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A STUDY ON CUSTOMER SATISFACTION FOR BSNL

PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING

BRAND EQUITY FOR THE COMPANY.

Project Report submitted by

SYNOPSIS

The Telecom industry is one of the leading and fastest growing in the world ascommunication 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 longhistory in the market and continued support from the Government.

In todays competitive world, BSNL has to provide excellent services to attain a majormarket share and keep their Customers satisfied in all aspects.

This research study is useful for BSNL to understand the expectations and requirementsof 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 ofdetermining the brand equity for BSNL and then the customers feedback on the variousproducts.

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 whowere contacted to learn about the various BSNL packages and policies were also theprimary source of data.

Questionnaire was designed after a pre-survey interview covering all the aspects ofBSNL services. Data analysis and interpretation was done using the collected data withnecessary tools including percentage analysis, five point scale was used to grade theopinion of the respondents regarding the various variables used, soft wares like SPSSwere also used to enable efficient analysis of data.

The researcher strongly believes that this study would be helpful to the BSNLManagement in knowing about the Customers Satisfaction, Customer Perception,

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Customer Preferences, and service requirements and about the other competitors status inthe market thereby helping them in improve their quality of Services offered.

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TABLE OF CONTENTS

CONTENTS Page No.

LIST OF TABLES 5LIST OF CHARTS 6

INTRODUCTION 71.1 STATEMENT OF PROBLEM 71.2 IMPORTANCE OF THE STUDY1.3 OBJECTIVES 71.4 SCOPE OF THE STUDY 81.5 RESEARCH METHODOLOGY 8

1.6 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

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

41

42

43

44

45

46

47

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INTRODUCTION

1.1 Statement of problem

A study has been conducted in order to understand the customer opinion and satisfactionlevel of various landlines and mobile services in HARYANA, research titled A STUDYON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES

AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY hasbeen 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

customers 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 landlineservices

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 concludeabout 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 andrequirements 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, brandawareness, 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 datahave been collected from internet.

Research Approach

Primary data have been collected through surveys. Data collection has been donethrough 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 48from Rohtak

The researcher had prepared questionnaire to elicit responses for the followingareas

Location

Age

Occupation

Monthly income

Mobile user

Mobile service usage

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Chapter VIII deals with the annexure

2.1 COMPANY PROFILE

On October 1, 2000 the department of telecom operations, Government of India became acorporation and was christened Bharat Sanschar Nigam Limited (BSNL) . Today BSNLis the number 1 Telecommunications company and largest public sector undertaking ofIndia with authorized share capital of $ 3977 million and net worth of 14.32 billion. It hasa network of over 45 million lines covering 5000 towns with over 35 million telephoneconnections.

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 & morethan 400,000 data customers BSNL continues to serve this great nation .

Its responsibilities include improvement of the already impeccable quality of telecomservices in all villages and instilling confidence among its customers.

Bharat Sanchar Nigam Ltd. has merged to shoulder the responsibilities remarkably anddeftly. Today with over 45 million line capacity , 99.9 % of its exchanges digital , nation

wide network management and surveillance system (NMSS) to control telecom trafficand over 4,00,000 route kms. of OFS networks , BSNL ltd. is a name to reckon with inthe world of connectivity. Along with its vast customer base ,BSNLs financial and assetbases too are vast and strong consider the figures , as they speak volumes on BSNLsstanding :

The telephone infrastructure alone is worth about Rs.100,000, Cr. [US $ 22.74billion].

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

Add to which, BSNLs nationwide coverage & reach , comprehensive range ofTelecom services and a penchant for excellence; and you have the ingredients forRestructuring India for a bright future , Today, BSNL is most trusted TelecomBrand 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:-

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Revenue earned by BSNL in last 7 years.

CMD BSNL

DIRECTOROPERATIONS

DIRECTOR

COMML&MKTDIRECTORPLANNING&NS

DIRECTORHRD

CS&GM

(legal)

SR.DD

(Vigi

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- WTR

CGM (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 & NAndhra Prade

AssamBiharChattisgarhGujratHaryanaHimachal PraJhrakhandJammu & KasKarnatakaKeralaMadhaya PradMarashtra

North East-INorth East-IIOrrisaPunjabRajasthan

TamilnaiduUttar PradeshUttar Pradesh 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

19814

22000

25293

31400

33450

36138

34616

0 5000 10000 15000 20000 25000 30000 35000 40000

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2006

2005

2004

2003

2002

2001

2000

Gross investment in Fixed Assets

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

GROSS INVESTMENT IN FIXED ASSETS

15784

16571

12057

6538

7578

8824

8153

0 2000 4000 6000 8000 10000 1 2000 14000 16000 18000

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-072006-0

2005-0

2004-0

2003-0

2002-0

2001-0

2000-0

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, iscertainly on a financial ground that's sound.

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The corporation has a net worth of Rs 63,000 crores (US $ 14.32 billion), authorizedequity 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, onesolitary name lies embedded at the pinnacle - BSNL. A company that has gone past thenumber games and the quest to attain the position of a leader. It is working round theclock to take India into the future by providing world class telecom services for people ofIndia. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brandof the Nation.

Driven by the very best of telecom technology from chosen global leaders, it connectseach inch of the nation to the infinite corners of the globe, to enable you to step intotomorrow.

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

The Plain old, Countrywide telephone Service through32,000 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 extendedto 198 cities very shortly. The service is being provided on existing copper infrastructureon 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, VideoConferencing, Video-on-Demand, Broadcast application etc will be added.

Keeping the global network of Networks networked, the countrywide InternetServices 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 webbrowsing and E-mail applications. You can use your dialup sancharnet account from anyplace 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.

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ISDNIntegrated Service Digital Network Service of BSNL utilizes a unique digitalnetwork providing high speed and high quality voice, data and image transfer over thesame line. It can also facilitate both desktop video and high quality video conferencing.

Intelligent Network Intelligent Network Service (In Service) offers value-addedservices, 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 isoperational in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN)Connection) and frame relay services.

Leased LineBSNL provides leased lines for voice and data communication forvarious applications on point to point basis. It offers a choice of high, medium and lowspeed leased data circuits as well as dial-up lines. Bandwidth is available on demand inmost cities. Managed Leased Line Network (MLLN) offers flexibility of providingcircuits with speeds of nx64 kbps up to 2mbps, useful for Internet leased lines andInternational Principle Leased Circuits (IPLCs).

Cellular Mobile Service BSNLs GSM cellular mobile service Cellone has acustomer 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 over160 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. CellOneoffers all India Roaming facility to both pre-paid and post-paid customers (includingMumbai & Delhi).

WLL This is a communication system that connects customers to the Public SwitchedTelephone Network (PSTN) using radio frequency signals as a substitute forconventional wires for all or part of the connection between the subscribers and thetelephone exchange.

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Countrywide WLL is being offered in areas that are non-feasible for the normalnetwork.

Helping relieve congestion of connections in the normal cable/wire based networkin 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 bidderEricsson has picked up its share of Order ,the second bidder NSN has not accepted orderso far.

BSNL Brands

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

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 Insurancecoverage for its subscribers in case of

Accidental Death

Permanent total disability due to accident

The Insurance coverage scheme will be applicable for its subscribers of landlineincluding WLL & postpaid cellular services. The customers will be covered by BajajAllianz insurance co. Ltd.

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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 LandlinesTotal number of connections as on 31/5/2007 3,31,49,457WLL

Total number of connections as on 31/5/2007 35,99,544Village Public Telephones

Total 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 systemsDIGITAL

Route (Kms) Route(Kms)Microwave 5340Coaxial 6,024UHF 45,130

Optical Fiber 5,37,727

Satellite based Services as on 31/3/2007

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

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

State Highway Covered (Km) 55,300Railway route Covered (Km) 28,658

CUSTOMER CARE

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Several steps have been taken at BSNL to

augment the quality of customer care to

international standards.

Access round the clock help at following toll free numbers

Dataone Broadband '1600-424-1600'

PSTN Call Center '1500' (in select states)

Sancharnet Help Desk '1957'

CellOne all India Help '9400024365'

All BSNL customer service centers [CSCs] now remain open on all 7 days from8 A.M to 8 P.M without any break for all activities.

Cheque deposit machines have also been installed in many cities, so thatcustomers can make payments 24X7 at their convenience.

Customers can also make payments by cheque/Demand Draft to BSNLfranchisees all over the country.

With a view to simplify and offer customer friendly services, more than oneBfone connections can be applied on a single application form. Accordingly, a

single demand note would be issued to the customer in respect of all theconnections 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 offaults.

Majority of the local network is built up on jelly filled and OFC for trouble freeservice.

Internal Distribution Points (DPs) being provided in the customer premises toeliminate 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 providedextensively to reduce the long lengths of copper cables.

Establishing call centers across the nation to provide single window solutionsand convenience to customers.

Countrywide Network Management & Surveillance System (NMSS) to ensureuninterrupted and efficient flow of telecom traffic.

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Application Forms for new connections have been made free of charge for allservices.

Procedure for restoration of telephones disconnected due to non-paymentsimplified 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 telephoneconnections, 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 marketingmanager has the task of influencing the level, timing, and composition of demand in waythat will achieve organizational objectives.

BRAND EQUITY

What is Brand equity?

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BRANDEQUITY

BRANDAWARENESS

BRANDLOYATY

PERCIVEDQUALITY

BRANDASSOCIATION


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The goal of Brand leadership paradigm is to create strong brand anyway? In managingBrand equity, brand equity was defined as the brand assets or [liabilities] linked to abrands name and symbol that add to [or subtract from] a product or service. These assetscan be grouped in to four dimensions brand awareness, perceived quality, brandassociations 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 toaffect perceptions and even taste. People like the familiarand are prepared to ascribe allsorts of goodattitudes to items that are familiar to them. The IntelInside campaign hasdramatically transferredawareness into perceptions of technologicalsuperiority andmarket acceptance.

Perceived quality:

Brand association can be anything that connects the customer to the brand. It caninclude user imagery, product attributes, use situations, Organizational associations,brand personality and symbols. Much of brand management involves determining whatassociations to develop and then creating programs that will link the associations to thebrand.Brand associations:

Brand association can be anything that connects the customer to the brand. It caninclude user imagery, product attributes, use situations, Organizational associations,brand personality and symbols. Much of brand management involves determining whatassociations to develop and then creating programs that will link the associations to thebrand.

Brand loyalty:

Brand loyalty is at the heart of any brands value. The concept is to strengthen the sizeand intensity of each loyalty segment. A brand with a small but intensely loyal customerbase can have significant equity.Brand Preference :

The stage of brand loyalty at which a brand will select a particular brand but willchoose a competitors 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 areexceeded, a firm will achieve high levels of customer satisfaction and will create"customer delight." If the customer's expectations are not met, customer dissatisfactionwill result. And the lower the satisfaction level, the more likely the customer is to stopbuying from the firm.

4.1 ANALYSIS AND INTERPRETATIONS

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PROFILE OF THE SAMPLE RESPONDENTS

LOCATION

TABLE 1

Frequency Percent Valid Percent Cumulative Percent

Valid GURGAON 145 58.0 58.0 58.0

KARNAL 57 22.8 22.8 80.8

ROHTAK 48 19.2 19.2 100.0

Total 250 100.0 100.0

CHART 1

LOCATION

0

10

20

30

40

50

60

Percent

Location 58 22.8 19.2

Gurgaon Karnal Rohtak

INFERNCE:

As the Table depicts, a good majority of the respondent (58%) of consumersbelongs to Gurgaon while Rohtak is the least (19.2%).

AGE

TABLE 2

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MONTHLY INCOME

TABLE 4


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

bet 10000-15000 62 24.8 25.3 90.2

bet 15000-25000 11 4.4 4.5 94.7

above 25000 13 5.2 5.3 100.0

Total 245 98.0 100.0

Missing System 5 2.0

Total 250 100.0

CHART 4

MONTHLY INCOME

0

10

20

30

40

50

60

Percent

Monthly income 11 53.9 25.3 4.5 5.3

below 5000bet 5000-

10000

bet 10000-

15000

bet 15000-

25000

above

25000

INFERNCE:

As the Table depicts, a good majority of the respondent (53.9%) consumersmonthly income is between (5000-10000), while monthly income between (15000-25000) is least (4.5%).

MOBILE USE

TABLE 5


Valid YES 183 73.2 73.2 73.2

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NO 67 26.8 26.8 100.0

Total 250 100.0 100.0

CHART 5

MOBILE USE

0

20

40

60

80

Percen

t

Mobile use 73.2 26.8

YES No

INFERNCE:

From the above Table, it is inferred that majority of the respondents (73.2%) wereusing Mobile phones while (26.8%) were not using Mobile phones.

LANDLINE USE

TABLE 6


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Valid YES 237 94.8 94.8 94.8

NO 13 5.2 5.2 100.0

Total 250 100.0 100.0

CHART 6

LANDLINE USE

0

20

40

60

80

100

P

ercent

Landline use 94.8 5.2

YES NO

INFERENCE:

From the above Table, it is inferred that majority of the respondents (94.8%) wereusing Landline telephone while (5.2%) were not using Landline telephone.

ANALYSIS OF BRAND PREFERENCE

MOBILE SERVICE

TABLE 7

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Valid No mobile 67 26.8 26.8 26.8

BSNL 78 31.2 31.2 58.0

Tataindicom 1 .4 .4 58.4

Reliance 26 10.4 10.4 68.8 Airtel 25 10.0 10.0 78.8

Aircel 37 14.8 14.8 93.6

Hutch 16 6.4 6.4 100.0

Total 250 100.0 100.0

CHART 7

MOBILE SERVICE

0

10

20

30

40

Percent

Mobile service 26.2 31.2 0.4 10.4 10 14.8 6.4

No BSNL Tataindi Relianc Airtel Aircel Hutch

INFERNCE:

As the Table depicts, a good majority of people (31.2%) are using BSNL, whileTataindicom are the least (0.4%) by considering 250 samples.

LANDLINE SERVICE

TABLE 8


Valid No Landline 13 5.2 5.2 5.2

BSNL 221 88.4 88.4 93.6

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Tataindicom 8 3.2 3.2 96.8

Airtel 8 3.2 3.2 100.0

Total 250 100.0 100.0

CHART 8

LANDLINE SERVICE

0

20

40

60

80

100

Percent

Landline service 5.2 88.4 3.2 3.2

No landline BSNL Tata indicom Airtel

INFERNCE:

As the Table depicts, a good majority of people (88.4%) are using BSNL, whileTataindicom and Airtel are the least (3.2%) each.

FAMILIAR

TABLE 9

Frequency Percent Valid Percent Cumulative

Percent

Valid Very familiar 128 51.2 51.2 51.2

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Some what familiar 120 48.0 48.0 99.2

Familiar but never used it 2 .8 .8 100.0

Total 250 100.0 100.0

CHART 9

FAMILIAR

0

20

40

60

P

ercent

Familiar 51.2 48 0.8

very fami liarSome what

familiar

Familiar but

never used

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


Percent

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%within

AGE

30.0% 26.0% 12.0% 8.0% 20.0% 4.0% 100.

bet 36-40

Count 11 14 6 3 5 7

%

withinAGE

23.9% 30.4% 13.0% 6.5% 10.9% 15.2% 100.

bet 41-50

Count 8 12 6 1 3 3

%within

AGE

24.2% 36.4% 18.2% 3.0% 9.1% 9.1% 100.

above50

Count 8 8 1 2 1

%within

AGE

40.0% 40.0% 5.0% 10.0% 5.0% 100.

Total Count 67 78 1 26 25 37 16

%within

AGE

26.8% 31.2%

.4% 10.4% 10.0%

14.8% 6.4% 100.

Hypothesis:

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

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

Chi-Square Tests

TABLE 11

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 37.625 24 .038

Likelihood Ratio 37.654 24 .038

N of Valid Cases 250

a.17 cells (48.6%) have expected count less than 5. The minimum expectedcount is .08.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 significantrelationship between the Age of the Customers and Mobile Service using by theCustomers.

CHART 11

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0

5

10

15

20

25

30

Count

AGE

No mobile 10 30 11 8 8

BSNL 18 26 14 12 8

Tataindicom 1 0 0 0 0

Reliance 1 12 6 6 1

Airtel 11 8 3 1 2

Aircel 8 20 5 3 1

Hutch 2 4 7 3 0

bet 20-30 bet 31-35 bet 36-40 bet 41-50 above 50

LOCATION * NETWORK Cross tabulation

NETWORK Total

Verysatisfie

d

Quitesatisfie

d

Neutral

Quitedissatisfied

Verydissatisfied

LOCATION GURGAON Count 92 33 11 3 6 145

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% withinLOCATION

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

KARNAL Count 14 26 9 5 3 57

% withinLOCATION

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

ROHTAK Count 9 19 10 7 3 48

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

Total Count 115 78 30 15 12 250

% withinLOCATION

46.0% 31.2% 12.0% 6.0% 4.8% 100.0%

Hypothesis:

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

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

Chi-Square TestsTABLE 12


Pearson Chi-Square 48.112(a) 8 .000



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 criticalvalue (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there isa significant relationship between the Location of the Customers and Satisfactionof BSNL Network using by the Customers.

CHART: 12

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LOCATION * CUSTOMER CARE Cross tabulation

CUSTOMER CARE Total

Verysatisfi

ed

Quitesatisfi

ed

Neutral

Quitedissatisfie

d

Verydissatisfie

d

LOCATION COIMBATORE

Count 52 46 16 10 21 145% withinLOCATION

35.9%

31.7%

11.0%

6.9% 14.5%

100.0%

POLLACHI Count 11 22 10 9 5 57

% withinLOCATION

19.3%

38.6%

17.5%

15.8%

8.8% 100.0%

TIRUPUR Count 7 9 17 9 6 48

% withinLOCATION

14.6%

18.8%

35.4%

18.8%

12.5%

100.0%

Total Count 70 77 43 28 32 250

% withinLOCATION

28.0%

30.8%

17.2%

11.2%

12.8%

100.0%

Hypothesis:

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

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

Chi-Square Tests

TABLE 13

34

0

20

40

60

80

100

VERY SATISFIED 92 14 9

QUITE SATISFIED 33 26 19

NEUTRAL 11 9 10

QUITE DISSATISFIED 3 5 7

VERY DISSATISFIED 6 3 3

GURGA

ONKARNAL RIHTAK


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a. 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 criticalvalue (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) thereis a significant relationship between the Location of the Customers andSatisfaction level of BSNL Customer care.

CHART 13

0

10

20

30

40

50

60

VERY SATTISFIED 52 11 7

QUITE SATTISFIED 46 22 9

NEUTRAL 16 10 17

QUITE DISSATISFIED 10 9 9

VERY DISSATISFIED 21 5 6

GURGAO

N

KARNAL ROHTAK

COST * MIGRATION Cross tabulation

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MIGRATION To

Certain Highchance

Not sure Lowchance

Never

COST Very satisfied Count 1 1 5 8 56

% within COST 1.4% 1.4% 7.0% 11.3% 78.9% 1

Quite satisfied Count 1 4 21 38 29

% within COST 1.1% 4.3% 22.6% 40.9% 31.2% 1

Neutral Count 3 2 16 11 6

% within COST 7.9% 5.3% 42.1% 28.9% 15.8% 1

Quite dissatisfied Count 6 1 12 7 10

% within COST 16.7% 2.8% 33.3% 19.4% 27.8% 1

Very dissatisfied Count 5 3 1 3

% within COST 41.7% 25.0% 8.3% 25.0% 1

Total Count 16 8 57 65 104

% within COST 6.4% 3.2% 22.8% 26.0% 41.6% 1

Hypothesis:

Null Hypothesis [Ho]: There is no significant relationship between the Satisfactionof 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





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 criticalvalue (26.30) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is asignificant relationship between the Satisfaction of Cost of BSNL and Migration ofCustomers.

CHART 14

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0

10

20

30

40

50

60

certain 1 1 3 6 5

high chance 1 4 2 1 0

not sure 5 21 16 12 3

low chance 8 38 11 7 1

never 56 29 6 10 3

very

satisfi

ed

quite

satisfi

ed

neutral

quite

dissati

sfied

very

dissati

sfied

QUALITY OF CUSTOMER SERVICE * MIGRATION Cross tabulation

MIGRATION T

Certain Highchanc

e

Notsure

Lowchance

Never

QUALITY OFCUSTOMERSERVICE

Excellent Count 1 2 21

% within QUALITY

OF CUSTOMERSERVICE

4.2% 8.3% 87.5% 1

Good Count 3 2 9 19 33

% within QUALITYOF CUSTOMERSERVICE

4.5% 3.0% 13.6% 28.8% 50.0% 1

Average Count 4 2 24 19 27


5.3% 2.6% 31.6% 25.0% 35.5% 1

Poor Count 1 1 8 15 10


2.9% 2.9% 22.9% 42.9% 28.6% 1

Very poor Count 8 3 15 10 13


16.3% 6.1% 30.6% 20.4% 26.5% 1

Total Count 16 8 57 65 104

% withinQUALITY OFCUSTOMERSERVICE

6.4% 3.2% 22.8% 26.0% 41.6% 1

Hypothesis:

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

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

Chi-Square Tests

TABLE 15





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 isa significant relationship between the Quality of Customer service and Migrationof the Customers.

CHART 15

0

5

10

15

20

25

30

35

Count

Quality of customer service

Certain 0 3 4 1 8

High chance 0 2 2 1 3

Not sure 1 9 24 8 15

Excellen

tGood Average Poor

Very

poor

LOCATION * TARIFF Cross tabulation

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TARIFF Total

Verysatisfie

d

Quitesatisfie

d

Neutral Quitedissati

sfied

Verydissat

isfied

LOCATION COIMBATORE Count 71 54 14 3 3 145

% withinLOCATION

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

POLLACHI Count 15 24 10 4 4 57

% withinLOCATION

26.3% 42.1% 17.5% 7.0% 7.0% 100.0%

TIRUPUR Count 8 17 16 7 48

% withinLOCATION

16.7% 35.4% 33.3% 14.6% 100.0%

Total Count 94 95 40 14 7 250

% withinLOCATION

37.6% 38.0% 16.0% 5.6% 2.8% 100.0%

Hypothesis:

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

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

Chi-Square Tests

TABLE 16Value df Asymp. Sig. (2-sided)




a. 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.) thereis a significant relationship between the Location of the Customers and Satisfaction

of BSNL Tariff Plan.

CHART 16

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0

10

20

30

40

50

60

70

80

COUNT

Quality Of customer service

Very satisfied 71 15 8

Quite satisfied 54 24 17

Neutral 14 10 16

Quite dissatisfied 3 4 7

Very dissatisfied 3 4 0

Gurgaon Karnal Rohtak

ANALYSIS OF BRAND ATTRIBUTES

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TARIFF

TABLE:17

Frequency Percent Valid Percent CumulativePercent

Valid Very satisfied 94 37.6 37.6 37.6

Quite satisfied 95 38.0 38.0 75.6

Neutral 40 16.0 16.0 91.6

Quite dissatisfied 14 5.6 5.6 97.2

Very dissatisfied 7 2.8 2.8 100.0

Total 250 100.0 100.0

CHART :17

0

10

20

30

40

Percent

Tarrif 37.6 38 16 5.6 2.8

very satisfied Quite satisfied NeutralQuite

dissatisfied

Very

dissatisfied

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

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TABLE 18

Frequency Percen

t

Valid Percent Cumulative

Percent


Quite satisfied 78 31.2 31.2 77.2 Neutral 30 12.0 12.0 89.2

Quite dissatisfied 15 6.0 6.0 95.2


Total 250 100.0 100.0

CHART 18

0

20

40

60

Percent

Network 46 31.2 12 6 4.8

Very

satisfied

Quite

satisfiedNeutral

Quite

dissatisfie

very

dissatisfie

INFERNCE:

As theTable depicts, a good majority of respondents (46%) were Very Satisfiedwith the Network of BSNL, while the least (4.8%) were Very Dissatisfied with theNetwork of BSNL.

COST

TABLE 19

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TABLE 20

Frequency Percent

Valid Percent CumulativePercent



Neutral 43 17.2 17.2 76.0 Quite dissatisfied 28 11.2 11.2 87.2


Total 250 100.0 100.0

CHART 20

0

10

20

30

40

Percent

Customer Care 28 30.8 17.2 11.2 12.8

Very satisfiedQuite

satisfiedNeutral

Quite

dissatisfied

Very

dissatisfied

INFERENCE:

From the above Table, it was inferred that majority of respondents (30.8%) wereQuite 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

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Neutral 95 38.0 38.0 82.4

Quite dissatisfied 33 13.2 13.2 95.6 Very dissatisfied 11 4.4 4.4 100.0

Total 250 100.0 100.0

CHART 21

0

10

20

30

40

Percent

Additional package 17.6 26.8 38 13.2 4.4

Very Quite Neutral Quite Very

INFERENCE:

From the above Table, it was inferred that majority of respondents (38%) opinedNeutral with the BSNLs 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


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Percent

Valid Excellent 24 9.6 9.6 9.6

Good 66 26.4 26.4 36.0

Average 76 30.4 30.4 66.4

Poor 35 14.0 14.0 80.4

Very poor 49 19.6 19.6 100.0

Total 250 100.0 100.0

CHART 22

0

10

20

30

40

Percen

t

Quality of customer service 9.6 26.4 30.4 14 19.6

Ex cel lent Good Average Poor Very poor

INFERENCE: As the Table depicts, the majority of respondents (30.4%) were opined Averagewith special reference to the Quality of Customer Service, while the least number ofrespondents (9.6%) were opined Excellent with respect to the Quality of CustomerService.

MIGRATION

TABLE 23

Frequency Percent Valid Percent CumulativePercent

Valid Certain 16 6.4 6.4 6.4

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High chance 8 3.2 3.2 9.6

Not sure 57 22.8 22.8 32.4

Low chance 65 26.0 26.0 58.4

Never 104 41.6 41.6 100.0

Total 250 100.0 100.0

CHART 23

0

20

40

60

Percent

Migration 6.4 3.2 22.8 26 41.6

Certain High Not sure Low chance Never

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 ofrespondents (3.2%) were opined High Chance with reference to the chance ofMigration 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 andAirtel are the least (3.2%) each, with respect to Landline.

A good majority of people (51.2%) are familiar with BSNL, while (0.8%) ofpeople are familiar but have never used.

A good majority of respondents (39.6%) opined that BSNL is Some WhatBetter when compared to other services, while the least number of respondents(0.4%) opined Dont know/Never used.

There is a significant relationship between the Age of the Customers and MobileService used by the Customers.

There is a significant relationship between the Location of the Customers and SatisfactiBSNL Network used by the Customers.

There is a significant relationship between the Location of the Customers andSatisfaction of BSNL Network used by the Customers.

There is a significant relationship between the Satisfaction of Cost of BSNL and MigratiCustomers.

There is a significant relationship between the Quality of Customer service and Migration Customers.

There is a significant relationship between the Location of the Customers and SatisfactiBSNL 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 respondentswere Very Dissatisfied with respect to the BSNL Tariff Plan.

A good majority of respondents (46%) were Very Satisfied with the Network ofBSNL, while the least (4.8%) were Very Dissatisfied with the Network ofBSNL.

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A majority of respondents (37.2%) were Quite Satisfied with special regards tothe Satisfaction level of Cost of BSNL, while the least number of respondents(4.8%) were Very Dissatisfied with the Satisfaction level of Cost of BSNL.

A majority of respondents (38%) opined Neutral with the BSNLs Additional

Packages, while the least number of respondents (4.4%) opined VeryDissatisfied with the Additional Packages of BSNL.

The majority of respondents (30.4%) opined Average with special reference tothe 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 tothe chance of Migration from BSNL, while the least number of respondents(3.2%) opined High Chance with reference to the chance of Migration fromBSNL.

Some customers felt that when landline phone gets out of order, it is not checkedor corrected for even 1month, hence there was heavy business loss.

In the evening, lines are not getting connected since network problem was toohigh.

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 othermobile 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 customerssurrendered BSNL and migrated to Airtel.

Customers perceived that the bills are always inflated.

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

Customers are expecting more number of free calls.

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

The extensive time lag between submission of application and receiving of atelephone 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 bothMobile and Landline.

The respondents felt that The BSNL cell ones starter pack and recharge cards arein 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 stillusing BSNL service (For only Incoming).

One of the major irritations, as told by the respondents was that thecommunication instruments provided by BSNL were of poor quality and hencethey had to face frequent problems with the instruments.

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6.1 SUGGESTIONS:-

From the research study, it has been found out that the Customers are very

particular about the Quality of the Telecom services and hence they want BSNL

to increase the Quality of BSNL services by providing the Customers an attractive

instrument with new wiring connections.

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 Ids should be provided immediately after the Customers requisition.

Customer care of BSNL needs improvement.

7.1 CONCLUSION:-

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Conclusion:

BSNL being a public sector, in order to thrive and excel, have to understand about theCustomers expectations.

They also have to understand about their competitors and their nuances in understandingtheir Customers.

Since Communication industry is a very competitive one it is high time for BSNL tounderstand about their Customers in Landline as well as Mobile services.

8.1 BIBLIOGRAPHY :-

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PRINCIPLES OF MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING RESEARCH - N.K MALHOTRA

WEBSITES:

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

9.1ANNEXURE:-

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

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

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

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

a. Very satisfied

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

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


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

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a. Much better.b. Some what better.c. About the same.d. Some what worse.e. Dont know (or) Never used.

14. [a]. All things considered over the next 12 months how likely are you to replace yourcurrent 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 fordoing so?

bsnl projects

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