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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 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 2006- June 2006.

The researcher has done an internship project at BSNL, Chennai 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 Coimbatore,

tirupur and pollachi 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.

TABLE OF CONTENTS

S.NO. CONTENTS PAGE NUMBER

LIST OF TABLES

LIST OF CHARTS

1

3

1.0 INTRODUCTION

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

5

2.0 PROFILE

2.1 COMPANY PROFILE

13

3.0 CONCEPTUAL REVIEW 24

4.0 ANALYSIS AND INTERPRETATIONS 28

5.0 FINDINGS AND SUGGESTIONS 66

6.0 CONCLUSION 74

7.0 BIBLIOGRAPHY 76

8.0 ANNEXURE 78

LIST OF TABLES

S.NO. CONTENTS PAGE NUMBER

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 41

12. Respondents by their Location and Landline. 43

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

14. Respondents by their Location and Network Coverage 47

15. Respondents by their Location and Customer Care 49

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

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

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

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

59

60

61

62

63

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

65

LIST OF CHARTS

S.NO. CONTENTS PAGE NUMBER

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 42

12. Respondents by their Location and Landline. 44

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

14. Respondents by their Location and Network Coverage 48

15. Respondents by their Location and Customer Care 50

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

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

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

19. Respondents by their Location and Tariff plan Satisfaction 58

59

60

61

62

24. Satisfaction level of Additional Packages of BSNL. 63

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

65