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A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY. Project Report submitted by

SYNOPSIS

The Telecom industry is one of the leading and fastest growing in the world as communication plays a vital role in the world and especially in India. It acts as a major catalyst for the economic growth. BSNL has good brand awareness among the people. This could be attributed to its long history in the market and continued support from the Government. In todays competitive world, BSNL has to provide excellent services to attain a major market share and keep their Customers satisfied in all aspects. This research study is useful for BSNL to understand the expectations and requirements of Customers and can serve them in a better way. This research was conducted from May 2006- June 2006. The researcher has done an internship project at BSNL, Chennai in pursuance of determining the brand equity for BSNL and then the customers feedback on the various products. The samples of 250 respondents from among the universe of BSNL users at Coimbatore, tirupur and pollachi were selected at random to conduct the study. The BSNL staffs who were contacted to learn about the various BSNL packages and policies were also the primary source of data.

Questionnaire was designed after a pre-survey interview covering all the aspects of BSNL services. Data analysis and interpretation was done using the collected data with necessary tools including percentage analysis, five point scale was used to grade the opinion of the respondents regarding the various variables used, soft wares like SPSS were also used to enable efficient analysis of data. The researcher strongly believes that this study would be helpful to the BSNL Management in knowing about the Customers Satisfaction, Customer Perception, Customer Preferences, and service requirements and about the other competitors status in the market thereby helping them in improve their quality of Services offered.

TABLE OF CONTENTS
S.NO. CONTENTS LIST OF TABLES LIST OF CHARTS 1.0 INTRODUCTION 1.1 STATEMENT OF PROBLEM 1.2 IMPORTANCE OF THE STUDY 1.3 OBJECTIVES 1.4 SCOPE OF THE STUDY 1.5 RESEARCH METHODOLOGY 1.6 LIMITATIONS OF THE STUDY 1.7 CHAPTER SCHEME 2.0 PROFILE 2.1 COMPANY PROFILE 13 PAGE NUMBER 1 3 5

3.0 4.0 5.0 6.0 7.0 8.0

CONCEPTUAL REVIEW ANALYSIS AND INTERPRETATIONS FINDINGS AND SUGGESTIONS

24 28 66

CONCLUSION BIBLIOGRAPHY ANNEXURE

74 76 78

LIST OF TABLES

S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 59 60 61 62

CONTENTS Location of the Customers. Age of the Customers. Occupation of the Customers. Monthly Income of the Customers. Customers using Mobile Services or not. Customers using Landline Services or not. Mobile Service used by the Customers. Landline Service used by the Customers. Familiarity of Customers with BSNL. Comparing BSNL with other Services. Respondents by their Age and Mobile Services. Respondents by their Location and Landline.

PAGE NUMBER 29 30 31 32 34 35 36 37 38 39 41 43 45 47 49 51 54 55 57

Respondents by their Location and Migration from BSNL. Respondents by their Location and Network Coverage Respondents by their Location and Customer Care Respondents by their Cost and Migration from BSNL. Quality of Customer Service and Migration from BSNL. Respondents by their Location and Comparing with other Services Respondents by their Location and Tariff plan Satisfaction.

63 64 65

NL.

LIST OF CHARTS
S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 59 60 61 CONTENTS Location of the Customers. Age of the Customers. Occupation of the Customers. Monthly Income of the Customers. Customers using Mobile Services or not. Customers using Landline Services or not. Mobile Service used by the Customers. Landline Service used by the Customers. Familiarity of Customers with BSNL. Comparing BSNL with other Services. Respondents by their Age and Mobile Services. Respondents by their Location and Landline. Respondents by their Location and Migration from BSNL. Respondents by their Location and Network Coverage Respondents by their Location and Customer Care Respondents by their Cost and Migration from BSNL. Quality of Customer Service and Migration from BSNL. Respondents by their Location and Comparing with other Services Respondents by their Location and Tariff plan Satisfaction PAGE NUMBER 29 30 31 32 34 35 36 37 38 39 42 44 46 48 50 52 54 56 58

62 63 64 65

NL.