This document provides an overview of Bharti Airtel, the third largest mobile operator in India. It discusses Airtel's operations in 20 countries globally and partnerships with companies like Ericsson, Nokia, and IBM. The document also examines concepts related to services marketing including the characteristics of services, the extended marketing mix for services, customer evaluation processes, factors that influence customer expectations, and the five dimensions of service quality.

2. Overview
• Bharti Airtel Limited, commonly known as Airtel operates in 20
countries across South Asia, Africa and the Channel Islands.
• Airtel is the third largest in-country mobile operator by
subscriber base, behind China Mobile and China Unicom.
• Bharti Airtel is the first Indian telecom service provider to
achieve Cisco Gold Certification.
• Its network—base stations, microwave links, etc.—is maintained
by Ericsson and Nokia Siemens Network whereas business
support is provided by IBM.
• On 31 May 2012, Bharti Airtel awarded the three-year contract
to Alcatel-Lucent for setting up an Internet Protocol access
network (mobile backhaul) across the country.

3. Intangibility Variability
Inseparability Perishability
Characteristics of Services

4. Ads-Cues for Tangibility

5. Perishable

6. Variability

7. Extended Marketing Mix of Services
People
• 21,299(2012)
• Day care for kids
• Easyday grocery
center
• Sabbatical policy
Physical Evidence
• Ads
• Websites
• LOGO
• SIM Cards, Vouchers
• Employee attire

8. Process
Check various
plans
Pick the best
plan
Get a sim card
Activate the
service
provider
Use the
various
services
Evaluate the
service
Switch/Stay

9. Consumer Evaluation Process
Based on
experience
qualities
(Network
quality)
Credence
qualities(Value
added
services)

10. Total Product Concept
Make & Receive
calls
SMS, No call
drops,
Uninterrupted
network
Internet, VAS
3G/4G Potential
Augmented
Generic
Expected

11. Service Marketing Triangle
“enabling the promise”
“setting the promise”
“delivering the promise”
COMPANY
EMPLOYEES CUSTOMERS

12. GAPS Model of Service Quality
Great service
Leading service
provider in India
Customer Gap

13. Provider Gap
Knowledge (India’s 3G/4G
capability)
Service Design &
Standards (Limited plans for
the postpaid market)
Service Performance
(Connectivity and service levels
dropped)
Communication (Promised
service not applicable for
rural consumers)

14. Customer Expectation Levels
Ideal
Normative
Experience Based
Acceptable
Minimum tolerable
3G/4G, Personalised
plans
SMS, Call,Internet
Value added services
Uninterrupted network
Make/Receive Calls

15. Factors Influencing Desired
and Predicted Service
Predicted
Service
Explicit Service
Promises (Stay connected)
Implicit Service
Promises(Good network & VFM)
Word-of-Mouth
Past Experience
Zone
of
Tolerance
VAS, Zero call drops, Amazing network clarity
Make/Receive calls, continuous
network

16. Customer Perceptions of Quality & Customer
Satisfaction
QUALITY
SERVICE
?
VALUE
CUSTOMER
SATISFACTION
CUSTOMER
LOYALTY
Personal factors
Situational
factors

18. 5 Dimensions of Service Quality
Reliability
• Brand
Ambassadors(Rahman,Shahrukh,Sachin)Assurance
• SIM cards, Ads, Service centers, sponsor
eventsTangibles
Empathy
Responsiveness

19. Reliability
ResponsivenessEmpathy

20. The Service Encounter
Type
Remote
Phone
Face-to-
face
Opportunities
Customer
acquisition
Reinforce
quality

21. Common Themes in Critical
Service Encounters Research
Recovery
Coping
Adaptability
Spontaneity

22. Service Recovery

23. Adaptability

24. Coping
When your customer service executive is of no use

25. Spontaneity

26. Service Recovery Strategies
Act Quickly
Provide adequate
explanations
Treat Customer Fairly
Cultivate Relationship
with customers
ONE STOP SHOP

27. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints

28. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints

29. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints