[ VOLUME 6 I ISSUE 1 I JAN.

– MARCH 2019] E ISSN 2348 –1269, PRINT ISSN 2349-5138

A COMPARATIVE STUDY ON CUSTOMERS INFLUENCING FACTORS AND

SATISFACTION TOWARDS THE USAGE OF AIRTEL AND RELIANCE JIO
SERVICE IN COIMBATORE CITY

Dr.G.Indrani 1 & K.R.Nandhini2

1Head & Assistant Professor, Department of B.Com(CA) & M.Com., PSGR Krishnammal College
for Women, Coimbatore.
2PSGR Krishnammal College for Women, Coimbatore.

Received: December 05, 2018 Accepted: January 11, 2019

ABSTRACT:
“ People expect good service but few are willing to give it”-- Robert Gately
India is currently the world’s second-largest telecommunications in the market. People are able to move all
over the world, enhancing the development of countries and more cities across the world through
telecommunication. With the up gradation in the technology and the intense competition among the various
telecommunication companies lead to a decrease in the prices of call rates. Also many telecom companies are
operating in Tamilnadu it becomes easy for the customers to choose the network that best satisfy their needs
and expectations. Among all leading telecommunication companies airtel and jiocompete with each other in
introducing new innovate plans to attract customers. Thus this research study attempts to find out the
customers influencing factors towards airtel and reliance jio mobile services and tocompare their satisfaction
level in the usage of airtel and jio mobile services in Coimbatore City.

Key Words: Telecommunication, Customers, Satisfaction, Usage.

INTRODUCTION
Telecom sector is one of the fastest growing industry in the world, it has immense capacity to serve
the people directly or indirectly. Telecommunication is the transmission of information over significant
distances to communicate.This has lead to tremendous growth through creation of internet and phones.As
India's leading telecommunications company, Airtel brand has played the role as a major catalyst in India's
reforms, contributing to its economic resurgence and provides GSM, 3G and 4G LTE mobile services, fixed
line broadband and voice services. Reliance Jio, a wholly owned subsidiary of Reliance Industries
headquartered in Mumbai which provides wireless 4G LTE service network (without 2G/3G based services)
and is the only 100% VoLTE (Voice Over LTE) operator in the country.From the various telecom listed
Airtel and Reliance Jio was taken for the study, as it was the leading service providers in the current market
scenario.

STATEMENT OF THE PROBLEM

Among the telecommunication networks, at present airtel and jio are the leading network
providers. Airtel is one of the largest and leading units providing comprehensive range of telecom services
in India. Jio is the fastest ramp-up by any mobile network operator anywhere in the world. Jio crossed 50
million subscriber marks in 83 days since its launch. After the launch of jio in india many of the airtel users
shift to new providers. Airtel also introduce exciting offers to attract their customers. In this context,a study
is undertaken to measure the preference of the customers of Airtel and jio subscriber and its effect on the
level of customers’ satisfaction.
OBJECTIVE OF THE STUDY
 To know the customers influencing factors towards airtel and reliance jio mobile services.
 To compare the satisfaction level of the customers towards the usage of airtel and jio mobile
services available in Coimbatore.
RESEARCH METHODOLOGY
The study was conducted for a period of 5 months. The survey is undertaken in and around
Coimbatore city. Both Primary and Secondary data have been used for study. The primary data is collected
through questionnaire method. Secondary data was collected from magazines, journals, annual report of
reliance jio and airtel, internet and research articles. The size of sample is 180. For the purpose of the
688 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[VOLUME 6 I ISSUE 1 I JAN. – MARCH 2019] e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ Cosmos Impact Factor 4.236
study,PurposiveRandom Sampling method has been adopted for the selection of respondents. The statistical
tools used for the analysis are Simple Percentage Analysis, Descriptive Statistics and Chi –Square.
LIMITATION OF THE STUDY
The study was undertaken amongAirtel and Reliance jio in Coimbatore city only.
The study is restricted to 90 respondents. So the results cannot be generalized.

ANALYSIS AND INTERPRETATION

TABLE 1 : RESPONDENTS DEMOGRAPHIC PROFILE
DEMOGRAPHIC PARTICULARS AIRTEL RELIANCE JIO
PROFILE NO. OF PERCENT NO. OF PERCENT
RESPONDENTS RESPONDENTS
Age Below 20 33 36.7 17 18.9

21 - 30 26 28.9 27 30.0
31 – 40 19 21.1 28 31.1
Above 40 12 13.3 18 20.0
Total 90 100.0 90 100.0

Gender Male 40 44.4 44 48.9

Female 50 55.6 46 51.1
Total 90 100.0 90 100.0
Education No formal 12 13.3 12 13.3
education
School level 18 20.0 14 15.6

Graduate 47 52.2 50 55.6

Professionals 13 14.4 14 15.6

Total 90 100.0 90 100.0
Family Monthly Below Rs.20000 38 42.2 33 36.7
Income Rs.20001 - 33 36.7 35 38.9
Rs.40000
Rs.40001 - 12 13.3 13 14.4
Rs.60000
Above Rs.60000 7 7.8 9 10.0
Total 90 100.0 90 100.0
Status Student 25 27.8 23 25.6
Business 17 18.9 12 13.3
Employee 23 25.6 33 36.7
Professionals 12 13.3 11 12.2

Home maker 13 14.4 11 12.2

Total 90 100.0 90 100.0
Area of the Urban 33 36.7 38 42.2
Residence Semi urban 25 27.8 27 30.0

Rural 32 35.6 25 27.8

Total 90 100.0 90 100.0
Number Of Below 3 17 18.9 11 12.2
Earning Members 3–5 59 65.6 63 70.0
Above 5 14 15.6 16 17.8
Total 90 100.0 90 100.0
Multiple Data services 63 16.7% 73 19.2%

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Response My offer / Plans 45 11.9% 45 11.8%
Unlimited calls 65 17.2% 71 18.7%
Ratecutter 42 11.1% 31 8.2%
Unlimited Sms 32 8.5% 42 11.1%
Customer care 36 9.5% 32 8.4%
Balance check 35 9.3% 37 9.7%
Daily packs 23 6.1% 25 6.6%
DTH recharge 37 9.8% 24 6.3%
service
Total 378 100.0% 380 100.0%
Source: Primary data

It is inferred from the above table that 36.7 per cent of the airtel respondents are below the age
group of 20 years and 31.1 per cent of the jio respondents are between the age group of 31-40. Majority 55.6
per cent of the airtel respondents and 51.1 per cent of the jio respondents are female. Most 52.2 per cent of
the airtel respondents and 55.6 per cent of the jio respondents are graduate. 42.2 per cent of the airtel
respondents’ family income is below Rs.20000 and 38.9 per cent is between Rs.20001-Rs.40000. 27.8 per
cent of the airtel respondents’ are student and 36.7 per cent of the jio respondents are employees. 36.7 per
cent of the airtel respondents and 42.2 per cent of the jio respondents are from urban area. Majority 65.6
per cent of the airtel respondents and 70 per cent of the jio respondents have 3-5 earning members in their
family. 17.2 per cent of airtel respondents and 18.7 per cent of jio respondents prefer unlimited calls.

OBJECTIVES I :TO ANALYSE THE FACTORS INFLUENCING THE SELECTION OF A MOBILE SERVICE
PROVIDERS.

DESCRIPTIVE STATISTICS
TABLE 2 -FactorsInfluencingthe Selection of a Mobile Service Providers.
AIRTEL RELIANCE JIO
Std. Deviation

Std. Deviation
Maximum

Maximum
Minimum

Minimum

Statements
Mean

Mean
No.

No.

Easy access to call 90 1 3 2.49 .753 90 1 3 2.46 .673

Economical 90 1 3 2.12 .716 90 1 3 2.21 .645

Variety of scheme/tariff plan 90 1 3 2.07 .776 90 1 3 2.12 .700
Excellent customer services 90 1 3 2.16 .718 90 1 3 2.03 .661
Free group connections 90 1 3 2.23 .750 90 1 3 2.11 .741
Easy and friendly process 90 1 3 2.43 .637 90 1 3 2.19 .717
Good network 90 1 3 2.24 .708 90 1 3 2.21 .711

Talk time charges 90 1 3 2.19 .717 90 1 3 2.16 .652

Easy payment 90 1 3 2.26 .728 90 1 3 2.26 .696

Service charges 90 1 3 2.19 .733 90 1 3 2.02 .719

Brand image 90 1 3 2.17 .753 90 1 3 2.31 .647

Internet package 90 1 3 2.22 .818 90 1 3 2.47 .584

Total 90 12 36 26.77 8.807 90 12 36 26.55 8.146

Source: Primary data

690 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[VOLUME 6 I ISSUE 1 I JAN. – MARCH 2019] e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ Cosmos Impact Factor 4.236
The total mean rating of the influencing factors towards airtel and jio is 26.77 and 26.55. The
highest mean score for airtel (2.49) has been found for ‘Easy access to call’ with a standard deviation of
0.753 and the jio (2.47) has been found for ‘Internet package’ with a standard deviation of 0.584.Followed
by the next highest mean score for airtel (2.43) has been found for ‘Easy and friendly process’ with a
standard deviation of 0.637and the jio (2.46) has been found for ‘Easy access to call’ with a standard
deviation of 0.673.
The lowest mean score for airtel (2.07) has been for ‘Variety of scheme/tariff plan’ with the
standard deviation of 0.776 and for jio (2.02) has been for ‘Service charges’ with the standard deviation of
0.719.
ANOVA
TABLE 3 -DEMOGRAPHIC FACTORS VS. FACTORS INFLUENCING AIRTEL & JIO
Ho: “The average score of the influencing factors does not differ significantly among the selected
demographic factors.”
AIRTEL RELIANCE JIO
Personal
factor

F-value

F-value
t-value

t-value
Mean

Mean
S/NS

S/NS
Sig.

Sig.
No.

No.
S.D

S.D
Below 20

2.2247

.36053

2.1912

.31425
yrs

33

17
21 yrs -

2.2788

.34070

2.2500

.35431
30 yrs

26

27
.608

.612

.202

.895
Age

Ns Ns
31 yrs - 40

2.2412

.27343

2.1935

.26937
yrs

19

28
Above 40

2.1250

.28758

2.2037

.28038
yrs

12

18
2.2375

.35883

3.2367

.56203
Male

40

44
Gender

1.163

0.918
.179

.494

Ns Ns
Female

2.2250

.30269

3.2989

.59306
50

46
No formal
education
2.1806

.24056

2.2986

.30038
12

12
Education

.225

.879

.490

.690

Ns Ns
2.2269

.35101

2.2321

.31888
School
level

18

14

Research Paper IJRAR- International Journal of Research and Analytical Reviews 691
692
Area of
Status
residence Family monthly income

Home Profession Above Rs.40001 - Rs.20001 - Below

Urban Employee Business Student Profesionals Graduate
maker als Rs.60000 Rs.60000 Rs.40000 Rs.20000
2.1919 2.1795 2.2431 2.2717 2.2157 2.2233 2.2381 2.1875 2.3081 2.1754 2.2885 2.2287

.27988 .27606 .33040 .35730 .31877 .34671 .46505 .28455 .31834 .31823 .33092 .34248

33 13 12 23 17 25 7 12 33 38 13 47
[ VOLUME 6 I ISSUE 1 I JAN.– MARCH 2019]

.584 .180 1.051

.560 .948 .374

Ns
Ns
Ns

IJRAR- International Journal of Research and Analytical Reviews

2.1579 2.2273 2.2197 2.2247 2.1458 2.2174 2.1389 2.4038 2.2310 2.1364 2.2202 2.1833

.26901 .32722 .23056 .35446 .19177 .30951 .36084 .24259 .28374 .30535 .35896 .28818

38 11 11 33 12 23 9 13 35 33 14 50

1.977 .161 2.794

.145 .957 .045

Ns
Ns
Ns

Research Paper
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2.2200

.37645

2.3056

.32358
urban
Semi

25

27
2.2786

.33508

2.1933

.31889
Rural

32

25
Below 3

2.2353

.39224

2.2727

.34978
17

11
No. of members

2.2232

.31005

2.1971

.27284
3-5

.058

.944

.317

.729
Ns Ns
59

63
Above 5

2.2560

.33567

2.2292

.39146
14

16
55.7043

8.23351

57.609

8.1714
Total

630

630
Source: Primary data S: significance at 5% level NS: not significant
There has not been much variation in the mean difficult task score among different age groups,
gender, education, status, family monthly income, area of residence and number of members in the family.
The mean score of airtel respondents is found to be high (2.2885) among professionals and low with the age
group above 40 years (2.1250) and the mean score of jio respondents is found to be high (3.2989) among
female and low with family monthly income below Rs.20000 (2.1364).
It is seen from the above table that there is no significant difference in the influencing factors based
on personal factors viz.., age groups, gender, education, status, family monthly income, area of residence and
number of members in the family. Hence the null hypothesis is rejected with these factors alone.
The t test result exhibits that there is no significant difference in influencing factors between male
and female. Hence the null hypothesis is accepted.

OBJECTIVE II : TO COMPARE THE SATISFACTION LEVEL OF THE CUSTOMERS TOWARDS THE USAGE
OF AIRTEL / JIO MOBILE SERVICES AVAILABLE IN COIMBATORE.
DESCRIPTIVE STATISTICS
TABLE 4 - LEVEL OF SATISFACTION
AIRTEL RELIANCE JIO
Maximum

Maximum
Deviation

Deviation
Minimum

Minimum

Statements
Mean

Mean
Std.

Std.
No.

No.

Call rate 90 1 5 3.62 1.403 90 1 5 3.74 1.241

Number of free calls 90 1 5 3.64 1.193 90 1 5 3.92 1.220

Billing system / mode
90 1 5 3.43 1.142 90 1 5 3.29 1.124
of payment
Voice clarity 90 1 5 3.59 1.348 90 1 5 2.94 1.230

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Call connectivity 90 1 5 3.63 1.276 90 1 5 2.98 1.341

Online balance enquiry 90 1 5 3.43 1.227 90 1 5 3.11 1.203
Availability of recharge
90 1 5 3.33 1.245 90 1 5 3.24 1.257
outlets
Customer care 90 1 5 3.21 1.213 90 1 5 2.92 1.083

Local call tariff rates 90 1 5 2.99 1.302 90 1 5 2.99 1.268

Internet speed 90 1 5 3.56 1.350 90 1 5 3.31 1.278

SMS rates 90 1 5 3.32 1.225 90 1 5 3.22 1.099

Data plan 90 1 5 3.41 1.429 90 1 5 3.54 1.210

Total 90 12 60 41.16 15.353 90 12 60 39.2 14.554

Source: Primary data
The total mean rating of the level of satisfactiontowards airtel and jio is 41.16and 39.2. The highest
mean score for airtel (3.64) with a standard deviation of 1.193 and the jio (3.92) calls’ with a standard
deviation of 1.220 has been found for ‘Number of free calls’. Followed bythe next highest mean score for
airtel (3.63) has been found for ‘Call connectivity’with a standard deviation of 1.276and the jio (3.74) calls’
with a standard deviation of 1.241has been found for ‘Call rate’.
The lowest mean score for airtel (2.99) has been for ‘Local call tariff rates’ with the standard
deviation of 1.302 and for jio (2.92) has been for ‘Customer care’ with the standard deviation of 1.083. The
respondents have highest mean score of airtel 3.64 and jio 3.92. Followed by the next lowest mean score for
airtel (3.22) has been for ‘SMS rates’ with the standard deviation of 1.225and for jio (2.99) has been for
‘Local call tariff rates’ with the standard deviation of 1.268.
CHI-SQUARE ANALYSIS
TABLE 5 - GENDER AND LEVEL OF SATISFACTION
H0: There is no significant relationship between gender and level of satisfaction towards the usage
of airtel / jio.
Satisfaction

Satisfaction
Particulars

Chi-square
Chi square
Level of

Level of
value

value
Total

Total
S/NS

S/NS
Sig

Sig

Low High Low High

Male

10 30 40 12 32 21
Gender

Female

3.600a .058 Ns .747a .387 Ns

5 45 50 9 37 69

Total 15 75 90 21 69 90
Source: Primary data S-significance at 5% level Ns- not significant
Chi-square test has been applied to find whether there is a significant relationship between gender
and level of satisfaction towards the usage of airtel / jio.
From the above table 5,it depicts that chi-square calculated value for airtel and jio is 3.600a and
.747 . Since significance value is .058 and .387 which is less than significance level (0.05), it is found that
a

there is no significant relationship between gender and level of satisfaction towards the usage of airtel /
jio.Therefore,the hypothesis is accepted.

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SUGGESTIONS
 Airtel and Reliance Jio should give emphasis on improving the network coverage particularly in
rural areas so that more and more customers can be retained.
 Airtel and Reliance Jio may take necessary steps to remove the problem of calling congestion & call
drop.
CONCLUSION
Yesterday’s luxuries are today’s necessities. Today, there are a number of mobile service providers
in the market and they offered various services for the purpose of mobile users. But users prefer to avail
services from favorite service providers due to various reasons. It is cleared that the coverage area, billing
system, plans offered and lower service charge and the mobile users are considered these factors to decide
the service provider.
Indian scenario is the price sensitive scenario where people shift from one vendor to another for
very small difference of amount. Thus the service provider who provides more offers with low price will
lead the market. To compete with each other airtel and jio introduces new innovate plans to attract
customers. The telecom provider that implements the way customers suggest will have a great scope in
future market.
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launched scheme of airtel) and its impact on customer loyalty among the airtel customers of
thiruvananthapuram district” IOSR Journal of Business and Management (IOSR-JBM) .
 Boobalan, Jayaraman (2017) “Customers’ satisfaction towards reliance jiosim with special reference to
dharmapuri district” issn: 2395-1664 (online) ictact journal on management studies, august 2017.
 Chandra Sekaran, Salva Kumar , AsainBasha (2013)“A study on consumer intention and perception towards
airtel life time prepaid card, chennai” The 21st Century Consumers A Behavioural Perspective Edited by M.
Ganesh Babu, G. Vani and Dr. N. Panchanatham Publish by Global Vision Publishing House.
 DebarunChakraborty (2013)“Customer satisfaction and expectation towards aircel: a research conducted in
west midnapore” International Monthly Refereed Journal of Research In Management & Technology.

Research Paper IJRAR- International Journal of Research and Analytical Reviews 695