BSNL Project

A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING

BRAND EQUITY FOR THE COMPANY.”

Project Report submitted by

“SAMITA MEHTA”

in partial fulfillment of the requirements for theDegree of

PGDM-CRM at APEEJAY SCHOOL OF MANAGEMENT Sector-8, institutional area DWARKA

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ACKNOWLEDGEMENT

First of all I am thankful to BHARAT SANCHAR NIGAM LIMITED, DELHI for giving

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

I am grateful to Mr. P.K Purwar DDG(CA), Ms. Arundati Panda DDG(Taxation & EF),

DDG (IA) , Mr. Jagdish Prasad Jt.DDG (Taxation), Mr. Vinay Jain(AO CA), Mr jagdish

Prasad (JAO),Mr. Rakesh Kumar (JAO), Mr. Harsh Mangla (JAO), Mr. Nandan Kumar

(JAO) ,Mr. Ish Kumar (JAO), Mr. Abdul Malik (JAO), Mr. Mehta (JAO) and all other

employees of BSNL who gave me all the moral support and care which made my project

come true.

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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.

This research was conducted from May 2008- June 2008.

The researcher has done an internship project at BSNL, Delhi in pursuance of determining the brand equity for BSNL and then the customers feedback on the various products.

The samples of 250 respondents from among the universe of BSNL users at Gurgaon , Karnal and Roktak 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, 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.

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TABLE OF CONTENTS

CONTENTS Page No.

LIST OF TABLES 5 LIST OF CHARTS 6

INTRODUCTION 71.1 STATEMENT OF PROBLEM 7 1.2 IMPORTANCE OF THE STUDY1.3 OBJECTIVES 71.4 SCOPE OF THE STUDY 81.5 RESEARCH METHODOLOGY 81.6 LIMITATIONS OF THE STUDY 91.7 CHAPTER SCHEME 9

2.1 COMPANY PROFILE 10

3.1 CONCEPTUAL REVIEW 19

4.1 ANALYSIS AND INTERPRETATIONS 21

5.1 FINDINGS AND SUGGESTIONS 48

6.1 CONCLUSION 52

7.1 BIBLIOGRAPHY 53

8.1 ANNEXURE 54

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LIST OF TABLES :-

1. Location of the Customers. 21

2. Age of the Customers. 22

3. Occupation of the Customers. 23

4. Monthly Income of the Customers. 24

5. Customers using Mobile Services or not. 25

6. Customers using Landline Services or not. 26

7. Mobile Service used by the Customers. 27

8. Landline Service used by the Customers. 28

9. Familiarity of Customers with BSNL. 29

10. Comparing BSNL with other Services. 30

11. Respondents by their Age and Mobile Services. 31

12. Respondents by their Location and Network Coverage 33

13. Respondents by their Location and Customer Care 35

14. Respondents by their Cost and Migration from BSNL. 36

15. Quality of Customer Service and Migration from BSNL. 38

16. Respondents by their Location and Tariff plan Satisfaction. 39

41

42

43

44

45

22. Satisfaction level of Quality of Customer Service of BSNL. 46

23. Chances of Migration from BSNL Service. 47

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LIST OF CHARTS :-

1. Location of the Customers. 21

2. Age of the Customers. 22

3. Occupation of the Customers. 23

4. Monthly Income of the Customers. 24

5. Customers using Mobile Services or not. 25

6. Customers using Landline Services or not. 26

7. Mobile Service used by the Customers. 27

8. Landline Service used by the Customers. 28

9. Familiarity of Customers with BSNL. 29

10. Comparing BSNL with other Services. 30

11. Respondents by their Age and Mobile Services. 32

12. Respondents by their Location and Network Coverage 34

13. Respondents by their Location and Customer Care 35

14. Respondents by their Cost and Migration from BSNL. 37

15. Quality of Customer Service and Migration from BSNL. 38

16. Respondents by their Location and Tariff plan Satisfaction 40

17. Satisfaction level of Tariff Plan of BSNL. 41

18. Satisfaction level of Network Coverage of BSNL. 42

19. Satisfaction level of Cost of BSNL. 43

20. Satisfaction level of Customer Care of BSNL. 44

21. Satisfaction level of Additional Packages of BSNL. 45

22. Satisfaction level of Quality of Customer Service of BSNL. 46

23. Chances of Migration from BSNL Service. 47

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INTRODUCTION

1.1 Statement of problem

A study has been conducted in order to understand the customer opinion and satisfaction level of various landlines and mobile services in HARYANA, 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.

1.2 Importance of 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 , Hutch , Reliance , Tata indicom etc. with their

stringent rules and regulations guided by TRAI. Hence in order to understand about the

customer’s requirement their likes and dislikes preference is sine-quo-non for BSNL.

1.3 Objectives

To ascertain customer preferences of landline and mobile services

To ascertain the customer satisfaction level for mobile services as well as landline 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 service

To determine the status of brand awareness & brand loyalty in order to conclude about brand equity

To learn about the brand attributes & 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 to serve them in better way.

This research was conducted from May 2008-June2008 The respondents from Gurgaon, Karnal and Rohtak are t.aken for thus study. The brand equity was measured in terms of brand attribute preferences, brand

awareness, brand loyalty and preferences about the brand.

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. Data collection has been done through the use of structured questionnaire

Sampling

Convenient sampling method has been adopted for this study. Researcher has taken samples from Gurgaon , Karnal and Rohtak The researcher has chosen 145 samples from Gurgaon ,57 from Karnal and 48

from Rohtak The researcher had prepared questionnaire to elicit responses for the following

areas

Location Age Occupation Monthly income Mobile user Mobile service usage

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1.6 Limitations of the study

Study has been conducted only in few areas of Haryana For few questions researcher was not able to get proper response which are as

follows :-

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.

1.7 Chapter Scheme

Chapter I deal with the introduction of 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

Chapter VIII deals with the annexure

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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 Sanschar Nigam Limited (BSNL) . Today BSNL is the number 1 Telecommunications company and 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, EWSP ,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 & 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 in all villages and instilling confidence among its customers.

Bharat Sanchar Nigam Ltd. has merged to shoulder the responsibilities remarkably and deftly. Today with over 45 million line capacity , 99.9 % of its exchanges digital , nation wide network management and surveillance system (NMSS) to control telecom traffic and over 4,00,000 route kms. of OFS networks , BSNL 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.100,000, Cr. [US $ 22.74 billion].

Turnover of Rs.31,400 cr. [US $ 7.14 billion]

Add to which, BSNL’s nationwide coverage & 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.

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Objectives:-

To be a lead Telecom services provider.

Build customers confidence through quality and reliable services.

Provide bandwidth on demand.

Contribute towards:

o National plan target of 10 crore subscriber base for the country by 2010

o Broadband customers base of 20 million in the country by 2010

o Telephone in all villages.

o Implementation of Triple play as a regular commercial proposition.

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ORGANIZATION CHART OF BSNL:-

CMD BSNL

DIRECTOROPERATIONS

DIRECTOR

COMML&MKT

DIRECTOR PLANNING&NS

DIRECTOR HRD

CS&GM (legal)

SR.DDG(Vigilance)

CGMsT.circle/MD

Sr.DDG (CS)Sr.DDG (MS)Sr.DDG (NW&WS)Sr.DDG (PG)Sr.DDG (IT)Sr.DDG (NM)Sr.DDG (MIS)Sr DDG (TS)Sr. DDG (WS&I)CGM(MTCE Reg) -ETR -NTR - STR - WTRCGM (NCES)CGM (T&D)

Sr.DDG (BBD)Sr.DDG (CMTSOM)DDG (CMTS)DDG (COMML)DDG (MKTG)DDG (REGULN)

Sr.DDG (ARC)Sr.DDG (BW)SR.DDG (ELEC)Sr.DDG (SP)Sr.DDG (SW)Sr.DDG (TX)Sr.DDG (NS)DDG (Broadband)DDG (MM)DDG (RN)DDG (TF)DDG (LTP)DDG (CTF)CGM (NETF)CGM (Project)-ETP-NTP-STP-WTPCGM (QA)CGM (RE)CGM (TS)CGM (TFs)-Jabalpur-Kolkata-Mumbai-Richhai

Sr.DDG (EST)Sr.DDG (PERS)DDG (IR)DDG (RESTR)DDG (SR)DDG (TRG)CGM, ALTICCGM,BRBRAITT

Andman & NicobarAndhra PradeshAssamBiharChattisgarhGujratHaryanaHimachal PradeshJhrakhandJammu & KashmirKarnatakaKeralaMadhaya PradeshMarashtraNorth East-INorth East-IIOrrisaPunjabRajasthanTamilnaiduUttar Pradesh(W)Uttar Pradesh (E)UttranchalWest BengalChennai TDKolkata TD

Sr.DDG (EFC)Sr.DDG (PF)Sr.DDG (FP)Sr.DDG (BBF)Sr. DDG (CA)Sr. DDG (IA)Sr. DDG (TRF)Sr. DDG (SPF)

DIRECTORFINANCE

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Revenue earned by BSNL in last 7 years.

Gross investment in Fixed Assets

The BSNL is making substantial investment year to year for its network expansion and modernization. During the current financial year BSNL has made the gross investment of Rs. 8153 crore ( US $ 1.87 billion) in Fixed Assets. These investments have been financed by the internal accruals

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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. 34616 crores in 2006-07.

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 :-

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 BSNL BROADBAND 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 sancharnet account from any

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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-Voting Premium Rae Service [PRM] Universal Access Number [UAN] and more.

Inet 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 Line 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).

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WLL 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

Recent News

GSM Hardware Tender:-

BSNL has trimmed down its 60 million GSM tender by 50% , where as main bidder Ericsson has picked up its share of Order ,the second bidder NSN has not accepted order so far.

BSNL Brands

In year, 2008, BSNL changed the name of all its existing services to streamline its Brand portfolio

SERVICE TYPE OLD NAME NEW NAME

Landline [Wired] phones Bfone BSNL Landline

CDMA Wireless landlines/mobiles Tarang BSNL WLL

GSM Postpaid Mobiles Cell One BSNL mobile Postpaid

Dial –Up Internet Sancharnet BSNL internet

Broadband Internet Dataone BSNL Broadband

BSNL OFFERS FREE INSURANCE COVERAGE FOR CUSTOMERS :-

In the first move of its kind in the Telecom sector in India , BSNL offers free Insurance coverage for its subscribers in case of

Accidental Death Permanent total disability due to accident

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The Insurance coverage scheme will be applicable for its subscribers of landline including WLL & postpaid cellular services. The customers will be covered by Bajaj Allianz insurance co. Ltd.

The capital sum insured per connection is Rs. 50,000 The period of insurance will be initially for 1 year from 14 January 2008.

TELEPHONE

BSNL Landlines Total number of connections as on 31/5/2007 3,31,49,457WLLTotal number of connections as on 31/5/2007 35,99,544Village Public TelephonesTotal Number of connections as on 31/5/2007 5,53,484Public Telephone [Local, STD& Highway] Total number of connections as on 31/5/2007 20,82,824STD Stations Number of STD stations as on 31/5/2007 32,011

Transmission Systems as on 31/3/2007

Transmission systems DIGITAL Route (Kms) Route(Kms) Microwave 5340 Coaxial 6,024 UHF 45,130 Optical Fiber 5,37,727

Satellite based Services as on 31/3/2007

MCPC-VSATS 95 IDR Systems (2 Mb/8Mb) 98/23

Mobile Services as on 30/6/2007 Total number of connections 2,84,23 ,283District Headquarters Covered 608Total Number of villages Covered 19,81,418National Highway covered (Km) 51,366State Highway Covered (Km) 55,300Railway route Covered (Km) 28,658

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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 [CSC’s] now remain open on all 7 days from 8 A.M to 8 P.M without any break for all activities.

Cheque deposit machines have also been installed in many cities, so that 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.

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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.

3.1 CONCEPTUAL REVIEW

MARKETING MANAGEMENT

DEFINITION:

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

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BRAND EQUITY

BRAND AWARENESS

BRAND LOYATY

PERCIVED QUALITY

BRAND ASSOCIATION

What is Brand equity?

The goal of Brand leadership paradigm is to create 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 in to four dimensions brand awareness, perceived quality, brand associations and brand loyalty. These four dimensions guide brand development, management and measurement.

Brand awareness:

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:

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 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.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.

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4.1 ANALYSIS AND INTERPRETATIONS

PROFILE OF THE SAMPLE RESPONDENTS

LOCATION

TABLE 1

Frequency Percent Valid Percent Cumulative PercentValid GURGAON 145 58.0 58.0 58.0

KARNAL 57 22.8 22.8 80.8ROHTAK 48 19.2 19.2 100.0

Total 250 100.0 100.0

CHART 1LOCATION

INFERNCE:As the Table depicts, a good majority of the respondent (58%) of consumers

belongs to Gurgaon while Rohtak is the least (19.2%).

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AGE

TABLE 2

Frequency Percent Valid Percent Cumulative PercentValid bet 20-30 51 20.4 20.4 20.4

bet 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

CHART 2

AGE

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

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TABLE 3

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

CHART 3OCCUPATION

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

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Missing 5

MONTHLY INCOME

TABLE 4

Frequency Percent Valid Percent Cumulative PercentValid below 5000 27 10.8 11.0 11.0

bet 5000-10000 132 52.8 53.9 64.9bet 10000-15000 62 24.8 25.3 90.2bet 15000-25000 11 4.4 4.5 94.7

above 25000 13 5.2 5.3 100.0Total 245 98.0 100.0

Missing System 5 2.0Total 250 100.0

CHART 4

MONTHLY INCOME

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%).

MOBILE USE

TABLE 5

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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

CHART 5

MOBILE USE

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

TABLE 6

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Frequency Percent Valid Percent Cumulative PercentValid YES 237 94.8 94.8 94.8

NO 13 5.2 5.2 100.0Total 250 100.0 100.0

CHART 6

LANDLINE USE

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

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MOBILE SERVICE

TABLE 7

Frequency Percent Valid Percent Cumulative PercentValid No mobile 67 26.8 26.8 26.8

BSNL 78 31.2 31.2 58.0Tataindicom 1 .4 .4 58.4

Reliance 26 10.4 10.4 68.8Airtel 25 10.0 10.0 78.8Aircel 37 14.8 14.8 93.6Hutch 16 6.4 6.4 100.0Total 250 100.0 100.0

CHART 7

MOBILE SERVICE

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

TABLE 8

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Frequency Percent Valid Percent Cumulative PercentValid No Landline 13 5.2 5.2 5.2

BSNL 221 88.4 88.4 93.6Tataindicom 8 3.2 3.2 96.8

Airtel 8 3.2 3.2 100.0Total 250 100.0 100.0

CHART 8

LANDLINE SERVICE

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

TABLE 9

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Frequency Percent Valid Percent Cumulative 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 .8 100.0Total 250 100.0 100.0

CHART 9

FAMILIAR

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

TABLE 10

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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 99.6

Don’t know/Never used 1 .4 .4 100.0Total 250 100.0 100.0

CHART 10

COMPARING WITH OTHER SERVICES

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 SERVICE

Total

No mobile BSNL Tataindicom Reliance Airtel Aircel BPL/Hutch

AGE bet 20-30

Count 10 18 1 1 11 8 2 51

30

% within AGE

19.6% 35.3% 2.0% 2.0% 21.6% 15.7% 3.9% 100.0%

bet 31-35

Count 30 26 12 8 20 4 100

% within 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

% within 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

% within AGE

24.2% 36.4% 18.2% 3.0% 9.1% 9.1% 100.0%

above 50

Count 8 8 1 2 1 20

% within AGE

40.0% 40.0% 5.0% 10.0% 5.0% 100.0%

Total Count 67 78 1 26 25 37 16 250%

within 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.

Chi-Square TestsTABLE 11

Value df Asymp. Sig. (2-sided)Pearson Chi-Square 37.625 24 .038

Likelihood Ratio 37.654 24 .038N of Valid Cases 250

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

31

relationship between the Age of the Customers and Mobile Service using by the Customers.

CHART 11

LOCATION * NETWORK Cross tabulation

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NETWORK Total

Very satisfie

d

Quite satisfie

d

Neutral

Quite dissatisfied

Very dissatisfied

LOCATION GURGAON Count 92 33 11 3 6 145

% within LOCATION

63.4% 22.8% 7.6% 2.1% 4.1% 100.0%

KARNAL Count 14 26 9 5 3 57

% within LOCATION

24.6% 45.6% 15.8% 8.8% 5.3% 100.0%

ROHTAK Count 9 19 10 7 3 48

% within LOCATION

18.8% 39.6% 20.8% 14.6% 6.3% 100.0%

Total Count 115 78 30 15 12 250

% within LOCATION

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.

Chi-Square TestsTABLE 12

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 48.112(a) 8 .000Likelihood Ratio 49.503 8 .000N of Valid Cases 250

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a. 4 cells (26.7%) have expected count less than 5. The minimum expected count is 2.30.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.

CHART: 12

LOCATION * CUSTOMER CARE Cross tabulation

CUSTOMER CARE Total

Very satisfi

ed

Quite satisfi

ed

Neutral

Quite dissatisfie

d

Very dissatisfie

dLOCATION COIMBATOR

ECount 52 46 16 10 21 145% within LOCATION

35.9%

31.7%

11.0%

6.9% 14.5%

100.0%

POLLACHI Count 11 22 10 9 5 57% within LOCATION

19.3%

38.6%

17.5%

15.8%

8.8% 100.0%

TIRUPUR Count 7 9 17 9 6 48% within LOCATION

14.6%

18.8%

35.4%

18.8%

12.5%

100.0%

Total Count 70 77 43 28 32 250% within 28.0 30.8 17.2 11.2 12.8 100.0

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LOCATION % % % % % %

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.

Chi-Square Tests

TABLE 13

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 30.685(a) 8 .000Likelihood 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.

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.

CHART 13

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COST * MIGRATION Cross tabulation

MIGRATION Total

Certain High chance

Not sure Low chance

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 Count 1 4 21 38 29 93

% within COST 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 Count 6 1 12 7 10 36

% within COST 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%

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

TABLE 14 Value df Asymp. Sig. (2-sided)


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

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.CHART 14

QUALITY OF CUSTOMER SERVICE * MIGRATION Cross tabulation

MIGRATION Total

Certain High chanc

e

Not sure

Low chance

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% within QUALITY OF CUSTOMER SERVICE

2.9% 2.9% 22.9% 42.9% 28.6% 100.0%

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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



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

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.

CHART 15

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LOCATION * TARIFF Cross tabulation

TARIFF Total

Very satisfie

d

Quite satisfie

d

Neutral Quite dissatisfied

Very dissatisfied

LOCATION COIMBATORE Count 71 54 14 3 3 145

% within LOCATION

49.0% 37.2% 9.7% 2.1% 2.1% 100.0%

POLLACHI Count 15 24 10 4 4 57

% within LOCATION

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%

Total Count 94 95 40 14 7 250

% within LOCATION

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.

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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 .000Likelihood Ratio 40.086 8 .000N of Valid Cases 250a. 5 cells (33.3%) have expected count less than 5. The minimum expected count is 1.34.

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 of BSNL Tariff Plan.

CHART 16

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ANALYSIS OF BRAND ATTRIBUTES

TARIFF

41

TABLE:17


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 dissatisfied 14 5.6 5.6 97.2Very dissatisfied 7 2.8 2.8 100.0

Total 250 100.0 100.0

CHART :17

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

TABLE 18

42




Total 250 100.0 100.0

CHART 18

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

TABLE 19

43

Frequency Percent Valid Percent Cumulative PercentValid Very satisfied 71 28.4 28.4 28.4

Quite satisfied 93 37.2 37.2 65.6Neutral 38 15.2 15.2 80.8

Quite dissatisfied 36 14.4 14.4 95.2Very dissatisfied 12 4.8 4.8 100.0

Total 250 100.0 100.0

CHART 19

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

TABLE 20

Frequency Perce Valid Percent Cumulative Percent

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ntValid Very satisfied 70 28.0 28.0 28.0

Quite satisfied 77 30.8 30.8 58.8Neutral 43 17.2 17.2 76.0

Quite dissatisfied 28 11.2 11.2 87.2Very dissatisfied 32 12.8 12.8 100.0

Total 250 100.0 100.0

CHART 20

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

TABLE 21


45



Total 250 100.0 100.0

CHART 21

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

TABLE 22


Valid Excellent 24 9.6 9.6 9.6

46

Good 66 26.4 26.4 36.0Average 76 30.4 30.4 66.4

Poor 35 14.0 14.0 80.4Very poor 49 19.6 19.6 100.0

Total 250 100.0 100.0

CHART 22

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

TABLE 23


Valid Certain 16 6.4 6.4 6.4High chance 8 3.2 3.2 9.6

Not sure 57 22.8 22.8 32.4

47

Low chance 65 26.0 26.0 58.4Never 104 41.6 41.6 100.0Total 250 100.0 100.0

CHART 23

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.

5.1 FINDINGS:-

A good majority of the respondents (73.2%) were using Mobile phones while (26.8%) were not using Mobile phones.

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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.

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 Satisfaction of BSNL Network used by the Customers.

There is a significant relationship between the Location of 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.

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.

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.

49

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.

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.

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.

Even after Surrendered the phone before 6months deposit amount was not yet received but receiving bill.

Customers are expecting more number of free calls.

With regards to mobile services options are limited hence customers were switching over to other service providers.

50

The extensive time lag between submission of application and receiving of a telephone connection had made some respondents switch over to other service providers.

Customers were preferring to replace their old instrument.

Most of the people were not satisfied with the BSNL Customer Service for both Mobile and Landline.

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.

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.

6.1 SUGGESTIONS:-

51

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.

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.

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

Customer care of BSNL needs improvement.

7.1 CONCLUSION:-

52

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.

8.1 BIBLIOGRAPHY :-

53

PRINCIPLES OF MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING RESEARCH - N.K MALHOTRA

WEBSITES:

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

9.1 ANNEXURE:-

1. What is your Age?

54

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. 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.

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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?


12. How satisfied are you with the additional packages of BSNL?


. 13. Compared with others would you say that BSNL is

a. Much better.b. Some what better.c. About the same.

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d. Some what worse.e. Don’t know (or) Never used.

14. [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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Date post:	18-Nov-2014
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