Consumer Satisfaction in Indian Telecom Industry: A Case Study of Bharti Airtel

ABSTRACT Today, the telecom organisations are facing challenges to satisfy their customers in the light of cutthroat competition, continuous stringent regulatory norms, new rivalries and changing market conditions. They are striving for survival and steady growth. The researchers feel that consumer satisfaction is the key to success for any organisation especially in this competitive world. The researchers have chosen Bharti Airtel, which is ranked as number one telecom organisation in India on the basis of subscribers as well as profit. This primary study has been conducted at Agra on 107 individual consumers or subscribers of the organisation. Twenty-one services have been identified through secondary data. Consumer satisfaction has been analysed as per ranking of respondents. The study reveals that social networking is the top most service in providing consumer satisfaction. All top ten ranked services namely social networking, internet access services, short message services, chatting, downloading, 3G services, scheme/plan, mode of payment, recharge options and customer care services have been found significantly associated with their respective usage.