A STUDY ONCUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES AND ITS
ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY.
Submitted in partial fulfillment of the requirements
for the Award of the Degree of
Bachelors OF Business Administration
Guided By: Submitted By:
Mrs. Riya Sharma Vipul
Project Coordinator Enroll No.:
MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES(Affiliated to Guru Govind Singh Indraprastha University)
CERTIFICATE
This is to certify that the project entitled “MEASUREMENT OF CUSTOMER SATISFACTION
FOR MTNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND
EQUITY FOR THE COMPANY”, done by Mr. Vipul ; Enrollment No. is an authentic work
carried out by him at Maharaja Agrasen Institute Of Management Studies under my guidance.
The matter embodied in this project work has not been submitted earlier for the award of any
degree or diploma to the best of my knowledge and belief.
Mrs. Riya Sharma
Project Coordinator
ACKNOWLEDGEMENT
I take this opportunity to thank all the people who helped me with valuable inputs, guidance and
suggestions during my tenure of dissertation, without which this report would not have taken its
final shape.
This acknowledgement would be incomplete without thanking institute Director Dr. N K Kakkar
and my project guide Mrs. Riya Sharma whose timely guidance and support at needed time made
the undertaking of this project an enriching learning experience.
Vipul
EXECUTIVE SUMMARY
MTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality of
telecom services, expand the telecom network, introduce new services and to raise revenue for
telecom development needs of India.s key metros . Delhi, the political capital and Mumbai, the
business capital of India. In the past 20 years, the company has taken rapid strides to emerge as
India.s leading and one of Asia.s largest telecom operating companies. Besides having a strong
financial base, MTNL has achieved a customer base of 5.92 million as on 31st March 2006.
The company has also been in the forefront of technology induction by converting 100% of its
telephone exchange network into the state-of-the-art digital mode.
The Govt. of India currently holds 56.25% stake in the company
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.
MTNL 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, MTNL 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 MTNL to understand the expectations and requirements of
Customers and can serve them in a better way.
The researcher has done an internship project at MTNL, Delhi in pursuance of determining the
brand equity for MTNL and then the customers’ feedback on the various products.
The samples of 250 respondents from among the universe of MTNL users at Rohini, Pitampura
and saraswati vihar were selected at random to conduct the study. The MTNL staffs who were
contacted to learn about the various MTNL packages and policies were also the primary source
of data.
Questionnaire was designed after a pre-survey interview covering all the aspects of MTNL
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.
The researcher strongly believes that this study would be helpful to the MTNL 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.
TABLE OF CONTENT
S. No. Topic Page No.
I Certificate i
II Acknowledgement ii
III Executive Summary iii
IV Chapter 1: Introduction
1.1 Conceptual background
1.2 Company Profile
V Chapter 2: Background
2.1 Statement of problem
2.2 Data Collection
VI Chapter 3: Research Methodology
VII Chapter 4: Conclusion & Suggestion
VIII Chapter 5: Limitations
IX Chapter 6: Bibliography
CHAPTER 1
INTRODUCTION
1.1 CONCEPTUAL BACKGROUND
When we talk about customer service and/or satisfaction, we talk about creativity.Creativity allows us to handle or diffuse problems at hand or later onin the process of conducting the everyday business. We talk about how, orrather what, does the organization have to do to gain not only the sale butalso the loyalty of the customer. We want to know the payoff of the transactionboth in the short and long term. We want to know what our customerswant.1 We want to know if our customers are satisfied. Satisfaction,of course, means that what we delivered to a customer met the customer’sapproval. We want to know if customers are delighted and willing to comeback, and so on. Fleiss2 and Feldman3 present examples of that delightfulnessin their writings. Fleiss has written about Ben and Jerry’s ice cream andFeldman has discussed excellence in a cab ride.As important as delightfulness is, some of us minimize it, or even totallydisregard it. At this point, we fail.
Some of the issues that will guarantee failurein sales, satisfaction, and loyalty are:• Employees must adhere to a rigid chain of command• Employees are closely supervised• Conflict—in whatever form—is not allowed• Rewards are based on carrot-and-stick principles• Wrong objectives are measuredHowever, we increase our chance of success if we allow employees to takepersonal responsibility for their actions in the areas of communication,performance, and customer satisfaction. How can we sensitize our employeesto these issues?First, we must identify how we define the customer.01 459518 Ch01.qxd 7/2/03 8:52 AM Page 12 Customer Service and SatisfactionSecond, we must understand customer expectation levels concerning quality.Third, we must understand the strategy for customer service quality,and fourth, we must understand the measurement and feedback cycles ofcustomer satisfaction.
The customer is the person or unit receiving the output of a process onthe system. In fact, it is worth emphasizing that a customer can be theimmediate, intermediate, or ultimate customer. Also, a customer may be aperson or persons, or a process or processes.Customer satisfaction, however, is when the customer is satisfied with a
product/service that meets the customer’s needs, wants, and expectations.To further understand customer satisfaction, we must take a deeper lookat the levels of specific satisfaction. We must also recognize that there arelevels of customer satisfaction that, in a sense, define the basic ingredientsof quality.
There are at least three levels of customer expectations aboutquality:Level 1. Expectations are very simple and take the form ofassumptions, must have, or take it for granted. For example, I expectthe airline to be able to take off, fly to my destination, and landsafely. I expect to get the correct blood for my blood transfusion.And I expect the bank to deposit my money to my accountand to keep a correct tally for me.Level 2. Expectations are a step higher than that of level 1 andthey require some form of satisfaction through meeting therequirements and/or specifications. For example, I expect to betreated courteously by all airline personnel. I went to the hospitalexpecting to have my hernia repaired, to be in some painafter it was done, to be out on the same day, and to receive a correctbill. And I went to the bank expecting the bank teller to befriendly, informative, and helpful with my transactions.Level 3. Expectations are much higher than for levels 1 and 2.Level 3 requires some kind of delightfulness or a service that is sogood that it attracts me to it. For example, an airline gives passengerstraveling coach class the same superior food service thatother airlines provide only for first-class passengers. In fact, Ionce took a flight where the flight attendants actually bakedcookies for us right there on the plane. When I went to the hospital,I expected staff to treat me with respect and they carefullyexplained things to me. But I was surprised when they calledme at home the next day to find out how I was doing. And at myhouse closing, the bank officer, representing the bank holdingmy mortgage, not only treated me with respect and answered allmy questions about my new mortgage, but just before we shookhands to close the deal, he gave me a housewarming gift.01 459518 Ch01.qxd 7/2/03 8:52 AM Page 2Customer Service and Satisfaction 3The strategy issue is also a very important element of customer satisfaction,primarily because it sets the tone for the appropriate training,behavior, and delivery of the specific service.There are four items thatthe strategy for service quality ought to address:
1. Customer service attributes. The delivery of the service must be timely,accurate, with concern, and with courtesy. One may ask why are these
elements important? The answer is that all services are intangible andare a function of perception. As such, they depend on interpretation.In addition and perhaps more importantly, service by definition is perishableand if left unattended, it can spoil on the organization.The acronym COMFORT 4 can be used to signify the importance ofservice. COMFORT is caring, observant, mindful, friendly, obliging,responsible, and tactful. These characteristics are the most basic attributesof customer service and without them, there cannot be a true serviceof any kind. They all depend on interpersonal skills, communication,empowerment, knowledge, sensitivity, understanding, and somekind of external behavior.For example, caring will show that, indeed, you are interested in whatthe customer will have to say. You may spend time with a customer tofind out the customer’s real needs, wants, and expectations. It is notunusual to tell a customer that you may not be able to help, even at theexpense of losing the sale. Furthermore, you may go as far as suggestingthe services of someone else or some other company.You must be observant. In most cases when dealing with service-relateditems, observations may contribute more to satisfying the customerthan direct communication. Pay attention to body language and mannerismsand, if necessary, listen between the lines. Always try to be a stepahead of the customer. Anticipate the customer’s action. Actively listenfor what the customer is communicating, but also—and, perhaps, moreimportantly—listen for what the customer is not communicating.You must be mindful. Remember that you and your organization existto satisfy the customer. Without the customer’s need, you do not have ajob and the organization does not have a service to provide. Thecustomer has a choice and, as such, if you or the organization does notrecognize the urgency, sensitivity, uniqueness, expectations, and influencethat the customer has, you will not be successful in satisfying thecustomer.You must be friendly. Friendliness does not mean being a pest. Offerguidance and information, and let the customer know you are there tohelp. If necessary, provide feedback to to assist the customer in makinga decision. If you do provide feedback, be truthful. For example, in aretail clothing store, someone walks into your store, walks around, picks01 459518 Ch01.qxd 7/2/03 8:52 AM Page 34 Customer Service and Satisfactionup some clothing, and tries it on. As a salesperson, you may advise thecustomer about fit and answer any questions that the customer mayhave.You must be obliging. Patience is the key word to customer satisfaction.Sometimes customers do not know what they want. They are makingup their minds as they go along. You are serving as the guinea pigfor their decision. As such, accommodating them may make the differencebetween a satisfied and an unsatisfied customer, or the difference
between a sale and a walkout. When obliging the customer, do not hesitateto educate the customer as well.You must be responsible. You are the expert. The customer is lookingto you to provide the appropriate information in a clear, concise, andeasy-to-understand manner. Don’t try to make the sale at all costs. Thismay backfire. What you are trying to accomplish is to develop a relationshipwhere your expertise can indeed help the customer.You must be tactful. In any service organization, and in any servicedelivery, there are going to be problems between you and the customer.Do not panic. Tactfulness is the process by which the conflict may beresolved. Your focus is to satisfy the customer and, as such, you shouldtry to identify the problem, analyze it, and then resolve it in the mostexpedient way.Being tactful does not mean that you have to give in to the customerall the time. What it does mean is that you act in a composed, professionalmanner and communicate to the customer in a way that is notthreatening or demeaning. Being tactful means you are willing to listenand exchange information with the intention of resolving the conflict.It means you have a way of presenting the facts and information in anice and nonintimidating way. It means listening patiently, thinkingbefore speaking, and listening to what the customer says withoutinterruptions.Notice that cost is not an attribute that will make or break serviceand/or satisfaction. In service especially, cost is equated with value.That is not to suggest that high cost is prerequisite to good service orvice versa. We simply suggest that one must continue to generate morevalue for the customer but not give away the house. It is indeed a verydelicate balance.2. Approach for service quality improvement. The basic question one must beable to answer is why bother with service quality? The answer is in a threeprongapproach. The first is cost, the second is time to implement theprogram, and the third is the customer service impact. Together, theypresent a nucleus for understanding and implementing the system that01 459518 Ch01.qxd 7/2/03 8:52 AM Page 4Customer Service and Satisfaction 5is responsive to both customers and organization for optimum satisfaction.For example, the Japanese are working on the notion of sensuouscars. Basically, the car itself gives you a kind of delight and surprise justopening the door, hearing the sound, pressing the accelerator.Everything is being thought through now, almost emotionally.3. Develop feedback systems for customer service quality. The feedback systemone chooses will make or break the organization. Make sure not to mixthe focus of customer satisfaction and marketing. They are not thesame. The focus of customer service and satisfaction is to build loyalty,and the focus of marketing is to meet the needs of the customer profitably.Another way of saying it is that marketing’s function is to generate
customer value profitably, whereas the purpose of customer serviceand satisfaction is to generate repeatability, recognition, and overall satisfactionof the transaction.The concern here is to make sure that a goal exists (a reporting systemfor measurement is appropriate and useful for the particular service)and to reach the reward of service quality. The question thenbecomes how to develop a system that is responsive to the customer’sneeds, wants, and expectations. To answer these concerns, look to thecustomer for answers. The value of the information must be focused inat least the following areas:• To know what customers are thinking about you, your service, andyour competitors• To measure and improve your performance• To turn your strongest areas into market differentiators• To turn weaknesses into developmental opportunities—before someoneelse does• To develop internal communications tools to let everyone know howthey are doing• To demonstrate your commitment to quality and your customersIn essence your measurement for the feedback must be of two distinctkinds:1. Customer satisfaction, which is dependent upon the transaction2. Service quality, which is dependent upon the actual relationship4. Implementation. Perhaps the most important strategy is that of implementation.As part of the implementation process, management mustdefine the scope of the service quality as well as the level of customerservice as part of the organization’s policy. Furthermore, they must alsodefine the plan of implementation. The plan should include the timeschedule, task assignment, and reporting cycle
NEED FOR CUSTOMER SATISFACTION
The need to determine customer satisfaction will vary somewhat by the competitive circumstances of a given industry. In intense consumer-focused activities, measuring customer satisfaction is critical. But every company in every industry can benefit by examining the needs of their customers. Some of the areas where improvement may be expected include:
Better determination of customer uses and needs. Identification of problems with customer services. A sharper focus on areas having the greatest need for improvement. Gaining insight for new products and/or service offerings.
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
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:
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.
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.
1.2 COMPANY PROFILE
On October 1, 2000 the Department of Telecom Operations,
Government of India became a corporation and was christened Mahanagar Telephone Nigam
Limited (MTNL). Today, MTNL 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 ,
MTNL 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.
MTNL has managed to shoulder these responsibilities remarkably and deftly. Today
with over 45 million line capacity, 99.9% of its exchanges digital, 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, MTNL's financial and asset bases too are
vast and strong. Consider the figures, as they speak volumes on MTNL’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, MTNL'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, MTNL is most trusted Telecom Brand of India.
Historical Development
1911 Establishment of Delhi telephones system with manual exchange
1926 Opening if 1st automatic exchange (Lothian exchange)
1937 Opening of Connaught Place exchange.
1945 First Manual Trunk exchange opened.
1950 Opening of Cantt exchange
1953 Tiz Hazari Exchange (Lothian exchange ceased working) commissioned.
1955 Secretariat exchange commissioned
1958 Karol Bagh exchange (SXS) commissioned.
1961 Jor Bagh exchange (SXS) commissioned.
1961 Shahadara exchange (SXS) commissioned.
1962 Opening of First STC service to Agra.
1963 Delhi Gate (27) exchange commissioned.
1964 Delhi telephone crosses 50,000 lines.
1966 Opening of exchanges at Nangloi, Narela, Najafgarh, Bahadurgarh and Ballabgarh.
1967 Rajpath (38) exchange commissioned
1968 1st X-Bar exchange (KB58) commissioned. X-Bar exchange (JB62) commissioned
1969 Trunk automatic exchange (TAX) commissioned
1970 Okhla X-Bar exchange commissioned.
1972 Opening of Idgah-I (51) Strowger exchange.
1972 X-Bar (31) Janpath-I exchange commissioned. Delhi telephones crosses 1 lac lines.
1973 Opening of X-Bar (67) Chanakya Puri exchange.
1975 X-Bar Janpath-IV (34) exchange commissioned. X-Bar Shahdara East (20) exchange commissioned.
1976 Shakti Nagar (74) exchange commissioned. Idgah-II (52) X-Bar exchange inaugurated by Mr. Fakhuriddin Ali Ahmed, President of India, on 28.8.76 and presided over by Mr S.D. Sharma (Minister of Communications).Opening of Shahdara East (20) Extension-I, X-Bar exchange on 31.8.76. It was inaugurated by Mr H.K.L Bhagat (Minister of State for Works & Housing) and Mr S.D. Sharma (Minister of Communications).Opening of Hauz Khas (65) X-Bar exchange on 18.10.76. It was inaugurated by Mr S.D. Sharma (Minister of Communications) and presided over by Mr Radha Raman (Chief Executive Councillor, Delhi).
1977 Opening of STD Service to Indore and Ambala on 5.10.77 by Mr Brij Lal Verma (Minister of Communications).
1978 Opening of Rajouri Garden-I (59) X-Bar exchange in Feb 78
Opening of Hauz Khas -II (66) X-Bar exchange on 15.2.78, by Mr Brij Lal Verma (Minister of Communications).Opening of Janpath-V (35) X-Bar exchange.Opening of Nehru Place (68) Strowger exchange on 4.11.78 by Mr Brij Lal Verma (Minister of Communications) and presided over by Mr R.K. Gupta (Mayor of Delhi).
1986 Creation of Mahanagar Telephones Nigam Limited
1986 First digital exchange world technology brought to India
1987 Largle Scale introduction of push button telephone made dialling easier.
1988 Phone Plus services multiplied benefits to telephone users.
1992 Voice Mail Service Introduced
1996 ISDN services introduced
1997 Wireless in Local loop introduced
1999 Internet services introduced.
2000 Millennium Telecom Limited, a wholly owned subsidary of MTNL is born
2001 Launched GSM Cellular Mobile service under the brand name DolphinLaunched WLL Mobile services under the brand name Garuda.The company listed at New York stock exchange(NYSE)United telecom ltd.,MTNL Joint venture in Nepal,for providing WLL based services in Nepal became operational.CLI based Internet express services introduced.
2002 Launched pre-paid GSM Mobile services under the brand name Trump.Email on PSTN lines introduced under the brand name mtnlmail.
2003 Introduced CDMA 1x 2000 Technology under the brand name Garuda 1-x.Introduced pilot project of ADSL based Broadband services.Introduced Virtual Phone services.Mahanagar Telephone Mauritius Ltd. bagged second operator license in Mauritius.
2004 Expanded GSM & CDMA capacity by 800,000 lines each (total 1.6 million lines expanded) STD/ISD rates slashed by almost 60%. MTNL subsidiary MTML obtained license to provide fixed, mobile & ILD services in Mauritius. Launched Wi-Fi & digital certification services. State of the art training centre “CETTM” commissioned.
2005 Leading market in GSM customer additions. Launched broadband services under the brand name “TRI BAND”. Floated tender for 1 million 3G GSM lines.
CHAPTER 2
BACKGROUND
2.1 STATEMENT OF PROBLEM
A study has been conducted in order to understand the Customers opinion and Satisfaction level
of various Landlines and Mobile Services in New Delhi, research titled “A STUDY ON
CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES AND ITS
ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY” has been conducted.
2.2 PURPOSE OF THE STUDY
Besides measuring Customer Satisfaction, it was important to understand the following
crucial aspects related to:
Customer
Customer’s recommendations
Their experience
Feedback on maintenance charge.
Employees
Handling of complaint calls.
Response time.
Knowledge of the employees (Personal bankers and tellers).
Repeat calls encounter.
2.3 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 MTNL.
To suggest some guidelines to MTNL 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 MTNL.
CHAPTER 3
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 Rohini, Pitampura and Saraswati vihar for this
study.
The researcher has chosen 145 from Rohini, 56 from Pitampura and 47 from Saraswati
Vihar.
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.
CHAPTER 4DATA ANALYSES & FINDINGS
PROFILE OF THE SAMPLE RESPONDENTS
LOCATION
Frequency Percent Valid Percent Cumulative PercentValid ROHINI 145 58.0 58.0 58.0
PITAMPURA 57 22.8 22.8 80.8SARASWATI
VIHAR48 19.2 19.2 100.0
Total 250 100.0 100.0
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 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
TABLE: 2
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
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 Cumulative PercentValid below 5000 27 10.8 11.0
bet 5000-10000 132 52.8 64.9bet 10000-15000 62 24.8 90.2bet 15000-25000 11 4.4 94.7
above 25000 13 5.2 100.0Total 245 98.0
Missing System 5 2.0Total 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%).
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
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 Percent Cumulative PercentValid YES 237 94.8 94.8 94.8
NO 13 5.2 5.2 100.0Total 250 100.0 100.0
TABLE: 6
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 PercentValid No mobile 67 26.8 26.8 26.8
MTNL 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 93.6
BPL/Hutch 16 6.4 6.4 100.0Total 250 100.0 100.0
TABLE: 7
CHART: 7
INFERNCE: As the Table depicts, a good majority of people (31.2%) are using MTNL, while
Tataindicom are the least (0.4%) by considering 250 samples.
LANDLINE SERVICE
Frequency Percent Valid Percent Cumulative PercentValid No Landline 13 5.2 5.2 5.2
MTNL 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
TABLE: 8
CHART: 8
INFERNCE: As the Table depicts, a good majority of people (88.4%) are using MTNL, while Tataindicom and Airtel are the least (3.2%) each.
FAMILIAR
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
TABLE: 9
CHART: 9
INFERNCE: As the Table depicts, a good majority of people (51.2%) are familiar with MTNL, while (0.8%) of people are familiar but never used.
COMPARING WITH OTHER SERVICES
Frequency Percent Valid Percent Cumulative 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 99.6
Don’t know/Never used 1 .4 .4 100.0Total 250 100.0 100.0
TABLE: 10
CHART: 10
INFERENCE: As the Table depicts, majority of respondents (39.6%) opined MTNL 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 MTNL
Tataindicom Reliance Airtel Aircel BPL/Hutch
AGE bet 20-30
Count 10 18 1 1 11 8 2 51
% 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%
FINDINGS
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 MTNL, while Tataindicom are the least
(0.4%) by considering 250 samples, with respect to Mobile.
A good majority of people (88.4%) are using MTNL, while Tataindicom and Airtel are
the least (3.2%) each, with respect to Landline.
A good majority of people (51.2%) are familiar with MTNL, while (0.8%) of people are
familiar but have never used.
A good majority of respondents (39.6%) opined that MTNL 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.
There is a significant relationship between the Location of the Customers and Satisfaction of MTNL
Network used by the Customers.
There is a significant relationship between the Location of the Customers and Satisfaction
of MTNL Network used by the Customers.
There is a significant relationship between the Satisfaction of Cost of MTNL and Migration of Customers.
There is a significant relationship between the Quality of Customer service and Migration of the
Customers.
There is a significant relationship between the Location of the Customers and Satisfaction level of MTNL
compared with other Services.
There is a significant relationship between the Location of the Customers and Satisfaction of MTNL Tariff
Plan.
A good majority of the respondents (38%) were “Quite Satisfied” with special regards to
the MTNL Tariff Plan, while the least (2.8%) number of respondents were “Very
Dissatisfied” with respect to the MTNL Tariff Plan.
A good majority of respondents (46%) were “Very Satisfied” with the Network of
MTNL, while the least (4.8%) were “Very Dissatisfied” with the Network of MTNL.
A majority of respondents (37.2%) were “Quite Satisfied” with special regards to the
Satisfaction level of Cost of MTNL, while the least number of respondents (4.8%) were
“Very Dissatisfied” with the Satisfaction level of Cost of MTNL.
A majority of respondents (38%) opined “Neutral” with the MTNL’s Additional
Packages, while the least number of respondents (4.4%) opined “Very Dissatisfied” with
the Additional Packages of MTNL.
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 MTNL, while the least number of respondents (3.2%) opined
“High Chance” with reference to the chance of Migration from MTNL.
Customers were felt that monthly rental was too high hence the reason that most of them
were surrendering.
Recharge card rates are very high so make some arrangements to make recharge cards
available at cheaper rates.
Some customers felt that when landline phone gets out of order, it is not checked or
corrected for even 1month, hence there was heavy business loss.
In the evening, lines are not getting connected since network problem was too high.
When phone went out of order, the respondents were still charged for calls.
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
MTNL 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.
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 MTNL, so effective media campaign is a must to enhance the awareness
level.
Most of the people were not satisfied with the MTNL 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 MTNL Cell one because of non-availability of SMS
facilities.
The respondents felt that The MTNL 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 MTNL.
Even though customers were dissatisfied with MTNL due to Loyalty they are still using
MTNL service (For only Incoming).
One of the major irritations, as told by the respondents was that the communication
instruments provided by MTNL were of poor quality and hence they had to face frequent
problems with the instruments.
CHAPTER 5CONCLUSIONS & LIMITATIONS
Conclusion:
MTNL 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 MTNL to understand about their Customers in Landline as well as Mobile services.
1.4 Limitations of the Study:
Time was not sufficient to conduct detailed study.
study had been conducted only in a few areas of Delhi.
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.iv. Comparative questions.
SUGGESTIONS
BIBLIOGRAPHY
BIBLIOGRAPHY
Books
Gupta, C.B (2006). Marketing Research, Sultan Chand & Sons.
1.
2. Sharma, J.K (2008): Operations Research, Macmillan India Ltd.
3. Gitomer, Jeffrey (1998). Customer Satisfaction is worthless Customer loyalty is priceless,
Jeffrey Gitomer Bard Press.
ANNEXURE
Questionnaire
Good _________ Sir! I am a student of Management and I am doing a study on
“MEASUREMENT OF CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND
SERVICES”, Please spend 15 minutes with me and I shall be very grateful. Essentially, these are
just a few questions I need to ask you.
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. MTNL. 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. MTNL. b. Tata Indicom. c. Reliance. d. Airtel. e. Any other please mention.7. How familiar are you with MTNL 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 MTNL?
a. Very satisfiedb. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied
9. How satisfied are you with the network of MTNL?
a. Very satisfiedb. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied
10. How satisfied are you with the cost of MTNL?
a. Very satisfied b. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied
11. How satisfied are you with the customer care of MTNL?
a. Very satisfied b. Quite satisfiedc. Neutrald. Quite dissatisfiede. Very dissatisfied
12. How satisfied are you with the additional packages of MTNL?
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 MTNL Customer Service you received:
a. Excellent.b. Good.c. Average.d. Poor.e. Very poor.
14. Compared with others would you say that MTNL 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?
