BSNL

“CUSTOMER PERCEPTION AND SATISFACTION, ROLE IN BUILDING BRAND EQUITY - A STUDY OF BSNL PRODUCTS AND SERVICES”

Project Report submitted by

“SANDEEP MOHAPATRA”MBA 2nd year

Enrollment No : 2254/08

in partial fulfillment of the requirements for theDegree of

Master of Business Administration

SASTRA Under the Supervision and Guidance of

DR.P.VAIJAYANTHIProfessor, School of Management

Shanmugha Arts science Technology & Research Academy(SASTRA)

Deemed UniversityThirumalaisamudram, Thanjavur – 613 402.

Shanmugha Arts Science Technology & Research Academy(SASTRA)

Deemed UniversityThirumalaisamudram, Thanjavur 613 402.School of Management – MBA Programme

Bonafide Certificate

Certified that this project report entitled

“A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE

COMPANY.”

is a bonafide record of work done by

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“SARAVANA PERUMAL.G”Register No: 010771037

Batch: 2005-2007

In partial fulfillment of the requirements for award of the

Degree of Master of Business Administration

During the period May-June 2006

Internal Guide Dean, School of Management

Submitted for Project Viva-voce examination held on _________Internal Examiner External Examiner

ACKNOWLEDGEMENT

First of all I am thankful to BHARAT SANCHAR NIGAM LIMITED, Bhubaneswar

for giving me an opportunity to get a practical exposure of business experience.

I express my gratitude to Mr. S.Vaidhiyasubramaniyam, Dean, Planning and

Development; Prof. K.S. Vijayaraghavan, Dean, School of Management for

providing all the infrastructure facilities for the department which helped all the

students in completing the project successfully.

I express my heartfelt thanks to Dr.P.Vaijayanthi, Professor, School of

Management, my first Marketing Guru who offered me valuable guidance and

support in every stage through out the course of my entire project work.

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I am grateful to Shri.P.P.Tripathy, Deputy General Manager RGMTTC Chennai,

Shri.S.Aravamudhan, Senior Sub Divisional Engineer, RGMTTC Chennai,

Shri.A.S.Egaya, Principal General Manager, Shri.N.Saravana Pandian, Deputy

General Manager Coimbatore and Shri.N.S.C.Sekhar, Assistant General

Manager Coimbatore and all other employees of BSNL who gave me all the

moral support and care which made my project come true.

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.

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.

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This research study is useful for BSNL to understand the expectations and

requirements of Customers and can serve them in a better way.

This research was conducted from September 2010 - October 2010.

The researcher has done the project at BSNL, Bhubaneswar in pursuance of

determining the brand equity for BSNL and then the customer feedback on the

various products.

The samples of 250 respondents from among the universe of BSNL users at

Bhubaneswar, Cuttack and Khurda 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.

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, software 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

competitor’s status in the market thereby helping them to improve their quality of

offered services.

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TABLE OF CONTENTS

S.NO. CONTENTS PAGE NUMBER

LIST OF TABLES

LIST OF CHARTS

1

3

1.0 INTRODUCTION

1.1STATEMENT OF PROBLEM1.2IMPORTANCE OF THE STUDY1.3OBJECTIVES1.4SCOPE OF THE STUDY1.5RESEARCH METHODOLOGY1.6LIMITATIONS OF THE STUDY1.7CHAPTER SCHEME

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2.0 PROFILE

2.1 COMPANY PROFILE

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3.0 CONCEPTUAL REVIEW 24

4.0 ANALYSIS AND INTERPRETATIONS 28

5.0 FINDINGS AND SUGGESTIONS 66

5

6.0 CONCLUSION 74

7.0 BIBLIOGRAPHY 76

8.0 ANNEXURE 78

LIST OF TABLES

S.NO. CONTENTS PAGE

NUMBER

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 41

12. Respondents by their Location and Landline. 43

13. Respondents by their Location and Migration from BSNL. 45

14. Respondents by their Location and Network Coverage 47

15. Respondents by their Location and Customer Care 49

16. Respondents by their Cost and Migration from BSNL. 51

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17. Quality of Customer Service and Migration from BSNL. 54

18. Respondents by their Location and Comparing with other Services 55

19. Respondents by their Location and Tariff plan Satisfaction. 57

20. Satisfaction level of Tariff Plan of BSNL. 59

21. Satisfaction level of Network Coverage of BSNL. 60

22. Satisfaction level of Cost of BSNL. 61

23. Satisfaction level of Customer Care of BSNL. 62

24. Satisfaction level of Additional Packages of BSNL. 63

25. Satisfaction level of Quality of Customer Service of BSNL. 64

26. Chances of Migration from BSNL Service. 65

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LIST OF CHARTS

S.NO. CONTENTS PAGE

NUMBER

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 42

12. Respondents by their Location and Landline. 44

13. Respondents by their Location and Migration from BSNL. 46

14. Respondents by their Location and Network Coverage 48

15. Respondents by their Location and Customer Care 50

16. Respondents by their Cost and Migration from BSNL. 52

17. Quality of Customer Service and Migration from BSNL. 54

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18. Respondents by their Location and Comparing with other Services 56

19. Respondents by their Location and Tariff plan Satisfaction 58

20. Satisfaction level of Tariff Plan of BSNL. 59

21. Satisfaction level of Network Coverage of BSNL. 60

22. Satisfaction level of Cost of BSNL. 61

23. Satisfaction level of Customer Care of BSNL. 62

24. Satisfaction level of Additional Packages of BSNL. 63

25. Satisfaction level of Quality of Customer Service of BSNL. 64

26. Chances of Migration from BSNL Service. 65

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1.0INTRODUCTION

1.1 Statement of Problem

A study has been conducted in order to understand the customers opinion and

satisfaction level of various Landline and Mobile Services in three cities of Orissa,

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.

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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.

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1.3 Objectives

To ascertain the Customers preferences of Land line and Mobile Services.

To ascertain the Customers Satisfaction level for Mobile services as well

as Land line Services.

To analyze the Customer opinion and satisfaction with specific reference

to BSNL.

To suggest some guidelines to BSNL in order to provide better focused

services.

To determine the status of brand awareness and brand loyalty in order to

conclude about brand equity.

To learn about the brand attributes and their preferences in BSNL.

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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.

This research was conducted from May 2006- June 2006.

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.

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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:

Primary data have been collected through

surveys. Personal interview technique has been used for conducting the

survey. Data collection has been done through the use of Structured

questionnaire.

SAMPLING:

Convenient Sampling method has been adopted for this

study.

Researcher has taken respondents from Coimbatore, Pollachi and Tirupur

for this study.

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.iii. Occupation.iv. Monthly Income.v. Mobile Usage.vi. Mobile service Usage.

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1.6 Limitations of the Study:

Time was not sufficient to conduct detailed study.

study had been conducted only in a few areas of TamilNadu

For few questions researcher was not able to get proper response which

are as follows:

i. Chances of Switching.ii. Reason for Switching.iii. Monthly Income.

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iv. Comparative questions.

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.

Chapter II deals with the Industry and Company Profile.

Chapter III deals with the Conceptual review.

Chapter IV deals with the Analysis and Interpretation.

Chapter V deals with the Findings and Suggestions.

Chapter VI deals with the Conclusion.

Chapter VII deals with the Bibliography.

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Chapter VIII deals with the Annexure.

2.0PROFILE

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2.1 COMPANY PROFILE

On October 1, 2000 the Department of Telecom

Operations, Government of India became a corporation and was christened

Bharat Sanchar Nigam Limited (BSNL). Today, BSNL is the No. 1

Telecommunications Company and the largest Public Sector Undertaking of

India with authorized share capital of $ 3977 million and net worth of $ 14.32

billion. It has a network of over 45 million lines covering 5000 towns with over 35

million telephone connections.

With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NEC

etc. and widespread transmission network including SDH system up to 2.5

gbps, DWDM system up to 80 gbps,Web telephony,DIAS,VPN, Broadband

and more than 400,000 data customers , BSNL continues to serve this great

nation .

Its responsibilities include improvement of the already impeccable quality of

telecom services, expansion of telecom network, introduction of new telecom

services in all villages and instilling confidence among its customers.

BSNL has managed to shoulder these responsibilities remarkably and

deftly. Today with over 45 million line capacity, 99.9% of its exchanges digital,

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nation wide Network management & surveillance system (NMSS) to control

telecom traffic and over 4,00,000 route kms of OFC network, Bharat Sanchar

Nigam Ltd is a name to reckon with in the world of connectivity. Along with its

vast customer base, BSNL's financial and asset bases too are vast and strong.

Consider the figures, as they speak volumes on BSNL’s standing:

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)

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 To be a Lead Telecom Services Provider.

Build customers confidence through quality and reliable service.

Provide Bandwidth on demand.

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.

iv Implementation of Triple play as a regular commercial proposition.

Organization Chart of BSNL:

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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%.

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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).

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.

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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.

Here is an overview of the World Class services offered by the BSNL:

Basic Telephone Services

The Plain old, Countrywide telephone Service through 32,000 electronic exchanges. Digitalized Public Switched Telephone Network (PSTN) with a host of Phone Plus value additions.

BSNL launched Data One broadband service in January 2005 which shall be extended to 198 cities very shortly. The service is being provided on existing copper infrastructure on ADSL2 technology. The minimum speed offered to the customer is 256 Kbps at Rs. 250/- per month only. Subsequently, other services such as VPN, Multicasting, Video Conferencing, Video-on-Demand, Broadcast application etc will be added.

Keeping the global network of Networks networked, the countrywide Internet Services of BSNL under the brand name

includes Internet dial up/ Leased line access, CLI based access (no account is required) and DIAS service, for web browsing and E-mail applications. You can use your dialup

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http://bsnl.co.in/service/telephone.htm

http://bsnl.co.in/service/internet.htm

http://bsnl.co.in/service/dataone.htm

http://www.sancharnet.in/

sancharnet account from any place in India using the same access no ‘172233’, the facility which no other ISP has. BSNL has customer base of more than 1.7 million for sancharnet service.

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:

Free Phone Service (FPH)India Telephone Card (Prepaid card)Account Card Calling (ACC)Virtual Private Network (VPN)Tele-votingPremium Rae Service (PRM)Universal Access Number (UAN) and more

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

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http://bsnl.co.in/service/isdn.htm

http://bsnl.co.in/service/inteligent_network.htm

http://bsnl.co.in/service/inet.htm

http://bsnl.co.in/service/leased.htm

http://bsnl.co.in/service/mobile.htm

Mumbai & Delhi).

Wireless in Local Loop

This is a communication system that connects customers to the Public Switched Telephone Network (PSTN) using radio frequency signals as a substitute for conventional wires for all or part of the connection between the subscribers and the telephone exchange.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. Internet Exchange Points - IXP & Internet Data Centers (IDC) E-Commerce

TelephoneBasic 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

Number of STD Stations as on 31.03.200631,915

Transmission Systems as on 31.03.2006

Transmission Systems

Digital(Route kms) (Route kms)

Coaxial 6,024

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http://bsnl.co.in/service/wll.htm

Microwave 63,730

UHF 45,130

Optical Fiber 4,80,196

Satellite Based Services (as on 31.03.2006)

MCPC-VSATs 201

IDR Systems (2 Mb/ 8 Mb) 64/17

Mobile Services

(As on 30.04.2006)

Total number of connections

- 1,75,92,364

(As on 30.04.2006)

District Headquarters covered

- 592

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

Several Steps have been taken at BSNL to augment the quality of customer care to international standards.

Access round the clock help at following toll free numbers Dataone Broadband '1600-424-1600' PSTN Call Center '1500' (in select states) Sancharnet Help Desk '1957'

CellOne all India Help '9400024365' All BSNL Customer Service Centers (CSCs) now remain open on all seven days from 8.00 AM to 8.00 PM without any break for all activities. Cheque deposit machines have also been installed in many cities, so that

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customers can make payments 24X7 at their convenience.Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country. With a view to simplify and offer customer friendly services, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for.Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished.Pagers being given to outdoor staff in a phased manner for speedy rectification of faults. Majority of the local network is built up on jelly filled and OFC for trouble free service. Internal Distribution Points (DPs) being provided in the customer premises to eliminate the faults arising out of overhead wires.Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant.Remote Line Units (RLUs). Remote subscriber Units (RSUs) being provided 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.

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3.0CONCEPTUAL REVIEW

MARKETING MANAGEMENT DEFINITION:

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Marketing management is the practical application of marketing techniques.

It is the analysis, planning, implementation, and control of programs designed to

create, build, and maintain mutually beneficial exchanges with target markets.

The marketing manager has the task of influencing the level, timing, and

composition of demand in way that will achieve organizational objectives.

BRAND EQUITY

What is brand equity?

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:

BRANDEQUITY

BRANDAWARENESS

PERCIVED QUALITY

BRAND ASSOCIATION

BRANDLOYALTY

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Brand awareness is an often undervalued asset; however,

awareness has been shown to affect perceptions and even taste. People like

the familiar and are prepared to ascribe all sorts of good attitudes to items that

are familiar to them. The Intel Inside campaign has dramatically transferred

awareness into perceptions of technological superiority and market

acceptance.

Perceived quality

Perceived quality is a special type of association, partly

because it influences brand associations in many contexts and partly because

it has been empirically shown to affect profitability (as measured by both ROI

and stock return).

Brand associations

Brand association can be anything that connects the

customer to the brand. It can include user imagery, product attributes, use

situations, Organizational associations, brand personality and symbols. Much

of brand management involves determining what associations to develop and

then creating programs that will link the associations to the brand.

Brand loyalty

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.

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Customer Satisfaction

If the customer's expectations of product quality, service quality,

and price are exceeded, a firm will achieve high levels of customer

satisfaction and will create "customer delight." If the customer's expectations

are not met, customer dissatisfaction will result. And the lower the satisfaction

level, the more likely the customer is to stop buying from the firm.

4.0ANALYSIS AND INTERPRETATIONS

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PROFILE OF THE SAMPLE RESPONDENTS

LOCATION

Val

id

City Frequency PercentValid

PercentCumulative

Percent

Bhubaneswar 145 58.0 58.0 58.0

Cuttack 57 22.8 22.8 80.8

Khurda 48 19.2 19.2 100.0

Total 250 100.0 100.0

Table 1

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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%).

AGE

Frequency Percent

Valid Percent Cumulative Percent

Valid bet 20-30 51 20.4 20.4 20.4bet 31-35 100 40.0 40.0 60.4bet 36-40 46 18.4 18.4 78.8bet 41-50 33 13.2 13.2 92.0above 50 20 8.0 8.0 100.0

Total 250 100.0 100.0

TABLE: 2

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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%).

OCCUPATION

Frequency Percent Valid Percent Cumulative PercentValid Managerial 113 45.2 45.2 45.2

Business 85 34.0 34.0 79.2Clerical 24 9.6 9.6 88.8

Manual worker 17 6.8 6.8 95.6Student 7 2.8 2.8 98.4Retired 2 .8 .8 99.2

Agriculture 1 .4 .4 99.6Professional 1 .4 .4 100.0

Total 250 100.0 100.0

TABLE: 3

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CHART: 3

INFERNCE: 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.

StatisticsMONTHLY INCOME N Valid 245

Missing

5

MONTHLY INCOME

Frequency Percent


Valid below 5000 27 10.8 11.0 11.0bet 5000-10000 132 52.8 53.9 64.9

bet 10000-15000

62 24.8 25.3 90.2

bet 15000-25000

11 4.4 4.5 94.7

above 25000 13 5.2 5.3 100.0

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Total 245 98.0 100.0Missing System 5 2.0

Total 250 100.0

TABLE: 4

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%).

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MOBILE USE

Frequency Percent Valid Percent Cumulative PercentValid YES 183 73.2 73.2 73.2

NO 67 26.8 26.8 100.0Total 250 100.0 100.0

TABLE: 5

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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.

LANDLINE USE

Frequency Percent


Valid YES 237 94.8 94.8 94.8NO 13 5.2 5.2 100.0

Total 250 100.0 100.0

TABLE: 6

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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.

ANALYSIS OF BRAND PREFERENCE

MOBILE SERVICE

Frequency Percent Valid Percent Cumulative Percent

Valid No mobile 67 26.8 26.8 26.8BSNL 78 31.2 31.2 58.0

Tataindicom 1 .4 .4 58.4Reliance 26 10.4 10.4 68.8

Airtel 25 10.0 10.0 78.8

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Aircel 37 14.8 14.8 93.6BPL/Hutch 16 6.4 6.4 100.0

Total 250 100.0 100.0

TABLE: 7

CHART: 7

INFERNCE: 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

Frequency Percent Valid Percent Cumulative Percent

Valid No Landline 13 5.2 5.2 5.2BSNL 221 88.4 88.4 93.6

Tataindicom 8 3.2 3.2 96.8Airtel 8 3.2 3.2 100.0Total 250 100.0 100.0

TABLE: 8

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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.

FAMILIAR

Frequency Percent


Valid Very familiar 128 51.2 51.2 51.2Some what familiar 120 48.0 48.0 99.2

Familiar but never used it

2 .8 .8 100.0

Total 250 100.0 100.0

TABLE: 9

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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.

COMPARING WITH OTHER SERVICES

Frequency Percent


Valid Much better 58 23.2 23.2 23.2Some what better 99 39.6 39.6 62.8

About the same 65 26.0 26.0 88.8Some what worse 27 10.8 10.8 99.6Don’t know/Never

used1 .4 .4 100.0

Total 250 100.0 100.0

TABLE: 10

41

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”.

AGE * MOBILE SERVICE Cross tabulation

MOBILE SERVIC

E

Total

No mobile

BSNL

Tataindicom

Reliance

Airtel

Aircel BPL/

Hutch

AGE bet 20-30

Count

10 18 1 1 11 8 2 51

% withi

n AGE

19.6% 35.3%

2.0% 2.0% 21.6%

15.7% 3.9%

100.0%

42

bet 31-35

Count

30 26 12 8 20 4 100

% withi

n AGE

30.0% 26.0%

12.0% 8.0%

20.0% 4.0%

100.0%

bet 36-40

Count

11 14 6 3 5 7 46

% withi

n AGE

23.9% 30.4%

13.0% 6.5%

10.9% 15.2%

100.0%

bet 41-50

Count

8 12 6 1 3 3 33

% withi

n AGE

24.2% 36.4%

18.2% 3.0%

9.1% 9.1%

100.0%

above 50

Count

8 8 1 2 1 20

% withi

n AGE

40.0% 40.0%

5.0% 10.0%

5.0% 100.0%

Total Count

67 78 1 26 25 37 16 250

% withi

n AGE

26.8% 31.2%

.4% 10.4% 10.0%

14.8% 6.4%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Age of the Customers and Mobile Service using by the Customers.

Alternative Hypothesis [H1]: There is a significant relationship between the Age of the Customers and Mobile Service using by the Customers.

43

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 37.625 24 .038Likelihood Ratio 37.654 24 .038

N of Valid Cases 250

a.17 cells (48.6%) have expected count less than 5. The minimum expectedcount is .08.

TABLE: 11

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.

44

CHART: 11

LOCATION * LANDLINE SERVICE Cross tabulation

LANDLINE SERVICE

Total

No Landline

BSNL Tataindicom

Airtel

LOCATION

COIMBATO

RE

Count 7 127 6 5 145

% within LOCATION

4.8% 87.6% 4.1% 3.4% 100.0%

POLLA Count 4 52 1 57

45

CHI% within

LOCATION7.0% 91.2% 1.8% 100.0

%TIRUP

URCount 2 42 1 3 48

% within LOCATION

4.2% 87.5% 2.1% 6.3% 100.0%

Total Count 13 221 8 8 250% within

LOCATION5.2% 88.4% 3.2% 3.2% 100.0

%

TABLE: 12

CHART: 12

INFERENCE: From the above table, it explains about the BSNL Land line users in each location.

46

LOCATION * MIGRATION Cross tabulation

MIGRATION Total

Certain

High

chance

Not sure

Low chan

ce

Never

LOCATION COIMBATORE

Count 4 3 24 40 74 145% within LOCATION

2.8% 2.1%

16.6%

27.6%

51.0%

100.0%

POLLACHI Count 7 2 18 15 15 57% within LOCATION

12.3%

3.5%

31.6%

26.3%

26.3%

100.0%

TIRUPUR Count 5 3 15 10 15 48% within LOCATION

10.4%

6.3%

31.3%

20.8%

31.3%

100.0%

Total Count 16 8 57 65 104 250% within LOCATION

6.4% 3.2%

22.8%

26.0%

41.6%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Location of the Customers and Migration of the Customers.

Alternative Hypothesis [H1]: There is a significant relationship between the Location of the Customers and Migration of the Customers.

47

Chi-Square Tests


Pearson Chi-Square

23.374(a)

8 .003

Likelihood Ratio 23.442 8 .003N of Valid Cases 250a. 5 cells (33.3%) have expected count less than 5. The minimum expected count is 1.54.

TABLE: 13

INFERENCE: 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.

CHART: 13

48

LOCATION * NETWORK Cross tabulation

NETWORK Total

Very satisfied

Quite satisfied

Neutral

Quite dissatisfie

d

Very

dissatisfied

LOCATION COIMBATORE


63.4%

22.8%

7.6% 2.1% 4.1%

100.0%


24.6%

45.6%

15.8%

8.8% 5.3%

100.0%


18.8%

39.6%

20.8%

14.6%

6.3%

100.0%


46.0%

31.2%

12.0%

6.0% 4.8%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Location of the Customers and Satisfaction of BSNL Network using by the Customers.

Alternative Hypothesis [H1]: There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network using by the Customers.

49

Chi-Square Tests


Pearson Chi-Square

48.112(a)

8 .000


TABLE: 14

INFERENCE: From the above Table, calculated value is (48.11) 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 Network using by the Customers.

50

CHART: 14

LOCATION * CUSTOMER CARE Cross tabulation

CUSTOMER CARE Total

Very satisfied

Quite satisfied

Neutral

Quite dissatisfie

d

Very dissatisfie

dLOCATION COIMBATO

RECount 52 46 16 10 21 145% within LOCATION

35.9%

31.7%

11.0%

6.9% 14.5%

100.0%


19.3%

38.6%

17.5%

15.8%

8.8% 100.0%


14.6%

18.8%

35.4%

18.8%

12.5%

100.0%


28.0%

30.8%

17.2%

11.2%

12.8%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Location of the Customers and Satisfaction level of BSNL Customer care.

Alternative Hypothesis [H1]: There is a significant relationship between the Location of the Customers and Satisfaction level of BSNL Customer care.

51

Chi-Square Tests


Pearson Chi-Square

30.685(a)

8 .000

Likelihood Ratio 29.763 8 .000N of Valid Cases 250a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.38.

TABLE: 15

INFERENCE: From the above Table, calculated value is (30.69) 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 level of BSNL Customer care.

52

CHART: 15

COST * MIGRATION Cross tabulation

MIGRATION Total

Certain

High

chance

Not sure

Low chan

ce

Never

COST Very satisfied

Count 1 1 5 8 56 71% within COST

1.4% 1.4%

7.0% 11.3%

78.9%

100.0%

Quite satisfied


1.1% 4.3%

22.6%

40.9%

31.2%

100.0%

Neutral Count 3 2 16 11 6 38% within COST

7.9% 5.3%

42.1%

28.9%

15.8%

100.0%

Quite dissatisfied


16.7%

2.8%

33.3%

19.4%

27.8%

100.0%

Very dissatisfied

Count 5 3 1 3 12% within COST

41.7%

25.0%

8.3% 25.0%

100.0%

Total Count 16 8 57 65 104 250% within COST

6.4% 3.2%

22.8%

26.0%

41.6%

100.0%

53

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers.

Alternative Hypothesis [H1]: There is a significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers.

Chi-Square Tests


Pearson Chi-Square

104.622(a)

16 .000

Likelihood Ratio 93.631 16 .000N of Valid Cases 250

a. 12 cells (48.0%) have expected count less than 5. The minimum expected count is .38.

TABLE: 16

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 significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers.

54

CHART: 16

QUALITY OF CUSTOMER SERVICE * MIGRATION Cross tabulation

MIGRATION Total

Certain

High

chance

Not sure

Low chan

ce

Never

QUALITY OF CUSTOMER SERVICE

Excellent Count 1 2 21 24% within QUALITY OF CUSTOMER SERVICE

4.2% 8.3% 87.5%

100.0%

Good Count 3 2 9 19 33 66% within QUALITY OF CUSTOMER SERVICE

4.5% 3.0%

13.6%

28.8%

50.0%

100.0%

Average Count 4 2 24 19 27 76% within QUALITY OF CUSTOMER SERVICE

5.3% 2.6%

31.6%

25.0%

35.5%

100.0%

Poor Count 1 1 8 15 10 35

55

% within QUALITY OF CUSTOMER SERVICE

2.9% 2.9%

22.9%

42.9%

28.6%

100.0%

Very poor Count 8 3 15 10 13 49% within QUALITY OF CUSTOMER SERVICE

16.3%

6.1%

30.6%

20.4%

26.5%

100.0%

Total Count 16 8 57 65 104 250% within QUALITY OF CUSTOMER SERVICE

6.4% 3.2%

22.8%

26.0%

41.6%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Quality of Customer service and Migration of the Customers.

Alternative Hypothesis [H1]: There is a significant relationship between the Quality of Customer service and Migration of the Customers.

Chi-Square Tests


Pearson Chi-Square

47.985(a)

16 .000

Likelihood Ratio 47.897 16 .000N of Valid Cases 250

a. 10 cells (40.0%) have expected count less than 5. The minimum expected count is .77.

TABLE: 17

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.

56

CHART: 17

LOCATION * COMPARING WITH OTHER SERVICES Cross tabulation

COMPARING WITH OTHER SERVICES

Total

Much

better

Some

what bette

r

About the sam

e

Some

what wors

e

Dont

know/Never used

LOCATION COIMBATORE

Count 48 59 30 8 145% within LOCATION

33.1%

40.7%

20.7%

5.5% 100.0%


8.8% 40.4%

28.1%

21.1%

1.8%

100.0%

TIRUPUR Count 5 17 19 7 48

57

% within LOCATION

10.4%

35.4%

39.6%

14.6%

100.0%


23.2%

39.6%

26.0%

10.8%

.4% 100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Location of the Customers and Satisfaction level of BSNL compared with other Services.

Alternative Hypothesis [H1]: There is a significant relationship between the Location of the Customers and Satisfaction level of BSNL compared with other Services.

Chi-Square Tests


Pearson Chi-Square

33.279(a)

8 .000

Likelihood Ratio 33.814 8 .000N of Valid Cases 250a. 3 cells (20.0%) have expected count less than 5. The minimum expected count is .19.

TABLE: 18

INFERENCE: From the above table, calculated value is (33.28) 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 level of BSNL compared with other Services.

58

CHART: 18

LOCATION * TARIFF Cross tabulation

TARIFF Total

Very Quite Neut Quite Ver

59

satisfied

satisfied

ral dissatisfie

d

y dissatisfied

LOCATION COIMBATORE


49.0%

37.2%

9.7% 2.1% 2.1%

100.0%


26.3%

42.1%

17.5%

7.0% 7.0%

100.0%

TIRUPUR Count 8 17 16 7 48% within LOCATION

16.7%

35.4%

33.3%

14.6%

100.0%


37.6%

38.0%

16.0%

5.6% 2.8%

100.0%

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Location of the Customers and Satisfaction of BSNL Tariff Plan.

Alternative Hypothesis [H1]: There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Tariff Plan.

Chi-Square Tests


Pearson Chi-Square

41.203(a)

8 .000


TABLE: 19

INFERENCE: 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

60

of BSNL Tariff Plan.

CHART: 19

ANALYSIS OF BRAND ATTRIBUTES

TARIFF

Frequency Percent


Valid Very satisfied 94 37.6 37.6 37.6Quite satisfied 95 38.0 38.0 75.6

Neutral 40 16.0 16.0 91.6Quite 14 5.6 5.6 97.2

61

dissatisfiedVery dissatisfied 7 2.8 2.8 100.0

Total 250 100.0 100.0

TABLE: 20

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

Frequency Percent



Neutral 30 12.0 12.0 89.2Quite

dissatisfied15 6.0 6.0 95.2

Very dissatisfied 12 4.8 4.8 100.0Total 250 100.0 100.0

TABLE: 21

62

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

Frequency

Percent

Valid Percent

Cumulative Percent




Very dissatisfied

12 4.8 4.8 100.0

Total 250 100.0 100.0

TABLE: 22

63

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

Frequency

Percent

Valid Percent

Cumulative Percent




Very dissatisfied

32 12.8 12.8 100.0

Total 250 100.0

100.0

TABLE: 23

64

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

Frequency

Percent

Valid Percent

Cumulative Percent




Very dissatisfied

11 4.4 4.4 100.0

Total 250 100.0 100.0

TABLE: 24

65

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.

QUALITY OF CUSTOMER SERVICE

Frequency

Percent

Valid Percent

Cumulative Percent

Valid Excellent 24 9.6 9.6 9.6Good 66 26.4 26.4 36.0

Average 76 30.4 30.4 66.4Poor 35 14.0 14.0 80.4Very poor

49 19.6 19.6 100.0

Total 250 100.0 100.0

TABLE: 25

66

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

Frequency

Percent

Valid Percent

Cumulative Percent

Valid Certain 16 6.4 6.4 6.4High

chance8 3.2 3.2 9.6

Not sure 57 22.8 22.8 32.4Low

chance65 26.0 26.0 58.4

Never 104 41.6 41.6 100.0Total 250 100.0 100.0

TABLE: 26

67

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.

68

5.0FINDINGS AND SUGGESTIONS

FINDINGS :

A good majority of the respondents (73.2%) were using Mobile phones

while (26.8%) were not using Mobile phones.

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.

69

A good majority of respondents (39.6%) opined that BSNL is “Some What

Better” when compared to other services, while the least number of

respondents (0.4%) opined “Don’t know/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 Migration of Customers.


and Satisfaction of BSNL Network used by the Customers.


and Satisfaction of BSNL Network used by the Customers.

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.


and Satisfaction level of BSNL compared with other Services.


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.

70

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.

A 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.

A 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.

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.

A good majority of respondents (41.6%) opined “Never” with special

respect to the chance of Migration from BSNL, while the least number of

respondents (3.2%) opined “High Chance” with reference to the chance of

Migration from BSNL.

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.

71

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.

Customers are very much dissatisfied with Linemen, because of

irresponsibility. (Collecting amount from customers).

Regarding Cell one respondents complained, Network is always busy with

other mobile services.

During the rainy season noise in the instrument is a problem.

Respondents felt that there was no personalized service to customers.

Due to non-availability of CUG connections to all, most of the customers

surrendered BSNL and migrated to Airtel.

Customers perceived that the bills are always inflated.

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.

Customers are expecting more number of free calls.

In Pollachi network is not proper inside the house so Customers were very

much dissatisfied.

72

With regards to mobile services options are limited hence customers were

switching over to other service providers.

The extensive time lag between submission of application and receiving of

a telephone connection had made some respondents switch 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.

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.

73

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).

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.

74

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 may introduce free service of SMS regarding Cell one.

Caller Id’s should be provided immediately after the Customers requisition.

Customer care of BSNL should be improved a lot.

75

BSNL should take steps to curb the corrupt practices of the Linemen.

BSNL may introduce CUG connection like other services so that they may

retain their first position in the market.

6.0CONCLUSION

Conclusion:

76

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.

77

7.0BIBLIOGRAPHY

BIBLIOGRAPHY

PRINCIPLES OF MARKETING MANAGEMENT - PHILIP KOTLER - RAJAN SAXENA

MARKETING RESEARCH - DAVID A.AAKER - GEORGE S. DAY

RESEARCH METHODOLOGY - KOTHARI C.R.

WEBSITES:

1. www.bsnl.co.in2. www.yahoo.com3. www.google.com

78

8.0ANNEXURE

79

1. What is your Age?

a. Between 20-30. b. Between 31-35. c. Between 36-40.

d. Between 41-50. e. Above 50.

2. Which of these best describes your job?

a. Managerialb. Professionalc. Clericald. Manual Workere. Studentf. Retired g. Agriculture

3. Under which category you belong to regarding your Monthly Income?

a. Below 5000. b. Between 5000-10000. c. Between 10000-15000. d. Between 15000-25000. e. Above 25000.

4. Are you using mobile services?

a. Yesb. No

5. And which of the following mobile services you are using currently?

a. BSNL. b. Tata Indicom. c. Reliance.

80

d. Airtel.e. Aircel.f. BPL\Hutch.

g. Any other please mention

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 familiar (use on regular basis).b. Some what familiar (use it only some times).c. Familiar but never used it.d. Never heard of service before.

8. How satisfied are you with the Tariff plan of BSNL?

a. Very satisfiedb. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied

9. How satisfied are you with the network of BSNL?

a. Very satisfiedb. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied

10. How satisfied are you with the cost of BSNL?

a. Very satisfied b. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied

11. How satisfied are you with the customer care of BSNL?

a. Very satisfied b. Quite satisfiedc. Neutrald. Quite dissatisfied

81

e. Very dissatisfied12. How satisfied are you with the additional packages of BSNL?

a. Very satisfied b. Quite satisfiedc. Neutrald. Quite dissatisfiede. 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.

14. Compared with others would you say that BSNL is

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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