Research Proposal on Mobile Phones

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Service Usability and User's Satisfaction in India- An Exploraty Study on Mobile Phone Users

In this article, basic information about research introduction, statement of problem, research objectives, the hypotheses of interest and target audiences are provided.

1.1  Background of the Study

World-class telecommunications infrastructure contributes to economic and social development of a country by providing: better market information; improved transport efficiency and more distributed economic development; reduced isolation and increased security for villages, organizations, and people; and increased connectivity to (and coordination with) international economic activity (Hardy, 1980). It is too significant for the development of information technology; and sectors like, services, travel, tourism, hotels, airlines, etc., are linked to communications and would get a fillip.

 Until the mid-1990s the ownership of a telephone in India was considered as a luxury. Even in 1996, for instance, there was a waiting period of three to five years despite paying a sizeable amount as application deposit. But the situation at present has changed radically. Today, in many states, cellular service providers are competing with each other to gain customers and thus there are no waiting lists. A luxury service of yester-years has become a necessity today because of its convenience, affordability and the value it delivers to its end users.

As per CRISIL Research (2010), industry capacity has expanded at a break-neck speed of 67 per cent CAGR over 2007-09. This was supported by unparalleled growth in the mobile subscriber base, deeper penetration in urban areas and expansion into rural markets. However, capacity utilisation levels have declined to 72 per cent in 2008-09 from 76 per cent in 2006-07 owing to slower growth in traffic. In 2009-10 and 2010-11, CRISIL Research (2010) expects utilisation levels to fall further to 68 per cent and 59 per cent, respectively, led by new service launches and operators striving to improve their quality of service (QoS) to prepare for the post MNP era.

In this context, this study is carried out to understand the common usage scenario, motivations of usage and the attitude of mobile phones users towards service providers and their level of satisfaction in small towns of Maharasthra , more specifically in Nasik.

1.2      Problem Statement

As the average revenue per user is decreasing from voice drops, the cellular service providers are increasingly looking for an additional revenue stream. The end users have also embraced Value Added Services (VAS), and this constitutes about 5-10% of the revenues of different cellular service providers. Thus, mobile VAS have become an important element in the growth of mobile telephony in India. Nevertheless, it is also equally true that growth seems to be driven more by inherent market momentum than a concentrated effort on the part of the stakeholders. Thus, a study on service usability and users’ satisfaction is needed to help stakeholders give a right direction to this wave of growth. This is an imperative study since its outcome contributes valuable learning about the field of mobile communication to the broader academic knowledge base. This research may serve as useful input to telecommunication companies, researchers and media futurists. The advantage of this study is that it will contribute previously unavailable data to this field. This study is easy to replicate and scale-up, by retrieving similar data from other regions/ small towns of the country.

1.3      Objectives of the Study

The aim of study is to objectively understand the behavior of mobile phone users in small towns of India in general, and Nasik (Maharashtra) in particular and further captures their satisfaction level that is influenced by various technical and non-technical factors.

The specific aspects to be studied were:

•      Usage pattern, in terms of the purpose, of mobile phones for various categories of consumers.

•      Level of satisfaction of the users and the reasons for dissatisfaction.

•      Usage pattern of functionalities and the added services provided.

•      Motivational factors that affect consumers’ behavior in availing cellular services.

•      Suggestion of tangible ways for retention of existing customers in mobile telephony market.

1.4 Hypotheses

For (a) Occupation-wise analysis, (b) Analysis with respect to service providers, and

(c) Analysis of motivational factors, the hypotheses of interest are:

H10: There is a difference between the service facilities of the different brand names of cellphones.

H1a: The average perception due to different occupations is different.

H1b: Each of the service providers maintains a different level of service profile based on the customers’ perception.

H1c: There is a difference in the buying behavior of cellphone users due to motivational factors.

1.5 Limitations of the Study

The major limitations of the study include the following:

•      It is a random quota sample study, which has its own limitations.

•      The information collected from the female members may not be accurate, because they were reluctant to reveal the category of person(s), who motivated them to choose a cellular service provider.

•      The scope of the data collected is limited to only a four week period.

•      The geographical boundary of the study is restricted only to Nasik municipality area.

•      There exists no commonly accepted theory regarding the factors influencing consumers’ decision-making.

Therefore, the results obtained should be considered tentative

1.6 Target Audience

This research is directly related to people who are responsible for the management and sales and marketing of telecom services industry in India in terms of considering the marketing strategy for mobile phone users through the analysis of the different motivational factors have the effect on consumers and influence their decision in selecting a particular cellular service provider. The outcome of this study can be beneficial to the marketers who are in telecom services industry in order to develop a better viewpoint on the market. It will provide them more accurate understanding and subsequently help in satisfying customers’ needs effectively. This research will also be beneficial to students who are interested in mobile phone marketing. Moreover, cellular service providers can create or adapt new marketing strategies to improve their service and to reach consumers successfully, based on the findings and recommendations of this research.

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