Volume 5 Issue 12, December 2017 ISSN: 2321-1784 Impact Factor: 6.178

International Journal in Management and Social Science
Volume 5 Issue 12, December 2017 ISSN: 2321-1784 Impact Factor: 6.178
Journal Homepage: http://ijmr.net.in, Email: irjmss@gmail.com
Double-Blind Peer Reviewed Refereed Open Access International Journal
A study the Level of customer satisfaction towards the services provided by Bharat
Sanchar Nigam Limited in Bangalore City
By
Research Guide Research Scholar Dravidian University
Dr. D. Govindappa, Y.V. Sheshadri
Faculty Faculty
Maharani’s Arts, Commerce & Al-Ameen Institute of Management Studies
Management College for Women Bangalore.
Bangalore
Abstract:
Customer satisfaction is an ambiguous and 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 both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have and other products
against which the customer can compare the organization's products. These factors influenced
the researcher to study the level of customer satisfaction of BSNL and other telecom service
providers. Random sampling technique is employed to select the sample. Data is analyzed using
percentages and chi-square test.
Statement of the Problem
Customer satisfaction is a measure of how products and services supplied by a company

meet or surpass customer expectation. In an aggressive 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 are increasingly interested in retaining existing
customers while targeting new-customers. Measuring customer satisfaction gives an indication
of how successful the organization is at providing products and/or services to the marketplace.
These factors influenced the researcher to study the level of customer satisfaction of BSNL and
other telecom service providers.
Objectives of the Study
The objectives of the present study are detailed below:
1. To study the level of customer satisfaction towards the services provided by BSNL and
other telecom service providers such as Bharati Airtel, Vodafone, Reliance and Tata
Docomo.
2. To study the services provided by BSNL and other telecom service providers such as
Bharati Airtel, Vodafone, Reliance and Tata Docomo.
3. To offer suitable suggestions based on findings of the study.
Hypothesis of the Study
The Study proposed to test the following three hypotheses
H0: There is no significant difference in the level of customer satisfaction towards the services
provided by telecom service providers.
H1: There is a significant difference in the level of customer satisfaction towards the services
provided by telecom service providers.
H0: There is no significant difference in services provided by telecom service providers.
H1: There is a significant difference in services provided by telecom service providers
84 International Journal in Management and Social Science

http://ijmr.net.in, Email: irjmss@gmail.com
Scope of the Study
The study is confined to the level of customer satisfaction of the services provided by
BSNL and other telecom service providers such as Bharati Airtel, Vodafone, Reliance and Tata
Docomo. The researcher has confined the scope of the study to Bangalore City only.
Methodology of the Study
Area of the Study
Study is conducted in Bangalore City only.
DATA COLLECTION
The present study is based on both primary and secondary sources of data. Primary
data was collected by using structured questionnaire and it was administered to the users of BSNL
and other telecom service providers such as Airtel, Reliance, Tata Docomo and Vodafone.
The secondary data was collected from research papers, periodicals, magazines, websites,
newspapers, journals, survey reports books etc.,
SAMPLING
In Bangalore, BSNL is one of the leading telecom service providers and other private
telecom service providers in the city are Bharati Airtel, Vodafone, Reliance and Tata Docomo. For
studying the the level of customer satisfaction and the services, users of each telecom service
providers are taken on random basis.
A total of 100 respondents who are using BSNL service is taken on a random basis, 100
respondents from Airtel, 100 respondents from Reliance, 100 from Tata Docomo and 100 from
Vodafone are also taken on random basis.
PLAN OF ANALYSIS
The collected data from the respondents is analyzed with the help of statistical tools
and techniques such as averages, percentages, chi-Square test, ANOVA, Factorial Analysis,
Correlation and Regression. The collected data is depicted with the help of tables, charts and
diagrams and conclusions are drawn.
LIMITATIONS OF THE STUDY
Limitations of the study are:
1. The study is restricted to the level of customer satisfaction towards the services provided
by the BSNL and other telecom service providers such as Airtel, Reliance, Tata Docomo
and Vodafone.
2. The authenticity of the data depends on the information provided by the respondents.
3. The study is confined to Bangalore City only hence the results cannot be generalized.
Summary of findings of the study

Recognisation of the brands:

It is evident from the study that majority of the respondents among all service providers
recognized their brand for the network connectivity. From the study it is clear that all telecom
service providers have good network connectivity.
Bill Delivery:
The study reveals that majority of the customers have expressed that they did not
experience any delay in delivery of post paid bills. However, telecom service providers are not
free from errors. The study reveals that delay in bill delivery was experienced by some of the
customers.
Over charged bill:
It is evident from the study that the bills are charged according to the usage by the
customer from all the telecom service providers. But there were some instances where in bills
are over charged. Among the customers who are overcharged, majority of them had lodged the
complaints to their service providers. For the complaint lodged by the customers, service
providers of all brands under study have taken immediate corrective measures.
Knowledge of service staff:
The study reveals that majority of the customers among all service providers opined that
the service staffs are knowledgeable. This shows that service staff has good knowledge in the
service field.
Preference for prepaid connections:
For the study it is clear that majority of the customers among all service providers
referred prepaid connections. Airtel and BSNL customers preferred prepaid connection because
of balance enquiry, and among Reliance, Tata Docomo and Vodafone customers preferred
prepaid connection because of control over the balance. Customers are price sensitive. Telecom
service providers should offer more prepaid connections to their potential customers.
Recharge options:
The study reveals that majority of the customers among all service providers preferred
recharge option of less than Rs. 100. Service providers should bring more recharge schemes to
cater to the other category of customers.
Awareness and usage of internet facility:
From the study it is clear that majority of the customers among all service providers are
aware of internet facility provided by their service providers. Majority of them have used the
internet facility and have expressed that the speed of the internet is good. All the telecom
service providers should improve the speed, so the internet access will be fast.
Awareness and usage of mobile money transfer:
The study depicts that majority of the customers among all service providers are aware of
mobile money transfer facility provided by their service providers. Though they are aware of
mobile money transfer facility majority of them have not used this facility. Telecom service
providers should take initiative steps to promote the usage of mobile money transfer facility so
that payment of bills will be easier and convenient.

Experience of wrong connections:

From the study it is noted that majority of the customers among all service providers
have not experienced any wrong connections. Only a few customers have complained regarding
wrong connections. This may be due to jamming of network.
Appreciation of promotional SMS:

Study reveals mixed reaction regarding the appreciation of promotional SMS. Majority of
the customer among all service providers appreciated the promotional SMS and they opined that
it should be provided free of cost. Customers who appreciated the promotional SMS among
Airtel, BSNL, Reliance and Vodafone customers opined that SMS alerts are informative and among
Tata Docomo customers opined that SMS are useful.
Dislike of SMS alerts:

From the study it is clear that the customers who have not appreciated the promotional
SMS, majority of the customers among Airtel, BSNL, Reliance and Tata Docomo customers do not
have a good opinion regarding SMS alerts as irritating and among Vodafone customer showed
their dislike regarding SMS alerts as worthless.
Experience of Problems:
Study reveals that majority of the customers among all service providers have
experienced delay in the delivery of SMS messages. All the telecom service providers should take
initiatives to see such that the messages are delivered immediately as soon as it is sent.
Convenience of service outlets:
From the study it is evident that majority of the respondents among all service providers
have opined that service outlets provided by the service providers are convenient and even they
have rated it as convenient. Service providers can open few more service outlets in the crowded
areas so that the customers need not wait in the long queue to get served.
Rating of plans:
From the study it is evident that majority of the customers who are using Airtel brand
have rated service plans as very good and among other telecom service providers customers
have rated good.
Satisfaction of recharge option:
The study reveals that majority of the Airtel and Reliance customers have rated
satisfaction level of recharge option as neutral, among BSNL customers as somewhat satisfied and
among Tata Docomo and Vodafone customers as very much satisfied. Airtel, BSNL and Reliance
service providers should bring out additional recharge options with more schemes.
Dissatisfaction of recharge option:
The study reveals that majority of the customers among Airtel and Reliance customers
are dissatisfied with the recharge options because of no free SMS is provided. Among BSNL, Tata
Docomo and Vodafone users, customers are dissatisfied with the recharge options because of the
charges are high. It is evident from the study that Airtel and Reliance should promote plans with
free SMS option. BSLN, Tata Docomo and Vodafone should reduce their charges so that
customers will be satisfied.

Satisfaction level of response given by the service staff:
It is clear from the study that majority of the customers among Airtel, and Reliance have
shown their satisfaction level to the response given by the service staff as somewhat satisfied.
Majority of the customers among BSNL, Tata Docomo and Vodafone have shown their
satisfaction level to the response given by the service staff as neutral. It can be ascertained that
the service staff should be given proper training before they are put on to the job.
Reaction to response given by the service staff:
It is evident from the study that majority of the customers among Airtel, BSNL and Tata
Docomo have ignored the response given by the service staff. Majority of Reliance customers
have complained to higher authority and majority of the Vodafone customers have stopped using
the connection.
Rating of customer care services:
Study reveals that majority of the customers among all service providers have rated the
customer care services as good. Customer care services should be improved.
Features of services satisfied:
From the study it is clear that majority of the customers among all service providers are
satisfied with the services provided by their service providers. Majority of the customers among
all service providers are satisfied with the network connectivity provided by the service providers.
Good network is essential for communication. Service providers should take proper measures to
have good network connectivity.
Features of service dissatisfied:
From the study it is evident that the customers among all service providers who are
dissatisfied with the services provided by their service providers have shown their dissatisfaction
due to charges levied for roaming which is high in case of Airtel and Tata Docomo customers, in
case of BSNL free talk time provided is less, in case of Reliance SMS are irritating and free talk
time provided is less and in case of Vodafone SMS are irritating.
Overall satisfaction:
Study reveals that majority of the customers among all service providers have rated
satisfaction level as somewhat satisfied. It is evident that service providers need to improve the
services offered to the customers.
Suggestions
After thorough study, by reviewing the literature, identifying the research gap, collection
of primary data from the sample respondents through the questionnaire and thorough analysis of
the data, the researcher would like to propose the following suggestions.
Services of Telecom Service Providers:
 There is a huge demand for prepaid connections, BSNL, Airtel, Reliance, Tata
Docomo and Vodafone service providers should provide special schemes for
prepaid connections, since enables customers to have control over the balance.

 BSNL, Airtel, Reliance, Tata Docomo and Vodafone service providers should
promote various recharge options to cater to different segments in the market.
increase their bandwidth so that internet speed will increase.
promote mobile money transfer facility by using various advertising media like
newspapers, TV’s, SMS etc., so that payment of bills will be easier and
convenient.
 BSNL, Airtel, Reliance, Tata Docomo and Vodafone service providers should send
only useful promotional SMS to their customers.
 BSNL, Airtel, Reliance, Tata Docomo and Vodafone service providers should take
necessary steps to see such that SMS messages are delivered immediately as
soon as it is sent.
increase the service outlets so that customers do not face any problem in getting
service done.
Satisfaction Level of services of Service Providers:
provide SMS free of cost to their customers.
 BSNL, Airtel, Reliance, Tata Docomo and Vodafone service providers should give
regular training to the service staff regarding the latest technology and improve
their soft skills to keep the service staff knowledge updated so that they can
serve customer to their utmost satisfaction.
 Customer care services of BSNL, Airtel, Reliance, Tata Docomo and Vodafone
service providers should be improved by providing extra services and reducing
the call rates.
 Airtel service provider should reduce the roaming charges, BSNL service provider
should provide free talk time facility, Reliance service provider should provide
free talk time facility and avoid sending irritating SMS messages, Tata Docomo
service provider should reduce roaming charges and provide free talk time facility
and Vodafone service provider should avoid sending irritating SMS messages.
HYPOTHESIS TESTING
This section deals with the testing of hypothesis under the study. To test the hypothesis
Chi-square test for independence of attributes is used.
H0: There is no significant difference in the level of customer satisfaction towards the services
provided by other telecom service providers.
H1: There is significant difference in the level of customer satisfaction towards the services
provided by other telecom service providers.

Table No 1(A)
Table Showing Rating of Overall Satisfaction Level
Service Very Much Some What Somewhat Total

Providers Satisfied Satisfied Unsatisfied
AIRTEL 2 5 1 8
4.00 10.00 2.00 16.00
BSNL 4 11 0 15
8.00 22.00 0.00 30.00
RELIANCE 2 5 0 7
4.00 10.00 0.00 14.00
TATA DOCOMO 0 6 6 12
0.00 12.00 12.00 24.00
VODAFONE 1 4 3 8
2.00 8.00 6.00 16.00
Total 9 31 10 50
18.00 62.00 20.00 100.00
Source: Survey Data
Table No 1(B)
Statistics Table Showing Rating of Overall Satisfaction
Statistics DF Value Prob.

Chi-Square 8 15.6987 0.0469
Likelihood Ratio Chi-Square 8 20.2915 0.0093
Mantel-Haenszel Chi-Square 1 0.0018 0.9660
Phi Coefficient 0.5603
Contingency Coefficient 0.4888
Cramer’s V 0.3962
In the table 1(A) and (B), Chi-square is showing a significant association between two
variables at 95.31% confidence level. Thus, we conclude that at 90% confidence level, service
providers and the rating of overall satisfaction are significantly associated with each other. From
the obtained contingency coefficient of 0.49, it can be inferred that the association between the
dependent and independent variable is significant. It can be concluded that there is a moderate
association between the above two variables. From the above table if we look at individual
service providers, respondents preferred BSNL brand, which is even evident from the Chart No.
1. This leads us to conclude that BSNL plays an important role in the overall satisfaction level.

Chart No 1
Chart Showing Rating of Overall Satisfaction Level
30
20
10
0
AIRTEL BSNL RELIANCE TATADOCOMO VODFONE
Very Much Satisfied Some What Satisfied Somewhat Unsatisfied
Source: Analysis Data
H0: There is no significant difference in services provided by telecom service providers.
H1: There is significant difference in services provided by telecom service providers.
Table No 2(A)
Table Showing Satisfaction Level of Services
SERVICE PROVIDERS YES NO TOTAL

AIRTEL 6 5 11
12.00 10.00 22.00
BSNL 9 0 9
18.00 0.00 18.00
RELIANCE 4 6 10
8.00 12.00 20.00
TATA DOCOMO 6 4 10
12.00 8.00 20.00
VODAFONE 4 6 10
8.00 12.00 20.00
Total 29 21 50
58.00 42.00 100.00
Source: Survey Data
TABLE NO 2(B)
Statistics Table showing Satisfaction Level of Services
Statistics Df Value Prob.

Chi-Square 4 9.2476 0.0552
Likelihood Ratio Chi-Square 4 12.4903 0.0141
Mantel-Haenszel Chi-Square 1 1.6101 0.2045
Phi Coefficient 0.4301
Contingency Coefficient 0.3951
Cramer’s V 0.4301

In the table 2(A) and (B), Chi-Square is showing a significant association between two
variables at 95% confidence level. Thus we conclude that at 95% confidence level, service
providers and satisfaction level of services are significantly associated with each other. From the
obtained contingency coefficient of 0.35, it can be inferred that the association between the
dependent and independent variable is significant. It is concluded that there is a moderate
association between the above two variables. From the above table if we look at individual
service providers, respondents preferred BSNL brand, which is even evident from the Chart No.
2
This leads us to conclude that BSNL plays an important role in the satisfaction level of
services. Chart No 2
Chart Showing Satisfaction Level of Services
20
15
10
5
0
AIRTEL BSNL RELIANCE TATA DOCOMO VODAFONE
YES NO
Source: Analysis Data
Conclusion
From the data analysis and testing of hypothesis for telecom service providers, the
hypothesis of the study is disproved and thus it is concluded that:
“There is significant difference in the level of customer satisfaction towards the services
provided by telecom service providers”
“There is significant difference in the services provided by telecom service providers”
From the study it is clear that customers of all telecom service providers are satisfied with the
services and relationships maintained with them. It is also seen that there are some lapses in the
system. It can be concluded that BSNL plays a predominant role in maintaining Customer
Relationship Management, satisfaction level and services.

References:
1. Hill N Alexander J, Handbook of Customer Satisfaction and Loyalty Measurement,

Gower Publishing Ltd., England , 2000.
2. John W Gosney & Thomas P Boehm, Customer Relationship Management -Essentials,

Premier Press, 1st Edition (2000).
3. K.N Krishnaswamy, Appa Iyer, Sivakumar M.Mathirajan, Management Research

Methodology –Integration of Principles, Methods and Technique, Pearson Eduction.
4. Mahanty and Lakhe, TQM in the Service Sector (Mumbai) Jaico Publishing House,
2006.
5. Mukesh Chaturvedi, Abhinav Chaturvedi, Customer Relationship Management, An

Indian perspective, Excel Books, 1st Edition( 2005).
6. Naresh K Malhotra, Marketing Research – An Applied Orientation, Pearson Printice
Hall, 5th Edition (2007).
7. Philip Kolter, Marketing Management (New Delhi), Printice Hall of India Pvt., Ltd.,
2004.
8. Rajendra Nargundar, Marketing Research – Text and Cases, Tata McGraw Hill
Education, 2nd Edition.


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International Journal in Management and Social Science

Statement of the Problem

Customer satisfaction is a measure of how products and services supplied by a company

Objectives of the Study

The objectives of the present study are detailed below:

The Study proposed to test the following three hypotheses

84 International Journal in Management and Social Science

Scope of the Study

Methodology of the Study

Area of the Study

Study is conducted in Bangalore City only.

LIMITATIONS OF THE STUDY

Limitations of the study are:

Summary of findings of the study

85 International Journal in Management and Social Science

Over charged bill:

Knowledge of service staff:

Preference for prepaid connections:

Awareness and usage of internet facility:

Awareness and usage of mobile money transfer:

86 International Journal in Management and Social Science

Experience of wrong connections:

Appreciation of promotional SMS:

Dislike of SMS alerts:

Convenience of service outlets:

Satisfaction of recharge option:

Dissatisfaction of recharge option:

87 International Journal in Management and Social Science

Satisfaction level of response given by the service staff:

Reaction to response given by the service staff:

Rating of customer care services:

Features of services satisfied:

Features of service dissatisfied:

Services of Telecom Service Providers:

88 International Journal in Management and Social Science

Satisfaction Level of services of Service Providers:

89 International Journal in Management and Social Science

Service Very Much Some What Somewhat Total

Source: Survey Data

Statistics Table Showing Rating of Overall Satisfaction

Statistics DF Value Prob.

90 International Journal in Management and Social Science

Chart Showing Rating of Overall Satisfaction Level

Very Much Satisfied Some What Satisfied Somewhat Unsatisfied

Source: Analysis Data

H0: There is no significant difference in services provided by telecom service providers.

H1: There is significant difference in services provided by telecom service providers.

Table Showing Satisfaction Level of Services

SERVICE PROVIDERS YES NO TOTAL

Source: Survey Data

Statistics Table showing Satisfaction Level of Services

Statistics Df Value Prob.

91 International Journal in Management and Social Science

Source: Analysis Data

“There is significant difference in the services provided by telecom service providers”

92 International Journal in Management and Social Science

1. Hill N Alexander J, Handbook of Customer Satisfaction and Loyalty Measurement,

2. John W Gosney & Thomas P Boehm, Customer Relationship Management -Essentials,

3. K.N Krishnaswamy, Appa Iyer, Sivakumar M.Mathirajan, Management Research

5. Mukesh Chaturvedi, Abhinav Chaturvedi, Customer Relationship Management, An

93 International Journal in Management and Social Science

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