage, Plans/monthly recharges, Internet speed
Inference
The above ANOVA table gives the F incentive to locate the needy factors related to the
Independent factors, bigger the F esteem more the fluctuations. The F-proportion given under
section F is 9.939 and p-esteem, 0.000 is given under sig. Segment. Since p-esteem is under
0.05, it infers that the determined
relapse coefficient is huge, and the fluctuation in an autonomous variable adds to the
adjustment in the subordinate variable. Along these lines, it is deduced that the fluctuation in
indicators (Constant variable), truly add to the Subscriber’s Satisfaction towards Jio Network
with Special Reference. (Subordinate Variable).
a
Coefficients
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) .604 .500 1.209 .234
Plans/monthly recharges -.176 .185 -.151 -.949 .349
Network coverage .312 .184 .301 1.694 .099
Value Added Services / -.006 .140 -.005 -.041 .968
1
Missed Call Alert
Call Clarity .084 .131 .083 .637 .528
Internet speed .089 .210 .089 .426 .672
Customer Service .663 .229 .553 2.893 .006
a. Dependent Variable: Overall Satisfaction
Inference
From the above table, it is inferred that the value given under column B against Constant is the a-
value (0.604), and against plans/monthly recharges, features are the b-value (0.349). Therefore
regression is formulated as Y = 0.604+0.349 X1
Volume IX, Issue V, May/2020 Page No:7503Alochana Chakra Journal ISSN NO:2231-3990
Correlations
Correlation between Dimensions related to the Subscriber’s Satisfaction of Jio Network in
ernakulam district kerala.
Inference
Correlation Interpretation
The above relationship table shows the bury connection between’s the measurements – Service
Criterion, Price, Promotion, Features, Value Added Services, and Service Quality for Subscriber’s
Satisfaction towards Jio Network.
Factors Having Positive Correlation at 1% Level of Significance
Relatively elevated level positive relationship at 1% level of essentialness among the factors exists
between customer service and overall satisfaction with a Pearson estimation of 0.702 and with the
huge estimation of 0.000, at that point among internet speed and customer service with a Pearson
estimation of 0.746 and with the huge estimation of 0.000, at that point between call clarity and
internet speed with a Pearson estimation of 0.506 and with the huge estimation of 0.000, at that point
among value added services/missed call alert and call clarity with a Pearson estimation of 0.372 and
with the critical estimation of 0.000, than among network coverage and Value Added Services with a
Pearson estimation of 0.392 and with the noteworthy estimation of 0.000, than among Plans / montly
recharges and network coverage with a Pearson estimation of 0.696 and with the huge estimation of
0.000
7.FINDINGS
Frequency Analysis (Customer Profile)
From the table 1.1 it can be interpreted that the
1.Majority users of jio belongs to the age group of 21-30 and least used by age category Above 41.
2.Majority of Jio users are females than male.
3.Majority of Jio users are post graduates.
4.Majority of JIo users private employees.
5. Majority of JIo users belong to Annual Monthly income of Rs.15000-30000 .
Volume IX, Issue V, May/2020 Page No:7504Alochana Chakra Journal ISSN NO:2231-3990
6. Majority of JIo users use Jio as their secondary Sim
7. Majority of JIo users are prepaid.
8. Majority of JIo users recharge their phone for Rs.49-199.
9. Majority of JIo users uses smartfone.
10.Majority of Jio users knew abot Jio through friends.
11.Majority of Jio users use Jio due to free data/affordable Plans
12.Majority of JIo users My Jio app.
From the table 1.2 it can be interpreted that the
1.Majority users are satisfied with Monthly Plans /Recharges.
2.Majority of Jio users are satisfied with the Network coverage.
3.Majority of Jio users are satisfied with VAS/Missed call alerts.
4.Majority of JIo users are satisfied with call clarity.
5. Majority of JIo users are satisfied with internet Speed .
6. Majority of JIo users are satisfied with customer service
7. Majority of JIo users are satisfied with overall perfomance of Jio.
8.CONCLUSION
Customers expectation is one of the important aspect of customer satisfaction .Understanding the
requirements of customer has been an important task for the mobile operators due to various facility
provided by mobile operators as per the telecom authority every customer has the right to move to the
mobile operator he desires.So if any customer is not satisfied with the current operator he can switch
easily .
From this study it was understood that customers of ernakulam district of kerala are satisfied with the
present offering / service of Jio. But to continue the the same satisfaction level company should come
up with more offerings as customers desire is to receive more benefits so that customers become
satisfied.
8.SCOPE FOR FUTURE RESEARCH
.This study was done just on customers of Ernakulam District of Kerala only. But, the study
can be extended to a sate,national or universal level.
9.LIMITATIONS OF THE STUDY
Following are some minor limitations in the present study.
• The time availability was limited for the completion of the study.
• The research conducted is limited to Subscribers of Ernakulam city .
• Only a few numbers of variables are selected for the study.
• The output of the study is subjected to very common limitation of the accuracy of response.
• Due to cost constraints, study could be conducted by taking Subscribers of Ernakulam
District of Kerala.
10.REFERENCES
Alan S. Dick, Kunal Basu, (1994), “Customer Loyalty: Towards An Integrated Conceptual
Framework”, Journal Of The Academy Of Marketing Science, Vol. 22, No.2, Pg 99-113
Alfred Owusu ( 2012), “The Impact of CRM in Telecommunication Industry in Ghana- A
Case Study of Airtel Ghana Ltd. Kamasi branch, International Journal of Business and
management Tomorrow, Vol.2 No. 4, Pg.No. 1-13
Volume IX, Issue V, May/2020 Page No:7505Alochana Chakra Journal ISSN NO:2231-3990
Barry Berman and Joel R Evans. Retail Management a Strategic Approach, Pearson, UK.
2018.
Boulding William, Kalra Ajay, Staelin Richard, Zeithaml Valarie A. (1993), “A Dynamic
Process Model of Service Quality: From Expectation To Behavioural Intentions” Journal Of
Marketing Research, Vol.30. Pg. No. 7-27
Brady Michael K. And Chronin Joseph J. (2001), “Some New Thoughts on Conceptualising
Perceived Service Quality: A Hierarchial Approach” The Journal Of Marketing, Vol. 65 No.3
Pg. No. 34-49
Chen Injazz J. and Popnich Karen (2003), “Understanding CRM”, Business Process
Management Journal, Vol.-9(5)
Daadlani, M., Shanker, R., Chopra, P. (2010), “Benefits of implementing a CRM system in
Cellular Telecom Services”, Sheth, J.N., Parvatiyar, A. & Shainesh. G. (Eds.) “Customer
Relationship Management, Emerging Concepts, Tools and Applications”, Tata
McGraw Hill Education Private Limited Pg. No. 424-433
Dowling, G.R. And Uncles M. (1997), “A Customer Loyalty Really Work?” Sloan
Management Review, Vol. 38, Issue 4 (Summer)Pg. No. 71-82
Empirical Study of Indian Telecom Industry”, International Journal of Sales & Marketing
Management, Research and Development(Ijsmmrd), Vol.3, Issue 2, 2013, Ph. No.87-94
Galbreath J. and Rogers T. “Customer Relationship Leadership”, TQM Magazine, Vol.-11(3)
PP.-161-171
Gremler, D.D., and Brown, S.W. (1996), “Service Loyalty: Its Nature, Importance and
Implications”, Proceedings American Marketing Association, Pg. No. 171-180
Gronroos, Christian (1984),“A Service Quality Model and Its Marketing Implications”,
European Journal of Marketing, Vol.18, Pg. No. 36-44
Hassan Masood Ul, Malik Ayaz Ahmed, Imran Muhammad, Hussain Amna, Abbas Javaria,
(2013), “Relationship Among Customers‟ Perceived Service Quality, Satisfaction and
Loyalty in the Retail Banking Sector of Pakistan” World Applied ScienceJournal Vol. 24,
No.8 Pg. No. 1020-1030
Iddrisu, Abdul Majeed, “Service Quality and Customer Loyalty (2011): “The Case of The
Mobile Telecommunication Industry In Ghana”, Award Of Commonwealth Executive
Masters In Business Administration (CEMBA), Kwame Nkrumah University Of
Science And Technology
Johnston C. T. (2004), “Customer Satisfaction with Provider Response To Service Failure”
Kheng, Lo Liang, Mohammed Osman, Ramayah T., Mosahab Rahim (2010), “The Impact of
Service Quality on Customer Loyalty:A Study of Banks In Penang, Malaysia”, International
Journal of Marketing Studies, Vol. 2, No. 2
Volume IX, Issue V, May/2020 Page No:7506Alochana Chakra Journal ISSN NO:2231-3990
Jones, Tim & Taylor, Shirley. (2007). The conceptual domain of service loyalty: How many
dimensions?. Journal of Services Marketing. 21. 36-51. 10.1108/08876040710726284.
implications for further research”,Journal of Marketing, Vol. 58 No. 1, pp. 111-24.
Kofi Poku, Martin Owusu Ansah, Deborah Ivy Lamptey (2014), “The Impact of Service
Quality Delivery On Customer Loyalty in the Telecommunication Industry: A Case Study Of
Expresso Telecom, Ghana”, Journal Of Research In Marketing Volume 3 No.1
Kothari, CR. Research Methodology, Text and Cases, New Age International (p)
Ltd.,Chennai, 2004.
Kotler Philip. Marketing Management 11th Edition,Prentice Hall of India Pvt. Ltd., N. Delhi,
2004.
Kushwah Silky Vigg, Bhargava Ahuti (2014), “Service Quality Perception of Telecom Sector
In India” International Journal of Advancement in Technology, Vol. 5, No. 15 Pg. No.1-10
Lovelock, Christopher (1983), “Classifying Services to Gain Strategic Marketing Insights”
Journal Of Marketing, Vol. 3
Lymperopoulos, C., Chaniotakis, I. E., and Soureli, M. (2006), “The Importance of Service
Quality in Bank Selection for Mortgage Loans” Managing Service Quality, Vol.16 No.4, Pg.
No.365-379
Ndubisi, N. O. (2006), “A Structural Equation Modeling of the Antecedents of Relationship
Quality In The Malaysian Banking Sector”, Journal Of Financial Services Marketing, Vol. 11
No.2, Pg. No.131-141
Panda, T. K.(2003).“Creating Customer Lifetime Value through Effective CRM in Financial
Services Industry”, Journal of Services Research, Vol. (2), 1Pg. No. 57-71
Parasuraman A., Zeithaml V. A. and Berry L. L. (1985) “A Conceptual Model Of Service
Quality And Its Implications For Future Research,” Journal Of Marketing, Vol.49, Pg No. 41-
50
Parsuraman A., Zeithaml Valarie A., Berry Leonard L. (1988), “SERVQUAL: A Multiple
Item Scale For Measuring Consumer
Perceptions Of Service Quality” , Journal Of Retailing Vol.64, No. 1, Pg. No. 12-40
Parvatiyar Atul & Sheth N. Jagdish (2001), “Customer Relationship Management: Emerging
Practices, Process and Discipline”,Journal of Economic & Social Research 3(2), 2001, 1-34.
Pillai, R.S.N. and Bagavathi. Marketing Management, S. Chand & Co. Ltd., New Delhi,
1999.
Poku Kofi, Ansah Martin Owusu, Lamptey Deborah Ivy, (2013), “The Impact Of Service
Quality on Customer Loyalty in Telecommunication Industry: A Case Study Of Expresso
Telecom, Ghana”, Journal of Research In Marketing, Vol. 3, No. 1 Pg. No. 212-221
Volume IX, Issue V, May/2020 Page No:7507Alochana Chakra Journal ISSN NO:2231-3990
Payne Adrian, Frow Pennu (2006), “Customer Relationship Management from Strategy to
Implement”, Journal of Marketing Management, Vol.-22, Pg.-135-168
Quinn, J.B., Baruch, J.J., & Paquette P.C. (1987) “Technology in Services”, Scientific
American, Vol. 257 No.6, Ph. No., 50-58
Reichheld, F.F., and Sasser, W.E. (1990 “Zero Defections: Quality Comes To Services”
Harvard Business Review, Vol. 68, Pg.No.301-307
Sabir Raja Irfan , Irfan Muhammad (2013) , Sarwar Muhammad Arslan, Sarwar Binesh
Sarwar, Akhtar Naeem, “The Impact of Service Quality, Customer Satisfaction and Loyalty
Programs on Customer‟s Loyalty: An Evidence From Telecommunication Sector”, Journal
Of Asian Business Strategy, Vol.3 No.11, Pg. No. 306-314
Sara Gustavsson, Erica Lundgreen (2005), “Customer Loyalty”, Bachelors Thesis,
Department Of Business Administration And Social Science, Lulea University Of
Technology
Saravankumar And Jyothijaykrishnan (2014) Effect of Service Quality on Customer Loyalty:
Empirical Evidence From CoOperative Bank, International Journal of Business And
Administration Research Review, Vol.2, Issue.4, Jan-March, 2014
Sharma, A., Levy, M., & Kumar, A. (2000). Knowledge Structures of Salespeople as
Antecedents of Retail Sales Performance: An Empirical Examination. Journal of Retailing,
76(1), 53-69
Siddiqui Kaziomar (2011), “Interrelation between Service Quality Attributes, Customer
Satisfaction And Customer Loyalty in theRetail Banking Sector in Bangladesh” International
Journal Of Business And Management, Vol.6 No. 3 March Pg. No. 12-36
Somasundaram R. and Krishnamoorthy V., (2013), “Impact of Service Quality on Customer
Relationship Management in the Banking Sector”, Abhinav International Monthly Refereed
Journal of Research in Management and Technology, Vol. 2,
Suuroja Maive (2003), “Service Quality – Main Conceptualizations and Critique” Faculty Of
Economics And Business Administration, University Of Tartu
Zeithaml,Valerie A.and Bitner, Mary Jo. (2003), ”Services Marketing”. (3rd Edition).New
York: Mcgraw-Hill
Zhang Xuan, Feng Yuan Yuan (2009), “The Impact of Customer Relationship Marketing
Tactics On Customer Loyalty- Within Swedish Mobile Telecommunication Industry”,
Halmstad Unviersity
Volume IX, Issue V, May/2020 Page No:7508You can also read
