CUSTOMER SATISFACTION

CHAPTER 1

INTRODUCTION

Why Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase their customer base,
customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver,
exemplary businesses focus on the customer and his/her experience with the organization. They work to
make their customers happy and see customer satisfaction as the key to survival and profit. Customer
satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they
receive.

Customer Satisfaction

The definition of customer satisfaction has been widely debated as organizations increasingly attempt to
measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods
and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction
also is based on the customer’s experience of both contact with the organization (the “moment of truth” as it
is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the
private sector as “one who receives significant added value” to his/her bottom line—a definition that may apply
just as well to public services. Customer satisfaction differs depending on the situation and the product or
service. A customer may be satisfied with a product or service, an experience, a purchase decision, a
salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid
“satisfaction” as a measurement objective because it is “too fuzzy an idea to serve as a meaningful
benchmark.”4 Instead, they focus on the customer’s entire experience with an organization or service contact
and the detailed assessment of that experience.

For example, reporting methods developed for health care patient surveys often ask customers to rate their
providers and experiences in response to detailed questions such as, “How well did your physicians keep you
informed?” These surveys provide “actionable” data that reveal obvious steps for improvement. Customer
satisfaction is a highly personal assessment that is greatly influenced by individual expectations’

If you don’t satisfy your customers, your business will fail.

Some definitions are based on the observation that customer satisfaction or dissatisfaction results from either
the confirmation or disconfirmation of individual expectations regarding a service or product. To avoid
difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge
companies to “concentrate on a goal that’s more closely linked to customer equity.” Instead of asking whether
customers are satisfied, they encourage companies to determine how customers hold them accountable
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet
or surpass customer expectation. It is seen as a key performance indicator within business

Customer satisfaction depends on the product’s performance relative to a buyer’s expectation, the customer is
dissatisfied. If preference matches expectations, the customer is satisfied. If preference is exceeds expectation,
the customer is highly satisfied or delighted outstanding marketing insurance companies go out of their way to
keep their customer satisfied. Satisfied customers make repeat purchases insurance products and tell other
about their good experiences with the product. The key is to match customer expectations with company
performance. Smart insurance company’s aim to delight customers by promising only what they can deliver,
then delivering more than the promise. Consumers usually face a broad array of products and services that
might satisfy a given need. How do they choose among these many marketing makers offers? Consumers
make choices based on their perception of the value and satisfaction that various products and services deliver.

Customer value is the difference between the values the customer gains from owning and using a product and
the costs of obtaining the products customers from expectations about the value of various marketing offers
and buy accordingly. How do buyers from their expectations? Customer expectations are based on past buying
experiences, the opinion of friends and marketer and competitor information and promises.

Customer satisfaction with a purchase depends on how well the product’s performance lives up to the
customers’ expectations. Customer satisfaction is a key influence on future buying behaviour. Satisfied
customers buy again and tell others about their good experiences dies-satisfied customer’s of ten switches to
competitors and disparage the products to others.

An insurance provider open only to active duty, retired and separated military members and their immediate
families and therefore not included in the rankings, achieved a satisfaction ranking equal to that any insurance
company.

In general, customer satisfaction with auto insurance providers decreased significantly, with the 21
companies surveyed decreasing in satisfaction from the previous year. Insurance is the only carrier that did
not experience a decline in satisfaction. Though consumers report their insurance carriers are resolving their
claims and problems faster. Businesses survive because they have customers who are willing to buy their
products or services. However, many businesses fails to “check in” with their customers to determine whether
they are happy or not and what it will make to make or keep them happy

According to U.S consumers’ affairs department, it costs five times more to gain a new customer than to retain
an existing one. Other studies have repeated that with just a five percent increase in Customer retention’s a
firm can raise its profitability customers spend salary at first, but with succeeding years of good experience,
they will spend increasingly more.

Depending on the industry and the nature of the bad experience, dissatisfied customers will complain to 10 to 20
friends and acquaintances, which is three times more than those with good experiences are. Hence, the negative
information is influential, and consumers generally place significant weight on it when making a decision. If that is not
the reason enough, fierce competitor is needed more and more to differentiate firms from one another. With
technology available to virtually every one today, the traditional features and cost advantages are no longer relevant.
Still product and service quality provides an enormous opportunity to distinguish a firm from the rest. The Japanese
have recognized this and have though us to expect quality. Today’s consumers do, and they know more about products
and services than they ever did.

Customers are the best source of information. Whether to improve an existing product or service or whether
firms are planning to launch something new. There is no substitution for “getting it from horse’s mouth”
When you talk to your customer directly, to increase your odds for achieving success you “mistake-proof” your
decisions and work on what really matters. When you routinely ask the customers for feedback and involve
them in business they, in turn, become committed to the success of your business.

Why customer satisfaction is important?

1. A Loyal customer is a treasure you should keep and hide from the world
According to the White House Office of Consumer Affairs, on average, loyal customers are worth up to 10
times as much as their first purchase. Some research says that it is 6-7 times more expensive to acquire a new
customer than it is to keep a current one.

Banks or mobile providers know it best, so they don’t have any problem with going the extra mile for a
customer who is not quite satisfied and often offer him something special. Not only it is more expensive but
also much more difficult to keep existing and loyal clients (let alone keeping them fully satisfied and happy!)
than to gain some new ones.

Take this rule into account while organizing your customer service processes and do your best to look after
them.

2. They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often caused by terrible customer
service. Clients waiting for ages to get feedback or comment from a brand? Unacceptable! But it still happens.
And gaining clients’ trust takes up to 12 positive experiences to make up for one unresolved negative
experience.

“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to
make your product, service, and business better. Your customer service organization should be designed to
effectively communicate those issues.” – Kristin Smaby, “Being Human is Good Business”.

You can’t gain customers’ satisfaction forever, you need to look after them all the time. Try to talk to them,
instead of to them. Ask questions, offer constant support, send personalized messages or offers, use
dedicated customer satisfaction software or any other technique that will help you communicate with your
customers and collect insights.

Take care of each and every one of your clients’ need and you’ll be rewarded with their gratitude and loyalty.
Sounds like a good deal, doesn’t it? Brands often take their audience for granted, and they’ve never been so
wrong – one decision, or lack of it, can result in losing a lot of clients and their respect.

That’s why measuring clients’ satisfaction is so important.

3. It’s (all) about the money, too

It shouldn’t be surprising, but customer satisfaction is also reflected in your revenue. Customers’ opinion and
feelings about the brand can affect, in both positive and negative way, the essential metrics – such as the
number mentions and repeated transactions, and also customer lifetime value or customer churn.

Happy customers won’t look at your competitors offers – they will happily interact with your brand again,
make a purchase and recommend the product further. If you meet all of their requirements and answer their
needs while delivering the best quality of your services, they will be fully satisfied.

Not to mention your brand will increase sales revenue!

Measuring customer satisfaction should become your daily habit – not something you do from time to time
and only if you’re about to face crisis management. If you don’t know how to do it right, you can take a look
at our guide to measuring customer satisfaction to make things easier.

4. Customer satisfaction is a factor that helps you stand out of the competition
Kate Zabriskie once said that “Although your customers won’t love you if you give bad service, your
competitors will.” and we couldn’t agree more.

Your competitive rivals are just waiting for you to make a wrong move. What is more, they can often play the
role of an instigator. Being prepared for their provocations is not enough if you don’t know how to deal with
the negative backlash.
However, if you provide your customers with amazing customer service, you will gain arguments to convince
those uncertain of your services.

5. Great customer experience can take your brand places

The importance of customer satisfaction should never be neglected. You should consider it especially while
planning your marketing and positioning campaigns. Satisfied customers are more likely to share your content
across social media.

They will also more keenly interact with your posts, leaving some delightful and admirable comments. Later
you can use it as the source for case studies and success stories. Being an example of a company that provides
a ravishing customer satisfaction? Every brand should aim for it.

Customer Satisfaction Measurement: -

A basic and effective base line customer satisfaction survey program should focus on measuring customer
perceptions of how will the company delivers on the critical success factors and dimensions of the business as
defined by the customers:

For example:

 Service Promptness
 Courtesy of Staff
 Responsiveness
 Understanding the customer problem, etc.

The findings of the company performance should be analyzed both with all customers and by key segments of
the customer population. The essential starting point for Customer Satisfaction Measurement (CMS) is
exploratory research. Since satisfaction is about an organization’s ability. To meet customer requirement one
has to start by clarifying with customers exactly what those requirements are. This is done through exploratory
research using focus groups or one to one depth interviews.
Two main factors determine the accuracy of CMS. The first is the asking the right question and the second is
the asking them to the right people sample of customers which accurately reflects the customer base.

Three things decide the accuracy of a sample. They are:

 It must be representative.
 It must be randomly selected.
 It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring customer
satisfaction provides an indication of how successful the organization is at providing products and/or services
to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary
from person to person and product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using
the gap between the customer's expectation of performance and their perceived experience of performance.
This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor
extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zenithal and Berry as
two different measures (perception and expectation) into a single measurement of performance relative to
expectation.
 The usual measures of customer satisfaction involve a survey with a set of statements using a Linker
Technique or scale. The customer is asked to evaluate each statement in terms of their perception and
expectation of performance of the service being measured.

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic
research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth,
and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic
level, research has shown that ACSI data predicts stock market performance, both for market indices and for
individually traded companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth

recommendations, and purchase behaviour. The ACSI measures customer satisfaction annually for more than
200 companies in 43 industries and 10 economic sectors.

In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and
government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc. applies the
methodology of the ACSI offline, and Foresee Results applies the ACSI to websites and other online initiatives.
ASCI scores have also been calculated by independent researchers, for example, for the mobile phones sector,
higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction developed in the 1980s
by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-
Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes
which are perceived to be important to customers. Kano also produced a methodology for mapping consumer
responses to questionnaires onto his model. SERVQUAL or RATER is a service-quality framework that has
been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometer) to indicate the gap between customer expectations and experience.
 J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box
approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily
of consumer surveys and is publicly known for the value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well. These include A.T.
Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence framework and

which helps define a company’s status against eight critically identified dimensions. For Business to Business
(B2B) surveys there is the Info Quest box. This has been used internationally since 1989 on more than 110,000
surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important"
customers and avoids the need for a blanket survey.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer satisfaction. The
International Customer Service Institute (TICSI) has released The International Customer Service Standard
(TICSS). TICSS enables organizations to focus their attention on delivering excellence in the

management of customer service, whilst at the same time providing recognition of success through a 3rd Party
registration scheme. TICSS focuses an organization’s attention on delivering increased customer satisfaction
by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's -
Policy, Processes People, Premises, Product/Services, as well as performance measurement.

The implementation of a customer service standard should lead to higher levels of customer satisfaction, which
in turn influences customer retention and customer loyalty.
Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing research methods. Typically, they are used to:

 Assess the level of customer satisfaction with a particular product, service or experience
 Identify factors that contribute to customer satisfaction and dissatisfaction;
 Determine the current status or situation of a product or service;
 Compare and rank providers;
 Estimate the distribution of characteristics in a potential customer population; or
 Help establish customer service standards.

Benefits and Challenges:

Surveys allow an organization to quickly capture vital information with relatively little expense and effort.
A primary advantage of this method is its directness: “the purpose is clear and the responses straightforward.”

Additionally, the information gathered by surveys can easily be analyzed and used to identify trends over time.
The public views consumer product polls and pollsters in a generally positive manner compared to political
and other polls. One study found that at least sixty percent of the public feels that market research about
products and services has a positive impact on society. Seventy percent consider the people who conduct such
surveys to have positive impacts on society.

A major disadvantage of customer surveys is that the responses may be influenced by the measurement
itself through various forms of bias. For example, most surveys are voluntary, and some researchers have found
differences between survey respondents and non-respondents. People who respond to surveys answer

questions differently than those who do not respond, and late responders answer differently than early
responders.
METHOD OF RESEARCH

Survey method:

A Survey is a complete operation, which requires some technical knowledge Survey methods are mostly
personal in character. Surveys are best suited for getting primary data. the research obtains information from
the respondents by interviewing them.

Sampling: It is not always necessary to collect data from whole universe4. A small representative sample may
serve the purpose. A sample means a small group taken in a large lot. This small group taken in a large lot
.This small group should be emanative cross section and really “representative” in character. This selection
process in calls sampling.

Sample size: Samples are devices for learning about large masses by observing a few individuals. The selected
sample is 100.

Methods of Sampling

Random sample method:

The method adopoted here is random sampling method. A Random sample is one where each item
in th3e universe has as an equal chance of known opportunity of being selected.

Research Instrument

Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed to a define objective.

It is the outline of what information is required and the framework on which the data is built upon.
Questionnaire is commonly used in securing marker information that its preparation deserves utmost skill and
care.
Collection of data:

One of the important tools for conduction market research is that availability of necessary and useful data.
Date collection is more of an art than a science. The methods of marketing research are in a way the methods
of data collection. The sources of information fall under two categories.

Internal sources:

Every company has to keep certain records such as accounts, reports etc. these records provide sample
information which an organization usually keeps collection in its working.

External sources:

When internal records are insufficient and required information is not available, the organization will
have to depend on external sources. Of data are

a) Primary data: The data collected for a purpose in original and for the first time is known as primary data.
The researches collect this data to study a particular problem.

Here the primary data is data collected through questionnaire by directly meeting the customers

b) Secondary Data:

The data, which is collected from the published sources i.e., not originally collected of the first rime
is called secondary data.

Here the secondary data is data collected from the company’s brochures, pamphlets, catalogues and
the website.

NEED FOR THE STUDY

Customer satisfaction survey is a systematic process for collecting consumer data, analyzing this data
to make it into actionable information, driving the results throughout an organization and implementing
satisfaction survey is a management information system that continuously captures the voice of the customer
through the assessment of performance from the customers’ point of view.
OBJECTIVES OF STUDY

The setting of objective is the corer stone of a systematic study. The study will be fruitful one when the
basis laid down is a concrete one they represent the desired solution to the problem and help in proper utilization
of opportunities.

Objectives:

[Link] know the awareness of customers about Jio network

[Link] study the preference of customers towards other networks with jio

[Link] analyze the customer’s satisfaction towards Jio network

[Link] give findings and suggestions.

COMPANY PROFILE

The study involves in analyzing the satisfaction of customer towards Jio network and the data is collected
from 50 respondents with help of convenient sampling technique. The study suggests from its analysis to
improve the network coverage and remove the calling congestion.

Reliance communications owns and operates the world’s largest next generation IP enabled connectivity
infrastructure which comprises 2,80,000 kilometers of fiber optic cable systems in India, USA, Europe, Middle
East and the Asia Pacific region. Reliance Group ranks among India’s top private sector business houses in
terms of net worth. The company has a good customer base and it covers over 21000 cities andtowns and over
400000 villages of India. Reliance Jio is in process to set-up the 4G LTE infrastructure. RJIL is setting up
reliance (4th generation) high speed internet connectivity, rich communication services and various digital
services on pan India basis in key domains such as education, healthcare, security, financial services,
government citizen interfaces and entertainment
ABOUT JIO
Jio is not just a telecom network, it is an entire ecosystem that allows Indians to live the digital life to the
fullest. This ecosystem consists of powerful broadband networks, useful applications, best-in-class services
and smart devices distributed to every doorstep in India.
Jio’s media offerings include the most comprehensive libraries and programs of recorded and live music,
sports, live and catch up television, movies and events. Jio is about creating connected intelligence for 6 billion
global minds to unleash the power of a young nation. We are all set to change the way people work, play, learn
and live.

JioPrime benefits:
1. JioTV - 600+ TV channels, including 100+ HD channels
2. JioCinema – 10,000+ Movies, Lacs of TV shows and access to premium content of partners like Disney,
Marvel, Pixar, Lucas, Voot, ErosNow, Alt Balaji, Paramount, SunNxt and more.

3. JioSaavn – 5+ Cr songs. Largest library of free caller tunes.

4. JioNews – 150+ Live News channels, 300+ Newspaper editions, 800+ Magazines
5. JioSecurity – Access to Norton’s premium Mobility Security Suite
6. JioCloud – Access to complimentary 5 GB cloud storage
7. JioHealthHub - Book tests, consult doctors, manage your weight & much more. Access reports & securely
share them with your doctor.

STATEMENT OF THE PROBLEM:

Even though, Reliance Jio network offers cost free services, the 100% satisfaction of its customer is a doubtful
one. Although the customers are availing Jio services, they spend some amount for using other networks. If
Reliance Jio fails to give the full satisfaction to its customer, it is difficult to sustain its image in the systematic
nation. Hence the study is undertaken for the purpose of analyzing the satisfaction level of the customer of Jio
network.
REVIEW OF LITERATURE:

Aman Banchhor et al.,(2015), state in their study that Jio is the only company who is using fourth generation
(4G) LTE services and which is operating its network on 1800 MHz and 2300 MHz bands in Mumbai.

Jio facilitate the normal download speed of 15-20 mbps. Lowest international call tariff in the world. 4G
handset with free connection for starting at as less as Rs.2999. No surge pricing on public holidays, festivals
and newyear. Reliance Jio manipulate some marketing strategies of competitive pricing and tariff plans, jio is
offering special operating own apps like Jioplay, Jiomoney, Jiosecurity etc.,

Jio is going to charge 1/10th of standard in telecommunication charge, Focusing on calls, text and data
respectively without any roaming charges throughout India and Student gets an additional 25% data usage if
they registered their sim card on a student ID. Rajan Drmlami(2015), expresses in the study that providing
customer satisfaction is the most crucial step of the company as they are to be satisfied and provides internet

access on the move such as wide network coverage and technology advanced stuff required by almost
everybody in today’s environment.

From the details it can be concluded that 80% of Reliance Jio users preferred to remain with Reliance Jio and
fully satisfied. Also good number of customers who are living to switch from their respective subscribers
showed interest in Relaince Jio is capturing the wide area of Indian markets increasingly day by day. Hence,
these statistics imply a bright future for the company. It can be said that in near future, the company will be
booming in the telecom industry.

Sean Rodrigues (2015), concludes his study as the customers do not prefer reliance network therefore it will
be a hard task to get a good customer base for the 4G network. So, it is very crucial to improve the image of
the 2G and 3G services available.

And also mentioned in the study that deployment of 4G network in India is certainly not going to be easy as
the telecom operators face the challenge to launch a new network along with improving the existing 2G and
3G networks in the country. Since Airtel will be the first to launch 4G services in India whereas Reliance Jio
plans to enter the market after a month, Airtel will already acquire a good customer base.

“Since Reliance Jio in a prelaunch phase it is very early to specify the drawbacks”.

SOCIO-ECONOMIC PROFILE OF RESPONDENTS

[Link]. Particulars [Link] Percentage(%)

Respondents

Age wise classification

1 Below 25 33 66.0
2 26-35 7 14.0
3 36-45 8 16.0
4 46 Above 2 4.0
Total 50 100.0
Gender wise classification
1 Male 25 50.0
2 Female 25 50.0
Total 50 100.0
Educational qualification of
Respondents
1 Illiterate 9 18.0
2 Primary education 1 2.0
3 Secondary 2 4.0
education
4 Higher Secondary 5 10.0
education
5 Undergraduate 14 28.0
6 Postgraduate 19 38.0
Total 50 100.0
Occupation
 1 Business 9 18.0
2 Profession 3 6.0
3 Government 6 12.0
employee
4 Private employee 9 18.0
5 Hired servant 5 10.0
6 Housewife 4 8.0
7 Unemployed 14 28.0
Total 50 100.0
Monthly income
1 Below 10000 11 22.0
2 10001-20000 28 56.0
3 20001-30000 4 8.0
4 Above 30000 7 14.0
50 100.0

Abhishek Kumar singh and Malhar pangrikar(2013), they conclude their study that 4G revolution is started in
Pune by Airtel. Drastic changes and improvements from 3G technology need to be a priority. But ifdone

intelligently and thoroughly, 4G holds enormous potential for Pune and can really create a boom in the IT
industry, key to the Indian AJMS Vol.6 No.1 January-June 2017 22 R. Sorna priya and M. Sathiya economy.
Hence the evolution from 3G to 4G will be stimulated by services offering enhanced quality, requires
increased band with, needs elevated sophistication of largescale information provisions and must have
improved customization capabilities to support user demands.

DETAILS OF RESPONDENTS WITH THE USAGE OF OTHER OPERATOR SERVICES ALONG

WITH JIO

Airtel

[Link]. Particulars No of Percentage(%)

Respondents
1 Yes 28 56.0
 2 No 22 54.0
Total 100 100.0
Vodafone

1 Yes 14 28.0
2 No 36 72.0
Total 50 100.0
Idea

1 Yes 10 20.0
2 No 40 80.0
Total 50 100.0

represents that while taking Airtel into account, out of 50 respondents, 28 respondents are using this service,
while considering Vodafone into account, out of 50 respondents 14 respondents are using this service and
while taking Idea into consideration, out of 50 respondents 10 respondents are only using this service along
with availing Jio services.

DETAILS OF RESPONDENTS WITH THE USAGE OF JIO SERVICES

Monthly Expenditure

1 100-200 28 56.0
2 201-300 9 18.0
3 301-400 11 22.0
4 Above 400 2 4.0
Total 50 100.0
Sources of Jio

1 News paper 4 8.0

2 Advertisements 22 44.0
3 Mouth publicity 23 46.0
4 Hoarding 1 2
Total 50 100.0
Depicts the usage details of jio services by the mouth publicity, 28 respondents are using jio network for
2respondents, out of 50 respondents, 28 respondents are 3 months, 17 respondents are convinced by the feature
of making expenditure on mobile phone of Rs. 100-Rs.200 per connectivity of Jio and 28 respondents are liking
the cost month, 23 respondents are aware of jio network through free services of Jio.

DETAILS OF CUSTOMER SATISFACTION

Usage period of Jio

1 Less than 1 6 12.0

month
2 2-3 months 28 56.0
3 4-5 months 16 32.0
Total 50 100.0
Feature of Jio

1 Connectivity 17 34.0
2 Advertisement 11 24.0
3 Applications 11 22.0
4 Goodwill 10 20.0
Total 50 100.0
Service like

1 Data service 19 38.0

2 Network 2 4.0
coverage
3 Cost free 28 56.0
services
4 Value Added 1 2.0
services
Total 50 100.0
 Satisfaction
1 Highly satisfied 15 30.0
2 Satisfied 26 52.0
3 No opinion 3 6.0
4 Dis agree 4 8.0
5 Highly dissatisfied 2 4.0
Total 50 100.0
Improvement
1 Improvement in network 32 64.0
coverage
2 Remove calling 17 34.0
congestion
3 Upgrade android 1 2.0
version
Total 50 100.0

exposes that out of 50 respondents, 26 respondents are satisfied with Jio services and32 respondents are
suggesting to improve the network coverage.
 INDICATION OF CUSTOMER SATISFACTION

[Link] Services Very Fairly Average Poor Total

Excellent good good

No % No % No % No % No %
1 Network 4 8.0 13 26.0 15 30.0 15 30.0 3 6.0 50
coverage
2 Data 10 20.0 19 38.0 13 26.0 7 14.0 1 2.0 50
service
3 Calling 1 2.0 16 32.0 22 44.0 7 14.0 4 8.0 50
service
4 Value 2 4.0 9 18.0 17 34.0 20 40.0 2 4.0 50
Added
Service
5 Customer 1 2.0 4 8.0 11 22.0 24 48.0 10 20.0 50
care
6 New 5 10.0 17 34.0 16 32.0 9 18.0 3 6.0 50
Schemes
and offer

It is inferred that 41 respondents(82.00%) are having high satisfaction, 6 respondents(12.00%) are having low
satisfaction and the remaining 3 respondents(6.00%) are having medium satisfaction. In order to test the
relationship between age of the respondents and their level of satisfaction, the researcher has applied the chi-
square test with the help of SPSS. The researcher has framed the hypothesis that there is “ no relationship
between age of the respondents and their level of satisfaction” .The result is presented in the following table.

SATISFACTION LEVEL

Five levels of satisfaction(Highly satisfied, Satisfied, No opinion, Dissatisfied and Highly dissatisfied) are
converted into three levels of satisfaction(High(Highly Satisfied, Satisfied),Low(Highly Dissatisfied and
Dissatisfied) and Medium(No opinion).

Mean +Standard Deviation=High Mean-Standard Deviation=Low

(Mean+ Standard Deviation) –(Mean-Standard Deviation)=Medium

3.96+1.02=4.98 --------------------------------- High

3.96-1.02=2.94--------------------------------- -Low

(3.96-1.02) to (3.96+1.02)--------------------Medium

Particulars No. of Percentage

[Link] Respondents
1 High 41 82.00
2 Low 6 12.00
3 Medium 3 6.00
Total 50 100.00

relationship between age of the respondents and their level of satisfaction” .The result is presented in the
following table.

infers that the calculated value is less than the table value(.000<0.05). The hypothesis is rejected. Hence
there is relationship between age of the respondents and their level of satisfaction.
CHI SQUARE TESTS FOR AGE OF THE RESPONDENTS AND THEIR LEVEL OF
SATISFACTION

Observed Expected N Residual

N
Age
Below 33 12.5 20.5
25
26-35 7 12.5 -5.5
36-45 8 12.5 -4.5
Above 2 12.5 -10.5
Total 50
Satisfaction
High 41 16.7 24.3
Low 6 16.7 -10.7
Medium 3 16.7 -13.7

IN ORDER TO TEST THE RELATIONSHIP BETWEEN GENDER OF THE RESPONDENTS

AND THEIR LEVEL OF SATISFACTION,

95% Confidence Interval

for Mean

Gender Std. Std. Lower Upper

N Mean Deviation Error Bound Bound Minimum Maximum
Male 25 3.8800 .97125 .19425 3.4791 4.2809 1.00 5.00

Female 25 4.0400 1.09848 .21970 3.5866 4.4934 1.00 5.00

Total 50 3.9600 1.02936 .14557 3.6675 4.2525 1.00 5.00

FINDINGS

1. It is understand from the survey that 25% respondents are male and 25% respondents are female.

2. It is found that majority of the respondents (66.00%) are in the age group of 25 years of age.

3. It is exhibited that most of the respondents (38.00%) are post graduate.

4. It is lucid that majority of the respondents (56.00%) are having Rs.10001-Rs.20000 as their monthly
income.

5. It is revealed that majority of the respondents (56.00%) are using the operator service of Airtel along with
Jio services.

6. It is lucid that majority f the respondents (56.00%) are spending the amount of Rs.100 –Rs.200 on their
mobile phone per month.

7. It is disclosed that most of the respondents (46.00%) are aware of Jio through mouth publicity.

8. It is clearly mentioned that majority of the respondents (56%) are using Jio for 2-3 months.

9. It is shown that most of the respondents (34%) are liking the feature oc connectivity of Jio.

10. It is expressed that majority of the respondents (56%) are liking the services of cost free services of Jio.

11. It is perceives that majority of the respondents (52%) are satisfied with Jio services. 12. It is clearly
understand that majority of the respondents (64%) are suggesting to improve the network coverage of Jio.

SUGGESTIONS OF THE STUDY

Most of the respondents are suggesting to improve the network coverage of Jio services and to remove the
calling congestion. It assists Reliance Jio to capture the greatest market share in the current trend. And it can
be survived in the market with its competitors for a long period and also create a good image in the minds
ofcustomers. If the company charges for its service in the future,
the researcher suggested it to charge minimum rate on data and calling services than their rival competitors.
Improvement in the customer care services will enrich their CRM practices and to retain existing customers
and to create new customers. Through the word of mouth, the customers are aware of Jio and strive for
accessing its services.

That is why, it is recommended to increase the quality of their services. To remove the network problem and
calling congestion, the present study suggests to install the towers in the place of unavailability of network
and the remote areas.

RECOMMENDATIONS

 From the overall study, it was found that most of the customers are satisfied with the current services.

 Majority of the customer felt that they want to remove the problem of call blocking and call drop.

 Company should improve the ambience of the service stations.

 The download and upload speed of the network has reduced drastically in many places. The Reliance Jio
sim users are expecting high speed. So increasing network speed to great extent. It would be better.

 Reliance Jio’s frequent update innovation technology when it’s required.

 Giving continue offer on calls to customers at best possible levels will be good.

 To develop 4G plan and value scheme.

 Reliance Jio sim should introduce some new schemes for the youngsters

 Customers expect low cost Reliance phone.

CONCLUSION

In today’s competitive business, Customers are considered as the backbone of the company. Customer
service, like any aspect of business, is a practiced art that takes time and effort to master. Treating the
customers like friends is the best way to attract them and make then always come back. The level of
satisfaction can also vary depending on other options and customer. Customer satisfaction research will have
to help businesses build stronger relationships.

This research study on “customer satisfaction towards Reliance Jio sim with special reference to Dharmapuri
district” is found that there is a significant relationship between income and satisfaction and there is no
significant relationship between age and awareness level.

From the overall study of identifying the satisfaction level of customer service it may be concluded that the
Reliance Jio Customers are satisfied with the service of which company providing”, But at the same time
Service station environment has to be enhanced. Better customer service will help the organization to be
more efficient, in quality services, avoid problem, maintaining the growth and customers attract new schemes
and so on.

HYPOTHESIS

The researcher has framed the null hypotheses to understand the

Hypothesis:

 H0: There is no significant relationship between income and satisfaction level.

 H1: There is a significant relationship between income and satisfaction level. 6.2.2 II Hypothesis:

 H0: There is no significant relationship between age and awareness level.

 H1: There is a significant relationship between age and awareness level

CHAPTER 2

REVIEW OF LITERATURE

M. Nandhini and D. Sivasakthi made a study on customer attitude perception towards branded broad band.
This indicated that the broad band is the new oxygen. It opens up a large box of information with a single
click of a button. Get ready to surf the world in the www with a high speed connection like access mails
faster, download music, share multimedia instantly, video chat with friends and play games with someone at
the other end of the globe. When broadband was first introduced as a method to connect to the web, many
companies confidently expected it to capture the majority of the market share, and with good reason.
Broadband tends to be faster, more efficient, and less problem than other access methods such as dial-up. As
the purchasing power of the people increases, requirements move towards convenience, though the

expectations are towards quality, quantity and less price which lead to consumer satisfaction. Challenges are
faced by domestic and international market players in investing the money to satisfy the customer. Market
research is essential on a timely basis as there can be an attitude change from individual to individual from
time to time.

S. Nemat Sheereen studied on customer satisfaction of BSNL services in Kerala. It has been stated that
BSNL is one of the leading telecommunication service providers in Kerala. Most of the studies conducted in
this area indicate the exploring development of services provided by number telecommunication providers
which opened new world to the customer around the world. This paper analyses the customer satisfaction of
BSNL services provided in Kerala. Quality of service and maximum network coverage are the most
important factor which satisfy the customers in relation to telecommunication.

PL. Senthil and S. Mohammed Safi analyzed the behavior of Mobile Phone users in Tiruchirappalli District.
The consumer behavior is the act of individuals directly involve in obtaining and using economic goods and
services. It includes the decision processes that precede and determine this act. Cell phone has been
developed in 1979 and in India it was introduced in 1994. But it became familiar only in the beginning of
year 2000. Now cell phone users are scattered all over the world. One fifth of Indians are using cell phone
now. It is a very fast development in the field of communication. It helps one to send and receive information
anytime and anywhere. The effective and efficient usage of cell phone largely depends upon the attitude of
cell phone users and growth of this communication sector depends on the cell phone service providers. Cell
phone users meet many problems. Problems pertaining to buying a cell phone, choosing an activation card,
tower problem, variety of schemes, recharge coupons, roaming and optimum use of cell phone facilities are
some of the vital issues of the cell phone users. So the researcher has made sincere attempt to analyze the
consumer behavior of mobile phones in the study area.

Sreekumar D Menon conducted a study on customer perception towards public sector telecom company
(BSNL) in mobile services. The telecommunication service providers are of paramount importance to both
developed and emerging economies in India and the world. With stiff competition between the providers,

customer satisfaction is a necessary for survival in the market. Many telecommunication service providers
are offering various products and services in the market. Customer perception is a personal feeling of either
pleasure or disappointment 84 resulting from the evaluation of service provided by an organization to an
individual in relation to expectations. Customer perception is highly essential and inevitable for the smooth
functioning of an organization having public dealing and responsibilities.

It depends on several factors like tangibility, reliability, assurance, superior service quality, empathy and the
like. Customer satisfaction is the main goal of every organization. Satisfaction level is a function of
difference between perceived performance and expectations. If the products performances exceed
expectation, the customer is highly satisfied or delighted. If the performance matches the expectation the
customer is satisfied and if the product performance fall shorts of expectation, the customer is dissatisfied. It
depends on several factors like tangibility, reliability, assurance, superior service quality and so on.

The surveyed the level of satisfaction for 4G service in India has risen to 97 percent within a period of
three months. A study was conducted by Bank of America Merrill Lynch back in September 2016. It was
found that 96 percent of the customers were satisfied with the voice quality and 66 percent with data speeds
that they received. High costs, however, remained a concern. The study said, “Our survey indicates that Jio’s
free service is gaining reasonable traction with 26 per cent using Jio as primary SIM and 21 percent as
secondary SIM. Some 55 per cent of the surveyed users find Jio speed higher than that of other telcos” .
 Meanwhile, 32 percent users said that they use Jio because it is fast and 28 percent said that it is
cheap. A lot of people have issues with the voice calling feature.

C. Boobalan et al (2017) in their study on, “customer’s satisfaction towards Reliance JIO sim with special
reference to Dharmapuri District” made an attempt to know the satisfaction level of multi customers. Most of
the customers are selectiong Reliance JIO is comes under for sim cards are free and most of the customers for
understanding the income and satisfaction level of JIO services is comes under between (1000120000).
Finally conclude that most of the customers are satisfied with the current JIO services.

K. R. Mahalaxmi and N. Suresh Kumar (2017) in this article titled, “A study on service quality and its impact
on customer’s preference and satisfaction towards Reliance JIO in trichy region” focus on to the service
quality and satisfaction level of Reliance JIO. This study reveals that peoples with age group up to 35 were

78 per cent users of Reliance JIO. The advertisement has motivates most of the customers to prefer this
network.

Dr. Gowthamichintala et al (2017) in this article entitled, “customers satisfaction towards telecommunication
service provider-A study on Reliance JIO” is to know the satisfaction level of the customers. The gender wise
analysis of the customers satisfaction is conclude that there is no difference in the opinion of male and female
respondents on the satisfaction level towards the service provided by the JIO services.
A STUDY ON CUSTOMER
SATISFATION ( JIO )

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