Apr-Jun.12 - the Nitie

the attribute ‘representatives appears knowledgeable’
the problem by employees with 91% satisfaction. This
is followed by the ability to complete transaction,
courtesy of customer support executive, ability to
help customer know the cause of and solution for the
problem, and the thorough knowledge of the executive
on the problem with 82.978, 82.978, 81.376, and
81.278 respectively. On factors 6, 4, 9, 15, 10, 11, and
12 the consumer derived satisfaction ranging between
78% and 60%. The future cooperation and respect for
customer values accounted for the lease satisfaction
levels such as 52.676% and 50.887% respectively. This
is shown in radar graph 1.
Acceptance or rejection of the formulated
hypotheses
tools used only two hypotheses were accepted and the
third one is rejected as shown in table 7.
Table 7: Acceptance/rejection of
the formulated hypotheses
S.
No.
1. All the assumed factors are not
the customer’s expectations with
regard to People of Tata Cellular
Services.
2. All the assumed factors are not
the customer’s perceptions with
regard to People of Tata Cellular
Services.
3.
with the services performed by
Tata Cellular Services.
Accepted (Table no.4)
Tool used for testing:
Factor analysis
Accepted (Table no. 5)
Tool used for testing:
Factor analysis
Rejected (Table no. 6)
Tool used for testing:
Mean gap analysis
Suggestions on people mix: Suggestions have
emanated from the sample respondents in the course
of various interviews conducted in this research work.
In addition, the researcher has also gathered a number
of suggestions from various experts on the subject
in Chittoor district of Andhra Pradesh. The researcher
also had arrived at his own suggestions to overcome a
number of problems that are discussed earlier and to
provide maximum level of satisfaction to the sample
respondents. All these suggestions have also been
incorporated under the following headings indicating
the nature of these suggestions.
It is concluded from the gap analysis table 6
that there is a slight negative gap between perceptions
(1.980), (2.070) and expectations (2.030), (2.260) for
the attributes 2 and 1, namely ‘representative appears
with 97.536% and 91.592% of satisfaction. This is said
to be the highest satisfaction zone.
And it is also evident from the same table that there
is a little negative gap in between perceptions (1.950),
(1.950), (2.010) and (1.780) and expectations (2.350),
(2.470), (2.190) and (2.190) for the attributes 5, 8, 3,
and 7 with 82.978%, 82.978%, 81.376% and 81.278%
of satisfaction respectively. This can also be taken
granted as the higher satisfaction zone.
Hence it is suggested to that the Tata Indicom should
maintain the same level of performance in order to
retain as loyal customers in the medium and long run.
Otherwise it may have to lose these customers to Airtel,
and Vodafone. Advertising by celebrities is very much
essential for this purpose.
It is evident from table 6 that there is a moderate
gap in between perceptions (1.780), (2.100), (1.810) and
(1.900) and expectations (2.270), (2.710), (2.450) and
(2.610) for the attributes 6, 4, 9, and 15 with 78.414%,
77.490%, 73.887% and 72.796% of satisfaction
respectively. This moderate negative gap indicates
that customers perceived that service delivery did not
meet their expectations completely. The Tata Indicom
should make a focus on internal marketing such that
the service representatives are equipped with sound
and professionalism because they have to handle
different types of customers effectively. Executives
should inculcate the ability to view the experience from
newer perspectives.
Vol. 36, No. 2, April-June, 2012
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