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1Statement of Problem
A study has been conducted in order to understand the Customers opinion and Satisfaction level of various Landlines and Mobile Services in Tamil Nadu, research titled“A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY” has been conducted.
1.2 Importance of the Study
In this competitive arena communication plays a vital role so the Telecom Industries are the major source for communication. BSNL, being a public sector obviously have to compete with various players like Airtel, Aircel, Reliance, Tata Indicom etc.,with their stringent rules and regulations guided by TRAI. Hence in order to understand about the customers requirements their likes and dislikes preference is sine-quo-non for BSNL.
1.3O b j e c t i v e s
1.To ascertain the Customers preferences of Land line and Mobile Services. 2.To ascertain the Customers Satisfaction level for Mobile services as well as Land
line Services. 3.To analyze the Customer opinion and satisfaction with specific reference to BSNL. 4.To suggest some guidelines to BSNL in order to provide better focused services. 5.To determine the status of brand awareness and brand loyalty in order to conclude about brand equity. 6.To learn about the brand attributes and their preferences in BSNL
1.4Scope of the Study:
1.This research study is useful for BSNL to understand the expectations and requirements of Customers and can serve them in a better way. 2.This research was conducted from May 2006- June 2006. 3.The respondents from Madurai and karaikudi have been taken for this study. 4.The brand equity was measured in terms of brand attribute preferences, brand awareness, brand loyalty and preferences about the brand
.5Research Methodology: DATA SOURCE: In this study Primary data and secondary data have been used. Personal interview technique has been used for conducting the survey. Secondary data have been collected from Internet.1. Data collection h Co as been done through the use of Structured questionnaire. RESEARCH APPROACH: Primary data have been collected through surveys.
iii.Time was not sufficient to conduct detailed study. . The researcher has chosen 145 from madurai.study had been conducted only in a few areas of TamilNadu 3. Location. 1. iv. Chances of Switching. vi. Mobile Usage. Monthly Income.For few questions researcher was not able to get proper response which are asfollows: i.SAMPLING: nvenient Sampling method has been adopted for this study. ii. 56 from karaikudi and The researcher had prepared a Questionnaire both open and close ended questions to elicit responses for the following areas: i. Pollachi and Tirupur for this study. v. iv. Occupation. 2. Reason for Switching. Mobile service Usage. Age. Researcher has taken respondents from Coimbatore. Monthly Income.6Limitations of the Study: 1. ii. Comparative questions. iii.
which includes Statement of Problem. Chapter V deals with the Findings and Suggestions.7Chapter Scheme: Chapter I deal with the Introduction of the project work. Chapter IV deals with the Analysis and Interpretation. Scope of the study. Research Methodology and Limitations of the study. Chapter VIII deals with the Annexure.1. Importance of the study. . Chapter III deals with the Conceptual review. Chapter VI deals with the Conclusion. Objectives. Chapter II deals with the Industry and Company Profile. Chapter VII deals with the Bibliography.
Its responsibilities include improvement of the already impeccable quality of telecom services.400 crore ( US $ 7.1 COMPANY PROFILE On October 1.00.000 crore (US $ 22.14 billion) .DIAS.NEC etc. introduction of new telecom services in all villages and instilling confidence among its customers. Broadband and more than 400.32 billion.000 route kms of OFC network.Web telephony. BSNL's financial and asset bases too are vast and strong. BSNL has managed to shoulder these responsibilities remarkably and deftly. as they speak volumes on BSNL’s standing: The telephone infrastructure alone is worth about Rs. 2000 the Department of Telecom Operations. With latest digital switching technology like OCB. Today with over 45 million line capacity.00. nation wide Network management & surveillance system (NMSS) to control telecom traffic and over 4. Consider the figures.2. Today. expansion of telecom network. BSNL continues to serve this great nation . BSNL is the No. It has a network of over 45 million lines covering 5000 towns with over 35 million telephone connections. 31. 99. Along with its vast customer base.VPN. 1.5 gbps.FETEX. and widespread transmission network including SDH system up to 2.EWSD.AXE-10.9% of its exchanges digital. Bharat Sanchar Nigam Ltd is a name to reckon with in the world of connectivity. Government of India became a corporation and was christened Bharat Sanchar Nigam Limited (BSNL). DWDM system up to 80 gbps.74 billion) Turnover of Rs. 1 Telecommunications Company and the largest Public Sector Undertaking of India with authorized share capital of $ 3977 million and net worth of $ 14.000 data customers .
Add to which. National Plan Target of 250 million subscriber base for the country by December 2007. BSNL is most trusted Telecom Brand of India. Telephone in all villages. • Build customers confidence through quality and reliable service. . comprehensive range of telecom services and a penchant for excellence. BSNL's nationwide coverage and reach. ii. and you have the ingredients for restructuring India for a bright future. • Provide Bandwidth on demand. Broadband customers base of 20 million in the country by 2010 as per Broadband Policy 2004. OBJECTIVES • To be a Lead Telecom Services Provider. Today. iii. • Contribute towards: i. iv Implementation of Triple play as a regular commercial proposition.
5% Capital Investment Annual Investment in the network has increased from Rs. The growth rate in 2004-05 was 6. 7578 crores ( US $ 1.72 billion) in 2004-05.Organizational chart: Revenue The Department of Telecom operations now known as BSNL has shown sustained growth in the last 15 years.42 billion) .18 billion) in 1986-87 to over Rs. This investment has been financed mainly by the internal accruals. 19431 crores ( US $4. The planned capital outlay during 2006-07 is Rs. 785 crores (US$ 0.
Buildings.BSNL.27 billion).42 billion). Apparatus & Plants etc. 62. 33. The planned capital outlay during 200607 is Rs. 10. The corporation has a net worth of Rs 63. When it comes to connecting the four corners of the nation. Bharat Sanchar Nigam Limited has got fixed assets valuing more than Rs. Bharat Sanchar Nigam Limited. and much beyond.Capital Investment Annual Investment in the network has increased from Rs.60 billion) in 2004-05. A company that has gone past the . authorized equity capital of Rs. 7578 crores ( US $ 1.862 Crores (US $ 14. This investment has been financed mainly by the internal accruals.000 crores (US $ 1.000 crores (US $ 14. which are in the form of Land.450 crores (US $ 7. 19431 crores ( US $4. one solitary name lies embedded at the pinnacle .18 billion) in 1986-87 to over Rs.32 billion).000 crores (US $ 2. the largest Public Sector undertaking of theNation.72 billion) in 2004-05.29 billion). paid up capital of Rs 5. Cables. 785 crores (US$ 0.14 billion) and revenue is Rs. is certainly on a financial ground that's sound.
BSNL launched Data One broadband service in January 2005 which shall be extended to 198 cities very shortly. It is working round the clock to take India into the future by providing world class telecom services for people of India. The service is being provided on existing copper infrastructure on ADSL2 technology. Countrywide telephone Service through 32. Multicasting. it connects each inch of the nation to the infinite corners of the globe. The minimum speed offered to the customer is 256 Kbps at Rs. Video Conferencing.per month only. Video-on-Demand. to enable you to step into tomorrow. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brand of the Nation. Keeping the global network of Networks networked. Driven by the very best of telecom technology from chosen global leaders.number games and the quest to attain the position of a leader. Subsequently. the countrywide Internet Services of BSNL under the brand name includes Internet dial up/ Leased line . 250/. Digitalized Public Switched Telephone Network (PSTN) with a host of Phone Plus value additions.000 electronic exchanges. Here is an overview of the World Class services offered by the BSNL: Basic Telephone Services The Plain old. Broadcast application etc will be added. other services such as VPN.
Intelligent Network Intelligent Network Service (In Service) offers value-added services. You can use your dialup sancharnet account from any place in India using the same access no ‘172233’. x. BSNL has customer base of more than 1.access. BSNL also offers Web hosting and co-location services at very cheap rates.28 Dial up (PSTN) Connection) and frame relay services. It offers a choice of high. . the facility which no other ISP has. It can also facilitate both desktop video and high quality video conferencing.28 leased. CLI based access (no account is required) and DIAS service.25 x. for web browsing and E-mail applications.7 million for sancharnet service.25 based packet Switched Public Data Network is operational in 104 cities of the country. Leased Lines & Datacom BSNL provides leased lines for voice and data communication for various applications on point to point basis. ISDN Integrated Service Digital Network Service of BSNL utilizes a unique digital network providing high speed and high quality voice. data and image transfer over the same line. 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 I-Net India s x. It offers x.
Wireless in Local Loop This is a communication system that connects customers to the Public Switched Telephone Network (PSTN) using radio frequency signals as a substitute for conventional wires for all or part of the connection between the subscribers and the telephone exchange. Short Message Service (SMS) both national and international. CellOne provides all the services like MMS. CellOne offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi). E-mail. Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of nx64 kbps up to 2mbps. You can use CellOne in over 160 countries worldwide and in 270 cellular networks and over 1000 cities/towns across India.2 million. useful for Internet leased lines and International Principle Leased Circuits (IPLCs). It has got coverage in all National and State Highways and train routes. Countrywide WLL is being offered in areas that are non-feasible for the normal network. Voice Mail. GPRS. Bandwidth is available on demand in most cities.medium and low speed leased data circuits as well as dial-up lines. . unified messaging service (send and receive e-mails) etc. Cellular Mobile Service BSNL’s GSM cellular mobile service Cellone has a customer base of over 5.
LMDS. DLCs. RLC etc • Total number of villages covered 1.Helping relieve congestion of connections in the normal cable/wire based network in urban areas.438 .ADSL & High Speed Internet • Managed Leased Line Network (MLLN) • Access Network . Limited mobility without any air-time charge PROJECTS RECENTLY IMPLEMENTED/UNDER DEVELOPMENT : • National Internet Backbone of BSNL • Voice over IP • Broadband Services .39. Connecting the remote and scattered rural areas.021 • National Highway covered (Km) 45.
Cheque deposit machines have also been installed in many cities. Remote subscriber Units (RSUs) being provide extensively to reduce the long lengths of copper cables. Internal Distribution Points (DPs) being provided in the customer premises to eliminate the faults arising out of overhead wires. Access round the clock help at following toll free numbers • Dataone Broadband '1600-424-1600' • PSTN Call Center '1500' (in select states) • Sancharnet Help Desk '1957' • CellOne all India Help '9400024365' All BSNL Customer Service Centers (CSCs) now remain open on all seven days from 8.15. Remote Line Units (RLUs).00 PM without any break for all activities. Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country. .00 AM to 8. Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant. Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic.730 Customer Care Several Steps have been taken at BSNL to augment the quality of customer care to international standards. Majority of the local network is built up on jelly filled and OFC for trouble free service.• State Highway covered (Km) . Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished. Establishing call centers across the nation to provide single window solutions and convenience to customers. Accordingly.339 • Railway route covered (Km) .31. Pagers being given to outdoor staff in a phased manner for speedyrectification of faults. a single demand note would be issued to the customer in respect of all the connections applied for. more than one Bfone connections can be applied on a single application form. so that customers can make payments 24X7 at their convenience. With a view to simplify and offer customer friendly services.
shifting and third party transfer. Services available through Broadband are. MARKETING MANAGEMENT . Initiating both pre-paid and post paid broadband services. Various application forms and procedures being simplified for new telephone connections. High speed Internet Access with speed ranging from 256 kbps to 8 Mbps. Giving the customer an option of selecting a service of their choice. Payment of telephone bills being received on Saturday and Sunday through cheques in City Telecom Offices (CTOs). BSNL 3G BSNL a government of India undertaking provides broadband access to for residential as well as business purposes. through the means of web servers. Procedure for restoration of telephones disconnected due to non-payment simplified and powers delegated to Secondary Switching Area (SSA) heads. More than one Public Call Office (PCO) permitted at the same premises. both plain as well as feature rich • Multi-site MPLS and VPNs (access to private network securely over the NIB-II infrastructure) • Bandwidth on Demand( customer can change bandwidth as per their requirement) The prime objective of the company remains. To provide an easy billing system for their broad band services by either time-based or volume-based billing.Application Forms for new connections have been made free of charge for all services. Its variety of services includes: • Providing high speed Internet connectivity (upto 8 Mbps) • Content based services • Video multicasting • Video-on-demand and Interactive gaming • Audio and Video conferencing • IP Telephony • Distance learning facilities • Messaging.
however. The Intel Inside campaign has dramatically transferredawareness into perceptions of technological superiority and market acceptance. implementation. partly because it influences brand associations in many contexts and partly because it has been empirically shown to affect profitability (as measured by both ROI and stock return). 3. perceived quality. These four dimensions guide brand development. BRAND EQUITY The goal of the brand leadership paradigm is to create strong brands – but what is a strong brand.Brand awareness: Brand awareness is an often undervalued asset. brand associations. management and measurement. It is the analysis. and control of programs designed to create. planning. timing. People like the familiarand are prepared to ascribe all sorts of good attitudes to items that are familiar to them. It can include user imagery. anyway? In Managing Brand Equity. 1.Brand associations Brand association can be anything that connects the customer to the brand. brand equity was defined as the brand assets (or liabilities) linked to a brand’s name and symbol that add to (or subtract from) a product or service. build.DEFINITION: Marketing management is the practical application of marketing techniques. The marketing manager has the task of influencing the level.Perceived quality Perceived quality is a special type of association. and maintain mutually beneficial exchanges with target markets. These assets can be grouped into four dimensions: brand awareness. and brand loyalty. product attributes. and composition of demand in way that will achieve organizational objectives. 2. usesituations. awareness has been shown to affect perceptions and even taste. .
the more likely the customer is to stop buying from the firm. Customer Satisfaction : If the customer's expectations of product quality. brand personality and symbols. The concept is to strengthen the size and intensity of each loyalty segment. service quality. Brand recognition. and price are exceeded. 3. A brand with a small but intensely loyal customer base can have significant equity. Brand Preference The stage of brand loyalty at which a brand will select a particular brand but will choose a competitor’s brand if the preferred brand is unavailable. a firm will achieve high levels of customer satisfaction and will create "customer delight. Brand loyalty Brand loyalty is at the heart of any brand’s value. customer dissatisfaction will result. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand. PROFILE OF SAMPLE RESPONDS ." If the customer's expectations are not met. And the lower the satisfaction level.Organizational associations. See Brand insistence.
0%) were in the age group of (Between 31-35) while the age group of (Above 50) is the least (8. a good majority of the respondent (58%) of consumers belongs to Coimbatore while Tirupur is the least (0.CHART: 1 INFERNCE: As the Table depicts.0%) Occupation .4%) CHART: 2 INFERNCE: As the Table depicts. a good majority of the respondent (40.
2%) of consumers were Managers while Professionals and Agriculturalist were the least (0. a good majority of the respondent (53. while monthly income between (1500025000) is least (4.4%) each Statistics CHART: 4 INFERNCE: As the Table depicts.5%) Mobile use .CHART: 3 INFERNCE As the Table depicts.9%) consumers monthly income is between (5000-10000). a good majority of the respondent (45.
it is inferred that majority of the respondents (94.8%) were using Landline telephone while (5.2%) were using Mobile phones while (26. it is inferred that majority of the respondents (73.8%) were not using Mobile phones Land line use CHART: 6 INFERENCE: From the above Table.2%) were not using Landline telephone .CHART: 5 INFERNCE: From the above Table.
while Tataindicom are the least (0.4%) by considering 250 samples. a good majority of people (88.4%) are using BSNL.2%) each Familiar .2%) are using BSNL.CHART: 7 INFERNCE: As the Table depicts. CHART: 8 INFERNCE: As the Table depicts. while Tataindicom and Airtel are the least (3. a good majority of people (31.
a good majority of people (51. while (0. majority of respondents (39.4%) opined “Don’t know/Never used”. .6%) opined BSNL is “Some What Better” when compared to other services. while the least number of respondents (0.CHART: 9 INFERNCE: As the Table depicts.8%) of people are familiar but never used Comparing with other services CHART: 10 INFERENCE: As the Table depicts.2%) are familiar with BSNL.
63) higher than the critical value (36.42) at 5% level. so Null hypothesis [H0] has to be rejected (i.) there is a significant relationship between the Age of the Customers and Mobile Service using by the Customers TABLE: CHART: 12 INFERENCE: From the above table. it explains about the BSNL Land line users in each location .Hypothesis: Null Hypothesis [Ho]: There is no significant relationship between the Age of the Customers and Mobile Service using by the Customers. Alternative Hypothesis [H1]: There is a significant relationship between theAge of the Customers and Mobile Service using by the Customers. calculated value is (37. TABLE 1: INFERNCE: From the above Table.e.
Cost migration Hypothesis: Null Hypothesis [Ho]: There is no significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers. Alternative Hypothesis [H1]: There is a significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers .
it was inferred that majority of the respondents (38%) were “Quite Satisfied” with a special regards to the BSNL Tariff Plan. a good majority of respondents (46%) were “Very Satisfied” with the Network of BSNL. while the least (2. CHART: 21 INFERNCE: As the Table depicts.ANALYSIS OF BRAND ATTRIBUTES CHART: 20 INFERNCE: From the above Table. while the least (4.8%) were “Very Dissatisfied” with the Network of BSNL .8%) number of respondents were “Very Dissatisfied” with respect to the BSNL Tariff Plan.
while the least number of respondents (9.6%) were opined “Excellent” with respect to the Quality of Customer Service CHART: 26 . while the least number of respondents CHART: 25 INFERENCE: As the Table depicts.CHART: 23 INFERENCE: From the above Table.4%) were opined “Average” with special reference to the Quality of Customer Service. the majority of respondents (30.8%) were “Quite Satisfied” with the Customer care of BSNL. it was inferred that majority of respondents (30.
2%) are using BSNL. while the least number of respondents (3.2%) were opined “High Chance” with reference to the chance of Migration from BSNL FINDINGS AND SUGGESTIONS FINDINGS: 1.2%) each.2%) were not using Landline telephone. with respect to Mobile.8%) were not using Mobile phones. whileTataindicom and Airtel are the least (3.A good majority of the respondents (73. 4.8%) were using Landline telephone while (5.A good majority of the respondents (94. 2.4%) are using BSNL.A good majority of people (31.6%) were opined “Never” with special respect to the chance of Migration from BSNL. a good majority of respondents (41.INFERENCE: As the Table depicts.4%) by considering 250 samples.A good majority of people (88.2%) were using Mobile phones while (26. whileTataindicom are the least (0. 3. with respect to Landline. .
while the least number of respondents (0. 6.There is a significant relationship between the Age of the Customers and Mobile Service used by the Customers.There is a significant relationship between the Quality of Customer service and Migration of the Customers. 13.2%) are familiar with BSNL.4%) opined “Don’t know/Never used”. 8.6%) opined that BSNL is “Some What Better” when compared to other services. while the least (2.There is a significant relationship between the Satisfaction of Cost of BSNLand Migration of Customers.A good majority of people (51. 12.There is a significant relationship between the Location of theCustomers and Migration of Customers.5.There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Customers 11.There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Tariff Plan. while (0.There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Customers.8%) of people are familiar but have never used.8%) number of respondents were . 9.There is a significant relationship between the Location of the Customers and Satisfaction level of BSNL compared with other Services. 14. 15. 10. 7.A good majority of respondents (39.A good majority of the respondents (38%) were “Quite Satisfied” with special regards to the BSNL Tariff Plan.
22.6%) opined “Never” with special respect to the chance of Migration from BSNL. 18.8%) were “Very Dissatisfied” with the Network of BSNL. while the least number of respondents(3. while the least number of respondents (4. while the least number of respondents (9.In the evening.Customers were felt that monthly rental was too high hence the reason that most of them were surrendering.“Very Dissatisfied” with respect to the BSNL Tariff Plan.A good majority of respondents (46%) were “Very Satisfied” with the Network of BSNL.8%) were “Very Dissatisfied” with the Satisfaction level of Cost of BSNL. 24.Recharge card rates are very high so make some arrangements to make recharge cards available at cheaper rates. while the least number of respondents (4. 25.4%) opined “Average” with special reference to Quality of Customer Service. the respondents were still charged for calls.6%) opined “Excellent” with respect to the Quality of Customer Service.When phone went out of order. 17.The majority of respondents (30. (Collecting amount from customers). hence there was heavy business loss.2%) opined “High Chance” with reference to the chance of Migration from BSNL.A good majority of respondents (41. 21.4%) opined “Very Dissatisfied” with the Additional Packages of BSNL 19. 20.A majority of respondents (38%) opined “Neutral” with the BSNL’s Additional Packages. because of irresponsibility. lines are not getting connected since network problem was too high. while the least (4.Some customers felt that when landline phone gets out of order.2%) were “Quite Satisfied” with special regards to the Satisfaction level of Cost of BSNL. . it is not checked or corrected for even 1month.Customers are very much dissatisfied with Linemen. 23.A majority of respondents (37. 16. 26.
27.During the rainy season noise in the instrument is a problem 29. 39. 28.Due to the maturity and easy availability of Mobile service most of the customers were surrendered their landline connection. Network is always busy with other mobile services.With regards to mobile services options are limited hence customers were switching over to other service providers. 32. 36.surrendered BSNL and migrated to Airtel.Regarding Cell one respondents complained. 33. hence customers were very much dissatisfied Customers were preferring to replace their old instrument. .Customers perceived that the bills are always inflated. 35.Respondents felt that there was no personalized service to customers.Due to excessive rules and regulations for operating 1rupee coin telephones customers are not willing to buy and they are preferring Airtel and Reliance.In Pollachi network is not proper inside the house so Customers were very much dissatisfied.The extensive time lag between submission of application and receiving of atelephone connection had made some respondents switch over to other service providers. 37. 31.Customers are expecting more number of free calls.Due to limited number of linemen. 34. 38. faults were not immediately attended to.Even after Surrendered the phone before 6months deposit amount was not yet received but receiving bill.
47. 46.Even though customers were dissatisfied with BSNL due to Loyalty they are still using BSNL service (For only Incoming) 49.Students are not much interested in BSNL Cell one because of non-availability of SMS facilities. 42. The respondents experienced network problems when they used roaming tocities. 43.There is not much awareness among the Customer’s regarding the facilities which are provided by BSNL. hence more payment counters should be made available.40. so effective media campaign is a must to enhance the awareness level.It was brought to notice of the researcher that prepaid SIM cards took up to 10 days for activation. 48. 45.The respondents felt that The BSNL cell ones starter pack and recharge cards are in perennial short supply. 44. 41. The respondents suggested that simple value added such as display of last call rate and balance amount should be made available by BSNL.One of the major irritations. .Most of the people were not satisfied with the BSNL Customer Service for both Mobile and Landline.The respondents felt that the number of payment service counters was inadequate. as told by the respondents was that the communication instruments provided by BSNL were of poor quality and hence they had to face frequent problems with the instruments.
SUGGESTIONS: 1. 5.BSNL may reduce the monthly rentals and also the service tax. 2. so effective media campaign is a must to enhance the awareness level.Recharge coupons were available only at higher rates when compared with other brands.Customer care of BSNL should be improved a lot. 6.From the research study.BSNL may introduce free service of SMS regarding Cell one. 8. so BSNL may take some steps to provide recharge coupons at lower rates with various denominations.Caller Id’s should be provided immediately after the Customers requisition. Quality discounts hence the promotional activities would further strengthen the market share of the Company. 7.BSNL may introduce CUG connection like other services so that they may retain their first position . 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. 9.BSNL should take steps to curb the corrupt practices of the Linemen 10. 4.BSNL may also introduce some sales promotion such as cash discounts. 3.Customers were unaware about the new schemes provided by BSNL.
in order to thrive and excel. They also have to understand about their competitors and their nuances in understanding their Customers. .in the market Conclusion: BSNL being a public sector. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile service. have to understand about the Customers expectations.
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