Highlights
Case 1: Telecom Industry (Cluster Analysis)
Problem: India is today one of the largest telecom markets in the world. The growth of the Indian telecommunication sector is highly driven by supportive government policies, emerging new technologies, and changing consumer behaviour. In the mobile telecom sector, vast competition has emerged. So, the subscribers now have a various alternative to choose from according to their convenience. Obviously, customers prefer a particular brand on the basis of some criteria. Therefore, to survive in the industry, the companies have to identify the factor related to customer satisfaction and loyalty
Scope of the Study
Factors affecting customer satisfaction in the telecom industry explore profiles of the target market of mobile phones and as well it identifies the relationship between consumer perceptions, price promotion with product quality perception and customer satisfaction in the mobile market.
The objective of the study
To identify the variables that affect customer satisfaction in the telecommunication industry.
Type of Research
Exploratory Research
Data Collection Method
Primary data has been collected through a questionnaire containing several types of questions for respondents’ profile, usage background and satisfaction measurement.
Questionnaire Design
Section A: Personnel information. For example age, profession, income and monthly usage etc.
Section B: Satisfaction measurement question. There were 10 variables (services) in Likert rating scales ranging from highly satisfied (1) and highly dissatisfied (5)
Independent Variables
1.Network Coverage(X1) 2.Network Quality(X2)
3.Customer Support(X3) 4.Complaint Management(X4)
5.Availability of Customer Service Station(X5) 6.Price(X6)
7.Bill payment System(X7) 8.Value-added service(X8)
9.Internet Service(X9) 10.Promotional offer(X10)
Questions:
1.Conduct a quick clustering on the data and arrive at a two - cluster solution
2.Interpret and name of the cluster
3.What are the implications for the decision-maker in this case?
Case 2: Success and Failure of Small Business
A study aimed to determine the reasons for the success or failure of small business. A sample of 5o entrepreneurs was asked to indicate the perceived areas of strength of their organizations. Their responses identified 7 variables rated on a five-point scale.
Five-point Scale
|
Organizational Strength |
Code |
|
Very strong |
5 |
|
Strong |
4 |
|
Natural/Normal |
3 |
|
Weak |
2 |
|
Very weak |
1 |
Variables
V1 = Location of the Firm
V2 = Product Quality
V3 = Pricing of the Product
V4 Customer Service
V5 = Innovation in Product
V6 = Cost Control
V7 =Employee Productivity
Questions:
1.Conduct a factor analysis to identify the reasons for success or failure of small business
2.Determine the variance summarized by the extracted factors.
3.Interpret the commonalities of each of the variables.
4.What are the implications for the decision-maker in this case?
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