Beruflich Dokumente
Kultur Dokumente
“SARAVANA PERUMAL.G”
DR.P.VAIJAYANTHI
Professor, School of Management
1
Shanmugha Arts Science Technology & Research Academy
(SASTRA)
Deemed University
Thirumalaisamudram, Thanjavur 613 402.
School of Management – MBA Programme
Bonafide Certificate
“SARAVANA PERUMAL.G”
Register No: 010771037
Batch: 2005-2007
2
ACKNOWLEDGEMENT
Finally I thank all other Staffs of School of Management, Staffs of BSNL, my parents
who were in full support and all my friends who helped me in completing this dream
project successfully.
3
SYNOPSIS
The Telecom industry is one of the leading and fastest growing in the world as
communication plays a vital role in the world and especially in India. It acts as a major
catalyst for the economic growth.
BSNL has good brand awareness among the people. This could be attributed to its long
history in the market and continued support from the Government.
In today’s competitive world, BSNL has to provide excellent services to attain a major
market share and keep their Customers satisfied in all aspects.
This research study is useful for BSNL to understand the expectations and requirements
of Customers and can serve them in a better way.
The samples of 250 respondents from among the universe of BSNL users at Coimbatore,
tirupur and pollachi were selected at random to conduct the study. The BSNL staffs who
were contacted to learn about the various BSNL packages and policies were also the
primary source of data.
4
Questionnaire was designed after a pre-survey interview covering all the aspects of
BSNL services. Data analysis and interpretation was done using the collected data with
necessary tools including percentage analysis, five point scale was used to grade the
opinion of the respondents regarding the various variables used, soft wares like SPSS
were also used to enable efficient analysis of data.
The researcher strongly believes that this study would be helpful to the BSNL
Management in knowing about the Customers Satisfaction, Customer Perception,
Customer Preferences, and service requirements and about the other competitors status in
the market thereby helping them in improve their quality of Services offered.
5
TABLE OF CONTENTS
LIST OF TABLES 1
LIST OF CHARTS 3
1.0 INTRODUCTION 5
2.0 PROFILE 13
6.0 CONCLUSION 74
7.0 BIBLIOGRAPHY 76
8.0 ANNEXURE 78
LIST OF TABLES
6
S.NO. CONTENTS PAGE NUMBER
59
60
61
62
7
63
NL. 64
65
8
LIST OF CHARTS
18.
Respondents by their Location and Comparing with other Services 56
59
60
9
61
62
63
NL. 64
65
10
1.0
INTRODUCTION
11
1.1 Statement of Problem
A study has been conducted in order to understand the Customers opinion and
Satisfaction level of various Landlines and Mobile Services in Tamil Nadu, research
titled “A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS
AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE
COMPANY” has been conducted.
12
1.2 Importance of the Study
In this competitive arena communication plays a vital role so the Telecom Industries are
the major source for communication. BSNL, being a public sector obviously have to
compete with various players like Airtel, Aircel, Reliance, Tata Indicom etc.,with their
stringent rules and regulations guided by TRAI. Hence in order to understand about the
customers requirements their likes and dislikes preference is sine-quo-non for BSNL.
13
1.3 Objectives
To ascertain the Customers Satisfaction level for Mobile services as well as Land
line Services.
To determine the status of brand awareness and brand loyalty in order to conclude
about brand equity.
14
1.4 Scope of the Study:
This research study is useful for BSNL to understand the expectations and
requirements of Customers and can serve them in a better way.
The respondents from Coimbatore, Pollachi and Tirupur have been taken for
this study.
The brand equity was measured in terms of brand attribute preferences, brand
awareness, brand loyalty and preferences about the brand.
15
1.5 Research Methodology:
DATA SOURCE:
In this study Primary data and secondary data have been used.
Secondary data have been collected from Internet.
RESEARCH APPROACH:
SAMPLING:
The researcher has chosen 145 from Coimbatore, 56 from Pollachi and 47 from
Tirupur.
The researcher had prepared a Questionnaire both open and close ended questions
to elicit responses for the following areas:
i. Location.
ii. Age.
16
iii. Occupation.
iv. Monthly Income.
v. Mobile Usage.
vi. Mobile service Usage.
1.6 Limitations of the Study:
i. Chances of Switching.
ii. Reason for Switching.
iii. Monthly Income.
iv. Comparative questions.
17
1.7 Chapter Scheme:
Chapter I deal with the Introduction of the project work, which includes Statement
of Problem, Importance of the study, Objectives, Scope of the study, Research
Methodology and Limitations of the study.
18
2.0
PROFILE
19
2.1 COMPANY PROFILE
The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $ 22.74
billion)
Turnover of Rs. 31,400 crore ( US $ 7.14 billion)
20
Add to which, BSNL's nationwide coverage and reach, comprehensive range of
telecom services and a penchant for excellence; and you have the ingredients for
restructuring India for a bright future. Today, BSNL is most trusted Telecom Brand
of India.
OBJECTIVES
• Contribute towards:
i. National Plan Target of 250 million subscriber base for the country
by December 2007.
ii. Broadband customers base of 20 million in the country by 2010 as
per Broadband Policy 2004.
iii. Telephone in all villages.
21
Organization Chart of BSNL:
22
Revenue
The Department of Telecom operations now known as BSNL has shown sustained
growth in the last 15 years. The growth rate in 2004-05 was 6.5%.
Capital Investment
Annual Investment in the network has increased from Rs. 785 crores (US$ 0.18
billion) in 1986-87 to over Rs. 7578 crores ( US $ 1.72 billion) in 2004-05. This
investment has been financed mainly by the internal accruals. The planned capital
outlay during 2006-07 is Rs. 19431 crores ( US $4.42 billion).
23
Bharat Sanchar Nigam Limited has got fixed assets valuing more than Rs. 62,862 Crores
(US $ 14.29 billion), which are in the form of Land, Buildings, Cables, Apparatus &
Plants etc.
Bharat Sanchar Nigam Limited, the largest Public Sector undertaking of the Nation, is
certainly on a financial ground that's sound.
The corporation has a net worth of Rs 63,000 crores (US $ 14.32 billion), authorized
equity capital of Rs. 10,000 crores (US $ 2.27 billion), paid up capital of Rs 5,000 crores
(US $ 1.14 billion) and revenue is Rs. 33,450 crores (US $ 7.60 billion) in 2004-05.
When it comes to connecting the four corners of the nation, and much beyond, one
solitary name lies embedded at the pinnacle - BSNL. A company that has gone past the
number games and the quest to attain the position of a leader. It is working round the
clock to take India into the future by providing world class telecom services for people of
India. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brand
of the Nation.
Driven by the very best of telecom technology from chosen global leaders, it connects
each inch of the nation to the infinite corners of the globe, to enable you to step into
tomorrow.
24
Here is an overview of the World Class services offered by the BSNL:
BSNL also offers Web hosting and co-location services at very cheap
rates.
ISDN
Integrated Service Digital Network Service of BSNL utilizes a unique
digital network providing high speed and high quality voice, data and
image transfer over the same line. It can also facilitate both desktop
video and high quality video conferencing.
Intelligent Network
Intelligent Network Service (In Service) offers value-added services,
such as:
25
I-Net
India s x.25 based packet Switched Public Data Network is operational
in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up
(PSTN) Connection) and frame relay services.
Leased Lines & Datacom
BSNL provides leased lines for voice and data communication for
various applications on point to point basis. It offers a choice of high,
medium and low speed leased data circuits as well as dial-up lines.
Bandwidth is available on demand in most cities. Managed Leased Line
Network (MLLN) offers flexibility of providing circuits with speeds of
nx64 kbps up to 2mbps, useful for Internet leased lines and International
Principle Leased Circuits (IPLCs).
Cellular Mobile Service
BSNL’s GSM cellular mobile service Cellone has a customer base of
over 5.2 million. CellOne provides all the services like MMS, GPRS,
Voice Mail, E-mail, Short Message Service (SMS) both national and
international, unified messaging service (send and receive e-mails) etc.
You can use CellOne in over 160 countries worldwide and in 270
cellular networks and over 1000 cities/towns across India. It has got
coverage in all National and State Highways and train routes. CellOne
offers all India Roaming facility to both pre-paid and post-paid
customers (including Mumbai & Delhi).
Countrywide WLL is being offered in areas that are non-feasible for the
normal network.
Helping relieve congestion of connections in the normal cable/wire
based network in urban areas.
Connecting the remote and scattered rural areas.
Limited mobility without any air-time charge
PROJECTS RECENTLY IMPLEMENTED/UNDER DEVELOPMENT
• National Internet Backbone of BSNL
• Voice over IP
• Broadband Services - ADSL & High Speed Internet
• Managed Leased Line Network (MLLN)
• Access Network - LMDS, DLCs, RLC etc.
26
• Internet Exchange Points - IXP & Internet Data Centers (IDC)
• E-Commerce
Telephone
Basic Telephone (Bfone)
Total Number of connections as on 30.04.2006 3,51,55,749
WLL (Tarang)
Total Number of connections as on 30.04.2006 25,95,807
Village Public Telephones
Total Number of Telephones as on 31.03.2006 5,35,325
Public Telephones (Local, STD and Highway)
Total Number of Public Telephones as on 31.03.2006 20,64,174
STD Stations
31,915
Number of STD Stations as on 31.03.2006
Mobile
Services
(As on 30.04.2006)
27
• Total number of villages covered - 1,39,021
• National Highway covered (Km) - 45,438
• State Highway covered (Km) - 31,339
• Railway route covered (Km) - 15,730
Customer
Care
28
extensively to reduce the long lengths of copper cables.
Establishing call centers across the nation to provide single window solutions
and convenience to customers.
Countrywide Network Management & Surveillance System (NMSS) to ensure
uninterrupted and efficient flow of telecom traffic.
Application Forms for new connections have been made free of charge for all
services.
Procedure for restoration of telephones disconnected due to non-payment
simplified and powers delegated to Secondary Switching Area (SSA) heads.
Payment of telephone bills being received on Saturday and Sunday through
cheques in City Telecom Offices (CTOs).
More than one Public Call Office (PCO) permitted at the same premises.
Various application forms and procedures being simplified for new telephone
connections, shifting and third party transfer.
29
3.0
CONCEPTUAL REVIEW
30
MARKETING MANAGEMENT
DEFINITION:
BRAND EQUITY
BRAND
EQUITY
31
The goal of the brand leadership paradigm is to create strong brands – but what is a
strong brand, anyway? In Managing Brand Equity, brand equity was defined as the brand
assets (or liabilities) linked to a brand’s name and symbol that add to (or subtract from) a
product or service. These assets can be grouped into four dimensions: brand awareness,
perceived quality, brand associations, and brand loyalty. These four dimensions guide
brand development, management and measurement.
Brand awareness:
Perceived quality
Brand associations
Brand loyalty
32
Brand loyalty is at the heart of any brand’s value. The concept is to
strengthen the size and intensity of each loyalty segment. A brand with a small but
intensely loyal customer base can have significant equity.
Brand Preference
The stage of brand loyalty at which a brand will select a particular brand
but will choose a competitor’s brand if the preferred brand is unavailable. See Brand
insistence; Brand recognition.
Customer Satisfaction
33
4.0
ANALYSIS AND INTERPRETATIONS
34
PROFILE OF THE SAMPLE RESPONDENTS
LOCATION
TABLE: 1
LOCATION
70
60
50
40
30
20
Percent
10
0
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 1
INFERNCE:
As the Table depicts, a good majority of the respondent (58%) of consumers
belongs to Coimbatore while Tirupur is the least (0.4%).
35
AGE
TABLE: 2
AGE
50
40
30
20
10
Percent
0
bet 20-30 bet 31-35 bet 36-40 bet 41-50 above 50
AGE
CHART: 2
INFERNCE:
As the Table depicts, a good majority of the respondent (40.0%) were in the age
group of (Between 31-35) while the age group of (Above 50) is the least (8.0%).
36
OCCUPATION
TABLE: 3
OCCUPATION
50
40
30
20
10
Percent
0
Managerial Clerical Student Agriculture
Business Manual w orker Retired Professional
OCCUPATION
CHART: 3
INFERNCE:
37
As the Table depicts, a good majority of the respondent (45.2%) of consumers
were Managers while Professionals and Agriculturalist were the least (0.4%) each.
Statistics
MONTHLY INCOME
N Valid 245
Missin 5
g
MONTHLY INCOME
TABLE: 4
MONTHLY INCOME
60
50
40
30
20
10
Percent
0
below 5000 bet 10000-15000 above 25000
bet 5000-10000 bet 15000-25000
MONTHLY INCOME
38
CHART: 4
INFERNCE:
As the Table depicts, a good majority of the respondent (53.9%) consumers
monthly income is between (5000-10000), while monthly income between (15000-
25000) is least (4.5%).
39
MOBILE USE
TABLE: 5
MOBILE USE
80
60
40
20
Percent
0
YES NO
MOBILE USE
CHART: 5
INFERNCE:
From the above Table, it is inferred that majority of the respondents (73.2%) were
using Mobile phones while (26.8%) were not using Mobile phones.
40
LANDLINE USE
TABLE: 6
LANDLINE USE
100
80
60
40
20
Percent
0
YES NO
LANDLINE USE
CHART: 6
INFERENCE:
From the above Table, it is inferred that majority of the respondents (94.8%) were
using Landline telephone while (5.2%) were not using Landline telephone.
41
ANALYSIS OF BRAND PREFERENCE
MOBILE SERVICE
TABLE: 7
MOBILE SERVICE
40
30
20
10
Percent
0
No mobile Tataindicom Airtel BPL/Hutch
BSNL Reliance Aircel
MOBILE SERVICE
CHART: 7
INFERNCE:
42
As the Table depicts, a good majority of people (31.2%) are using BSNL, while
Tataindicom are the least (0.4%) by considering 250 samples.
LANDLINE SERVICE
TABLE: 8
LANDLINE SERVICE
100
80
60
40
20
Percent
0
No Landline BSNL Tataindicom Airtel
LANDLINE SERVICE
CHART: 8
INFERNCE:
As the Table depicts, a good majority of people (88.4%) are using BSNL, while
Tataindicom and Airtel are the least (3.2%) each.
43
FAMILIAR
TABLE: 9
FAMILIAR
60
50
40
30
20
10
Percent
0
Very familiar Some w hat familiar Familiar but never u
FAMILIAR
CHART: 9
INFERNCE:
As the Table depicts, a good majority of people (51.2%) are familiar with BSNL,
while (0.8%) of people are familiar but never used.
44
COMPARING WITH OTHER SERVICES
TABLE: 10
40
30
20
10
Percent
0
Much better About the same Dont know /Never used
Some w hat better Some w hat w orse
CHART: 10
INFERENCE:
As the Table depicts, majority of respondents (39.6%) opined BSNL is “Some
What Better” when compared to other services, while the least number of respondents
(0.4%) opined “Don’t know/Never used”.
45
AGE * MOBILE SERVICE Cross tabulation
MOBILE Total
SERVICE
No mobile BSNL Tataindicom Reliance Airtel Aircel BPL/
Hutch
AGE bet 20- Count 10 18 1 1 11 8 2 51
30
% 19.6% 35.3 2.0% 2.0% 21.6 15.7% 3.9% 100.0%
within % %
AGE
46
Hypothesis:
Null Hypothesis [Ho]: There is no significant relationship between the Age of the
Customers and Mobile Service using by the Customers.
Chi-Square Tests
a.17 cells (48.6%) have expected count less than 5. The minimum expected
count is .08.
TABLE: 11
47
INFERNCE:
From the above Table, calculated value is (37.63) higher than the critical value
(36.42) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is a significant
relationship between the Age of the Customers and Mobile Service using by the
Customers.
40
30
MOBILE SERVICE
No mobile
BSNL
20
Tataindicom
Reliance
10 Airtel
Aircel
Count
0 BPL/Hutch
bet 20-30 bet 36-40 above 50
bet 31-35 bet 41-50
AGE
CHART: 11
48
LOCATION * LANDLINE SERVICE Cross tabulation
LANDLINE Total
SERVICE
No Landline BSNL Tataindi Airtel
com
LOCATION COIMB Count 7 127 6 5 145
ATORE
% within 4.8% 87.6% 4.1% 3.4% 100.0%
LOCATION
POLLA Count 4 52 1 57
CHI
% within 7.0% 91.2% 1.8% 100.0%
LOCATION
TIRUPU Count 2 42 1 3 48
R
% within 4.2% 87.5% 2.1% 6.3% 100.0%
LOCATION
Total Count 13 221 8 8 250
% within 5.2% 88.4% 3.2% 3.2% 100.0%
LOCATION
TABLE: 12
49
140
120
100
80
60 LANDLINE SERVICE
No Landline
40
BSNL
20
Tataindicom
Count
0 Airtel
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 12
INFERENCE:
From the above table, it explains about the BSNL Land line users in each
location.
50
LOCATION * MIGRATION Cross tabulation
MIGRATION Total
Hypothesis:
Chi-Square Tests
TABLE: 13
INFERENCE:
51
From the above Table, calculated value is (23.37) higher than the critical
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is a
significant relationship between the Location of the Customers and Migration of
Customers.
80
60
MIGRATION
40
Certain
High chance
20
Not sure
Low chance
Count
0 Never
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 13
52
NETWORK Total
Hypothesis:
Chi-Square Tests
TABLE: 14
INFERENCE:
From the above Table, calculated value is (48.11) higher than the critical
53
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is
a significant relationship between the Location of the Customers and Satisfaction
of BSNL Network using by the Customers.
100
80
60
NETWORK
40 Very satisfied
Quite satisfied
20 Neutral
Quite dissatisfied
Count
0 Very dissatisfied
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 14
54
CUSTOMER CARE Total
Hypothesis:
Chi-Square Tests
TABLE: 15
INFERENCE:
From the above Table, calculated value is (30.69) higher than the critical
55
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there
is a significant relationship between the Location of the Customers and
Satisfaction level of BSNL Customer care.
60
50
40
CUSTOMER CARE
30
Very satisfied
20
Quite satisfied
Neutral
10
Quite dissatisfied
Count
0 Very dissatisfied
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 15
56
MIGRATION Total
Hypothesis:
Chi-Square Tests
INFERENCE:
From the above Table, calculated value is (104.62) higher than the critical
value (26.30) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is a
57
significant relationship between the Satisfaction of Cost of BSNL and Migration of
Customers.
60
50
40
MIGRATION
30
Certain
20 High chance
Not sure
10
Low chance
Count
0 Never
Very satisfied Neutral Very dissatisf ied
Quite satisfied Quite dissatisf ied
COST
CHART: 16
58
MIGRATION Total
Hypothesis:
Chi-Square Tests
59
Value df Asymp. Sig. (2-sided)
INFERNCE:
From the above table, calculated value is (47.99) higher than the critical
value (26.30) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is
a significant relationship between the Quality of Customer service and Migration
of the Customers.
40
30
MIGRATION
20
Certain
High chance
10
Not sure
Low chance
Count
0 Never
Excellent Good Average Poor Very poor
CHART: 17
60
COMPARING WITH OTHER SERVICES Total
Hypothesis:
Chi-Square Tests
TABLE: 18
INFERENCE:
From the above table, calculated value is (33.28) higher than the critical
61
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is
a significant relationship between the Location of the Customers and Satisfaction
level of BSNL compared with other Services.
70
60
50
40
COMPARING WITH OTHER
30 Much better
LOCATION
CHART: 18
62
TARIFF Total
Hypothesis:
Chi-Square Tests
TABLE: 19
INFERENCE:
63
From the above table, calculated value is (41.20) higher than the critical
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there
is a significant relationship between the Location of the Customers and Satisfaction
of BSNL Tariff Plan.
80
60
TARIFF
40
Very satisfied
Quite satisfied
20
Neutral
Quite disatisfied
Count
0 Very disatisfied
COIMBATORE POLLACHI TIRUPUR
LOCATION
CHART: 19
64
TARIFF
TABLE: 20
TARIFF
50
40
30
20
10
Percent
0
Very satisfied Neutral Very disatisfied
Quite satisfied Quite disatisfied
TARIFF
CHART: 20
INFERNCE:
From the above Table, it was inferred that majority of the respondents (38%) were
“Quite Satisfied” with a special regards to the BSNL Tariff Plan, while the least (2.8%)
number of respondents were “Very Dissatisfied” with respect to the BSNL Tariff Plan.
NETWORK
65
Valid Very satisfied 115 46.0 46.0 46.0
Quite satisfied 78 31.2 31.2 77.2
Neutral 30 12.0 12.0 89.2
Quite dissatisfied 15 6.0 6.0 95.2
Very dissatisfied 12 4.8 4.8 100.0
Total 250 100.0 100.0
TABLE: 21
NETWORK
50
40
30
20
10
Percent
0
Very satisfied Neutral Very dissatisfied
Quite satisfied Quite dissatisfied
NETWORK
CHART: 21
INFERNCE:
As the Table depicts, a good majority of respondents (46%) were “Very Satisfied”
with the Network of BSNL, while the least (4.8%) were “Very Dissatisfied” with the
Network of BSNL.
COST
66
Quite satisfied 93 37.2 37.2 65.6
Neutral 38 15.2 15.2 80.8
Quite dissatisfied 36 14.4 14.4 95.2
Very dissatisfied 12 4.8 4.8 100.0
Total 250 100.0 100.0
TABLE: 22
COST
40
30
20
10
Percent
0
Very satisfied Neutral Very dissatisfied
Quite satisfied Quite dissatisfied
COST
CHART: 22
INFERENCE:
As the Table depicts, majority of respondents (37.2%) were “Quite Satisfied” with
special regards to the Satisfaction level of Cost of BSNL, while the least number of
respondents (4.8%) were “Very Dissatisfied” with the Satisfaction level of Cost of
BSNL.
CUSTOMER CARE
67
Quite satisfied 77 30.8 30.8 58.8
Neutral 43 17.2 17.2 76.0
Quite dissatisfied 28 11.2 11.2 87.2
Very dissatisfied 32 12.8 12.8 100.0
Total 250 100.0 100.0
TABLE: 23
CUSTOMER CARE
40
30
20
10
Percent
0
Very satisfied Neutral Very dissatisfied
Quite satisfied Quite dissatisfied
CUSTOMER CARE
CHART: 23
INFERENCE:
From the above Table, it was inferred that majority of respondents (30.8%) were
“Quite Satisfied” with the Customer care of BSNL, while the least number of respondents
(11.2%) were “Quite Dissatisfied” with BSNL Customer care.
ADDTIONAL PACKAGE
68
Quite dissatisfied 33 13.2 13.2 95.6
Very dissatisfied 11 4.4 4.4 100.0
Total 250 100.0 100.0
TABLE: 24
ADDTIONAL PACKAGE
40
30
20
10
Percent
0
Very satisfied Neutral Very dissatisfied
Quite satisfied Quite dissatisfied
ADDTIONAL PACKAGE
CHART: 24
INFERENCE:
From the above Table, it was inferred that majority of respondents (38%) opined
“Neutral” with the BSNL’s Additional Packages, while the least number of respondents
(4.4%) opined “Very Dissatisfied” with the Additional Packages of BSNL.
69
Poor 35 14.0 14.0 80.4
Very poor 49 19.6 19.6 100.0
Total 250 100.0 100.0
TABLE: 25
30
20
10
Percent
0
Excellent Good Average Poor Very poor
CHART: 25
INFERENCE:
As the Table depicts, the majority of respondents (30.4%) were opined “Average”
with special reference to the Quality of Customer Service, while the least number of
respondents (9.6%) were opined “Excellent” with respect to the Quality of Customer
Service.
MIGRATION
70
Not sure 57 22.8 22.8 32.4
Low chance 65 26.0 26.0 58.4
Never 104 41.6 41.6 100.0
Total 250 100.0 100.0
TABLE: 26
MIGRATION
50
40
30
20
10
Percent
0
Certain High chance Not sure Low chance Never
MIGRATION
CHART: 26
INFERENCE:
As the Table depicts, a good majority of respondents (41.6%) were opined “Never”
with special respect to the chance of Migration from BSNL, while the least number of
respondents (3.2%) were opined “High Chance” with reference to the chance of
Migration from BSNL.
71
5.0
FINDINGS AND SUGGESTIONS
FINDINGS:
A good majority of the respondents (73.2%) were using Mobile phones while
(26.8%) were not using Mobile phones.
72
A good majority of the respondents (94.8%) were using Landline telephone while
(5.2%) were not using Landline telephone.
A good majority of people (31.2%) are using BSNL, while Tataindicom are the
least (0.4%) by considering 250 samples, with respect to Mobile.
A good majority of people (88.4%) are using BSNL, while Tataindicom and
Airtel are the least (3.2%) each, with respect to Landline.
A good majority of people (51.2%) are familiar with BSNL, while (0.8%) of
people are familiar but have never used.
There is a significant relationship between the Age of the Customers and Mobile
Service used by the Customers.
There is a significant relationship between the Location of the Customers and Satisfaction of
BSNL Network used by the Customers.
73
There is a significant relationship between the Satisfaction of Cost of BSNL and Migration of
Customers.
There is a significant relationship between the Quality of Customer service and Migration of the
Customers.
There is a significant relationship between the Location of the Customers and Satisfaction level of
BSNL compared with other Services.
There is a significant relationship between the Location of the Customers and Satisfaction of
BSNL Tariff Plan.
A good majority of the respondents (38%) were “Quite Satisfied” with special
regards to the BSNL Tariff Plan, while the least (2.8%) number of respondents
were “Very Dissatisfied” with respect to the BSNL Tariff Plan.
A good majority of respondents (46%) were “Very Satisfied” with the Network of
BSNL, while the least (4.8%) were “Very Dissatisfied” with the Network of
BSNL.
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The majority of respondents (30.4%) opined “Average” with special reference to
the Quality of Customer Service, while the least number of respondents (9.6%)
opined “Excellent” with respect to the Quality of Customer Service.
Customers were felt that monthly rental was too high hence the reason that most
of them were surrendering.
Recharge card rates are very high so make some arrangements to make recharge
cards available at cheaper rates.
Some customers felt that when landline phone gets out of order, it is not checked
or corrected for even 1month, hence there was heavy business loss.
In the evening, lines are not getting connected since network problem was too
high.
When phone went out of order, the respondents were still charged for calls.
Regarding Cell one respondents complained, Network is always busy with other
mobile services.
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Respondents felt that there was no personalized service to customers.
Due to excessive rules and regulations for operating 1rupee coin telephones
customers are not willing to buy and they are preferring Airtel and Reliance.
Even after Surrendered the phone before 6months deposit amount was not yet
received but receiving bill.
In Pollachi network is not proper inside the house so Customers were very much
dissatisfied.
With regards to mobile services options are limited hence customers were
switching over to other service providers.
Due to the maturity and easy availability of Mobile service most of the customers
were surrendered their landline connection.
Due to limited number of linemen, faults were not immediately attended to, hence
customers were very much dissatisfied.
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Customers were preferring to replace their old instrument.
It was brought to notice of the researcher that prepaid SIM cards took up to 10
days for activation.
There is not much awareness among the Customer’s regarding the facilities which
are provided by BSNL, so effective media campaign is a must to enhance the
awareness level.
Most of the people were not satisfied with the BSNL Customer Service for both
Mobile and Landline.
The respondents felt that the number of payment service counters was inadequate,
hence more payment counters should be made available.
Students are not much interested in BSNL Cell one because of non-availability of
SMS facilities.
The respondents felt that The BSNL cell ones starter pack and recharge cards are
in perennial short supply.
The respondents experienced network problems when they used roaming to cities.
The respondents suggested that simple value added such as display of last call rate
and balance amount should be made available by BSNL.
Even though customers were dissatisfied with BSNL due to Loyalty they are still
using BSNL service (For only Incoming).
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One of the major irritations, as told by the respondents was that the
communication instruments provided by BSNL were of poor quality and hence
they had to face frequent problems with the instruments.
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SUGGESTIONS:
From the research study, it has been found out that the Customers are very
particular about the Quality of the Telecom services and hence they want BSNL
to increase the Quality of BSNL services by providing the Customers an attractive
instrument with new wiring connections.
Customers were unaware about the new schemes provided by BSNL, so effective
media campaign is a must to enhance the awareness level.
Recharge coupons were available only at higher rates when compared with other
brands, so BSNL may take some steps to provide recharge coupons at lower rates
with various denominations.
BSNL may also introduce some sales promotion such as cash discounts; Quality
discounts hence the promotional activities would further strengthen the market
share of the Company.
BSNL may reduce the monthly rentals and also the service tax.
BSNL should take steps to curb the corrupt practices of the Linemen.
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BSNL may introduce CUG connection like other services so that they may retain
their first position in the market.
6.0
CONCLUSION
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Conclusion:
BSNL being a public sector, in order to thrive and excel, have to understand about the
Customers expectations.
They also have to understand about their competitors and their nuances in understanding
their Customers.
Since Communication industry is a very competitive one it is high time for BSNL to
understand about their Customers in Landline as well as Mobile services.
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7.0
BIBLIOGRAPHY
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BIBLIOGRAPHY
WEBSITES:
1. www.bsnl.co.in
2. www.yahoo.com
3. www.google.com
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8.0
ANNEXURE
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1. What is your Age?
a. Managerial
b. Professional
c. Clerical
d. Manual Worker
e. Student
f. Retired
g. Agriculture
a. Yes
b. No
5. And which of the following mobile services you are using currently?
a. BSNL.
b. Tata Indicom.
c. Reliance.
d. Airtel.
e. Aircel.
f. BPL\Hutch.
g. Any other please mention
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6. Which of the following Landline Services you are using currently?
a. BSNL.
b. Tata Indicom.
c. Reliance.
d. Airtel.
e. Any other please mention.
7. How familiar are you with BSNL Services?
a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
11. How satisfied are you with the customer care of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
12. How satisfied are you with the additional packages of BSNL?
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a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
13. In thinking about your most recent with others was the Quality of the BSNL
Customer Service you received:
a. Excellent.
b. Good.
c. Average.
d. Poor.
e. Very poor.
a. Much better.
b. Some what better.
c. About the same.
d. Some what worse.
e. Don’t know (or) Never used.
15. [a]. All things considered over the next 12 months how likely are you to replace your
current Service
a. Certain.
b. High chance.
c. Not sure.
d. Low chance.
e. Never.
[b]. If you are looking to replace your current Service what are some of the reasons for
doing so?
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