Analysis of Customer Satisfaction in Tel

ISSN: 2395 - 2180 Available online at http:// www.ijemmr.co.
in
International Journal of Engineering, Management & Medical Research (IJEMMR)

Vol- 2 , Issue- 3 , March -2016
Research Paper
ANALYSIS OF CUSTOMER SATISFACTION IN TELECOM SECTOR ON

IMPLEMENTATION OF CRM WITH RESPECT TO USERS
PRACHI JAIN 1 , AKASH TOMAR2 , NITIN VISHWAKARMA3
1. M.TECH, SCHOLAR, DEPARTMENT OF MECHANICAL ENGINEERING, INFINITY MANAGEMENT &

ENGINEERING COLLEGE, SAGAR, (M.P.), INDIA
2. HOD, DEPARTMENT OF MECHANICAL ENGINEERING, INFINITY MANAGEMENT & ENGINEERING COLLEGE,
SAGAR, (M.P.), INDIA
3. ASST. PROF. DEPARTMENT OF MECHANICAL ENGINEERING, INFINITY MANAGEMENT & ENGINEERING
COLLEGE, SAGAR, (M.P.), INDIA
ABSTRACT
Customer relationship management (CRM) is a combination of people, processes and technology that seeks
to understand a company’s customers. It is an integrated approach to managing relationships by focusing on
customer retention and relationship development. Customer relationship management (CRM) is a strategy
that enables organizations to reduce costs, increase profitability and strengthen loyalty of their customers. It
collects the information based on all data sources within the organization and when it is possible, beyond
organization. This paper shows the analyses and behavior of the BSNL users through the questioner
method. So that one can see, how effectively the CRM services of BSNL are working in the market. It is
well perceived fact that service marketing has become the important factors of business success. However
many conclusions have been drawn with regard to marketing strategy. But there are very few studies related
with marketing strategy in telecom sector. Customer relationship quality is a very complex variable and
difficult to measure directly. It is needed to look into the antecedents of relationship quality, which are
more measurable to measure BSNL’s performance on them and improve them. The study aims to analysis
that with the increase in competition in telecom services, higher levels of consumer satisfaction with
affordable prices and improved quality of services achieving or not.
KEYWORDS
Customer relationship management (CRM),CDR,BSNL, WSC,DTS

ISSN: 2395 - 2180 Available online at http:// www.ijemmr.co.in

INTRODUCTION customer retention in which a variety of after

marketing tactics is used for customer bonding or
Customer relationship management (CRM) is a staying in touch after the sale is made.
concept for managing a company’s interactions
According to Vavra in 1992, a more popular
with customers, clients, and sales prospects. It
approach with recent application of information
involves using technology to organize, automate,
technology is to focus on individual or one-to-one
and synchronize business processes.
relationship with customers that integrate
In the present era, customer relationship p database knowledge with a long-term customer
marketing plays a vital role. The major goals of retention and growth strategy.
customer relationship marketing can be expressed
As per Peppers and Rogers in 1993, defined
simply as understanding and treating customers
relationship marketing as “an integrated effort to
better for increased loyalty and profit. Main
identify, maintain, and build up a network with
purpose of the study is examining the relationship
individual consumers and to continuously
between customer relationship marketing and
strengthen the network for the mutual benefit of
customer satisfaction. In any business, customers
both sides, through interactive, individualized and
are the most important aspect of a successful
value-added contacts over a long period of time”.
company and the customers must be looked after
and managed properly. According to Stephen S. Tax et al. in 1998, said
that many companies are considering investments
CRM is one of the critical strategies that can be
in complaint handling as means of increasing
employed by organizations to improve the
customer commitment and building customer
services for the customers. CRM Application of
loyalty. Firms are not well informed, however, on
BSNL is one of the implemented applications by
how to deal successfully with service failures or
Call Detail Record (CDR) Project.
the impact of complaint handling strategies. The
results of the paper supported a quasi “brand
LITERATURE REVIEW
equity” perspective-whereas satisfaction with
In 1985, Jackson applies the individual account complaint handling had a direct impact on trust
concept in industrial markets to suggest CRM to and commitment, to a limited extent, on the
mean, “Marketing oriented toward strong lasting effects of poor complaint handling.
relationships with individual accounts”.
According to David L. Kurtz (2003), the purpose
In 1992, As per Bickert, Another narrow, yet of relationship marketing is to build long-term
relevant, viewpoint is to consider CRM only as connections between the company and its

customers and to develop brand and firm loyalty. Regulations introducing new competitions, hence
Relationship marketing works well for services more substitutions and lower price, fast pace
where transactions tend to be continuous and technology advancement pushing companies to
switching costs for customers are high. Firms adopt innovative and advance technology tools in
operating in the customization and functional order to meet market demand.
service quality sector do well with relationship
CRM facilitate better understanding of the
marketing programs. The long-term goal of
customer’s behaviour and there is no doubt that
relationship marketing is to build brand loyalty.
customers are vital factor for success in any
Personal interaction with service personnel is
business.
critical in the development of the long-term
relationship.
A successful CRM can give following advantage Customer Profitability
to the company:
This ''business before technology'' (Rigby, 2004)
• Shape and reinforce customer associations to approach is also explicit in Bull's (2003)
keep them coming back. discussion of ''CRM Implementation Strategic
Issues'', where the author clearly distinguishes
• Deliver value added services that are
between “transaction customers” and
problematic for competitors to matching.
“relationship customers” and calls the CRM to be
• Advance the product development and service an important tool for identification of “right”
distribution processes. customer groups, based on their profitability.
Bull's (2004) paper also uses a case study to
• Upsurge the staff’s consciousness of customer
demonstrate how miscommunication among
requirements.
management, IT and marketing staff, lack of
• Reduce customer hindrance by not asking the engagement and empowerment of certain
same question over and over. employees, led to failure in addressing issues
related to targeting the customer as the most
Telecom industry exhibited globally less sensitive
important problem the new CRM was intended to
to market risk with compare other market sectors
solve.
during the market downturn however telecom’s
market is very sensitive towards customer’s
Customer lifetime Value
demand, technology, regulations, and
macroeconomics. Customers demanding more Business composite of CRM implementation
speed and value added services in lower prices. proved to be useful also in papers, where the

authors came up with a model of classifying satisfaction and how gain the customer loyalty.
customers based on their value and loyalty. This trend continued and by 1992, (Peterson and
Wilson, 1992) estimated the amount of academic
For example Gurau, Ranchhold and Hackney,
and trade articles on customer satisfaction to be
(2003) argue that technology can be used to
over 15,000.”
define detailed customer profile based on their
value and loyalty. However, proper advantage Internal Satisfaction
needs to be taken of the data insight that may
Research works have shown the importance and
require significant changes in organizational
the link of internal (employee) satisfaction to the
processes. Thus, Gurau, Ranchhold and Hackney
external (customer) satisfaction. (Hill and
(2003), being more concerned with strategic
Alexander, 2000) stated that there is a positive
planning and customer-centric approach that
relationship between employee satisfaction and
organizations need to follow for success in CRM
customer satisfaction and this is achieved in
implementation, ground most of their arguments
companies that practice employee motivation and
for evaluating CRM efficiency from economic
loyalty.
perspective. According to them effective CRM
should give precise understanding of customer
cost and revenue generation and one of the RESEARCH METHODOLOGIES
overarching aims of technology enabled CRM
In this work we have collected the data by giving
should be customer segmentation based on their
questionnaire to100 people
lifetime value. (Gurau, Ranchhold and Hackney,
2003). In this study Primary data and secondary data has
been used. Primary data is collected through
Customer satisfaction surveys which has been done through the use of
structured questionnaire. Secondary data have
“Customer satisfaction, as a construct, has been
been collected from Internet.
fundamental to marketing for over three decades.
As early as 1960, (Keith, 1960) has defined the Methods used in Primary data collection are-
marketing as “satisfying is the needs and desires
1. Observation method
of the consumer satisfaction”. And in 1982,
2. Telephone interviews
(Hunt, 1982) reported that by the 1970s, the
3. Questionnaire method
interest in customer satisfaction by the company
had increase to such an extent that over 500 4. Mail survey
studies were published for the customer

Methods used in secondary data collection- Research Tools

Secondary data can be obtained from internal In this paper we collected data from Chinch wad
sources as well as external sources.
Pune Region. The number of users where approx
Internal sources- 100 of various age group and gender.
1.Customer feedback
2. Employee feedback Area of analysis
External sources- 1. Number of users out of 100
1. Government publications
2. Journals
3. Publication of trade association
4. Books
5. Research reports
6. Internet
2.Apply for new Land Line/Broad Band

LIMITATIONS Connection
This thesis is depending on 100 users of BSNL

from chinch wad pune region, somay be region to
region facilities and situations will vary.
There is no way to tell how truthful a respondent

is being.
There is no way of telling how much thought a

respondent has put in.
3.Time taken to Provide New LandLine
The respondent may be forgetful or not thinking Connection
within the full context of the situation.
People may read differently into each question

and therefore reply based on their own
interpretation of the question - i.e. what is 'good'
to someone may be 'poor' to someone else,
therefore there is a level of subjectivity that is not
acknowledged

4.Fault Booking Process

8.TIME FOR RESTORATION
9.ALERT FOR NEW PLANS AND

SERVICES
5.TIME TAKEN TO RECTIFY FAULT 10.CDR AVAILABILITY

6. MODE OF GETTING BILL
11.BSNL CUSTOMER SERVICES

7.
MODE OF PAYMENT

12.BSNL SERVICES wait for about 10-15 days to get service so

most of the customers specially needy
customers do not prefer BSNL broadband
so efforts must be taken to provide service
as soon as possible.
 Most of the customers are not aware of all

type of plans & schemes so awareness is
low regarding the plans so BSNL should
make the efforts to the larger extent to the
customer.
SUGGESTIONS
 BSNL may reduce the monthly rentals of
 From the research study, it has been found
landline service.
out that the Customers are very particular
about the Quality of the Telecom services CONCLUSION
and hence they want BSNL to increase the
The study reveals that perceived value is an
Quality of BSNL services by providing
important factor in establishing long term
the Customers with some Value added
customer relationships chain with links like:
services (Plans & schemes).
Perceived value and Complaint Handling->
 BSNL may also introduce some sales
Customer -> Satisfaction ->Trust ->Commitment
promotion such as cash discounts; Quality
-> Loyalty -> Relationship Quality.
discounts hence the promotional activities
would further strengthen the market share Customer relationship quality is a very complex
of the Company. variable and difficult to directly measure. There is
a need to look into the antecedents of relationship
 BSNL SIM cards should be made
quality, which are more measurable to measure
available in retailer shop, because after
BSNL’s performance on them and improve them.
study it found that when customer want to
purchase BSNL SIM then he/she have to This paper shows that it is a lot cheaper to keep
approach BSNL existing customer happy than to attract new ones.
But maintaining relation with existing customers
 Exchange in the area.
in level that constantly encourage them to stay
 When customer apply for BSNL with a company is a dynamic and meticulous job.
broadband service then he/she have to That is why computerized CRM System can play

a critical role in success of a company. But the satisfaction, journal of marketing research, 19, Nov,
way that CRM systems are used can make pp. 491- 504.
substantial different on the outcome. [11]Consumer reactions to product failure: an
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ISSN: 2395 - 2180 Available online at http:// www.ijemmr.co.

International Journal of Engineering, Management & Medical Research (IJEMMR)