INTRODUCTION

BSNL is one of the largest Indian cellular service providers, with over 119.99 million subscribers as of June 2012, and
the largest land line telephone provider in India. However, in recent years the company's revenue and profit plunged
into heavy losses due to intense competition in the Indian telecommunications sector.

BSNL is India's oldest and largest communication service provider (CSP). It had a customer base of 90 million as of
June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are
managed by Mahanagar Telephone Nigam Limited (MTNL). As of June, 2012, BSNL had a customer base of 40.60
million wireline and 98.28 million wireless subscribers.

BSNL provides almost every telecom service, however following are the main Telecom Services being provided by
BSNL in India:-

Customer satisfaction, a business term is a measure of how products and services supplied by a company
meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the
four of a balanced scorecard.

Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to
satisfying customers. 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.

Organizations need to retain existing customers while targeting non-customers. Measuring customer
satisfaction provides an indication of how successful the organization is at providing products and/or services to the
marketplace.

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. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with satisfaction behaviors such as return and
recommend rate.

Customer satisfaction is the most common form of market research in business-to-business

markets and is often connected to quality and production measurement, rather than as straight marketing based
research. Before setting up a customer satisfaction programmed, it is necessary to ensure that the organization has
the will to actually make changes for improvement; otherwise you will simply be annoying customers by taking
their time to collect information, then not doing anything with it.

Customers or buyers are exposed to more of the world than ever before i.e in the changing economy
through cable and satellite television, the internet and increased travel and as a result, their tastes and interests have
broadened dramatically. Moreover, the long economic dominance of the United States, Europe and Japan is giving
way, and economic power is increasingly shared with developing economies.

Customer satisfaction survey further illuminates the relationship between the customer experience and
business performance. Around the world, consumers expect better service quality. It confirms that consumers are
more likely to leave a provider because of poor service than for any other reason. It also reveals that service quality
is the most powerful factor, more influential than price in choosing providers or to do business with them.

customer satisfaction ratings can have powerful effects. They focus employees on the importance of
fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to
effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has met or
exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget
motel—even though its facilities and service would be deemed superior in 'absolute' terms.

1.2 NEED FOR THE STUDY

In the modern era building customer satisfaction and loyalty is a key we say to profitable business. The
current trend for businesses is to become 'customer-centric', that is, to put the customer at the center of our business
in terms of our strategies, actions and processes. Many organizations now approach the 'lifetime value' of customers
and seek to increase it.

The importance of customer satisfaction was a hot business topic in the 1980s, as customer satisfaction was
considered the best window into loyalty. It seems self-evident that companies should try to satisfy their customers.
Satisfied customers usually return and buy more, they tell other people about their experiences.
 1.3 OBJECTIVES OF THE STUDY

1. To study the overview of B.S.N.L

2. To determine customer preferences of landline and mobile services.
3. To evaluate the customer satisfaction level for mobile services as well as landline services.
4. To analyze the customer opinion and satisfaction with specific reference to BSNL.
5. To suggest some guidelines for BSNL in order to provide better focused services.

1.4 LIMITATIONS OF THE STUDY

1. We have collected only 200 samples due to shortage of time.

2. We weren’t able to get proper response from some samples.
3. Some of the information are difficult to gather due to professional obligations.
4. Sample result may not resemble with population.
5. Study has been restricted to some areas of Visakhapatnam only.

HISTORY:

Telecom in the real sense means transfer of information between two distant points in space. The popular
meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw
telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the
introduction of telegraph.
ORGANIZATION PROFILE

Type Communication service provider

Availability Countrywide except Delhi& Mumbai

Owner The government of India

Key people S.D. Saxena (CFO);Dr. Ajay Data (CEO)

Founded 19th century, incorporated 2000

Website www.bsnl.in
2.2 GENESIS AND GROWTH

BSNL

Type State-owned

Industry Telecommunications

Founded 19th century, incorporated 2000

Headquarters New Delhi, India

Key people R.K.Upadhyay (Chairman &MD)

Wireless
Telephone
Products
Internet
Television

Revenue ▼ US$ 5.8 billion (2011-12)

Owner(s) Government of India

Employees 276,306 – August, 2011

Website Bsnl.co.in
 2.3 ORGANIZATION STRUCTURE (CENTRAL)

Chairman & Managing

Director (Central)

HRD Operations Planning Marketing Finance

Director Director Director Director Director

Chief General Chief General Chief General Chief General Chief General
Manager Manager Manager Manager Manager
(Circle) (Circle) (Circle) (Circle) (Circle)

General General General General Manager General Manager

Manager Manager Manager
(District) (District)
(District) (District) (District)

DGM DGM DGM DGM DGM

 5.3 SUGGESTIONS

1. 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.
2. BSNL may also introduce some sales promotion such as cash discounts; quality
offers hence the promotional activities would further strengthen the market share of
the Company.
3. BSNL may reduce the monthly rentals and also the service tax.
4. Caller Id’s should be provided immediately after the customer’s requisition.
5. Customer care of BSNL needs improvement with respect to the call handling
management.
6. BSNL may reduce the internet charges.
 5.4 CONCLUSION

BSNL being a public sector, in order to thrive and excel, I had understood about the
customer’s expectations. I also understood about their competitors and their nuances in
understanding their customers. Since communication industry is very competitive one it is
high time for BSNL to understand about their customers in landline as well as Mobile
services.
 BIBLIOGRAPHY

Books:

 Kotler, P (2002),”Marketing Management”, Millennium Edition, Tenth Edition,

Prentice Hall, Inc, A Pearson Education Company, Upper Saddle River, New Jersey
,pp.
 Biplab S.Bose(2007),” Marketing Management”, First Addition, Himalaya Publishing
House.
 Dr.S.L.Guptha “Brand management” (An Indian Perspective),Himalaya publishing
house
Journals:

 Indian Journal of Marketing, Vol. XXXVIII. May 2008

 The ICFAI Journal of Marketing Vol. I. February 2007
Reports:

 Annual records and reports of the BSNL Company.

 Previous project records at the company.

Websites:

 www.bsnlindia.com
 www.bsnl.in