Airtel Case Study

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7. FINDINGS-

• Through Hypotheses testing-

• There is a significant relationship between the customer’s choice of telecom operator and the company’s network quality.
• There is a significant relationship between the customer’s choice of telecom operator and the company’s advertisement campaigns.
• There is a significant relationship between the customer’s choice of telecom operator and the company’s full talk time offers.
• There is a significant relationship between the customer’s choice of telecom operator and the company’s customer care services.
• There is a significant relationship between the customer’s choice of telecom operator and the company’s value added services.

• Findings through retailer’s response-

• 31% of the retailers
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• Idea’s ads are the most popular as 34% of the customers like it the most whereas Airtel and Vodafone both have received 27.3% share of the customer’s response and are at second position.
• Airtel has the best network according to the respondents and got 26.5% share of the customer’s response whereas Vodafone and Idea are at second and third position respectively getting 19.3% and 16.5% share of the response.
• 26.5% of the respondents feel that Airtel’s customer care services are the best which is closely followed by Idea with 22% share of customer’s response.
• Uninor comes first in this parameter with 52.8% of the respondents holding the opinion that it’s call rates are the most economical. It is followed by Vodafone(12.8%), Airtel(12%) and Idea(8.3%).
• Airtel, Vodafone and Idea are at first, second and third position respectively with 26.3%, 19.5% and 22.3% of the share of customer’s response.
• 24.8% of the respondents hold the opinion that Uninor provides best full talk time offers which is followed by Airtel and Idea with 22.3% and 20.3% share in customer’s
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Hence, more focus should be on expanding in rural segments by devising strategies for the same.

• Idea needs to make sure that it’s network strength in rural areas and outskirt areas of the town is also good as some of the respondents complained about it.

• Customer care services play an important role in retaining consumers. Therefore, customer care services should be improved and there should be provisions of taking feedback from consumers so that necessary steps can be taken in this direction. Also many customers said that there are too many number of customer care calls regarding promotional offers which causes disturbance. Hence, these promotional calls should be regulated.

• Most of the Idea subscribers are not satisfied with the existing call charges. Hence, Idea needs to come up with special tariff vouchers which further reduces the existing call charges in both local and STD calls.

• After the introduction of Mobile Number Portability (MNP), Idea and all other telecom players for that matter should focus not only on acquiring new customers but also on existing customers to retain them. MNP may affect the position of all service providers as it is a highly competitive

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