ST.

Kabir Institute of Professional Studies

Leveraging Managerial Leadership

Literature Review for Research Topic Consumer Behavior to MNP

Submitted to:
Dr. Himani Joshi

Submitted by:
Sandeep Patel

Roll No 47 SKIPS (2010-12)

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Review of Literature
R Ravi Kumar, Vijaya Bhaskar Reddy and P Surender, 2008, Customer Satisfaction and Discontentment vis--vis BSNL Landline Service ICFAI, Journal of Consumer Behavior, Volume 3, No. 1, [Page no 24]
What is paper all about? The topic is all about to find why customers of BSNL landline are shifting to other private service providers. Today telecom industry is the most active and attractive industries with high level of competitions especially after government opened up the economy. Now the situation has changed and customer are demanding more and more services and private players are providing them good features and better tariffs as maximum as possible. They are also focusing on professional marketing of services. On other hand BSNL landline customers are disconnecting the services due to various reasons. The objective of the paper is to know customer satisfaction towards BSNL landline services, reasons why customers are shifting and how to stop them.

Methodology: Primary and secondary data are collected for the purpose of the study. The survey research method is used to get the opinion of the subscribers who have disconnected the BSNL landline. Questionnaire was consisting of both open-ended and close-ended questions. Oral interviews and observations have also been used to supplement and support the primary date.

Conclusion: BSNL is one of the leading brands with landline customers. Complains are mostly regarding rental, excess bills, poor service and technical problems. Most of the customers have shifted to mobile services which give e-research, lower rental, lifetime incoming and many more services. Due to all these reasons customer are not fully satisfy with BSNL and shifting towards private operators.

Opinion: Give better services to customers Good new tariff planes should be introduced and excess bills problem should be solved as early as possible Company should market themselves so that customers get attracted towards them.
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S K Chandha and Deepa Kapoor, 2009, Effect of Switching Cost, Service Quality and Customer Satisfaction on Customer Loyalty of Cellular Service Providers in India ICFAI, Journal of Marketing Management, Volume 8, No. 1, [Page no 23]

What is paper all about? This study was conducted to examine the effect of switching cost, service quality and customer satisfaction on consumer loyalty in the mobile telecommunication services. As the current market place becomes more competitive, consumers tend to become more and more demanding. The main condition for protecting the subscribe bas is to win customer loyalty.

Methodology: Primary data are collected for the purpose of the study. With the help of the questionnaire data was collected and convenience sampling method was used in it. For the measurement of various answers, five-point Liker scale was used. Data was analyzed by regression analysis.

Conclusion: The study shows that switching cost, service quality and customer satisfactions have positive association with customer loyalty. The customer satisfaction was found to be the best predictor of customer loyalty. Switching cost and service quality also affect the customer intention to stay with particular service provider.

Opinion: Telecommunication companies must focus on customer-oriented service to improve customer satisfactions. They should improve network quality, pricing and value added services. Switching costs contribute to increased loyalty and so cellular service provider can provide variety of recharge top-ups, reduced call rate and SMS charges.

Hitendra Bargal and Ashish Sharma, 2008, Role of Service Marketing In Banking Sector ICFAI, Journal of Services Marketing, Volume 5, No. 1

What is paper all about? The paper is all about the role of service marketing in banking sector. It says that now a days, service sector is booming, especially country like India where service sector contributes around 57 %( 2003) of GDP. People are demanding more and more services. There are high degrees of competition among the banks and in this regard, the service quality plays an important role. It compares public sector and private sector banks and examines various services and features provided by them and analyze the customer satisfaction status, and form these they are trying to find out which kind of services customer demanding and which can lead the banks to leading position.

Methodology: The research was based on primary and secondary data. The questionnaires method was adopted with a sample of 60 branches - Public and private banks. Questionnaires were a blend of open ended and close ended questions and ranking scale method was applied in the process. They measured and compare many services and features between public and private sectors banks like Technology they are using, staff attitude, customer satisfaction, etc. The result shows that private banks own excellent status in general opinion.

Conclusion: Private Banks have more focus on various services, so now they are leading the market. So banks have to improve services like Simplified procedure and flexibility Attitude of employee towards Customers State of art technology Helpdesk Facilities Innovation

Opinion In todays stiff competition, if banks have to services then they have to focus more and more on services like. They should give their employees a professional training, they should install proper IT systems and software to improve efficiency, customers complaints should be properly handled and solved. So if customers are happy with our excellent service then any bank can achieved leadership position in the market.