A STUDY ON CUSTOMER SATISFACTION TOWARDS 3G DATA SERVICES IN ERODE

A STUDY ON CUSTOMER SATISFACTION TOWARDS 3G DATA SERVICES IN ERODE Ms. K. VIMALA RANI Head, Department of Commerce, Dr. R. A. N. M. Arts & Science College, Rangampalayam, Erode - 638009. ABSTRACT Dr. M. K. RADHAKRISHNAN Head, Post Graduate and Research Department of Commerce, Sri Vasavi College, Erode - 638316. 3G data services are in the growth phase in the wireless segment with enhanced focus on providing data services and Internet. Development of applications useful to people will be the key to success. 3G the third generation of wireless communication technologies, which support broadband voice, data and multi-media communications over wireless networks. 3G combines a mobile phone, laptop PC and TV. While urban wireless subscribers continued to grow by leaps and bounds, rural tele-density, with increased mobility, has also helped India clock one of the fastest growing telecom market numbers. The objectives of the study are: 1. to identify customers satisfaction level. 2. To ascertain the customers preference level regarding 3G data services and 3. To identify the factors that motivates the customers to choose 3G data services. The study was conducted among 100 customers on a simple random sampling method. The collected data are analyzed through discrete statistics and chi-square analysis. It is found that there is association between family size and level of satisfaction with among 3G customers and also there is association between education and factors made to avail 3G connection. The subscribers opted for pre paid schemes felt that the validity time of prepaid cards is short and hence need to be extended to a considerable time to make them satisfied. KEY WORDS: 3G, Customer Satisfaction, Validity Time, Telecom, Tele-Density, Data Services, Pre-Paid Subscribers, Price Sensitive,

INTRODUCTION The Indian telecommunications industry is the fastest growing telecommunications industry in the world, with 723.28 Million telephone (land line and mobile) Subscribers and 687.71 Million mobile phone connections as of Sep 30 th 2010. A large population, low telephony penetration levels, and a rise in consumers income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. 3G services are expected to drive the next phase of growth in the wireless segment with enhanced focus on providing data services and Internet. Development of applications useful to people will be the key to success. The Indian market is highly price sensitive; therefore, it is imperative that relevant applications be made available to consumers at affordable cost. It is hoped that availability of cheaper handsets together with useful content will drive the next phase of growth. REVIEW OF LITERATURE Peter Kangis had conducted a research on the topic that awareness of service charges and its influences on customer expectations and perception of quality in banking. In the research the findings of a small scale survey undertaken with a view to establishing the extent to which customers of retail banks are influenced in their expectations of quality and in their perceptions of service received according to their awareness of service charges imposed by the banks. Finds that customers who were aware of banking charges had higher expectation of quality than those who were not aware. Further customers who were aware of banking charges perceived receiving a higher quality service than those who were not aware. Although the findings were not statistically significant, the general direction of the relationship was maintained across all the variables measured. 3 rd Generation Mobile Phone Networks 3G - Third Generation mobile telephone networks are the latest stage in the development of wireless communications technology. Significant features of 3G systems are that they support much higher data transmission rates and offer increased capacity, which makes them suitable for high-speed data applications as well as for the traditional voice calls. In fact, 3G systems are designed to process data, and since voice signals are converted to digital data, this result in speech being dealt with in much the same way as any other form of data. Third Generation systems use packetswitching technology, which is more efficient and faster than the traditional circuit-switched systems, but they do require a somewhat different infrastructure to the 2G systems. 3G stand for the third generation of wireless communication technologies, which support broadband voice, data and multi-media communications over wireless networks. Speed: 144kb/sec- 2mb/sec. 3G Combines a mobile phone, laptop PC and TV Features includes Phone calls/fax, Global roaming, Send/receive large email messages, High-speed Web Navigation/maps, Videoconferencing, TV streaming and Electronic agenda meeting reminder. Namex International Journal of Management Research 46 Vol. 2, Issue No. 2, July December 2012.

STATEMENT OF THE PROBLEM The current study focuses on the new 3G Data services introduced in the Indian telecom market. This work also brings out a variety of similar schemes among top five wireless operators. In the past year has seen a number of highs and lows falling, tariff wars, spectrum dilemmas, coupled with a unique market that has 13 operators with a number of new entrants in the past year, and steadily growing teledensity with the highest number of mobile subscribers in the world. While urban wireless subscribers have continued to grow by leaps and bounds, rural teledensity, with increased mobility, has also helped India clock one of the fastest growing telecom market numbers. Various VAS schemes like m-wallet and m-banking are just some of the incentives offered b operators to provide relevant service to the masses, all at the touch of a button. OBJECTIVES OF THE STUDY To identify customers satisfaction level in the study area. To ascertain the preference level of the customers regarding the services provided in 3G Data services. To identify the factors that motivated the customers to choose 3G Live services. METHODOLOGY Research methodology deals with the research design, method of data collection, area of the study, review of literature and statistical tools employed. The present study is undertaken to study the different types of services provided by BSNL 3G, Airtel 3G, Tata Photon, Aircel 3G, Reliance Net connect, etc., and other to identify the prominent factors responsible for customer satisfaction. A separate Questionnaire is formed for this study. The analysis, interpretations, findings and suggestions are done on the basis of the surveyed data. The study area refers to Erode. The study has used both primary and secondary data. The data were collected using questionnaire. The questionnaire for customers is prepared in such a way that they were able to express their opinions freely and frankly. For this purpose 100 customers were selected using simple random sampling method. The collected data are analyzed through discrete statistics and chi-square analysis. The period of study has been carried out between October 2012 and November 2012. LIMITATIONS OF THE STUDY The following are the major limitations of the study. 1. Time and cost constraints. 2. The study is confined to Erode only and 3. The data collected is based on the questionnaire the results will vary according to the opinions of individuals. RESULTS AND DISCUSSION TABLE No. 1 - PERSONAL PROFILE OF RESPONDENTS PERSONAL PROFILE NUMBER OF RESPONDENTS PERCENTAGE GENDER Male 46 46.0 Female 54 54.0.0 Namex International Journal of Management Research 47 Vol. 2, Issue No. 2, July December 2012.

PERSONAL PROFILE NUMBER OF RESPONDENTS PERCENTAGE AGE GROUP Less than 20 Years 12 12.0 20-30 Years 51 51.0 30-40 Years 19 19.0 40 Years and Above 18 18.0.0 EDUCATIONAL QUALIFICATION Upto HSC 20 20.0 Graduate / Diploma 55 55.0 Post Graduate 25 25.0.0 OCCUPATIONAL STATUS Business / Profession 55 55.0 Government Employed 20 20.0 Private Employed 25 25.0 MONTHLY INCOME Below Rs.5,000 10 10.0 Rs.5,000 10,000 30 30.0 Rs.10,000 15,000 20 20.0 Above Rs.15,000 40 40.0 MARITAL STATUS Married 44 44.0 Unmarried 56 56.0 FAMILY SIZE Up To 2 12 12.0 3-4 47 47.0 Above 5 41 41.0.0 Source: Primary Data It is seen from the Table 1 that out of 100 customers 46% of them are male and the rest (54%) are female The surveys revealed that majority of the customers are female. It is seen from the table that out of total customers 12% of them belong to below 20 years of age group, followed by 51% belong to 20-30 years of age group, 19% belong to 40 years and above age group. They survey revealed that majority of the customers belong to 20-30 years of age group. 21% studied up to HSC higher secondary level, followed by 55% are graduates / diploma holders and rest of (25%) are post graduates. The survey revealed that most of the sampled customers are degree / diploma holders. It is observed from the above table that, among the customers, 55% are business / Professionals, 20% are employed in Government, and 25% are employed in private organization. The surveys revealed that majority of the customers are businessmen / professionals. The above table showed that, among sampled customers, 10% are earning monthly income below Rs.5,000, 30% are earning monthly income between Rs.5,000 10,000, 20% are between Rs.10,000 15,000 and rest 41% earning monthly above Rs.15,000. Majority of the customers is earning Namex International Journal of Management Research 48 Vol. 2, Issue No. 2, July December 2012.

monthly income above Rs.15,000. It is seen from the table that, out of 100 customers, 44% are married customers whereas the rest 56% are unmarried The surveys revealed that majority of the customers are unmarried. The above table showed that, among customers, 12% have upto 2 members in their family, followed by 47% who have 3 or 4 members in their family, 41% have 5 and above members in the family. The survey revealed that, most of the customers have 3 or 4 members in their family during the period of study. TABLE No. 2 - REASONS FOR CHOOSING 3G DATA SERVICE FACTORS NUMBER OF RESPONDENTS PERCENTAGE BRAND NAME BSNL 3g 59 59 Tata Photon 17 17 Airtel 3G 5 5 Reliance Net Connect 19 19 PERIOD OF USING Less Than 3 Months 11 11 3-5 Months 21 21 5-7 Months 32 32 More Than 7 Months 36 36 REASONS Affordability 20 20 Status 23 23 Cheaper Than Other Means 39 39 Ease Of Communication 18 18 FEATURES Cheaper Data Rates 28 28 National-Wide Service 16 16 High Speed Access 37 37 Attractive Schemes 19 19 VALUE ADDED SERVICE Video Calling 29 29 Video Conferencing 12 12 High Speed Down Loads 46 46 Social Networking 13 13 TOTAL 200 100 SOURCES OF AWARENESS Advertisement 16 16 Friends / Relatives 40 40 Co-Workers 40 40 Others 4 4 TOTAL 200 100 Sources: Primary Data The study noted that, out of the sampled customers, 59% are customers of BSNL 3G, followed by 17 percent are customers of Tata Photon, 5% are Namex International Journal of Management Research 49 Vol. 2, Issue No. 2, July December 2012.

customers of Airtel 3G and the rest 19% are customers of Reliance Net connect. It is noted from the study that most of the customers are BSNL 3G The above table reveals that, 11% of the customers use telephone connection for less than three years followed by 21% use it between 3 and 5 years, 32% use it between 5 and 7 months and the rest 36% use for more than 7 months. Thus, the study indicates that majority of the customers use their telephone connection for more than 7 months. The above table shows that out of total customers 20% opined that the factor affordability made them to avail the phone connection, 23% opined that the factor status made them to avail it, 39% opined that the factor comparatively cheaper made them to avail the phone connection. The survey showed that, most of the customers opined that the factor comparatively cheaper than other means made them to avail the phone connection. The above table reveals that out of total customers 28% expressed that the important feature. Cheaper Data rates influenced to avail the 3G service, 16% influenced by the feature National wide charges, 37% influenced by the feature Attractive schemes to avail the 3G service. Thus, the study shows that the quality of service influenced most of them to avail 3G service. Table shows that, out of total customers 29% preferred the value added Video calling 12% preferred Video conferencing, 46% preferred high speed Download access, and the rest 13 preferred Social networking. Thus the study shows that majority of the customers have preferred the value added service high speed internet access. The above table reveals that out of total customers 16% got information about the present service provider through advertisement, 40 through friends / relatives, 40% through their co-workers and the rest 4% through other sources. Thus the study shows that majority of the customers have got the information about the present service provider through their family members. HYPOTHESIS TESTING The following table shows the result of hypothesis testing which calculated by chi-squared test. In the following table, it explains that the relationship between the selected independent variables and dependent variable level of satisfaction towards using 3G data services. TABLE No. 3 - RELATIONSHIP BETWEEN SELECTED INDEPENDENT VARIABLES AND LEVEL OF SATISFACTION VARIABLES CHI-SQUARE TEST DF TABLE VALUE RESULT Gender 30.512 2 9.210 Sig. at 1% level Age 21.749 6 10.622 Sig. at 1% level Occupation 16.322 4 13.277 Sig. at 1% level Income 16.533 6 10.622 Sig. at 1% level Marital Status 4.397 2 5.992 Not Sig. Family Size 6.917 4 9.488 Not Sig. From the above table it is inferred that the variables gender, age, occupation and income level are having close association with the level of satisfaction towards using 3G data services. The variables marital status and family size are not having close association with level of satisfaction. Namex International Journal of Management Research 50 Vol. 2, Issue No. 2, July December 2012.

FINDINGS customers are female. customers belong to 20-30 years of age group. It is found that most of the sample customers have graduate / diploma holders. customers are businessmen / professionals. customers is earning monthly income above Rs.15,000. It is revealed that majority of the customers are unmarried. It is revealed that most of the customers have 3 or 4 members in their family during the period of study. It is noted from the study that most of the customers are 3G Majority of the customers use their telephone connection for more than 7 months. customers made more than 300 calls in a month. It is found that, there is association between gender and level of satisfaction with 3G among the between education and level of satisfaction with 3G among the between age and level of satisfaction with 3G among the between occupation and level of satisfaction among 3G the between monthly income and level of satisfaction with among 3G the between marital status and level of satisfaction with among 3G the between family size and level of satisfaction with among 3G the SUGGESTIONS In order to develop, 3G limited should be very clear on their schemes and freebees to dealers and More advertisement and customer awareness is the need of the hour. Very few advertisement practices is existing in 3G. This shall be made very frequent for future development. The subscribers of the 3G network feel that the collection boxes provided for the purpose of remitting the bill are inadequate in number and hence it is advised to provide additional collection boxes at various important places in the city to facilitate the customers for the easy remittance of their bill amount. The Subscribers who have opted for the pre paid schemes feel that the validity time for their prepaid cards is short and hence their level of satisfaction can be improved by considerably extending the validity period of the prepaid cards. CONCLUSION In a competitive Scenario customer is the King. The normal progression of any concern in today s marketing scenario is highly customer centric. To Namex International Journal of Management Research 51 Vol. 2, Issue No. 2, July December 2012.

bring out credibility and objectivity and to extend the coverage and leadership, the policy makers hope to concentrate very keenly in the problems faced by the The sustain was given in the study, with a lot of care the company will make past progress towards excellence. REFERENCES Banumathy. S. and Kalaivani. S, Customers Attitude Towards Cellphone Services in Communication System, Indian Journal of Marketing, Vol. XXXVI, No.3, March 2006, pp.31-36. Sinha. P. K. and Sahoo. S.C., Services Marketing, Himalaya Publishing House, 2004. Vasanti Venugopal and Raghu. V.N., Services Marketing, Himalaya Publishing House, 2004. Veenapani. A, Using Information Technology to Enhance Customer Service, Indian Journal of Marketing, Vol. XXXVI, No.6, June 2006, pp.36-38. Vijayakumar. R. and Ruthra Priya. P., Satisfaction Derived by the Airtel Subscribers in Coimbatore, Indian Journal of Marketing, Vol. XXXVI, No.1, January 2006, pp.3-7. Namex International Journal of Management Research 52 Vol. 2, Issue No. 2, July December 2012.