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THE (Size: 1.17 MB / Downloads: 272) A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY. Project Report submitted by SARAVANA PERUMAL.G Register No: 010771037 Batch: 2005-07 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. INTRODUCTION 1.1 Statement 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. 1.3 Objectives To ascertain the Customers preferences of Land line and Mobile Services. To ascertain the Customers Satisfaction level for Mobile services as well as Land line Services.

To analyze the Customer opinion and satisfaction with specific reference to BSNL. To suggest some guidelines to BSNL in order to provide better focused services. To determine the status of brand awareness and brand loyalty in order to conclude about brand equity. To learn about the brand attributes and their preferences in BSNL. 1.4 Scope of the Study: 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 respondents from Coimbatore, Pollachi and Tirupur have been taken for this study. The brand equity was measured in terms of brand attribute preferences, brand awareness, brand loyalty and preferences about the brand. 1.5 Research Methodology: DATA SOURCE: In this study Primary data and secondary data have been used. Secondary data have been collected from Internet. RESEARCH APPROACH: Primary data have been collected through surveys. Personal interview technique has been used for conducting the survey. Data collection has been done through the use of Structured questionnaire. SAMPLING: Convenient Sampling method has been adopted for this study. Researcher has taken respondents from Coimbatore, Pollachi and Tirupur for this study. The researcher has chosen 145 from Coimbatore, 56 from Pollachi and 47 from Tirupur. The researcher had prepared a Questionnaire both open and close ended questions to elicit responses for the following areas: i. Location. ii. Age. iii. Occupation. iv. Monthly Income. v. Mobile Usage. vi. Mobile service Usage. 1.6 Limitations of the Study: Time was not sufficient to conduct detailed study. study had been conducted only in a few areas of TamilNadu For few questions researcher was not able to get proper response which are as follows: i. Chances of Switching. ii. Reason for Switching. iii. Monthly Income. iv. Comparative questions. 1.7 Chapter Scheme: Chapter I deal with the Introduction of the project work, which includes Statement of Problem, Importance of the study, Objectives, Scope of the study, Research Methodology and Limitations of the study. Chapter II deals with the Industry and Company Profile. Chapter III deals with the Conceptual review. Chapter IV deals with the Analysis and Interpretation. Chapter V deals with the Findings and Suggestions. Chapter VI deals with the Conclusion.

Chapter VII deals with the Bibliography. Chapter VIII deals with the Annexure. 2.0 PROFILE 2.1 COMPANY PROFILE On October 1, 2000 the Department of Telecom Operations, Government of India became a corporation and was christened Bharat Sanchar Nigam Limited (BSNL). Today, BSNL is the No. 1 Telecommunications Company and the largest Public Sector Undertaking of India with authorized share capital of $ 3977 million and net worth of $ 14.32 billion. It has a network of over 45 million lines covering 5000 towns with over 35 million telephone connections. With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NEC etc. and widespread transmission network including SDH system up to 2.5 gbps, DWDM system up to 80 gbps,Web telephony,DIAS,VPN, Broadband and more than 400,000 data customers , BSNL continues to serve this great nation . Its responsibilities include improvement of the already impeccable quality of telecom services, expansion of telecom network, introduction of new telecom services in all villages and instilling confidence among its customers. BSNL has managed to shoulder these responsibilities remarkably and deftly. Today with over 45 million line capacity, 99.9% of its exchanges digital, nation wide Network management & surveillance system (NMSS) to control telecom traffic and over 4,00,000 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with in the world of connectivity. Along with its vast customer base, BSNL's financial and asset bases too are vast and strong. Consider the figures, as they speak volumes on BSNLs standing: The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $ 22.74 billion) Turnover of Rs. 31,400 crore ( US $ 7.14 billion) Add to which, BSNL's nationwide coverage and reach, comprehensive range of telecom services and a penchant for excellence; and you have the ingredients for restructuring India for a bright future. Today, BSNL is most trusted Telecom Brand of India. OBJECTIVES To be a Lead Telecom Services Provider. Build customers confidence through quality and reliable service. Provide Bandwidth on demand. Contribute towards: i. National Plan Target of 250 million subscriber base for the country by December 2007. ii. Broadband customers base of 20 million in the country by 2010 as per Broadband Policy 2004. iii. Telephone in all villages. iv Implementation of Triple play as a regular commercial proposition. Organization Chart of BSNL: Revenue The Department of Telecom operations now known as BSNL has shown sustained growth in the last 15 years. The growth rate in 2004-05 was 6.5%. Capital Investment Annual Investment in the network has increased from Rs. 785 crores (US$ 0.18 billion) in 198687 to over Rs. 7578 crores ( US $ 1.72 billion) in 2004-05. This investment has been financed mainly by the internal accruals. The planned capital outlay during 2006-07 is Rs. 19431 crores ( US $4.42 billion).

Bharat Sanchar Nigam Limited has got fixed assets valuing more than Rs. 62,862 Crores (US $

14.29 billion), which are in the form of Land, Buildings, Cables, Apparatus & Plants etc. Bharat Sanchar Nigam Limited, the largest Public Sector undertaking of the Nation, is certainly on a financial ground that's sound. The corporation has a net worth of Rs 63,000 crores (US $ 14.32 billion), authorized equity capital of Rs. 10,000 crores (US $ 2.27 billion), paid up capital of Rs 5,000 crores (US $ 1.14 billion) and revenue is Rs. 33,450 crores (US $ 7.60 billion) in 2004-05. When it comes to connecting the four corners of the nation, and much beyond, one solitary name lies embedded at the pinnacle - BSNL. A company that has gone past the number games and the quest to attain the position of a leader. It is working round the clock to take India into the future by providing world class telecom services for people of India. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brand of the Nation. Driven by the very best of telecom technology from chosen global leaders, it connects each inch of the nation to the infinite corners of the globe, to enable you to step into tomorrow. Here is an overview of the World Class services offered by the BSNL: Basic Telephone Services The Plain old, Countrywide telephone Service through 32,000 electronic exchanges. Digitalized Public Switched Telephone Network (PSTN) with a host of Phone Plus value additions. BSNL launched Data One broadband service in January 2005 which shall be extended to 198 cities very shortly. The service is being provided on existing copper infrastructure on ADSL2 technology. The minimum speed offered to the customer is 256 Kbps at Rs. 250/- per month only. Subsequently, other services such as VPN, Multicasting, Video Conferencing, Video-onDemand, Broadcast application etc will be added. Keeping the global network of Networks networked, the countrywide Internet Services of BSNL under the brand name includes Internet dial up/ Leased line access, CLI based access (no account is required) and DIAS service, for web browsing and E-mail applications. You can use your dialup sancharnet account from any place in India using the same access no 172233, the facility which no other ISP has. BSNL has customer base of more than 1.7 million for sancharnet service. BSNL also offers Web hosting and co-location services at very cheap rates. 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. It can also facilitate both desktop video and high quality video conferencing. Intelligent Network Intelligent Network Service (In Service) 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 I-Net India s x.25 based packet Switched Public Data Network is operational in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN) Connection) and frame relay services. Leased Lines & Datacom BSNL provides leased lines for voice and data communication for various applications on point to point basis. It offers a choice of high, medium and low speed leased data circuits as well as dialup lines. Bandwidth is available on demand in most cities. Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of nx64 kbps up to 2mbps, useful for

Internet leased lines and International Principle Leased Circuits (IPLCs). Cellular Mobile Service BSNLs GSM cellular mobile service Cellone has a customer base of over 5.2 million. CellOne provides all the services like MMS, GPRS, Voice Mail, E-mail, Short Message Service (SMS) both national and international, unified messaging service (send and receive e-mails) etc. You can use CellOne in over 160 countries worldwide and in 270 cellular networks and over 1000 cities/towns across India. It has got coverage in all National and State Highways and train routes. CellOne offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi). 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. Countrywide WLL is being offered in areas that are non-feasible for the normal network. Helping relieve congestion of connections in the normal cable/wire based network in urban areas. Connecting the remote and scattered rural areas. Limited mobility without any air-time charge PROJECTS RECENTLY IMPLEMENTED/UNDER DEVELOPMENT National Internet Backbone of BSNL Voice over IP Broadband Services - ADSL & High Speed Internet Managed Leased Line Network (MLLN) Access Network - LMDS, DLCs, RLC etc. Internet Exchange Points - IXP & Internet Data Centers (IDC) E-Commerce Telephone Basic Telephone (Bfone) Total Number of connections as on 30.04.2006 3,51,55,749 WLL (Tarang) Total Number of connections as on 30.04.2006 25,95,807 Village Public Telephones Total Number of Telephones as on 31.03.2006 5,35,325 Public Telephones (Local, STD and Highway) Total Number of Public Telephones as on 31.03.2006 20,64,174 STD Stations Number of STD Stations as on 31.03.2006 31,915 Transmission Systems as on 31.03.2006 Transmission Systems Digital (Route kms) (Route kms) Coaxial 6,024 Microwave 63,730 UHF 45,130 Optical Fiber 4,80,196 Satellite Based Services (as on 31.03.2006) MCPC-VSATs 201 IDR Systems (2 Mb/ 8 Mb) 64/17 Mobile Services

(As on 30.04.2006) Total number of connections - 1,75,92,364 (As on 30.04.2006) District Headquarters covered - 592 Total number of villages covered - 1,39,021 National Highway covered (Km) - 45,438 State Highway covered (Km) - 31,339 Railway route covered (Km) - 15,730 Customer Care Several Steps have been taken at BSNL to augment the quality of customer care to international standards. 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 8.00 AM to 8.00 PM without any break for all activities. Cheque deposit machines have also been installed in many cities, so that customers can make payments 24X7 at their convenience. Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country. With a view to simplify and offer customer friendly services, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for. Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished. Pagers being given to outdoor staff in a phased manner for speedy rectification of faults. Majority of the local network is built up on jelly filled and OFC for trouble free service. Internal Distribution Points (DPs) being provided in the customer premises to eliminate the faults arising out of overhead wires. Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant. Remote Line Units (RLUs). Remote subscriber Units (RSUs) being provided extensively to reduce the long lengths of copper cables. Establishing call centers across the nation to provide single window solutions and convenience to customers. Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic. Application Forms for new connections have been made free of charge for all services. Procedure for restoration of telephones disconnected due to non-payment simplified and powers delegated to Secondary Switching Area (SSA) heads. Payment of telephone bills being received on Saturday and Sunday through cheques in City Telecom Offices (CTOs). More than one Public Call Office (PCO) permitted at the same premises. Various application forms and procedures being simplified for new telephone connections, shifting and third party transfer. 3.0

CONCEPTUAL REVIEW MARKETING MANAGEMENT DEFINITION: Marketing management is the practical application of marketing techniques. It is the analysis, planning, implementation, and control of programs designed to create, build, and maintain mutually beneficial exchanges with target markets. The marketing manager has the task of influencing the level, timing, and composition of demand in way that will achieve organizational objectives. BRAND EQUITY What is brand equity The goal of the brand leadership paradigm is to create strong brands but what is a strong brand, anyway In Managing Brand Equity, brand equity was defined as the brand assets (or liabilities) linked to a brands name and symbol that add to (or subtract from) a product or service. These assets can be grouped into four dimensions: brand awareness, perceived quality, brand associations, and brand loyalty. These four dimensions guide brand development, management and measurement. Brand awareness: Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of technological superiority and market acceptance. Perceived quality Perceived quality is a special type of association, 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). Brand associations Brand association can be anything that connects the customer to the brand. It can include user imagery, product attributes, use situations, Organizational associations, brand personality and symbols. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand. Brand loyalty Brand loyalty is at the heart of any brands value. The concept is to strengthen the size and intensity of each loyalty segment. 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 competitors brand if the preferred brand is unavailable. See Brand insistence; Brand recognition. Customer Satisfaction If the customer's expectations of product quality, service quality, and price are exceeded, a firm will achieve high levels of customer satisfaction and will create "customer delight." If the customer's expectations are not met, customer dissatisfaction will result. And the lower the satisfaction level, the more likely the customer is to stop buying from the firm. 4.0 Reference: