3. INTRODUCTION
In today’s intensely competitive, rapidly changing
and highly complex environment characterize by
diminishing customer loyalty, the need to be
market-focused and customer centric is more
critical than any other time in past. It is highly
important for every organization to retain and use
valuable information about their customer to
enhance their business strategies and product
and service offerings. Today, the key focus area
of organizations are to identify a link between
customer satisfaction and performance.
4. That is where the concept of customer preference and
consumer behaviour comes because the customers
make the marketers to rethink about designing the
products and services.
Thus, to understand the customer’s satisfaction level
towards the BSNL products and services, we need to
know its objectives.
5. OBJECTIVES
It is well said that an objective well defined is half
done and it serves as a torchlight in the reports.
So the objectives that help in deriving the
customer’s satisfaction level of the BSNL
products and services are:
To study the marketing strategies of the
telecommunication companies.
To study the various products and their prices.
To study the various plans and schemes.
To study the preference of those factors which
are considerable by the customers.
6. To analyze the satisfaction level of the customer.
To study the promotional strategies of
telecommunication companies.
To analyze the market share of
telecommunication companies.
These points define the importance of the
company’s need to understand the customer’s
satisfaction level to sustain in the market.
Now, there will be a further study on the company’s
profile.
7. COMPANY PROFILE
Bharat Sanchar Nigam Limited is an Indian state-
owned telecommunications company headquartered
in New Delhi. It was incorporated on 15 September
2000 and took over the business of providing of
telecom services and network management from the
erstwhile Central Government Departments of
Telecom Services (DTS) and Telecom Operations
(DTO), with effect from 1 October 2000 on a going
concern basis. It is the largest provider of fixed
telephony and broadband services with more than
60% market share and sixth largest mobile
telephony provider in India.
8. However, in recent years the company's revenues and
market share have plummeted into heavy losses due
to intense competition in the Indian
telecommunications sector. BSNL is India's oldest
communication service provider and had a customer
base of 93.29 million as of June 2015.
Bsnl Mobile is major provider of GSM cellular mobile
services under the brand name Cellone. BSNL
provides complete telecom services solution to
enterprise customers. It provides fixedline services
and landline using CDMA technology and its
extensive optical fibre network. BSNL
provides Internet access services through dial-up
connection as prepaid, NetOne as Postpaid
and DataOne as BSNL Broadband.
10. Attractive VAS services of BSNL.
35%
20%
15%
30%
Sms Pack Concession Call Rates Internet Service Full Talktime
0%
5%
10%
15%
20%
25%
30%
35%
40%
Sms Pack Concession Call
Rates
Internet Service Full talktime
35% 20% 15% 30%
11. Rating for service’s value for money.
Excellent Good Fair Poor
20% 50% 10% 20%
20%
50%
10%
20%
Excellent
Good
Fair
Poor
12. Influential quality to buy the service of
BSNL.Price Network service Brand Image VAS
35% 40% 5% 20%
35%
40%
5%
20%
Price
Network Service
Brand image
VAS
13. CONCLUSION
From the research study, 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
with some more Value added services (Plans & schemes).
BSNL may also introduce some sales promotion such as
cash discounts; Quality discounts hence the promotional
activities would further strengthen the market share of the
Company.
It seems that audio visual advertising specially new
advertises of BSNL on television plays an important role to
come in focus in front of customers, while outdoor adds
like on state transport buses, banners while in case of print
advertising in newspapers also shows good response from
customer. So company can strengthen its presence by
Focussing on such types of advertisements.
14. Sometime customers have to wait for some days on
application for service but private players provides
service on the same day of application, so efforts
should be made to provide service within a day.
Because the extensive time lag between submission
of application and receiving of a telephone
connection had made some respondents switch
over to other service providers.
College going students and also some professionals
switch to other services due to attractive plans of
private players. The attractive plans are like free
calls & mobile internet played an important role to
grab market so BSNL should focus on such plans to
attract the customers.
15. SUGGESTIONS
Basic strength for BSNL is Availability and trust of the
customer on the same platform company should
make efforts to be in leadership position because
Telecom sector today is very competitive due to
presence of strong players & entry of new players.
BSNL service in the respected area always seems to
be successful in winning customers trust by providing
good service on the same platform company can grab
more market by providing some Value added
services, schemes, plans in rural areas because all
the private players are capturing market on the basis
of Value added services & affordability.
16. Today most of the customers are using mobile
internet but BSNL is not strong in such plans to attract
the customers due to low internet speed & more
charges compared to competitors so these plans
should be made available at affordable rate & good
speed.
When customer apply for BSNL broadband service
then he/she have to 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.
