MR112

International E Conference on Adapting to the New Business Normal – The way ahead
December 3-4, 2020 Mysuru, India
A Study on Customer Satisfaction towards Reliance JIO Cellular

Network in Hubli City
Rajendra Prasad
Dean Academics
K.L. E’s Institute of Management Studies & Research
BVB Campus, Vidyanagar
Hubli, Karnataka - 580 031
Apurva Manohar
MBA Student
K.L. E’s Institute of Management Studies & Research
BVB Campus, Vidyanagar
Hubli, Karnataka – 580 031
Abstract:
Customer satisfaction is the best way of measuring how likely a customer will make a purchase
in the future. A satisfied and happy customer brings more individuals and eventually leads to
the growth of the organization. Growing businesses are more likely to prioritize customer’s
fulfillment. Customer satisfaction is a contemplation of how a customer feels about interacting
with the brand. With the entry of Reliance Jio 4G networks all cellular wireless standards are
overturned in the telecom market. The entire telecom sector underwent a major churn with the
introduction of high speed internet services under 4G spectrums which began a new era. The
present study is an attempt to understand the telecom industry and customer satisfaction
towards Reliance Jio with respect to network coverage, speed, price, call center responsiveness,
call drops, effectiveness of Reliance Jio promotion plan during Covid-19 lockdown in Hubli city.
The study is based on primary data collected from the respondents through a structured
questionnaire and secondary data collected from the Reliance Jio website, other related
magazines and articles. . From the study it is found out that the increasing call drops between
conversation have turned out to be one of the major problems why Reliance Jio’s customers
switching their network. It is also found out that Reliance Jio provides good services with
respect to network coverage, responsiveness etc. The company also provides affordable pricing
plans to its customers as they know that pricing strategy becomes one of the important aspects
towards customer satisfaction. Thus Reliance Jio strives to provide cost effective quality
services, affordable and competitive call tariffs for connectivity at various levels in order to
satisfy their customers. Providing a high service quality leads to greater customer satisfaction
which is equal to enhancement in customer loyalty.
Key words: Call drops, Customer satisfaction, network coverage, promotion plan, telecom
industry.
ISBN: 978-93-83302-47-5 1
Introduction and Statement of the Problem:

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. Businesses monitor
customer satisfaction in order to determine how to increase their customer base, customer loyalty,
revenue, profits, market share and survival. . It is a highly personal assessment that is greatly affected by
customer expectations. They focus on the customer’s entire experience with an organization or service
contact and the detailed assessment of that experience. Customer satisfaction is an abstract concept
and the actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service.
India's telecommunication network is the second largest in the world based on the total number of
telephone users (both fixed and mobile phone) and has undergone a diverse change over a period of
years. It has one of the lowest call tariffs in the world enabled by the mega telephone networks and
hyper competition among them. It has the world's third largest Internet user base. According to the
Internet and Mobile Association of India (IAMAI), the Internet user base in the country stood at second
place with 560 million internet users as of 2020.
Reliance Jio telecommunication company is the largest mobile network operator in India. It is the third
largest mobile network operator in the world having around 38.75 crore subscribers. Reliance Jio offers
fourth-generation (4G) data and voice services, along with peripheral services such as instant messaging
and streaming movies and music and many more services are provided.
The definition of customer satisfaction has been widely debated as organizations increasingly attempt to
measure it. Customer satisfaction is highly a personal assessment which is greatly affected by customer
expectations. Satisfaction also is based on the customer’s experience of both coming in contact with the
organization and personal outcomes. Some researchers define a satisfied customer within the private
sector as “one who receives significant added value” to his/her bottom line—a definition that may be
applicable just as well to public services. A customer may be satisfied with a product or service, an
experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these.
Hence any company need to focus on the customer’s entire experience with an organization or service
contact and the detailed assessment of that experience.
Literature Review:
K. R. Mahalaxmi and N. Suresh Kumar (2017) in this article titled, “A study on service quality and its
impact on customer’s preference and satisfaction towards Reliance JIO in trichy region” focus on to the
service quality and satisfaction level of Reliance JIO. This study reveals that peoples with age group up to
35 were 78 per cent users of Reliance JIO. The advertisement has motivates most of the customers to
prefer this network.
B. Adhinarayanan and K. Balanagagurunathan (2011) in their article entitled, “A Study on Customer

Satisfaction towards Reliance Telecom in Tamilnadu with Special Reference to Salem City” have
indicated that Indian Telecom sector, like any other industrial sector in the country, has gone through
many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th
century, the field of telephonic communication has now expanded to make use of advanced
technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones.
S.Vishnuvarthani (2013) in her article entitled “Consumers‟ Awareness and Preference for Mobile Phone
Services at Erode City” has pointed out that telecommunication is one of the most important growing
ISBN: 978-93-83302-47-5 2
service sectors in India. It plays an inevitable role in today’s busy world. The telecommunication includes
both mobile communication and fixed telephony lines. In recent days there is an upsurge in the use
mobile phones rather than land lines. The number of mobile phone subscribers outnumbered land line
telephony system. It is because of certain advantages that mobile phone has for itself. Government and
private operators are competing at close margin and are trying to provide multiple value added services
to people. Hence, the cellular operators should strive to provide cost effective quality equipment’s,
affordable and competitive call tariffs for connectivity at various levels and customized services in
order to satisfy and delight their consumers.
C. Boobalan et al (2017) in their study on, “customer’s satisfaction towards Reliance JIO sim with special
reference to Dharmapuri District” made an attempt to know the satisfaction level of multi customers.
Most of the customers are selecting Reliance JIO is comes under for sim cards are free and most of the
customers for understanding the income and satisfaction level of JIO services is comes under between
(10001-20000). Finally conclude that most of the customers are satisfied with the current JIO services.
Objectives of the Study:

1. To understand the telecom industry and the customer satisfaction towards Reliance Jio brand.
2. To analyze customer satisfaction towards Reliance Jio with respect to network coverage, speed,
price, call center responsiveness, call drops and the effectiveness of Reliance Jio promotion plan
during Covid-19 lockdown.
Scope of the Study:

Market is growing, demand is increasing and hence, competition, therefore to grab the upcoming
opportunities we need to improve Customers satisfaction on services and company has to change
according to customer needs and wants. Hence, this study will help to achieve objectives or goals of the
organization and also maintain quality of service provided by the organization, to get feedback from
customer about the organization image and to retain customers. The scope of the study was
undertaken in Hubli city. The study aims towards knowing the customer satisfaction towards
Reliance Jio services in Hubli town on various aspects like network coverage, speed, price, call
centre responsiveness, call drops etc towards Reliance Jio brand.
Need of the Study:

Customer satisfaction is an abstract concept which is the actual manifestation of the state of satisfaction
that will vary from person to person and product/service to product/service. The state of satisfaction
depends on a number of variables both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. Again the level of satisfaction can also vary
depending on other factors the customer, such as other products against which the customer can
compare the organization's products. Hence the study allows an organization to quickly capture vital
information with relatively less expense and effort. A primary advantage of this study is its directness:
“the purpose is clear and the responses straightforward.” Additionally, the information gathered by
surveys can easily be analyzed and used to identify trends over time.
ISBN: 978-93-83302-47-5 3
Limitations of the Study:

The study was conducted in Hubli city only and hence the findings cannot be generalized for the entire
industry. The sample size being 100 which may be enough to have an overall opinion on customer
satisfaction towards Reliance Jio.
Statement of the Problem:

Most of the customers of Reliance Jio being students and working officials, they require excellent
services from the company. Their expectation with regards to network coverage in their respective areas
with no call drops in the middle of the conversation and service quality is very high. The customers also
look forward for wide range of affordable prices, good customer care services and most importantly
good work from home plans specially during the pandemic. So the basic needs and expectations of the
customers in this reference need to be fulfilled for any company to have a good customer base and also
the customers can avail more services as telecom major embarks on its journey to morph into a digital
platform.
Research Methodology:
Research Design: For this study Descriptive Research Design is used
Population: The population of the study is limited to the customers of Reliance Jio in Hubli city.
Sampling Frame: Sampling frame for this study is within Hubli city.
Sample Size: Sample size of this study is limited to 100 respondents.
Sampling Method: For this study Non-probabilistic convenience sampling is used.
Data Collection Method: The primary data through the Survey of customers with the help of a
questionnaire and secondary data with the help of records, journals, the collection of data from
Company website and brochures.
Data Analysis Tool: Data is analyzed with the help of SPSS.
Data Analysis and Interpretation:
1) Reliance Jio network coverage
Table 1:
Cumulative
Frequency Percent Valid Percent Percent
Valid Dissatisfied 4 4.0 4.0 4.0
Highly dissatisfied 1 1.0 1.0 5.0
Highly satisfied 18 18.0 18.0 23.0
Neutral 21 21.0 21.0 44.0
Satisfied 56 56.0 56.0 100.0
Total 100 100.0 100.0
ISBN: 978-93-83302-47-5 4
Graph 1:
From the above table 1 and graph 1 it is observed that Reliance Jio is providing the better services to
their customers with respect to the network coverage by understanding that the relationship between
the network performance and customer satisfaction drives to loyalty. With its loyal customers the
Reliance Jio company can build more stronger customer base. Thus, it can be interpreted that majority
of the customers are Satisfied with respect to Reliance Jio network coverage in their respective areas.
2) Data speed of Reliance Jio
Table 2:
Cumulative
Valid High 56 56.0 56.0 56.0
Low 6 6.0 6.0 62.0
Moderate 21 21.0 21.0 83.0
Very high 17 17.0 17.0 100.0
Total 100 100.0 100.0
Graph 2:
ISBN: 978-93-83302-47-5 5
From the above table 2 and graph 2 it is observed that customers do look for high data speed when
using Reliance Jio cellular network which directly or indirectly influence the customers on their
perceived values. It might also directly affect the company on customer service and indirectly on brand
image. This might become one of the reason why Reliance Jio subscribers can switch to other networks
in search of better network quality. Thus, it is interpreted that majority of the customers face High data
speed of Reliance Jio.
3) Call drops in the middle of the conversation
Table 3:
Cumulative
Valid Never 20 20.0 20.0 20.0
Sometime 68 68.0 68.0 88.0
Very often 12 12.0 12.0 100.0
Total 100 100.0 100.0
Graph 3:
From the above table 3 and graph 3 it is observed that out of 100 respondents 80% of the customers
sometimes or very often experience call drops in the middle of conversation which means that the
satisfaction of customers with respect to call drops is low. The reasons might include the low
performance of the features with this regard. The reasons for call drops may be lack of radio coverage ,
imperfections in the functioning of the network etc. Thus, it is interpreted that majority of the
customers sometimes experience call drops in the middle of the conversation.
4) Service quality provided by Reliance Jio
ISBN: 978-93-83302-47-5 6
Table 4:
Cumulative
Neutral 18 18.0 18.0 31.0
Satisfied 69 69.0 69.0 100.0
Total 100 100.0 100.0
Graph 4:
From the above table 4 and graph 4 it is observed Reliance Jio company provides best consistent quality
of services to its customers like accuracy, reliability, data quality or any relevant issues concerned. The
telecom customers usually look for these parameters while subscribing for a particular company. Thus
these parameters can also become a word of mouth, helps in acquiring new customers and retaining its
customers with a greater amount of satisfaction. Thus, it is interpreted that majority of the customers
are Satisfied with respect to service quality provided by Reliance Jio.
5) Various plans offered by Reliance Jio are value for money
Table 5:
Cumulative
Valid No 18 18.0 18.0 18.0
Yes 82 82.0 82.0 100.0
Total 100 100.0 100.0
ISBN: 978-93-83302-47-5 7
Graph 5:
From the above table 5 and graph 5 it is observed that out of 100 respondents 82% of the customers
find that the prices offered by Reliance Jio are reasonable. Price plays an important part in telecom
sector as the chances of customers switching to other network which offers comparatively low price is
high. This indicates how Reliance Jiocompany provides quality product for value of purchase. Thus, it is
interpreted that majority of the customers think that the various plans offered by Reliance Jio are value
for money.
6) Reliance Jio's customer care services
Table 6:
Cumulative
Valid Average 18 18.0 18.0 18.0
Bad 5 5.0 5.0 23.0
Excellent 15 15.0 15.0 38.0
Good 62 62.0 62.0 100.0
Total 100 100.0 100.0
Graph 6:
ISBN: 978-93-83302-47-5 8
From the above table 6 and graph 6 it is observed that majority of the customers have rated Good with
respect to Reliance Jio’s customer care services.Reliance Jio company takes good care of its customer
services by knowing how to please their customers with their services. Keeping its customers happy and
contented is one of the major task of the company. This indicates that Reliance Jiocompany takes care of
its customers by making conscious decision about their customer care services.
7) Data speed of Reliance Jio
Table 7:
Cumulative
Valid High 56 56.0 56.0 56.0
Low 6 6.0 6.0 62.0
Moderate 21 21.0 21.0 83.0
Very high 17 17.0 17.0 100.0
Total 100 100.0 100.0
Graph 7:
From the above table 7 and graph 7 it is observed that customers do look for high data speed when
using Reliance Jio cellular network which directly or indirectly influence the customers on their
perceived values. It might also directly affect the company on customer service and indirectly on brand
image. This might become one of the reason why Reliance Jio subscribers can switch to other networks
in search of better network quality. Thus, it is interpreted that majority of the customers face High data
speed of Reliance Jio.
ISBN: 978-93-83302-47-5 9
8) "work from home" plans of Reliance Jio introduced during Covid-19 lockdown
Table 8:
Cumulative
Neutral 26 26.0 26.0 46.0
Satisfied 54 54.0 54.0 100.0
Total 100 100.0 100.0
Graph 8:
From the above table 8 and graph 8 it is observed that out of 100 respondents 54% of the customers are
satisfied with the present ‘work from home” plans of Reliance Jio introduced during the Covid-19
lockdown. By this we get to know that Reliance Jio company provides better plans by customizing them
according to the present situation. Many of its customers have been benefitted by its plans that were
introduced during the lockdown keeping on point the “work from home” situation of its customers.
Thus, it is interpreted that majority of the customers are Satisfied with the present “work from home”
plans of Reliance Jio introduced during the Covid-19 lockdown.
Major Findings of the Study:

1) From table 1 and graph 1 it is found that out of 100 respondents around 74% of the
customers are satisfied with respect to network coverage of Reliance Jio in their respective
areas. Thus it is found out that even though there are infinite technical challenges in mobile
networks with wide coverage and a large user base, Reliance Jio has made it clear that to
successfully attract and retain customers, providing good superior experience with regards
to network plays an important role in their customer satisfaction.
2) From the above table 3 and graph 3 it is observed that out of 100 respondents 80% of the
customers sometimes or very often experience call drops in the middle of conversation.
Thus it is found out that the increasing call drops have turned out to be one of the major
problems in the call center environment. This might result into one of the reason in Reliance
Jio’s customers switching their network.
ISBN: 978-93-83302-47-5 10
3) From the table 4 and graph 4 it is observed that majority of the respondents 80% are
satisfied with the service quality provided by Reliance Jio. Thus it is found out that Reliance
Jio provides good services with respect to reliability, responsiveness, assurance, empathy
etc. Providing a high service quality leads to greater customer satisfaction which is equal to
enhancement in customer loyalty.
customers find that the prices offered by Reliance Jio are reasonable. Whenever customers
want to buy a high quality product price often becomes a barrier. But here we can see that
the customers find that the various plans offered by Reliance Jio are value for their
purchase. Thus the company provides affordable pricing plans to its customers as they know
that pricing strategy becomes one of the important aspects towards customer satisfaction.
customers are satisfied with the present ‘work from home” plans of Reliance Jio introduced
during the Covid-19 lockdown. Thus it is found out that Reliance Jio brand takes into
consideration by identifying the need of new plans for its customers during lockdown and
setting up of high standards of service to its customers. These help them in achieving
greater customer satisfaction and retain them.
Major Recommendations:
1. From the table 7 and graph 7 it is observed that out of 100 respondents only 17% of the
customers face Very high data speed of Reliance Jio. Reliance Jio tops Trai’s 4G chart with 16.5
mbps download speed but from the study it is found out that very low data speed ranging below
16 mbps speed was found out. This usually occurs because of low bandwidth connection. So it is
recommended that a high bandwidth connection can serve many requests and users without
sacrificing their data speed. This optimizes their data speed and other such related issues that
would affect their customer satisfaction.
2. From the table 3 and graph 3 it is observed that out of 100 respondents 80% of the customers
experience call drops in the middle of the conversation. The main reasons for call drops in the
mobile networks can be due to lack of radio coverage ( either in the downlink or the uplink),
radio frequency interference between different subscribers, imperfections in the functioning of
the network (such as failed handover or cell-reselection attempts) etc. So it is recommended
that these technical issues can be improved by intelligent distribution of calls like proper usage
of ACD (Automatic Call Distribution) which helps to manage incoming calls by selecring an order
to distribute or route the calls among agents immediately. Another way of improving call drops
can be by using IVRS (Interactive Voice Response) as a self-help tool and make sure that they
retain their customers by providing quality services so as to retain their customer base.
Conclusion:
The launch of Reliance Jio has caused a significant difference in the telecom industry. At present, Jio
claims to be the world’s largest data network, based on mobile data consumption. Thus research was
conducted to study the telecom industry and customer satisfaction towards Reliance Jio company which
aimed to satisfy its customer in various aspects such as service quality, price, call center responsiveness
and various plans offered by them etc and some suggestions are given based on the findings of the
study, which can be useful for the Reliance Jio for its development. It is quite ascertained that majority
ISBN: 978-93-83302-47-5 11
of the customers in Hubli city are satisfied with Reliance Jio services with respect to various plans
offered by Reliance Jio, their value for money, customer care services, call center responsiveness. It is
also clear that majority of the customers found “work from home” plans a good value for money.
However there is still scope for Reliance Jio to improve their customer satisfaction by reconsidering the
minor drawbacks as indicated by the study with respect to data speed, call drops between conversation,
and some loyalty based services so that they get a strong hold on their customers and retain them. In
the Modern World Customer satisfaction is an essential part. Without customer satisfaction businesses
cannot run their work successfully. In digital era, cell phones are playing a vital role in the information
and communication sector.
Bibliography:
Bibliography:
1. https://en.wikipedia.org/wiki/Jio
2. https://www.britannica.com/search?query=reliance+jio
3. https://www.analyticssteps.com/blogs/reliance-jio-and-jiomart-marketing-strategy-swot-
analysis-and-working-ecosystem
4. https://www.jio.com/en-in/about
5. www.Jioworld.com
6. http://www.customersatisfaction.com/
Articles Referred:
1. K. R. Mahalaxmi and N. Suresh Kumar (2017) in this article titled, “A study on service quality and
its impact on customer’s preference and satisfaction towards Reliance JIO in trichy region”
2. C. Boobalan et al (2017) in their study on, “customer’s satisfaction towards Reliance JIO sim with
special reference to Dharmapuri District”
Text Books Referred:

1. Phillip Kotler, 12th edition, Marketing Management published by Prentice Hall.
ISBN: 978-93-83302-47-5 12

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International E Conference on Adapting to the New Business Normal – The way ahead

December 3-4, 2020 Mysuru, India

A Study on Customer Satisfaction towards Reliance JIO Cellular

Introduction and Statement of the Problem:

B. Adhinarayanan and K. Balanagagurunathan (2011) in their article entitled, “A Study on Customer

Objectives of the Study:

Scope of the Study:

Need of the Study:

Limitations of the Study:

Statement of the Problem:

Sample Size: Sample size of this study is limited to 100 respondents.

Sampling Method: For this study Non-probabilistic convenience sampling is used.

Data Analysis Tool: Data is analyzed with the help of SPSS.

Data Analysis and Interpretation:

1) Reliance Jio network coverage

2) Data speed of Reliance Jio

3) Call drops in the middle of the conversation

4) Service quality provided by Reliance Jio

5) Various plans offered by Reliance Jio are value for money

Valid No 18 18.0 18.0 18.0

Yes 82 82.0 82.0 100.0

Total 100 100.0 100.0

7) Data speed of Reliance Jio

Major Findings of the Study:

Text Books Referred:

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