1.1 INTRODUCTION Customer satisfaction, a business term is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a balanced scorecard. Increasing
competition
(whether
for-profit
or
nonprofit)
is
forcing
businesses to pay much more attention to satisfying customers. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Organizations need to retain existing customers while targeting noncustomers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer
satisfaction
is an
abstract
concept
and
the actual
manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. Customer satisfaction is the most common form of market research in business-to-business markets and is often connected to quality and production measurement, rather than as straight marketing based research. Before setting up a
customer satisfaction
programmed, it is necessary to ensure that
the
organization has the will to actually make changes for improvement; otherwise you will simply be annoying customers by taking their time to collect information, then not doing anything with it. Customers or buyers are exposed to more of the world than ever before i.e in the changing economy through cable and satellite television, the internet and increased travel and as a result, their tastes and interests have broadened dramatically. Moreover, the long economic dominance of the United States, Europe and Japan is giving way, and economic power is increasingly shared with developing economies.
1
Customer satisfaction survey further illuminates the relationship between the customer experience and business performance. Around the world, consumers expect better service quality. It confirms that consumers are more likely to leave a provider because of poor service than for any other reason. It also reveals that service quality is the most powerful factor, more influential than price in choosing providers or to do business with them. customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‘ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in 'absolute' terms. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company‘s goods and services. Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm‘s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second
2
important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction. The BSNL, which is the Government origination, is successful because of mass survey conducted through the sales force. By following different effective strategies and planning procedures it is running its business successfully. So it is enjoying high customer loyalty as there is high customer satisfaction. Hence customer satisfaction is one of the key elements for achieving good results.
3
1.2 NEED FOR THE STUDY In the modern era building customer satisfaction and loyalty is a key we say to profitable business. The current trend for businesses is to become 'customercentric', that is, to put the customer at the center of our business in terms of our strategies, actions and processes. Many organizations now approach the 'lifetime value' of customers and seek to increase it. The importance of customer satisfaction was a hot business topic in the 1980s, as customer satisfaction was considered the best window into loyalty. It seems self-evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences. A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or where he is going wrong. Such informal feedback is valuable in any company but hard to formalize and control in anything much larger than a corner shop. For this reason surveys are necessary to measure and track customer satisfaction. In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it can improve. It is wise to cross check the internal views with a small number of depth interviews with customers. In any customer satisfaction survey there will be quick fixes – actions that can be taken today or tomorrow that will have immediate effect. The purpose of customer satisfaction research is to improve customer satisfaction and yet so often surveys sit collecting dust. Worse than that, customers have generously given their time to assist in the survey believing that some positive action will take place. Their expectations will have been raised. The process of collecting the data seems easier than taking action to improve satisfaction levels. The key to customer retention is customer delightment. A highly satisfied customer stays loyal longer, talks favorably about the organization and its products; offers product or service ideas to the organization and costs less to serve the new customers. Today more organizations are recognizing the importance of satisfying and retaining current customers.
4
It is not enough to be skillful in attracting new customers, the organization must keep them. Today‘s organization must pay closer attention to the customer defection rate (the rate at which they lose customer). Here in case of BSNL thus the need for study on customer satisfaction is important since it is highly depending on the customer opinions and expectations there by using that information to change its strategies.
5
1.3 OBJECTIVES OF THE STUDY 1. To study the overview of B.S.N.L 2. To
determine
customer
preferences
of
landline
and
mobile
services. 3. To evaluate the customer satisfaction level for mobile services as well as landline services. 4. To analyze the customer opinion and satisfaction with specific reference to BSNL. 5. To suggest some guidelines for BSNL in order to provide better focused services.
6
1.4 METHODOLOGY OF THE STUDY Marketing research is the ―Systematic design, collection, analysis, and reporting of data and finding relevant to a specific Marketing situation facing the company.‖ Data collection is the most important task for a company to stay in the market for long time. The accuracy of the collected data is of great significance for drawing correct and valid conclusions from the investigation. Data can be collected in territorial sources.
Primary data: The primary data are collected through the help of the structured questionnaire prepared by the researcher.
Secondary data: The secondary data are usually of two types internal and o
external. Internal records of the company are used as the point of the marketing research. This includes information about the product being researched, its history, company‘s background, market share, and competitors‘ information.
These types of information
were
collected from the marketing department, sales department and corporate cell for marketing intelligence in the company. o
External secondary data contains information available from public sources such as business newspapers, business magazines. A prominent source of data is the CMIE or Centre for Monitoring Indian Economy, which publishes monthly reports on various aspects of Indian economy and Industry.
Sample size: A sample size of 200 people was taken by the researcher to accomplish the survey.
Allocation of the total sample size Young people(18yrs to
Middle aged(25yrs to
Middle and old(above
25yrs)
45yrs)
45 yrs)
90
75
35
7
Methods used for collection of data:
Survey:
This technique of data collection has already been discussed
about above in the report.
It was conducted in person that is by meeting the
person personally, over telephone, and even my mail. The main disadvantage of conducting surveys over telephone or mail is that the facial expression, body language of the respondent can‘t be observed. Moreover the level of reliability on the results of such surveys is very less and is prone to incorrect results.
So
approximately 80% of the surveys conducted were by meeting persons personally. The questionnaire used for the survey is in the Annexure part of the report. The field work was done by me at different places like homes, offices, shops, etc. The surveys were done in the office time, so that it is possible to meet every one.
Observation: Observation is a technique where the consumer‘s behavior
is recorded, usually without his/ her knowledge. So according to the definition it is clear that in this technique of data collection they are more inclined towards BSNL or any other like the main competitors of BSNL like the bharti Airtel , Vodafone, TATA, Reliance, etc.
Qualitative technique: This technique included word association where the respondent was asked for a word that comes to his / her mind after thinking of the brand BSNL.
Experimentation: In this I measured the effect of one or more variables
by changing the level of some variables, and measuring the effects.
8
1.5 LIMITATIONS OF THE STUDY 1. We have collected only 200 samples due to shortage of time. 2. We weren‘t able to get proper response from some samples. 3. Some of the information are difficult to gather due to professional obligations. 4. Sample result may not resemble with population. 5. Study has been restricted to some areas of Visakhapatnam only.
9
2.1 History of Telecom Industry in India The Indian Telecommunications industry is the world's fastest growing telecommunications industry, with 962.82 Million telephone (landlines and mobile) subscribers and 929.37 Million mobile phone connections as of May 2012. It is also the second largest telecommunication network in the world in terms of number of wireless connections after China. The Indian Mobile subscriber base has increased in size by a factor of more than one hundred since 2001 when the number of subscribers in the country was approximately 5 million to 962.82 million as on 30 th June, 2012. As the fastest growing telecommunications industry in the world, it is projected that
India will
have 1.159 billion mobile subscribers by 2013.
Furthermore, projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013. The industry is expected to reach a size of
344,921 crore
(US$74.85 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. According to analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly. In 2008-09 the overall telecom equipments revenue in India stood at against
136,833 crore (US$29.69 billion) during the fiscal, as
115,382 crore (US$25.04 billion) a year before. Indian telecom operators
added a staggering 227.27 million wireless subscribers in the 12 months between Mar 2010 and Mar 2011 averaging at 18.94 million subscribers every month. To put this into perspective, China which currently possesses the world's largest telecommunications network added 119.2 million wireless subscribers during the same period (March 2010 - March 2011).
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Evolution of the industry-Important Milestones: Year
Milestones
1851
First operational land lines were laid by the government near Calcutta (seat of British power)
1881
Telephone service introduced in India
1883
Merger with the postal system
1923
Formation of Indian Radio Telegraph Company (IRT)
1932
Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC)
1947
Nationalization of all foreign telecommunication companies to
form the Posts, Telephone and Telegraph
monopoly
run
by
the
government's
(PTT), a
Ministry
of
Communications. 1985
Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system)
1986
Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.
1997
Telecom Regulatory Authority of India created.
1999
Cellular Services are launched in India. New National Telecom Policy is adopted.
2000
DOT becomes a corporation, BSNL.
11
MAJOR PLAYERS: There are three types of players in telecom services: State owned companies (BSNL and MTNL) Private Indian owned companies (Reliance Infocomm, Tata Teleservices) Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile, and Spice Communication
Telecommunications Regulatory Environment in India: LIRNEasia‘ Telecommunications Regulatory Environment (TRE)
index,
which summarizes stakeholders‘ perception on certain TRE dimensions, provides insight into how conducive the environment is for further development and progress. The most recent survey was conducted in July 2008 in eight Asian countries, including Bangladesh, India, Indonesia, Sri Lanka, Maldives, Pakistan, Thailand, and the Philippines. The tool measured seven dimensions: i) market entry; ii) access to scarce resources; iii) interconnection; iv) tariff regulation; v) anti-competitive practices; and vi) universal services; vii) quality of service, for the fixed, mobile and broadband sectors.
Modern growth: A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. The first operator is the state-owned incumbent BSNL. BSNL was created by corporatization of the erstwhile Indian Telecommunication Service, a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Vodafone, Bharti Airtel, Tata Indicom, Idea Cellular, Aircel and Loop Mobile have entered the space. See mobile operators in India. In 2008-09, rural India outpaced urban India in mobile growth rate. Bharti Airtel now is the largest telecom company in India. India's mobile phone market is the fastest growing in the world, with companies adding some 18.98 million new customers in June 2012. The total number of telephones in the country crossed the 962.82 million mark in June 2012. The overall tele-density has increased to 78.55% by June 2012. In the wireless segment, 0.56 million subscribers were added in June 2012. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 931.42
12
million now. The wireline segment subscriber base stood at 35.43 million with a decline of 0.14 million as of June 2012.
HISTORY: Telecom in the real sense means transfer of information between two distant points in space. The popular meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the introduction of telegraph.
INTRODUCTION OF TELEGRAPH: The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first experimental electric telegraph Line was started between Kolkata and Diamond Harbor. In 1851, it was opened for the British East India Company. The Posts and Telegraphs department occupied a small corner of the Public Works Department, at that time. Construction of 4,000 miles (6,400 km) of telegraph lines connecting Kolkata (Calcutta) and Peshawar in the north along with Agra, Mumbai (Bombay) through Sandra Ghats, and Chennai in the south, as well as Ootacamund
and
Bangalore
was
started
in
November
1853.
Dr.
William
O'Shaughnessy, who pioneered telegraph and telephone in India, belonged to the Public Works Department. He worked towards the development of telecom throughout this period. A separate department was opened in 1854 when telegraph facilities were opened to the public.
INTRODUCTION OF THE TELEPHONE: In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would undertake the work. In 1881, the Government later reversed its earlier decision and a license was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Calcutta, Bombay, Madras and Ahmadabad and the first formal telephone service was established in the country. 28 January 1882, is a Red Letter Day in the history
13
of telephone in India. On this day Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchanges in Calcutta, Bombay and Madras. The exchange in Calcutta named "Central Exchange" was opened at third floor of the building at 7, Council House Street.
FURTHER DEVELOPMENTS A Mobile Phone Tower:
1902 - First wireless telegraph station established between Sagar Islands and Sand heads.
1907 - First Central Battery of telephones introduced in Kanpur.
1913-1914 - First Automatic Exchange installed in Shimla.
23 July 1927 - Radio-telegraph system between the UK and India, with Imperial Wireless Chain beam stations at Khadki and Daund, inaugurated by Lord Irwin by exchanging greetings with King George
1933 - Radiotelephone system inaugurated between the UK and India.
1953 - 12 channel carrier system introduced.
1960 - First subscriber trunk dialing route commissioned between Lucknow and Kanpur.
1975 - First PCM system commissioned between Mumbai City and Andheri telephone exchanges.
1976 - First digital microwave junction introduced.
1979 - First optical fibre system for local junction commissioned at Pune.
1980 - First satellite earth station for domestic communications established at Secunderabad, A.P..
1983 - First analog Stored Program Control exchange for trunk lines commissioned at Mumbai.
1984 - C-DOT established for indigenous development and production of digital exchanges.
1985 - First mobile telephone service started on non-commercial basis in Delhi.
While all the major cities and towns in the country were linked with telephones during the British period, the total number of telephones in 1948 was only around 80,000. Even after independence, growth was extremely slow. The telephone was a status symbol rather than being an instrument of utility. The number of telephones grew leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in 1991, the year economic reforms were initiated in the country.
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Emergence as a major player: In 1975, the Department of Telecom (DoT) was separated from Indian Post & Telecommunication Accounts and Finance Service. DoT was responsible for telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector was opened up by the Government for private investment as a part of Liberalization-Privatization-Globalization policy. Therefore, it became necessary to separate the Government's policy wing from its operations wing. The Government of India corporatized the operations wing of DoT on 1 October 2000 and named it as Bharat Sanchar Nigam Limited (BSNL). Many private operators, such as Reliance Communications, Tata Indicom, Vodafone, Loop Mobile, Airtel, Idea etc., successfully entered the high potential Indian telecom market.
Revenue and growth: The total revenue in the telecom service sector was (US$18.8 billion) in 2005-06 as against
86,720 crore
71,674 crore (US$15.6 billion) in 2004-
2005, registering a growth of 21%. The total investment in the telecom services sector reached
200,660 crore (US$43.5 billion) in 2005-06, up from
178,831
crore (US$38.8 billion) in the previous fiscal. Telecommunication is the lifeline of the rapidly growing Information Technology industry. Internet subscriber base has risen to 100 million in 2010. Out of this 10.52 million were broadband connections. More than a billion people use the internet globally. Under the Bharat Nirman Programme, the Government of India will ensure that 66,822 revenue villages in the country, which have not yet been provided with a Village Public Telephone (VPT), will be connected. However doubts have been raised about what it would mean for the poor in the country. It is difficult to ascertain fully the employment potential of the telecom sector but the enormity of the opportunities can be gauged from the fact that there were 3.7 million Public Call Offices in December 2005 up from 2.3 million in December 2004.
15
The value added services (VAS) market within the mobile industry in India has the potential to grow from US$500 million in 2006 to a whopping US$10 billion by 2009.
Next generation networks: In the Next Generation Networks, multiple access networks can connect customers to a core network based on IP technology. These access networks include fiber optics or coaxial cable networks connected to fixed locations or customers connected through Wi-Fi as well as to 3G networks connected to mobile users. As a result, in the future, it would be impossible to identify whether the next generation network is a fixed or mobile network and the wireless access broadband would be used both for fixed and mobile services. It would then be futile to differentiate between fixed and mobile networks – both fixed and mobile users will access services through a single core network. Indian telecom networks are not so intensive as developed country‘s telecom networks and India's teledensity is low only in rural areas. 670,000 route kilometers (419,000 miles) of optical fibres has been laid in India by the major operators, even in remote areas and the process continues. BSNL alone has laid optical fibre to 30,000 Telephone Exchanges out of their 36 Exchanges. Keeping in mind the viability of providing services in rural areas, an attractive solution appears to be one which offers multiple service facility at low costs. A rural network based on the extensive optical fibre network, using Internet Protocol and offering a variety of services and the availability of open platforms for service development, viz. the Next Generation Network, appears to be an attractive proposition. Fibre network can be easily converted to Next Generation network and then used for delivering multiple services at cheap cost.
Mobile Number Portability (MNP): TRAI announced the rules and regulations to be followed for the Mobile Number Portability in their draft release on 23 September 2009. Mobile Number Portability (MNP) allows users to retain their numbers, while shifting to a different service provider provided they follow the guidelines set by TRAI. Once a customer changes his/her service provider & retaining the same mobile number they are expected to hold Thiele number with a given provider for at least 90 days, before they decide to move to another service provider. This restriction is set in
16
place to keep a check on exploitation of MNP services provided by the service providers. As per news reports, Government of India decided to implement MNP from December 31, 2009 in Metros & category ‗A‘ service areas and by March 20, 2010 in rest of the country. It has been postponed to March 31, 2010 in Metros & category 'A' service areas. However, time and time again, lobbying by the state-run firms, BSNL and MTNL has resulted in innumerable delays in the implementation of Mobile Number portability. The latest reports suggest BSNL and MTNL are finally ready to implement the Mobile Number Portability by October 31, 2010. A press release by the Department of Telecommunications on 30 June 2010 said "Keeping the complexity and enormity of the testing involved before MNP is implemented and keeping in view the present status of implementation by various operators, it has now been decided to extend the time line for implementation of MNP to 31st October 2010." The latest official report is that Mobile Number Portability will be phased in slowly, starting with Haryana which will have MNP on or soon after November 1, 2010. A news report on 25 November 2010 said Mobile Number Portability (MNP) was finally launched in Haryana. The MNP service inaugurate by the Union Minister of Communications & IT Mr. Kapil Sibal by making the inaugural call to Shri Bhupindrer Singh Hooda, the Chief Minister of Haryana from a ported mobile number in function held at Rohtak city.
International:
Nine satellite earth stations - 8 Intelsat (Indian Ocean) and 1 Inmarsat (Indian Ocean region).
Nine gateway exchanges operating from Mumbai, New Delhi, Kolkata, Chennai, Jalandhar, Kanpur, Gandhinagar, Hyderabad and Ernakulam
Submarine cables:
LOCOM linking Chennai to Penang, Malaysia.
India-UAE cable linking Mumbai to Al Fujayrah, UAE.
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SEA-ME-WE 2 (South East Asia-Middle East-Western Europe 2)
SEA-ME-WE 3 (South East Asia-Middle East-Western Europe 3) - Landing sites at Cochin and Mumbai. Capacity of 960 Gbit/s.
SEA-ME-WE 4 (South East Asia-Middle East-Western Europe 4) - Landing sites at Mumbai and Chennai. Capacity of 1.28 Tbit/s.
TIISCS (Tata Indicom India-Singapore Cable System), also known as TIC (Tata Indicom Cable), Chennai to Singapore. Capacity of 5.12 Tbit/s.
i2i - Chennai to Singapore. Capacity of 8.4 Tbit/s.
SEACOM from Mumbai to the Mediterranean, via South Africa. It currently joins with SEA-ME-WE 4 off the west coast of Spain to carry traffic onward to London (2009). Capacity of 1.28 Tbit/s.
I-ME-WE (India-Middle East-Western Europe) with two landing sites at Mumbai (2009). Capacity of 3.84 Tbit/s.
EIG (Europe-India Gateway), landing at Mumbai (due Q2 2010).
MENA (Middle East North Africa).
TGN-Eurasia (Announced) Landing at Mumbai (due 2010?), Capacity of 1.28 Tbit/s
TGN-Gulf (Announced) Landing at Mumbai (due 2011?), Capacity Unknown.
Telephone statistics:
Telephone subscribers (wireless and landline): 995.9 million (May 2012)
Land lines: 31.53 million (May 2012)
Cell phones: 929.37 million (May 2012)
Monthly cell phone addition: 8.35 million (May 2012)
Teledensity: 79.28% (May 2012)
Annual cell phone addition: 227.27 million (March 2010 - 2011)
Projected teledensity: 1.159 billion, 97% of population by 2013.
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ORGANIZATION PROFILE
Type
Communication service provider
Availability
Countrywide except Delhi& Mumbai
Owner
The government of India
Key people
S.D. Saxena (CFO);Dr. Ajay Data (CEO)
Founded
19th century, incorporated 2000
Website
www.bsnl.in
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2.2 GENESIS AND GROWTH
BSNL
Type
State-owned
Industry
Telecommunications
Founded
19th century, incorporated 2000
Headquarters
New Delhi, India
Key people
R.K.Upadhyay (Chairman &MD) Wireless
Products
Telephone Internet Television
Revenue
▼ US$ 5.8 billion (2011-12)
Owner(s)
Government of India
Employees
276,306 – August, 2011
Website
Bsnl.co.in
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INTRODUCTION BSNL is one of the largest Indian cellular service providers, with over 119.99 million subscribers as of June 2012, and the largest land line telephone provider in India. However, in recent years the company's revenue and profit plunged into heavy losses due to intense competition in the Indian telecommunications sector. BSNL is India's oldest and largest communication service provider (CSP). It had a customer base of 90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam Limited (MTNL). As of June, 2012, BSNL had a customer base of 40.60 million wireline and 98.28 million wireless subscribers. BSNL provides almost every telecom service, however following are the main Telecom Services being provided by BSNL in India:-
1) BSNL Landline: BSNL is the largest telecom operator in India and is known to everybody for Basic Telephony Services for over 100 years. Presently the Plain old, Countrywide
telephone
service
is
being
provided
through
32,000
electronic
exchanges, 326 Digital Trunk Automatic Exchanges (TAX), Digitalized Public Switched Telephone Network (PSTN) all interlinked by over 2.4 lakh km of Optical Fiber Cable, with a host of Phone Plus value additions to our valued Customers. BSNL's telephony network expands throughout the vast expanses of the country reaching to the remotest part of the country. 2) BSNL Mobile: India's fastest growing cellular service, along with postpaid and prepaid services brings cellular telephony to the masses, through innovative technology and strategic pricing. This ambitious service uses state-of-the-art GSM technology to attain global excellence and leadership in business. Our entry into this sector has brought GSM cellular service at an affordable cost to the common man. All serving a single objective, to provide better communication to millions across India. Customers have reposed tremendous faith in BSNL and it has enrolled over 30 Lakh Cellular customers within ten months of launch of Cellular service, an unprecedented mark in Indian Cellular Market.
3) BSNL WLL-M: BSNL WLL-M
is a communication system that connects
customers to the The BSNL Landline network using radio frequency signals instead of conventional copper wires, for the full or part connection between the subscriber and
21
the exchange This comes with superior voice quality and high speed data capabilities. CDMA is popular with more than 100 million subscribers worldwide, and the number keeps on increasing exponentially.
4) Internet Services: BSNL is India's no. 1 Internet service provider with more than 17 lakh subscribers, providing Internet service throughout the entire country (except in New Delhi and Mumbai) under the brand name of
"Sancharnet".
Sancharnet provides free all India roaming and enables it's users to access their accounts, using the same access code (172233) and user ID from anywhere in the Country. In order to make Internet available throughout the length and breadth of the Country Internet Dhabas are being commissioned at all the Block Headquarters. BSNL has also started DIAS and Account free internet access (CLI based) facility on few select cities recently.
5) BSNL Broadband: BSNL is in the process of commissioning of a world class, multi-gigabit, multi-protocol, convergent IP infrastructure through National Internet Backbone-II (NIB-II), that will provide convergent services through the same backbone and broadband access network. The Broadband service will be available on DSL technology (on the same copper cable that is used for connecting telephone), on a countrywide basis spanning 198 cities. In terms of infrastructure for broadband services NIB-II would put India at par with more advanced nations. The services that would be supported includes always-on broadband access to the Internet for residential and business customers, Content based services, Video multicasting, Video-on-demand
and
Interactive
gaming,
Audio
and
Video
conferencing,
IP
Telephony, Distance learning, Messaging: plain and feature rich, Multi-site MPLS VPNs with Quality of Service (QoS) guarantees. The subscribe will be able to access the above services through Subscriber Service Selection System (SSSS) portal.
6) Intelligent Network (IN): BSNL provides IN services offers value-added services, such as Free Phone Service (FPH), India Telephone Card (Prepaid card), Account Card Calling (ACC), Virtual Private Network (VPN), Tele-voting, Premium Rae Service (PRM), Universal Access Number (UAN) and more.
7) 3G: BSNL offers the '3G' or the'3rd Generation' services which includes facilities like video calling, live TV, 3G Video portal, streaming services like online full length movies and video on demand etc.
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8) FTTH: Fibre To The Home facility that offers a higher bandwidth for data transfer. This idea was proposed on post-December 2009.
9) Helpdesk: BSNL's Helpdesk (Helpdesk) provide help desk support to their customers for their services.
Future Plans:
Connect villages having 1,000 and above population
During the next 2 years (2010 – 2012), BSNL plans to provide large number of phone connections and Broadband connections on ADSL as well as Wireless technology. It also plans to increase its existing Optical Fibre Cable network and TAX capacity.
Aggressive marketing to tap the demand for the 3G technology to enable high speed data transfer applications.
Extending the coverage of 3G and WiMAX.
Introduce new value added services such as Mobile TV, E-Banking, Mobile Broadband, MMS etc using new technology such as WiMAX.
Introduction of new services like FTTH, VOIP etc.
Upgradation of existing network to NGN
Contribute towards:
National Plan Target of 500 million subscriber base for the country by December 2010.
Broadband customers base of 20 million in the country by 2010 as per Broadband Policy 2004.
Providing telephone connection in villages as per government policy. Implementation of Triple play as a regular commercial proposition.
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Market share of BSNL:
Total Telecom Share Up to 31/03/2011
Sl.
Name of
Landline
CDMA
GSM
Total
Mkt
No
service
1
Airtel
30,66,859
---------
12,76,19,314
13,06,86,173
20.50
2
Reliance
11,77,412
10,24,22,145
1,63,11,206
11,99,10,763
18.81
3
Vodafone
---------
---------
10,08,58,358
10,08,58,358
15.82
4
BSNL
2,78,30,560
59,63,673
6,34,86,339
9,72,80,572
12.46
5
TATA
11,62,276
6,59,42,255
---------
6,71,04,531
10.53
6
IDEA
---------
---------
6,38,24,688
6,38,24,688
10.01
7
Aircel
---------
---------
3,68,61,174
3,68,61,174
5.78
8
MTNL
34,96,754
3,10,103
47,84,453
85,91,310
1.35
9
Uninor
---------
---------
42,64,036
42,64,036
0.67
10
Sistema
49,416
37,75,144
---------
38,24,560
0.60
11
LOOP
---------
---------
28,44,583
28,44,583
0.45
12
S-tel
---------
---------
10,06,827
10,06,827
0.16
13
CONNECT
1,73,407
3,28,146
---------
5,01,553
0.08
Total
3,69,56,684
178741466
42,18,60,978
63,75,59,128
100.00
Share(%)
24
Market Share of Telephone Operators in India as on 31.05.2011:
Wireline Market Share BSNL
72.24
Bharti Airtel
9.64
Reliance Telecom
3.60
Tata Indicom
3.79
MTNL
10.05
Others
0.68
Wireline Market Share Tata Indicom 4%
Others 1%
MTNL 10% Reliance Telecom 3%
Bharti Airtel 10% BSNL 72%
Note: Others means HFCL Infotel 0.55% and Shyam Telelinks 0.11%
25
Wireless Market Share BSNL
11.05
Bharti Airtel
19.88
Reliance Telecom
16.80
Vodaphone Essar
16.59
Tata Indicom
10.80
Idea
11.16
Aircel
6.79
MTNL
0.66
Others
2.83
Wireless Market Share Others MTNL BSNL 3% 1% 11%
Aircel 7%
Idea 12% Bharti Airtel 21%
Tata Indicom 11%
Reliance Telecom 17%
Vodaphone Essar 17%
Note: Others means
BPL 0.38%, HFCL Infotel 0.18%, Shyam Telelinks 1.29%,
Uninor 2.95%, Stel 0.36%, Etisalat DB 0.15% and Vidiocon 0.88%
26
Total Telephone Market Share BSNL
13.45
Bharti Airtel
19.48
Reliance Telecom
16.28
Vodaphone Essar
15.94
Tata Indicom
10.53
Idea
10.72
Aircel
6.52
MTNL
1.03
Others
2.71
Total Telephone Market Share MTNL 1%
Aircel 7%
Others 3%
BSNL 14%
Idea 11% Tata Indicom 11%
Vodaphone Essar 16%
Bharti Airtel 20% Reliance Telecom 17%
Note: Others means BPL 0.36%, HFCL Infotel 0.19%, Shyam Telelinks 1.24%, Uninor 2.81%, Stel 0.35%, Etisalat DB 0.14% and Vidiocon 0.84%
27
Telecom Circles of BSNL in India:
Andaman & Nicobar Telecom Circle
Dobaspet
Tamilnadu Telecom Circle
Jharkhand Telecom Circle
Bihar Telecom Circle
Andhra Pradesh Telecom Circle
Assam Telecom Circle
Chhattisgarh Telecom Circle
Gujarat Telecom Circle
Haryana Telecom Circle
Himachal Pradesh Telecom Circle
Jammu & Kashmir Telecom Circle
Jharkhand Telecom Circle
Karnataka Telecom Circle
Kerala Telecom Circle
Madhya Pradesh Telecom Circle
Maharashtra Telecom Circle
North East-I Telecom Circle
North East-II Telecom Circle
Orissa Telecom Circle, Rajasthan Telecom Circle
Punjab Telecom Circle, Uttranchal Telecom Circle
Metro Districts:
Kolkata
Chennai
Delhi
Mumbai
Project Circles:
Eastern Telecom Project Circle
Western Telecom Project Circle
Northern Telecom Project Circle
Southern Telecom Project Circle
IT Project Circle, Pune
28
Maintenance Regions:
Eastern Telecom Maintenance Region
Western Telecom Maintenance Region
Northern Telecom Maintenance Region
Southern Telecom Maintenance Region
Specialized Telecom Units:
Broad Band Networks (Data Networks)
National Centre For Electronic Switching
Technical & Development Circle
Production Units:
Telecom Factory, Mumbai
Telecom Factory, Jabalpur
Telecom Factory, Richhai
Telecom Factory, Kolkata
Present and future: BSNL then known as Department of Telecom had been a near monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country MTNL was present only in Mumbai and New Delhi). During this period BSNL operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily unionised. As a result subscribers had to wait for as long as five years to get a telephone connection. The corporation tasted competition for the first time after the liberalisation of Indian economy in 1991. Faced with stiff competition from the private telecom service providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however, put the onus for the sorry state of affairs on the Government policies, where in all state-owned service providers were required to function as mediums for achieving egalitarian growth across all segments of the society. The corporation (then DoT), however, failed miserably to achieve this and India languished among the most poorly connected countries in the world. BSNL was born in 2000 after the corporatisation of DoT. The efficiency of the company
29
has since improved little a bit. However, the performance level is nowhere near the private players.
INDIA BROADBAND: Year of Broadband 2007: 2007 has been declared as "Year of Broadband" in India and BSNL is in the process of providing 5 million Broadband connectivity by the end of 2007. BSNL has upgraded existing Data one (Broadband) connections for a speed of up to 2 Mbit/s without any extra cost. This 2 Mbit/s broadband service is being provided by BSNL at a cost of just US$ 11.7 per month (as of 21 July 2008 and at a limit of 2.5GB monthly limit with 0200-0800 hrs as no charge period). Further, BSNL is rolling out new broadband. BSNL is planning to increase its customer base to 108 million customers by 2010. With the frantic activity in the communication sector in India, the target appears achievable. BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of US$ 580 m (INR 2,500 crores) Rural Telephony project of Government of India. On the 20th of March, 2009, BSNL advertised the launch of BlackBerry services across its Telecom circles in India. The corporation has also launched 3G services in select cities across the country. Presently, BSNL and MTNL are the only players to provide 3G services, as the Government of India has completed auction of 3G services for private players. BSNL shall get 3G bandwidth at lowest bidder prices of Rs 18,500 crore, which includes Rs 10,186 crore for 3G and Rs 8313crore for BWA.[One crore is 10 million.]BSNL management has paid this money under protest seeking refund.
Challenges: During the financial year 2008-2009 (from April 1, 2009 to March 31, 2009) BSNL has added 8.1 million new customers in various telephone services taking its customer base to 75.9 million. BSNL's nearest competitor Bharti Airtel is standing at a customer base of 62.3 million. However, despite impressive growth shown by BSNL in recent times, the fixed line customer base of BSNL is declining. In order to woo back its fixed-line customers BSNL has brought down long distance calling rate under One India plan, however, the success of the scheme is not known. However, BSNL faces bleak fiscal 2009-2010 as users flee.
30
Presently there is an intense competition in Indian Telecom sector and various Telco‘s are rolling out attractive schemes and are providing good customer services. Access Deficit Charges (ADC, a levy being paid by the private operators to BSNL for provide service in non-lucrative areas especially rural areas) has been slashed by 20% by Telecom Regulatory Authority of India (TRAI), w.e.f. April 1, 2009. The reduction in ADC may hit the bottomlines of BSNL. BSNL has started 3G services in 290 cities and acquired more than 6 Lakh customers. It has planned to roll out 3G services in 760 cities across the country in 2010-11. Broadband services: The shift in demand from voice to data has revolutionized the very nature of the network. BSNL is poised to cash on this opportunity and has planned for extensive expansion of the Broadband services. The Broadband customer base of 3.56 Million customers in March'2009 is planned to be increased to 16.00 million by March 2014. Now BSNL is the under top five telecom service provider company in India.
Major developments after formation of BSNL Launching of Cellular services
:
01-12-2002
Launching of WLL Services
:
12-03-2004
Commissioning of OAN (Optical Fibre) network
:
2005
Commission of Broadband services
:
March 2005
Commissioning of Cell MSC
:
11-11-2005
Complete conversion of Landline connections to new technology 2006 Commissioning of Optical Fiber Ring routes
:
2006
Commissioning of WLL MSC
:
08-06-2007
Commissioning of Wimax services
:
February 2009
PRBT Services commissioned
:
22-04- 2009
Commissioning of 3G services (With 60 BTSs)
:
31-03-2010
31
BSNL IN VISHAKAPATNAM
Visakhapatnam District comprises an area of 11,161 Sq.KMs.
Total Population of the District is 38, 32,336.(Urban: 15, 30,899; Rural: 23, 01,437).
The Visakhapatnam telecom division office telegraphs was formed during 1976 under the control of Divisional Engineer telegraphs, Visakhapatnam with a less than 100 telephone connections in Visakhapatnam District. The DE telegraphs had maintained the
entire
telegraph
and
telecom
network
including
Defense
Lines
from
Visakhapatnam to Ichapuram. Later many telephone Exchanges were commissioned at several places in the district and number of connections increased to more than 1000 and Divisional Engineer, telegraphs was formed and separated as Vizianagaram and
Srikakulam
divisions
during
1981.
The
office
of
Divisional
Engineer,
Visakhapatnam is remained as Telecom. District Engineer, Visakhapatnam and it is upgraded to the level of telecom district manager during 1993 after reaching its capacity 10,000 connections and a Junior Administrative Grade Officers from Indian Telecom. Service has been posted as Head of this Telecom District. 1996-1999 is the golden period for history of telecommunications and its connectivity is increased. During this period the telephone connections were increased to more than 10 times and many new electronic exchanges were installed and the old technology was removed and provided some more additional facilities to customers. The telecom wing higher to under the department of telecommunications has been formed as Bharat Sanchar Nigam Limited with effect from 01-10-2000 as a Corporate Sector. Due to the vase development during this period, the status of this telecom district is upgraded to the level of General Manager and a Senior Administrative Grade Officer from Indian Telecom. Service has been posted as Head of this Telecom District in September 2000. Now the telephone connections are more than 1,50,000 the General Manager is looking after development activities of the entire district. Engineering Officers and Finance Officers is one Engineering Officer from Indian Telecom. Service is working as Deputy General Manager looking after the Administration and Planning and one Finance officer advisor. These two officers are assisting to the General Manager for Development activities and to run the administration in smooth. Divisional Engineers, Sub-Divisional Engineers and Chief Accounts Officers and Accounts Officers are working under the control of above mentioned officers respectively. It is very difficult to maintain the entire district at one point, for easy mice of the entire telecom district has been divided into sub-divisions. The heads of sub divisions will look after the development activities relate to that sub-division. Though the telephone density is comparatively less than other developed districts, the
32
department is providing good services through out the district. Through services provided in the rural areas is not economical to the department. It is still continued the services in the public interest. One more happiest news to the Visakhapatnam District customers that the Bharat Sanchar Nigam Limited,Visakhapatnam providing cell one services, WLL Services and value added services to the public.
BSNL, Visakhapatnam is serving many Major Industries in Visakhapatnam like……
HPCL (Hindusthan Petroleum).
Coromandel Fertilizers.
Hindustan Zinc Ltd.
Hindustan Ship Yard,
Ship Building Centre.
Visakha Dairy.
Indian Oil Corporation.
BHPV.
Essar Steel Pellatisation Plant.
L.G Polymers.
NALCO (National Aluminum Company).
DCI (Dredging Corporation of India).
INDIAN NAVY.
Educational Institutions like AU, GITAM etc.,
APEPDCL, GVMC etc., and many more ………
Visakhapatnam Telecom District is
Having 10 SDCAs consisting of 42 Mandals.
Having the New Technology switches like OCB and EWSD along with CDOT technology.
Having 98 exchanges and 4 DLCs in the SSA
Urban exchanges
:
28
Rural
:
70
Working Lines as on 30-11-2010: Land Line
: 107725 (98 exges+4 DLCs).
WLL
: 9160 (WLL BTSs: 59).
Cellular Connections
:( Cell BTSs: 194).
Prepaid
: 232539.
Postpaid
: 8126.
Total
: 240665.
33
Facilities offered to Customers Year
Facility offered
March 2003
Mobile van collections
May 2005
ECS facility
July 2005
Collection of bills by banks
May 2008
e-seva
October 2008
BSNL PORTAL & online transfer (e-payment)
July2009
AP online services
Penetration of Broadband connections against Landline connections: Year
Land Line
Brand Band
Penetration %ge
2005
151208
4110
2.72
2006
146114
5439
3.72
2007
132335
14096
10.65
2008
118974
20609
17.32
2009
110202
27274
24.75
2010
107725
30829
28.62
34
Developments in Lands & Buildings
Construction of
Cell sites
Year
Lands Acquisition
buildings
acquired
2000
---
---
---
2001
---
Vempadu
---
2002
Seethammadhara
Seethammadhara
4
2003
---
Pendurthy
3
2004
Parawava
---
10
Rambilli, Sabbavaram, Atchutapuram, Tagarapuvalasa, Anandapuram, Madhurawada, 2005
Narsipatnam
---
24
2006
Kasimkota, Nathavaram
---
3
2007
Rolugunta
---
15
Dabagardens building 2008
---
vertical expansion
13
2009
---
----
4
Mindi Tele exge bldg horizontal expansion, Dabagardens Admn bldg, Narsipatnam 2010
---
bldg.
35
Tele exge
72 sites under Phase V.I
2.3 ORGANIZATION STRUCTURE (CENTRAL)
Chairman & Managing Director (Central)
HRD
Operations
Planning
Director
Director
Director
Chief General Manager (Circle)
Chief General Manager (Circle)
Chief General Manager (Circle)
General Manager
General Manager
General Manager
(District)
(District)
(District)
DGM
DGM
DGM
36
Marketing
Director
Chief General Manager (Circle)
Finance
Director
Chief General Manager (Circle)
General Manager
General Manager
(District)
(District)
DGM
DGM
2.3 ORGANIZATION STRUCTURE (STATE)
Head of the Circle Chief General Manager (A.P.)
Head of Visakhapatnam SSA
General Manager
Dy. General Manager (Planning and Marketing)
Dy. General Manager (Finance)
Divisonal Engineers
Chief Accounts Officer
Sub-Divisonal Engineers
Accounts Officer
Junior Telecom Officers
Junior Accounts Officer
37
2.4 Marketing Functions Marketing & Sales and often use it interchangeably without understanding the difference in it. Marketing is everything we do to get and leverage a client relationship.
Marketing process is broad and includes all of the following:
Discovering what product, service or idea customers want.
Producing a product with the appropriate features and quality.
Pricing the product correctly.
Promoting the product; spreading the word about why customers
should buy it
Selling and delivering the product into the hands of the customer. Selling is one activity of the entire marketing process. Selling is the
act of persuading or influencing a customer to buy (actually exchange something of value for) a product or service.
Marketing functions includes
Estimate the customer tastes and preferences
Advertisements and promotional activities
Sales and distribution
Providing services to customers
Identifying the new market
New product development
Market segmentation
The ultimate objective of any marketing activity is to satisfy the customers and today even a step ahead i.e. ‗delighting‘ the customers, for which customers are offered something beyond their expectations from the service or the product. The objective being to acquire and retain the customers, who should continually feel that they are getting more value of the money, they are departing with. Marketing is the establishment, development, maintenance and optimization of long-term mutually valuable relationships between consumers and organisation. Successful Marketing focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of business by
38
integrating them with the organization strategy, people, technology and business processes. At its most basic, Marketing involves customers, organizations and relationships and the combination creates the need for the management.
39
2.5 FINANCE FUNCTION Bharat Sanchar Nigam Limited, the largest Public Sector Undertaking of the Nation, is certainly on a financial ground that's sound. The Company has a net worth of Rs. 86,476 crores, Authorized Equity capital of Rs. 10,000 crores, Paid up Equity Share Capital of Rs. 5,000 crores and Revenue is Rs. 32,045 crores in 2009-10.
Revenue Revenue earned by BSNL during last five years
40
Gross investment in fixed assets: The BSNL is making substantial investment year to year for its network expansion and modernization. During the current financial year BSNL has made the gross investment of Rs. 28,227 crore (US $ 6.28 billion) in Fixed Assets.
Capital outlay BSNL has Gross Fixed Assets of over Rs. 132243 Crores as on 31.03.2009.
41
Corporate assets Bharat Sanchar Nigam Limited has got net fixed assets valuing more than Rs. 54,321 Cores, which are in the form of Land, Buildings Cables, Apparatus & Plants etc. as on 31.03.2009.
Financial functions are includes
Raising funds and investing them in assets
Share holders wealth maximization
Working capital management and estimation of working capital
Profit maximization
Tax payments
Cash management
Inventory management
Capital budgeting decision
Investment decisions
Assets management
Hu
42
2.6 Human Resources Functions HR development: With a corporate philosophy that considers Human Resource as the most prized assets of
the
organization, it's natural for BSNL to continually hone employee skills,
enhance their knowledge and their expertise and their aspirations to fruition. Even as BSNL goes about conducting its business activities, it lays emphasis on constant enhancement of knowledge and skills through regular traininprogrammes.
Human resources functions includes
HR planning Recruitment Selection Training & Development Promotions & Depromotions Transfers Salary & Wage administration Disciplinary activities Attendance & Leave Welfare
Industrial relations
43
Staff strength of BSNL, Visakhapatnam Year
Staff strength
2000
2041
2001
2041
2002
2008
2003
1997
2004
1982
2005
1955
2006
1903
2007
1843
2008
1805
2009
1682
2010
1640
SWOT Analysis: Strengths:
Experienced telecom service provider
Huge Resources (financial & technical pool)
Most trusted telecom brand
Transparency in billing
44
Weaknesses:
Non-optimization of network capabilities
Poor marketing strategy
Bureaucratic organizational set up
Limited number of value added services
Opportunities:
Tremendous market growing at 20 lac customers per month
Untapped broadband services
Untouched international market
Can capitalize on public sector image to grab government‘s ICT initiatives
Threats:
Competition from private operators
Keeping pace with fast technological changes
Market maturity in basic telephone segment
Manpower churning
45
2.7 VISION AND MISSION 0F THE COMPANY
Vision: To become the largest telecom Service Provider in Asia.
Mission: 1.
To provide world class state-of-art technology telecom services to its customers on demand at competitive prices.
2.
To provide world class telecom infrastructure in its area of operation and to contribute to the growth of the country's
economy.
Objectives: 1. To be a Lead Telecom Services Provider. 2. To provide quality and reliable fixed telecom service to our customer and 3. There by
increase customer's confidence.
4. To provide mobile telephone service of high quality and become no. 1 GSM 5. Operator in its area of operation. 6. To provide point of interconnection to other service provider as per their Requirement promptly.
46
3.1 INTRODUCTION Customer is the king; this is all the more apt for today business environment where, all other factors remaining more or less constant, it is the value addition to the customer that is making all the difference. Customer satisfaction depends on the performance relative to a expectations. A key premise in customer satisfaction is understanding the needs and meeting or exceeding the expectations of customers. Furthermore, this is done while optimally using resources. While most companies have developed strategies to improve quality and external customer service, internal customer satisfaction is a much neglected component of quality improvement. To this end, it is important to emphasize that total customer satisfaction can be attained only if all employees devoted to external customer satisfaction can work together and assist each other to achieve the common objective, when the internal customer isn‘t satisfied; Relationships with the external customer suffer. So, it suggested to adopt customer oriented approach to keep the internal customer satisfied and motivated, who in turn will focus their attention and energy upon meeting the requirements of their customers, thereby maximizing the customer, thereby maximizing the customer satisfaction. Customer satisfaction survey is the process to monitor the satisfaction quotient of their people. In internal satisfaction surveys therefore tracks the return on your investments in keeping your people happy, high salaries, a quality culture, a healthy work environment. Last, but not the least internal customer satisfaction survey helps in finding the critical areas, which need further improvement. Today‘s companies are facing their toughest competition ever. These companies can outdo their competition if they can move from product and sales philosophy to a marketing philosophy. We spell out in detail how companies can go about winning customers and outperforming competitors. The answer lies in doing a better job of meeting and satisfying customers‘ needs. Only customer- centered companies are adept at building customers, not just building product. They are skilled in market engineering, not just product engineering.
Too many companies think that it is the marketing/sales department‘s job to procure customers. If that department cannot, the company draws the conclusion that its marketing people aren‘t very good. But in fact, marketing is only one factor
47
in attracting and keeping customers. The best marketing department in the world cannot spell products that are poorly made or fail to meet anyone‘s need. The marketing department can be effective only in companies whose various departments and employees have designed and implemented a competitively superior customer, value-delivery system. Although the customer oriented firms seek to create high customer satisfaction, its main goal is to maximize customer satisfaction, first the company can increase customer satisfaction by lowering its prices, but results may be lower profits second the company might be able to increase prices. Third the company has many stake-holders including employees, dealers, Suppliers and stock holders spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partner. Estimate the company must operate on the philosophy that it is trying to deliver a high level of satisfaction to the other stake- holder within the constrains of its, Resources. From the past studies of last three decades we observed that the company‘s first task is to create and satisfy customers. But today‘s customers face a vast array of product and brand choice prices and suppliers. It is generally believed that customers estimate which offer will deliver the most value customers are like value maximizes, within the bounds of search costs and limited knowledge, mobility income, they form an expectation of value and act on it, whether or not the offer lives up to the value expectations affects customer‘s satisfaction and their repurchase probability. When we talk about customer satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customer‘s approval. We want to know if customers are delighted and willing to comeback,
and
so
on.
Fleiss
and
Feldman
present
examples
of
that
delightfulness in their writings. Fleiss has written about Ben and Jerry’s ice cream and Feldman has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it,
48
or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales.
3.2 ROLE OF CUSTOMER SATISFACTION IN MARKETING Customer satisfaction plays a huge role in the success (or failure) of your marketing campaign. Creating a successful marketing strategy begins and ends with knowing your target audience. If your target audience is leaving messages like the one to the left - well no viral marketing messages can overcome a lack of customer service. In the days prior to the World Wide Web and the ensuing social media explosion the holy grail of marketing was advertising. In a nutshell, word of mouth marketing depends upon customer satisfaction to generate ―buzz‖ in the community. One satisfied customer tells another and suddenly, a business would find its sales growing without spending precious dollars on traditional advertising.
3.3 NEED OF INTERNAL CUSTOMER SATISFACTION: o
Rapidly growing organization
o
High or growing turnover rate.
o
Excessive rumor‘s
o
Highly competitive industry.
o
Planned and recent organizational changes.
BENEFITS OF INTERNAL CUSTOMER SATISFACTION: o
It creates better teamwork and n improved work process.
o
It leads to higher output and superior quality product.
o
It decreases the turnover.
o
Reduced
overheads,
and
increase
customer satisfaction
level‘s inter
departmental. o
It enhances communication and hence helped in team building, hence there is less wasted effort caused by lack of common purpose and poor communication.
o
A good employee feedback survey improves employee attitude and boosts morals.
49
3.4 IMPROVING CUSTOMER SATISFACTION: Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organization‘s attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P‘s - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty. Customer Grievances
Customer Property Customer Focus
CUSTOMER SATISFACTION
Customer Feedback Timely Supply
Special requirement of Customer
50
3.5 TCS-TOTAL CUSTOMER SATISFACTION The key to engineering high customer loyalty is to deliver high customer value according to Michael learning, in this delivery profitable value, a company must develop a competitively superior value proposition and superior value delivery system. A company value proposition is much more then it‘s positioning on a single attribute; it is a statement about the resulting experience customer will have from the offering and their relationship with the supplier. The brand must be representing a promise about the total resulting experience the customer can expect. Whether the promise is kept depends upon the company‘s ability to manage its value delivery system. The value-delivery system includes all the communication and channel experiences the customer will have on the way to obtaining the offering. Brand marketers try to distinguish brand from others by a unique selling propositions. Whether customers will actually receive the promised value proposition will depend upon the marketer‘s ability to influence various core processes. For customer- centered companies, customer satisfaction is a both a goal and marketing tool. Companies that achieve high customer satisfaction ratings make sure it their target marketing knows it. With the globalization and technological advances,
and
deregulation
that
is
takes
place
in
recent
year‘s
endless
opportunities and in the market place. Giving more meaning to the phase ―Behind every problem is o brilliantly disguised opportunity but what marketing should do with these issues. With the above development marketing has taken major shifts in the past tow decades from the traditional production concept to product concept. TO selling concept because of the liberalization policies adopted by many nations the markets or developing countries are flooded buy the wide variety of products giving both to a new concept that is selling concept. This concept holds that ―Consumers and business, if -left above, will ordinarily not bay enough of the organizations products the organizations must therefore, undertake an aggressive selling and promotion effort. According to this concept the consumers must be induced to bay products more and more with the help of effective selling and promotional tools. This philosophy worked for the companies seeking short run results, but not for the long run. Because if gives more emphasis to pushing the products into the markets whether they may or may not have the potential.
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In recent years with the growing number of MNC‘s and domestic companies a wide assertion of products, and service were available to the consumers. This shift in market place gave birth to a new concept what is called marketing concept. According to this concept, the key to achieving its organizational, goals consists of the company being more effective than competitors in creating, delivering and communicating consumer value to its chosen target markets. This concept gave more emphasis to customer needs, and marketing profits by satisfying the customers, offering the highest customer delivered value. Whether the customer is satisfied after purchase depends on the offers performance in relation to the buyer‘s expectations. ―Satisfaction‖ is a person‘s feelings of pleasure of disappointment resulting from comparing products perceived performance (or outcome) in relation to his or her expectation. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch a better offer comes along those who are highly satisfied are must less ready to switch satisfaction or delight creates and emotional found with the brand, not just a rational preference. The result is high customer loyalty. The key to generation high customer‘s loyalty is to deliver high customer value. However, there are four methods companies use to track customer satisfaction.
3.6 SEVEN STEPS OF CUSTOMER SATISFACTION 1. Encourage Face-to-Face Dealings: This is the most daunting and downright scary part of interacting with a customer. If you‘re not used to this sort of thing it can be a pretty nerve- wracking experience. Rest assured, though, it does get easier over time. It‘s important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they‘ve actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you‘re well on your way to a sale.
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2. Respond to Messages Promptly & Keep Your Clients Informed: This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers‘ queries within the space of a few hours, but at least email or call them back and let them know you‘ve received their message and you‘ll contact them about it as soon as possible. E if you‘re not able to solve a problem right away let the customer know you‘re working on it. A good example of this is my Web host. They‘ve had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think I‘d have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn‘t seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service.
3. Be Friendly and Approachable: A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It‘s very important to be friendly, courteous and to make your clients feel like you‘re their friend and you‘re there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It‘s vital that you keep a clear head, respond to your clients‘ wishes as best you can, and at all times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy: This may not be too important when you‘re just starting out, but a clearly defined customer service policy is going you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn‘t work, then what? Should they contact different people for billing and technical enquiries? If they‘re not satisfied with any aspect of your customer service, who should they tell? There‘s nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site and anywhere else it may be useful.
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5. Attention to Detail also known as ‘The Little Niceties’: Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren‘t always cost effective, but remember to do them. Even if it‘s as small as sending a Happy Holidays email to all your customers, it‘s something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client’s Needs & Go Out Of Your Way To Help Them Out: Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: you‘re working oh the front-end for your client‘s exciting new ecommerce endeavor. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CDROM arrives on their doorstep complete with high resolution versions of all the images you‘ve used on the site. A note accompanies it which reads: Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way.
7. Honor Your Promises: It‘s possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients don‘t like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don‘t always deliver on time. In this case a quick apology and assurance it‘ll be ready ASAP wouldn‘t go amiss.
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1. FOR WHICH PURPOSE YOU MOSTLY USE BSNL SERVICES?
Table-4.1 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
PERSONAL
110
55.0
BUSINESS
90
45.0
TOTAL
200
100.0
45
PERSONAL 55
BUSINESS
As the Table depicts, a good majority of the respondent 55.0 percentage consumer‘s using B.S.N.L for personal purpose. 45.0 percentage using B.S.N.L for business purpose. We can conclude that majority were opinioned that, the using B.S.N.L for personal purpose.
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2. WHAT IS YOUR MONTHLY AVERAGE BILL?
Table-4.2 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
BELOW RS.500
80
40.0
RS. 500-1000
60
30.0
RS. 1000-1500
20
10.0
RS. 1500-2000
22
11.0
ABOVE 2000
18
9.0
TOTAL
200
100.0
9 11 40
BELOW RS.500 RS. 500-1000 RS. 1000-1500
10
RS. 1500-2000 ABOVE 2000
30
The total sample size was 200 outlets in our analysis we has been 40.0 percentage opinioned that their average bill is below 500, 30.0 percentage opinioned that their average bill is bet 500-1000, 10.0 percentage opinioned that their average bill is bet 1000-1500, 11.0 percentage opinioned that their average bill is bet 1500-2000, 9.0 percentage opinioned that their average bill is above 2000. Most of the people opinioned that their average bills are above2000.
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3. HOW SATISFIED ARE YOU WITH THE COVERAGE OF BSNL?
Table-4.3 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
90
45.0
SATISFIED
68
34.0
NEUTRAL
20
10.0
DISSATISFIED
10
5.0
HIGHLY DISSATISFIED
12
6.0
TOTAL
200
100.0
5
6
10
HIGHLY SATISFIED 45
SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED
34
From the above table, it shows that 45.0 percentage of the respondents that the coverage of B.S.N.L is highly satisfied, 34.0 percentage of the respondents that the coverage of B.S.N.L is satisfied, 10.0 percentage of the respondents that the coverage of B.S.N.L is neutral, 5.0 percentage of the respondents that the coverage of B.S.N.L is dissatisfied, 6.0 percentage of the respondents that the coverage of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the coverage of B.S.N.L is highly satisfied.
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4. HOW SATISFIED ARE YOU WITH THE CONNECTIVITY OF BSNL?
Table-4.4 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
90
45.0
SATISFIED
70
35.0
NEUTRAL
18
9.0
DISSATISFIED
10
5.0
HIGHLY DISSATISFIED
12
6.0
TOTAL
200
100.0
5
6
9 HIGHLY SATISFIED 45
SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED
35
From the above table, it shows that 45.0 percentage of the respondents that the connectivity of B.S.N.L is highly satisfied, 35.0 percentage of the respondents that the connectivity of B.S.N.L is satisfied, 9.0 percentage of the respondents that the connectivity of B.S.N.L is neutral, 5.0 percentage of the respondents that the connectivity of B.S.N.L is dissatisfied, 6.0 percentage of the respondents that the connectivity of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the connectivity of B.S.N.L is highly satisfied.
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5. HOW SATISFIED ARE YOU WITH THE BILLING OF BSNL?
Table-4.5 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
110
55.0
SATISFIED
70
35.0
NEUTRAL
10
5.0
DISSATISFIED
5
2.5
HIGHLY DISSATISFIED
5
2.5
TOTAL
200
100.0
2.5 2.5 5
HIGHLY SATISFIED SATISFIED NEUTRAL 35
55
DISSATISFIED HIGHLY DISSATISFIED
From the above table, it shows that 55.0 percentage of the respondents that the billing of B.S.N.L is highly satisfied, 35.0 percentage of the 5respondents that the billing of B.S.N.L is satisfied, 5.0 percentage of the respondents that the billing of B.S.N.L is neutral, 2.5 percentage of the respondents that the billing of B.S.N.L is dissatisfied, 2.5 percentage of the respondents that the billing of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the billing of B.S.N.L is highly satisfied.
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6. HOW SATISFIED ARE YOU WITH THE HANDSET OF BSNL?
Table-4.6 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
120
60.0
SATISFIED
60
30
NEUTRAL
10
5.0
DISSATISFIED
6
3.0
HIGHLY DISSATISFIED
4
2.0
TOTAL
200
100.0
5
3 2
HIGHLY SATISFIED SATISFIED NEUTRAL
30
DISSATISFIED 60
HIGHLY DISSATISFIED
From the above table, it shows that 60.0 percentage of the respondents that the handset of B.S.N.L l is highly satisfied, 30.0 percentage of the respondents that the handset of B.S.N.L is satisfied, 5.0 percentage of the respondents that the handset of B.S.N.L is neutral, 3 percentage of the respondents that the handset of B.S.N.L is dissatisfied, 2.0 percentage of the respondents that the handset of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the handset of B.S.N.L is highly satisfied.
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7. HOW SATISFIED ARE YOU WITH THE QUALITY OF SERVICE OF BSNL? Table-4.7 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
70
35.0
SATISFIED
60
30.0
NEUTRAL
10
5.0
DISSATISFIED
28
14.0
HIGHLY DISSATISFIED
32
16.0
TOTAL
100
100.0
16 35
HIGHLY SATISFIED SATISFIED
14
NEUTRAL DISSATISFIED HIGHLY DISSATISFIED
5
30
From the above table, it shows that 35.0 percentage of the respondents that the quality of services of B.S.N.L is highly satisfied, 30.0 percentage of the respondents that the quality of services of B.S.N.L is satisfied, 5.0 percentage of the respondents that the quality of services of B.S.N.L is neutral, 14 percentage of the respondents that the quality of services of B.S.N.L is dissatisfied, 16.0 percentage of the respondents that the quality of services of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the quality of services of B.S.N.L is highly satisfied.
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8. HOW SATISFIED ARE YOU WITH THE INTERNET OF BSNL?
Table-4.8 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
120
60.0
SATISFIED
30
15.0
NEUTRAL
30
15.0
DISSATISFIED
5
2.5
HIGHLY DISSATISFIED
5
2.5
TOTAL
200
100.0
2.5 2.5
15 HIGHLY SATISFIED SATISFIED NEUTRAL DISSATISFIED
15 60
HIGHLY DISSATISFIED
From the above table, it shows that 60.0 percentage of the respondents that the internet of B.S.N.L is highly satisfied, 15.0 percentage of the respondents that the internet of B.S.N.L is satisfied, 15.0 percentage of the respondents that the internet of B.S.N.L is neutral, 2.5 percentage of the respondents that the internet of B.S.N.L is dissatisfied, 2.5 percentage of the respondents that the internet of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the internet of B.S.N.L is highly satisfied.
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9. HOW SATISFIED ARE YOU WITH THE CALL CHARGES OF BSNL?
Table-4.9 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
30
15.0
SATISFIED
50
25.0
NEUTRAL
60
30.0
DISSATISFIED
35
17.5
HIGHLY DISSATISFIED
25
12.5
TOTAL
200
100.0
12.5
15
HIGHLY SATISFIED SATISFIED
17.5
NEUTRAL 25
DISSATISFIED HIGHLY DISSATISFIED
30
From the above table, it shows that 15.0 percentage of the respondents that the call charges of B.S.N.L is highly satisfied, 25.0 percentage of the respondents of B.S.N.L is satisfied, 30.0 percentage of the respondents of B.S.N.L is neutral, 17.0 percentage of the respondents of B.S.N.L is dissatisfied, 12.0 percentage of the respondents of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the call charges of B.S.N.L are neutral.
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10. HOW SATISFIED ARE YOU WITH THE VALUE ADDED SERVICE?
Table-4.10 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
35
17.5
SATISFIED
60
30.5
NEUTRAL
30
15.0
DISSATISFIED
40
20.0
HIGHLY DISSATISFIED
35
17.0
TOTAL
200
100.0
17
17.5 HIGHLY SATISFIED SATISFIED NEUTRAL
20
DISSATISFIED 30.5
HIGHLY DISSATISFIED
15
From the above table, it shows that 17.0 percentage of the respondents that the value added service of B.S.N.L is highly satisfied, 30.0 percentage of the respondents of B.S.N.L is satisfied, 15.0 percentage of the respondents that of B.S.N.L is neutral, 20.0 percentage of the respondents that of B.S.N.L is dissatisfied, 17.0 percentage of the respondents that B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the value added service of B.S.N.L is satisfied.
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11. HOW SATISFIED ARE YOU WITH THE OVERALL?
Table-4.11 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
30
15.0
SATISFIED
65
32.0
NEUTRAL
30
15.0
DISSATISFIED
40
20.0
HIGHLY DISSATISFIED
36
18
TOTAL
200
100.0
15
18
HIGHLY SATISFIED SATISFIED NEUTRAL 20
DISSATISFIED 32
HIGHLY DISSATISFIED
15
From the above table, it shows that 15.0 percentage of the respondents that the overall of B.S.N.L is highly satisfied, 32.0 percentage of the respondents that the overall of B.S.N.L is satisfied, 15.0 percentage of the respondents that the overall of B.S.N.L is neutral, 20.0 percentage of the respondents that the overall of B.S.N.L is dissatisfied, 18.0 percentage of the respondents that the overall of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the overall of B.S.N.L is satisfied.
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12. DOES THE BILL SPECIFY ALL THE DETAILS ABOUT THE USAGE OF THE BSNL?
Table-4.12 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
YES
3
1.5
NO
197
98.5
TOTAL
200
100.0
1.5
YES NO
98.5
The total sample size was 200 outlets in our analysis we has been 1.5 percentage opinioned that the bill specify all the details about the usage of the B.S.N.L and 98.5 percentage opinioned that have doesn‘t specify all the details about usage of the B.S.N.L. we can conclude that majority were opinioned that, have doesn‘t specify all the details about usage of the B.S.N.L.
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13. DO YOU RECEIVE YOUR BILL ON TIME?
Table-4.13 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
REGULAR
130
65.0
MOSTLY
50
25.0
NEUTRAL
6
3.0
RARELY
10
5.0
IRREGULAR
4
2.0
TOTAL
200
100.0
3
5
2
REGULAR MOSTLY
25
NEUTRAL RARELY 65
IRREGULAR
From the above table, it shows that 65.0 percentage of the respondents that receives the bill on time is regular, 25.0 percentage of the respondents that receives the bill on time is mostly, 3.0 percentage of the respondents that receives the bill on time is neutral, 20.0 percentage of the respondents that the overall of B.S.N.L is dissatisfied, 18.0 percentage of the respondents that the overall of B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the overall of B.S.N.L is satisfied.
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14. PLEASE RANK YOUR PREFERENCE TO PAY YOUR BSNL BILL?
Table-4.14 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
NEAREST BANK
3
1.5
PICKUP BOY
6
3.0
COLLECTION CENTER
180
90.0
DROP BOXES
1
0.5
OTHERS
10
5.0
TOTAL
200
100.0
1.5
0.5 5
3
NEAREST BANK PICKUP BOY COLLECTION CENTER DROP BOXES OTHERS
90
From the above table, it shows that 1.5 percentage of the respondent that they pay his bills through nearest banks, 3.0 percentages of the respondents that they pay his bills through pickup boys, and 90.0 percentages of the respondents that they pay receives the bills through collection centers, 0.5 percentages of the respondents that they pay his bills through others. We can conclude that majority were opinioned that, pay their bills through collection centers.
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15. ARE YOU AWARE OF THE INTERNET FACILITY AVAILABLE IN THE BSNL?
Table-4.15 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
YES
200
100.0
NO
0
0
TOTAL
200
100.0
0
YES NO
100
The total sample size was 200 outlets in our analysis we has been 100 percentage opinioned that, they aware of internet facility available in B.S.N.L, 0.0 percentage opinioned that, they didn‘t aware of internet facility available in B.S.N.L. We can conclude that majority were opinioned that, aware of the internet facility available in the B.S.N.L.
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16. IF YES, WHICH INTERNET CONNECTION OF BSNL DO YOU PREFER MOST?
Table-4.16 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
DIAL-UP(SANCHAR NET)
8
4.0
DIAL-UP(NET ONE)
7
3.5
BROADBAND
160
80.0
OTHERS
25
12.5
TOTAL
200
100.0
3.5 12.5
4
DIAL-UP(SANCHAR NET) DIAL-UP(NET ONE) BROADBAND OTHERS
80
From the above table, it shows that 80 percentage of the respondents opinioned that, they using broadband, 4.0 percentage of the respondents opinioned
that, they using
dial-up
(sanchar net), 3.5
percentage
of the
respondents opinioned that. Hence we can conclude that, majority of people using broadband connection of B.S.N.L.
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17. DOES THE BANDWIDTH PROVIDED FOR THE INTERNET IS ENOUGH FOR YOUR USAGE?
Table-4.17 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
YES
110
55.0
NO
90
45.0
TOTAL
200
100.0
45
YES 55
NO
The total sample size was 200 outlets in our analysis we has been 55 percentage opinioned that ,the bandwidth provided for the internet is enough for usage, 45.0 percentage opinioned that, the bandwidth provided for the internet is not enough for usage. We can conclude that majority were opinioned that, bandwidth provided for the internet is enough for usage.
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18. HOW WOULD YOU RATE THE INTERNET CHARGES IN BSNL WHEN COMPARED TO OTHER INTERNET SERVICE PROVIDERS?
Table-4.18 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
VERY HIGH
80
40.0
HIGH
70
35.0
MEDIUM
20
10.0
LOW
14
7.0
VERY LOW
16
8.0
TOTAL
200
100.0
8 7 40
10
VERY HIGH HIGH MEDIUM LOW VERY LOW
35
From the above table, it shows that 40 percentage of the respondents that, the internet charges in B.S.N.L is very high, 35.0 percentage of the respondents that, the internet charges in B.S.N.L is high, 10.0 percentage of the respondents that, the internet charges in B.S.N.L is medium, 7.0 percentage of the respondents that , the internet charges in B.S.N.L is low,8.0% of the respondents that , the internet charges in B.S.N.L is very low. We can conclude that majority were opinioned that, the internet charges B.S.N.L is very high.
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19. HOW DO YOU FEEL ABOUT THE CUSTOMER CARE IN BSNL? Table-4.19 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
55
27.5
SATISFIED
63
31.5
NEUTRAL
15
7.5
DISSATISFIED
34
17.0
HIGHLY DISSATISFIED
33
16.5
TOTAL
200
100.0
16.5 27.5 HIGHLY SATISFIED SATISFIED NEUTRAL
17
DISSATISFIED HIGHLY DISSATISFIED 7.5 31.5
From the above table, it shows that, 27.5 percentage of the respondents that, the customer care in B.S.N.L is highly satisfied, 31.5 percentage of the respondents that, the customer care in B.S.N.L is satisfied, 7.5 percentage of the respondents that, the customer care in B.S.N.L is neutral, 17.0 percentage of the respondents that, the customer care in B.S.N.L is dissatisfied, 16.5 percentage of the respondents that, the customer care in B.S.N.L is highly dissatisfied. We can conclude that majority were opinioned that, the customer care in B.S.N.L is satisfied.
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20. HOW DO YOU FEEL ABOUT THE CALL CHARGES OF BSNL WHEN COMPARED TO OTHER SERVICE PROVIDERS? Table-4.20 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
VERY HIGH
30
15.0
HIGH
25
12.5
MEDIUM
120
60.0
LOW
20
10.0
VERY LOW
5
2.5
TOTAL
200
100.0
2.5 10
15
VERY HIGH 12.5
HIGH MEDIUM LOW VERY LOW
60
From the above table, it shows that, 15.0 percentage of the respondents that, the call charges of B.S.N.L is very high, 12.5 percentage of the respondents that, the call charges of B.S.N.L is high, 60.0 percentage of the respondents that, the call charges of B.S.N.L is medium, 10.0 percentage of the respondents that, the call charges of B.S.N.L is low, 2.5 percentage of the respondents that, the call charges of B.S.N.L is very low. We can conclude that majority were opinioned that, call charges of B.S.N.L is medium.
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21. IN WHICH ARE OF BSNL DO YOU FREQUENTLY ENCOUNTER PROBLEMS? Table-4.21 OPINION POOL
NO OF RESPONDENTS
PERCENTAGE
BILLING
10
5.0
CONNECTIVITY
77
38.5
CUSTOMER CARE
45
22.5
SERVICE QUALITY
68
34.0
TOTAL
200
100.0
5
34 BILLING 38.5
CONNECTIVITY CUSTOMER CARE SERVICE QUALITY
22.5
From the above table it shows that, 5.0 percentage of the respondents that, the B.S.N.L frequently encounter problem is billing, 38.5 percentage of the respondents that, the B.S.N.L frequently encounter problem is connectivity, 22.5 percentage of the respondents that, the B.S.N.L frequently encounter problem is customer care, 34.0 percentage of the respondents that, the B.S.N.L frequently encounter problem is service quality. We can conclude that majority were opinioned that, the B.S.N.L frequently encounter problem is connectivity.
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5.1 SUMMARY In this chapter the overall summary was given briefly to understand the total project at glance. The project entitled ―A Study on Customer Satisfaction for b.s.n.l landline and mobile services‖ with reference to‖ BHARAT SANCHAR NIGAM LIMITED, Visakhapatnam‖ has been divided into five chapters to arrange the total information in perfect manner. First chapter includes the introduction, need for the study, objectives of the study and limitations of the study. Through this chapter we can know the overview of the BHARATH SANCHAR NIGAM LIMITED i.e. detailed manner. In the Introduction (1.1). The details of the products and services supplied by a company meet or surpass customer expectation. Industry, growth of the industry and the major players of the industry and total details of the B.S.N.L. After giving the topic the details of the company, the topic introduction was given like the definition of the topic collected from different sources and the definition, the importance of the study and use of the study to the company were clearly explained. This help to understand why the researcher has chosen the topic as his project. Customer satisfaction survey further illuminates the relationship between the customer experience and business performance. Around the world, consumers expect better service quality. It confirms that consumers are more likely to leave a provider because of poor service than for any other reason. It also reveals that service quality is the most powerful factor, more influential than price in choosing providers or to do business with them. Customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‘ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower
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satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in 'absolute' terms. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company‘s goods and services. Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm‘s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction. The BSNL, which is the Government origination, is successful because of mass survey conducted through the sales force. By following different effective strategies and planning procedures it is running its business successfully. So it is enjoying high customer loyalty as there is high customer satisfaction. Hence customer satisfaction is one of the key elements for achieving good results. After the introduction the ―Need for the Study (1.2)‖ has been explained briefly. In this, why the investigator has chosen that the topic and what can she gets from that study and how it is useful to him is explained briefly. Because without any need the study will not be conducted. In the modern era building customer satisfaction and loyalty is a key we say to profitable business. The current trend for businesses is to become 'customer-centric', that is, to put the customer at the center of our business in terms of our strategies, actions and
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processes. Many organizations now approach the 'lifetime value' of customers and seek to increase it. The importance of customer satisfaction was a hot business topic in the 1980s, as customer satisfaction was considered the best window into loyalty. It seems self-evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences. A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or where he is going wrong. Such informal feedback is valuable in any company but hard to formalize and control in anything much larger than a corner shop. For this reason surveys are necessary to measure and track customer satisfaction. In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it can improve. It is wise to cross check the internal views with a small number of depth interviews with customers. In any customer satisfaction survey there will be quick fixes – actions that can be taken today or tomorrow that will have immediate effect. The purpose of customer satisfaction research is to improve customer satisfaction and yet so often surveys sit collecting dust. Worse than that, customers have generously given their time to assist in the survey believing that some positive action will take place. Their expectations will have been raised. The process of collecting the data seems easier than taking action to improve satisfaction levels. The key to customer retention is customer delightment. A highly satisfied customer stays loyal longer, talks favorably about the organization and its products; offers product or service ideas to the organization and costs less to serve the new customers. Today more organizations are recognizing the importance of satisfying and retaining current customers. It is not enough to be skillful in attracting new customers, the organization must keep them. Today‘s organization must pay closer attention to the customer defection rate (the rate at which they lose customer).
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Here in case of BSNL thus the need for study on customer satisfaction is important since it is highly depending on the customer opinions and expectations there by using that information to change its strategies.
After explaining the need of the study the ‗Objectives of the Study (1.3)‘ was given. In this part, what information the investigator wanted collect and why she wanted to the project in that particular company and what goal she wanted to reach though this project has been clearly explained.
To study the overview of B.S.N.L
To determine customer preferences of landline and mobile services.
To evaluate the customer satisfaction level for mobile services as well as landline services.
To analyze the customer opinion and satisfaction with specific reference to BSNL.
To suggest some guidelines for BSNL in order to provide better
.
Focused services. After explaining the objectives of the study ‗methodology‘ was given in1.4. How the total information was collected from the customers was explained in this chapter. How the primary data and the secondary data were collected and what are the sources are like what are the books referred and what are the websites browsed were explained in this chapter. The information about questionnaire, how many customers were taken as sample size, what type of sample techniques and what are techniques used for analysis of the data also explained in this chapter.This clearly explains the data that we are considering. Finally the ‗Limitations of the Study (1.5)‘ were given in the next part. Forever study there will be some limitation and we may call those as hurdles for the study. The limitations may call those as hurdles for the study. The limitations may be the time limits, financial limits or troubles from the environment. In this study environment means the markets and the lack of awareness in the retailer. Second Chapter includes history of telecom industry in india, genesis and growth of the company, organization structure of the company, all the functional areas like marketing, HR, finance and production, finally the future trends of the company. All these functions are explained. In ‗History of telecom industry in India (2.1) The second chapter deals with introduction of the industry. Indian telecom
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sector is more than 165 years old. Telecommunications was first introduced in India in 1851 when the first operational land lines were laid by the government near Kolkata (then Calcutta), although telephone services were formally introduced in India much later in 1881. Further, in 1883, telephone services were merged with the postal system. In 1947, after India attained independence, all foreign telecommunication companies were nationalised to form the Posts, Telephone and Telegraph (PTT), a body that was governed by the Ministry of Communication. The Indian telecom sector was entirely under government ownership until 1984, when the private sector was allowed in telecommunication equipment manufacturing only. The government concretised its earlier efforts towards developing R&D in the sector by setting up an autonomous body – Centre for Development of Telematics (C-DOT) in 1984 to develop state-of-the-art telecommunication technology to meet the growing needs of the Indian telecommunication network. The actual evolution of the industry started after the Government separated the Department of Post and Telegraph in 1985 by setting up the Department of Posts and the Department of Telecommunications (DoT). The Second Chapter includes genesis and growth of the company, organization structure of the company, all the functional areas like marketing, finance, HR and finally the future trends of the company. All these functions are explained. In ‗Genesis and Growth of the Company, the origin of the telecom industry and BSNL and its gradually growth of the company has been explained. The growth of the company has shown year by year. After the explanation genesis and growth of the company the Organization Structure of the company and its importance and the use has been explained with the organization chart of the company. By using the organization chart we can understand the position of the management. In that company and the relation between the superiors and subordinates in the company. The organization structure can decided the future of the company whether it is going to be successful or a failure one. After this ‗The Marketing Function of the company has been explained in a very detailed manner. In the marketing strategies of the company and the technique of the company has been explained. After the marketing function the ‗Finance Functions of the company has been explained in a very detailed manner. In the Financial Functions of the company and the Financial technique of the company has been explained. After the Finance function the HR Functions of BSNL Services has been explained. BSNL was providing health and
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welfare activities.
After the HR Functions the future plans of the company was
explained very clearly point by point.
BSNL should change its very strategy of acting as follower to that of leader.
Instead of reacting to other operators move it should start acting proactively
The overall strategy of BSNL can be of concentrating on the mobile and broadband business in near future and to immediately phase out loss making businesses like telegraph.
BSNL can leverage on its pan India reach and economies of scale to achieve overall cost leadership.
At the same time capital investments can be made in next generation networks where stress should be on Wi-Max, content based data service and VOIP
Emphasis on organizational restructuring coupled with customer
Orientation and operational efficiency can help BSNL find place in Asian Telecom market.
BSNL provides a wide range of services including landline, cellular (GSM and CDMA), Managed Services Network, MPLS VPN, VSAT, VoIP, VAS, audio, video and web conferencing, internet and broadband services among others. The company provides Internet services, under the brand name Sancharnet, through various modes that include Wi-Fi, Broadband, Direct Internet Access (DIAS), ISDN and PSTN dial-up services. The company also carries on activities of planning, installing, network integration and maintenance of switching and transmission networks. In ‗Genesis and Growth of the Company (2.2)‘, the origin of the BSNL and its gradually growth of the company has been explained. The growth of the company has shown year by year. After the explanation genesis and growth of the company the ‗Organization Structure (2.3)‘ of the company and its importance and the use has been explained with the organization chart of the company. By using the organization chart we can understand the position of the management. In that company and the relation between the superiors and subordinates in the company. The organization structure can decided the future of the company whether it is going to be successful or a failure one.
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Third chapter includes the theoretical framework. In this chapter, detail information of the customer satisfaction. In this chapter, it clearly shows that what is satisfaction, need of internal customer satisfaction, benefits of internal customer satisfaction, external customer-supplier relationship, satisfactions, customer value, delivering customer value and satisfaction, internal record system, the marketing intelligence system (MIS),customer experience, customers analysis, customer perceived value, Measuring customer satisfaction, Seven Steps Of Customer Satisfaction, Encourage Face-to-Face Dealings, Respond to Messages Promptly & Keep Your Clients Informed, Be Friendly and Approachable, Have a Clearly-Defined Customer Service Policy, Attention to Detail also known as ‗The Little Niceties, Anticipate Client‘s Needs & Go Out Of Your Way to Help Them Out, Honor Your Promises, Role of Customer satisfaction in Marketing, it creates better teamwork and an improved work process. The benefits of internal customer satisfaction are as follows: o
It leads to higher output and superior quality product.
o
It decreases the turnover.
o
Reduced
overheads,
and
increase
customer satisfaction
level‘s inter
departmental. o
It enhances communication and hence helped in team building, hence there is less wasted effort caused by lack of common purpose and poor communication.
o
A good employee feedback survey improves employee attitude and boosts morals
With the above development marketing has taken major shifts in the past tow decades from the traditional production concept to product concept. TO selling concept because of the liberalization policies adopted by many nations the markets or developing countries are flooded buy the wide variety of products giving both to a new concept that is selling concept. This concept holds that ―Consumers and business, if -left above, will ordinarily not bay enough of the organizations products the organizations must therefore, undertake an aggressive selling and promotion effort. According to this concept the consumers must be induced to bay products more and more with the help of effective selling and promotional tools. This philosophy worked for the companies seeking short run results, but not for the long run. Because if gives more emphasis to pushing the products into the markets whether they may or may not have the potential. In recent years with the growing number
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of MNC‘s and domestic companies a wide assertion of products, and service were available to the consumers. This shift in market place gave birth to a new concept what is called marketing concept. According to this concept, the key to achieving its organizational, goals consists of the company being more effective than competitors in creating, delivering and communicating consumer value to its chosen target markets. Fourth chapter includes the Analysis and Interpretation of the Study. It contains lot of valuable information regarding the company and also the customer has been collected from the survey, which helped me to clearly understand the customer satisfaction on B.S.N.L. Fifth chapter includes the summary, findings of the study, suggestions and conclusion which were given to the company. Summary is a tool to understand the total study of the investigator at a glance very briefly. In this summary the details of each and every chapter were kept to make the observer understood the total project clearly. After the summary part the findings from the study were given. All the findings are picked out from the interpretations of the collected data. After the findings of the study part, the suggestions were given to observations that we have observed through the whole project. These suggestions may be useful to rectify to the faults of the company. Finally the conclusion that we have established through project. Finally appendix of the analysis and data interpretation and the bibliography were attached to the project work, which were used to complete the project successfully.
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5.2 FINDINGS 1.
A good majority of respondents (55.0%) were using B.S.N.L for personal purpose while (45.0%) while using B.S.N.L for business purpose.
2.
A good majority of respondents (30.5.0%) where ―Satisfied‖ with the value added services of B.S.N.L, while the least (5.0%) where ―Neutral‖ with the value added services of B.S.N.L.
3.
A good majority of respondents (45.0%) where ―Highly Satisfied‖ with the Connectivity of B.S.N.L, while the least (5.0%) where ―Dissatisfied‖ with the connectivity of B.S.N.L.
4.
A good majority of respondents (55.0%) where ―Highly Satisfied‖ with the billing of B.S.N.L, while the least (2.5%) where ―Dissatisfied‖ and ―Highly Dissatisfied‖ with the billing of B.S.N.L.
5.
A good majority of respondents (60.0%) where ―Highly Satisfied‖ with the handset of B.S.N.L, while the least (2.0%) where ―Highly Dissatisfied‖ with the handset of B.S.N.L.
6.
A good majority of respondents (35.0%) where ―Highly Satisfied‖ with the quality of service of B.S.N.L, while the least (5.0%) where ―Neutral‖ with the c quality of service of B.S.N.L.
7.
A good majority of respondents (60.0%) where ―Highly Satisfied‖ with the internet of B.S.N.L, while the least (2.5%) where ―Dissatisfied‖ and ‗Highly Dissatisfied‘ with the internet of B.S.N.L.
8.
A good majority of respondents (30.0%) where ―Neutral‖ with the call charges of B.S.N.L, while the least (12.0%) where ―Highly Dissatisfied‖ with the call charges of B.S.N.L.
9.
A good majority of respondents (30.5.0%) where ―Satisfied‖ with the value added services of B.S.N.L, while the least (5.0%) where ―Neutral‖ with the value added services of B.S.N.L.
10.
A good majority of respondents (32.5.0%) where ―Satisfied‖ with the overall of B.S.N.L, while the least (15.0%) where ―Neutral‖ with the overall of B.S.N.L.
11.
It can be observed that majority of respondents says B.S.N.L doesn‘t specify all the details about the usage of the B.S.N.L.
12.
A good majority of respondents (65.5.0%) where ―Regular‖ with the receive the bill on time, while the least (2.0%) where ―Irregular‖ to receiving the bills on time.
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13.
It can be observed mostly respondents should pay the bill through collection centers some respondents only pay the bills through nearest banks, pickup boys, drop boxes.
14.
All are respondents aware of the internet facility available in the B.S.N.L.
15.
In internet connections most of the people using broadband connections some people only using dial-up (sanchar net) and dial-up (net one).
16.
Majority of people bandwidth provide for the internet is enough for usage
17.
It can be observed that very high of internet charges in B.S.N.L compared to other internet service providers.
18.
A good majority of respondents satisfied with the customer care in B.S.N.L.
19.
Compared with other networks call charges of B.S.N.L medium.
20.
It can be observed that 38.5% opinioned, the frequently encounter problem is connectivity, while the next 34.0% opinioned, the problem is in service quality.
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5.3 SUGGESTIONS 1. 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. 2. BSNL may also introduce some sales promotion such as cash discounts; quality offers hence the promotional activities would further strengthen the market share of the Company. 3. BSNL may reduce the monthly rentals and also the service tax. 4. Caller Id‘s should be provided immediately after the customer‘s requisition. 5. Customer care of BSNL needs improvement with respect to the call handling management. 6. BSNL may reduce the internet charges.
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5.4 CONCLUSION
BSNL being a public sector, in order to thrive and excel, I had understood about the customer‘s expectations. I also understood about their competitors and their nuances in understanding their customers. Since communication industry is very competitive one it is high time for BSNL to understand about their customers in landline as well as Mobile services.
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APPENDIX Respected Sir/madam, I am TADI DILEEP studying M.B.A, 3rd semester with HR specialization
in
AITAM
SCHOOL
OF
COMPUTER
SCIENCES
AND
MANAGEMENT (ASCAM), Tekkali. I will sure that the information provided by you can be kept as confidentially and it is only for my academic purpose. So please cooperate with me.
A. BASIC INFORMATION 1. Name of the Respondent: 2. Sex: 3. Age: 4. Occupation: 5. What is your average monthly income?
B. SPECIFIC INFORMATION 6. For which purpose you mostly use BSNL services? Personal
Business
7. What is your monthly average bill? Below Rs.500
Rs. 500-1000
Rs. 1000-1500
Rs. 1500-2000
Above 2000
8. Rate the services offered by BSNL according to your satisfaction level Services
Highly
Satisfi
Neutr
Dissatisf
Highly
Satisfied
ed
al
ied
Dissatisfied
Coverage Connectivity Billing Handset Quality
of
Service Internet
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Call charges Value
added
service Overall 9. Does the bill specify all the details about the usage of the BSNL? Yes
No
10. Do you receive your bill on time? Regular
Mostly
Neutral
Rarely
Irregular
11. Please rank your preference to pay your BSNL bill? Nearest Bank
Pickup boy
Collection Center
Drop Boxes
Others
12. Are you aware of the internet facility available in the BSNL? Yes
No
13. If yes, which internet connection of BSNL do you prefer most? Dial-Up (Sanchar Net)
Dial-Up (Net One)
Broadband
Others
14. Does the bandwidth provided for the internet is enough for your usage? Yes
No
15. How would you rate the internet charges in BSNL when compared to other internet service providers? Very High
High
Medium
Low
Very Low
16. How do you feel about the customer care in BSNL? Highly Satisfied
Satisfied
Neutral
Dissatisfied
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Highly Dissatisfied
17. How do you feel about the call charges of BSNL when compared to other service providers? Very High
High
Medium
Low
Very Low
18. In which are of BSNL do you frequently encounter problems? Billing
Connectivity
Customer Care
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Service quality
BIBLIOGRAPHY Books:
Kotler,
P
(2002),‖Marketing
Management‖,
Millennium
Edition, Tenth
Edition, Prentice Hall, Inc, A Pearson Education Company, Upper Saddle River, New Jersey ,pp.
Biplab S.Bose(2007),‖ Marketing Management‖, First Addition, Himalaya Publishing House.
Dr.S.L.Guptha ―Brand management‖ (An Indian Perspective),Himalaya publishing house
Journals:
Indian Journal of Marketing, Vol. XXXVIII. May 2008
The ICFAI Journal of Marketing Vol. I. February 2007
Reports:
Annual records and reports of the BSNL Company.
Previous project records at the company.
Websites:
www.bsnlindia.com
www.bsnl.in
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