Name: RANJIT C J

Title: CUSTOMER SATISFACTION TOWARDS JIO

Introduction:
India is currently the second largest telecommunication market with the second highest number
of users in the world. The Indian Telecom sector has been severely disrupted by the entry of the
conglomerate, Reliance, through its offering Reliance JIO services. Reliance changed the game
very much with its offering of free voice and data packs along with its provision of a “basket of
services” complementing and supplementing the base mobile and smart phone telephony. It is
also offering handsets as part of “bundled services” with the device as well as the service. In the
age of digital technology, this war is producing benefits to the customers.

Research Question:
1. What is the overall satisfaction level of Jio users ?

2. What impact do the demographic variables have on the overall satisfaction level ?

3. What are the various reasons/ factors affecting the overall satisfaction level ?

Objectives of the study:

1. To evaluate the overall satisfaction level of Jio users.

2. To analyze the impact of demographic variables on the overall satisfaction level.

3. To explore the reasons / factors affecting the overall satisfaction level.

Conceptual review:

Meaning of Customer Satisfaction:

Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term frequently
used in marketing. It 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 and is often
part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

Definition of Customer Satisfaction:

In his book Marketing Metrics, Paul Farris defines customer satisfaction as ‘the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or its services
exceeds specified satisfaction goals’. In fact, this definition is endorsed by the Marketing Accountability
Standards Board as the standard definition of customer satisfaction.

Factors influencing Customer Satisfaction:

Basic Factors:

Basic factors are fully expected. These are the necessary requirements of a product or service
that if not fulfilled will cause dissatisfaction. However, the fulfillment of this basic requirements
is a necessary but not sufficient condition for satisfaction. The customer regards this basic factors
as prerequisites, the features that the product or service must have in order to meet customer
demands. For example, in hotel business, basic factor is the cleanliness of the room you will rent.
A customer will not request a clean room, he/she would expect it.

Performance Factors:

These factors lead to satisfaction if fulfilled or exceeded and lead to dissatisfaction if not
fulfilled. Performance factors are customers’ spoken needs and desires, it can cause both
satisfaction and dissatisfaction. Therefore, a service provider should be competitive with regard
to these performance factors. Again, using the hotel example, the customers’ spoken needs are
typically a request of internet access, a non-smoking room or one away from elevators.

Excitement Factors:

Excitement factors are unexpected features that surprise the customers. They generate “delight’’
when delivered, hence, have a strong impact on customer satisfaction. Company should enhance
these factor to stand out from the competition. These factors have “Wow” effect that triggers
unknown needs and wants of the customers. Think you are in a hotel, wouldn’t you be delighted
finding fresh flowers or freshly baked cookies whenever your room has been cleaned or
refreshed?

Research review:
1. Boobalan et al (2017)[1] in their study titled “Customers satisfaction towards Reliance Jio sim with special
reference to Dharmapuri District” revealed that the company should improve the ambience of the service stations
and also stated that Reliance Jio should introduce some new schemes for the youngsters.

2. Dr. Gowthami Chinthala et al (2017)[2] in their study titled “Customer satisfaction towards telecommunication
service provider – A study on Reliance JIO” concluded that 87% of the respondents are satisfied with the services
provided by Jio.

3. Noorul Haq (2017)[3] in his study titled “Impact of Reliance JIO on the Indian Telecom Industry” found that data
is the new oil and that more internet users mean more customers for internet startups.

4. Indumathy et al (2017)[4] in their paper titled “JIO’s Digital Life – A Survey” stated that users preferred Jio sim
as a secondary sim basically used for Data services and also added that network coverage and call connectivity has
to be improved.
5. Mahalalaxmi et al (2017)[5] in their study titled “A study on service quality and its impact on customer’s
preferences and satisfaction towards Reliance JIO in Trichy region” concluded that 71% of the respondents were
satisfied with Reliance Jio service provider. Call dropping, Decreased internet speed and No network coverage in
rural areas were the causes for dissatisfaction in Reliance Jio.

6. Mahalalaxmi et al (2017)[6] in their study titled “Changing the Indian Telecom Sector: Reliance “Jio” revealed
that the promotional offers makes most of the customers to prefer this service provider and also concluded that most
of the students choose their service provider as Reliance Jio.

7. Dr. Mohanasoundari et al (2017)[7] in their study titled “A study on subscriber’s opinion towards Jio sim with
special reference to Tirupur City” suggested in improving the network coverage and removing the calling
congestion.

8. Satyanarayana et al (2017)[8] in their study titled “The impact of Reliance Jio on Indian mobile Industry- A case
study on mergers and acquisitions of Idea – Vodafone and Airtel – Telenor” revealed that Reliance Jio’s free offer
created unexpected changes in consumer’s behaviors and competitor’s strategies and also added that there would be
an impact on the equilibrium in the mobile industry which makes the rivals to undergo mergers and acquisitions.

9. Rajbinder Singh (2017)[9] in his paper titled “Impact of Reliance JIO on Indian Telecom Industry: An Empirical
Study” concluded that Reliance Jio has successfully hit the target market and has deep pockets to invest but has
threat to competition and technology.

10. Sornapriya et al (2017)[10] in their study titled “Customer satisfaction towards Reliance Jio network.” concluded
that 52 percent of the respondents were satisfied with Jio services and 64 percent of respondents were
suggesting in improving its network coverage.

_____________________________________________________________________________________________
[1]
Boobalan C. & Jayaraman K. (2017), A study on Customers’ satisfaction towards reliance Jio sim with special
reference to Dharmapuri district.
[2]
Gowthami Chinthala, H. Madhuri and Kranthi Kumar (2017), A study on Customer satisfaction towards
telecommunication service provider- A study on Reliance Jio, International Journal of Engineering and Management
Research (IJEMR), ISSN (Online): 2250-0758.
[3]
Haq, N. (2017), A study on Impact of Reliance JIO on the Indian Telecom Industry, International Journal of
Engineering and Management Research (IJEMR), 7 (3), 259-263.
[4]
Indumathy. R, Reshma Rajkumar and Velmurugan. G (2017), A study on JIO’s Digital Life – A survey,
International Journal of Recent Engineering Research and Development (IJRERD) Volume No. 02 – Issue No. 05,
ISSN: 2455-8761.

Mahalaxmi, K. R. & Kumar S. (2017), A study on service quality and its impact on customer’s preferences and
[5]

satisfaction towards Reliance JIO in trichy region.

[6]
Mahalaxmi, K. R. & Kumar S. (2017), A study on Changing the Indian telecom sector: Reliance Jio.
[7]
Mohanasoundari. R and Bhuvaneshwari. D (2017), A study on subscriber’s opinion towards Jio sim with special
reference to Tirupur city, Intercontinental journal of marketing research review volume 5, Issue 9.
[8]
Satyanarayana, D. Rao, & Naidu, S. K. (2017), A study on the impact of Reliance Jio on Indian mobile industry-
A case study on mergers and acquisitions of Idea–Vodafone and Airtel– Telenor, IJAR, 3 (3), 209-212.
[9]
Singh, R. (2017), A study on Impact of Reliance JIO on Indian Telecom Industry: An Empirical Study,
International Journal of Scientific Research and Management, 5 (7), 6469-6474.
[10]
Sornapriya R & Sathiya M. (2017), A study on Customer Satisfaction towards Reliance Jio Network, Asian
Journal of Managerial Science, ISSN: 2249-6300, Vol. 6, No. 1, 2017, pp. 21-27.
Questionnaire:

PERSONAL DETAILS:

1. NAME:

2. MOBILE NUMBER:

3. GENDER
Male
Female

4. AGE
15-20
20-25
25-30
Above 30

5. OCCUPATION
Student
Business
Employee
Housewife
Other

6. ANNUAL INCOME
Below 1 lakh
1 lakh to 5 lakhs
5 lakhs to 10 lakhs
Above 10 lakhs

QUESTIONNAIRE:

1. DO YOU HAVE MOBILE PHONE ?

Yes
No

2. WHICH OPERATOR SERVICE DO YOU USE ?

Reliance Jio
Airtel
Vodafone Idea
BSNL
Others
3. WHAT IS YOUR MONTHLY AVERAGE EXPENDITURE ON MOBILE ?
Below 100
 100-300
300-500
500-100
Above 1000

4. ARE YOU AWARE ABOUT RELIANCE JIO ?

Yes
No

5. HOW LONG YOU ARE USING RELIANCE JIO SERVICES ?

Less than a month
1 month to 3 months
5 months to 10 months
Non user

6. WHICH OF THE FEATURES YOU ARE SPECIALLY CONCERNED WHILE

PURCHASING A SIM CARD ?
Connectivity
Schemes and discounts
Goodwill
Others

7. WHICH OF THE FEATURES YOU LIKE MOST IN RELIANCE JIO ?

Data services
Unlimited calls
Network converge
Value added services
Unlimited SMS
Others

8. DO YOU CALL CUSTOMER CARE ?

Yes
No

9. HOW OFTEN DO YOU CALL CUSTOMER CARE ?

Daily
Weekly
Monthly
Rarely

10. FOR WHAT REASONS YOU CALL CUSTOMER CARE ?

Information regarding schemes
Value added services
Complaints
Other queries
11. ARE YOU SATISFIED WITH RELIANCE JIO ?
Yes
No

12. WHAT SHOULD BE IMPROVED IN RELIANCE JIO ?

Network coverage
Remove calling congestions
Internet speed
Others

13. ARE YOU AWARE ABOUT JIO PRIME OFFERS ?

Yes
No

14. DO YOU THINK JIO PRIME PLANS ARE BETTER THAN OTHER TELECOM
COMPANY PLANS ?

Yes
No

15. WOULD YOU RECOMMEND OTHERS ?

Yes
No

16. WHICH TELECOM OPERATOR YOU PREFER THE MOST ?

Reliance Jio
Airtel
Vodafone
Idea
BSNL

17. HOW DO YOU RATE VARIOUS PLANS OFFERED BY JIO?

Excellent
Good
Average
Poor

18. YOUR OVERALL SATISFACTION RATE ABOUT JIO SERVICES?

Highly Satisfied
Satisfied
Average
Not so Satisfied
Dissatisfied