1.

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
1.5Research 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

Co as been done through the use of Structured questionnaire.

SAMPLING:

nvenient 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 madurai, 56 from karaikudi and

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.

1.6Limitations of the Study:

1.Time was not sufficient to conduct detailed study.

2.study had been conducted only in a few areas of TamilNadu

3.For few questions researcher was not able to get proper response which are asfollows:

i. Chances of Switching.

ii. Reason for Switching.

iii. Monthly Income.

iv. Comparative questions.

1.7Chapter 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.

2.1 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 BSNL’s 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.

Organizational chart:

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 1986-87 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 $4.42 billion)
Capital Investment
Annual Investment in the network has increased from Rs. 785 crores (US$ 0.18 billion)
in 1986-87 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 theNation, 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-on-Demand, 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 dial-up 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

BSNL’s 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

• 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 speedyrectification 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 provide 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.

BSNL 3G

BSNL a government of India undertaking provides broadband access to for residential as

well as business purposes.

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, 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. Giving the customer an option of selecting a service of their
choice, through the means of web servers.

Initiating both pre-paid and post paid broadband services.

Services available through Broadband are, High speed Internet Access with speed
ranging from 256 kbps to 8 Mbps.

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

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 brand’s 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.

1.Brand awareness:
Brand awareness is an often undervalued asset; however, awareness

has been shown to affect perceptions and even taste. People like the familiarand are
prepared to ascribe all sorts of good attitudes to items that are familiar to them. The Intel
Inside campaign has dramatically transferredawareness into perceptions of technological
superiority and market acceptance.

2.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).

3.Brand associations Brand association can be anything that connects the customer
to the brand. It can include user imagery, product attributes, usesituations,
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.

3. Brand loyalty
Brand loyalty is at the heart of any brand’s 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 competitor’s 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.

PROFILE OF SAMPLE RESPONDS

CHART: 1

INFERNCE:

As the Table depicts, a good majority of the respondent (58%) of consumers

belongs to Coimbatore while Tirupur is the least (0.4%)

CHART: 2

INFERNCE:

As the Table depicts, a good majority of the respondent (40.0%) were in the age

group of (Between 31-35) while the age group of (Above 50) is the least (8.0%)

Occupation
CHART: 3

INFERNCE

As the Table depicts, a good majority of the respondent (45.2%) of consumers

were Managers while Professionals and Agriculturalist were the least (0.4%) each

Statistics

CHART: 4

INFERNCE:

As the Table depicts, a good majority of the respondent (53.9%) consumers

monthly income is between (5000-10000), while monthly income between (15000-

25000) is least (4.5%)

Mobile use
CHART: 5

INFERNCE:

From the above Table, it is inferred that majority of the respondents (73.2%) were

using Mobile phones while (26.8%) were not using Mobile phones

Land line use

CHART: 6

INFERENCE:

From the above Table, it is inferred that majority of the respondents (94.8%) were

using Landline telephone while (5.2%) were not using Landline telephone
CHART: 7

INFERNCE:

As the Table depicts, a good majority of people (31.2%) are using BSNL, while

Tataindicom are the least (0.4%) by considering 250 samples.

CHART: 8

INFERNCE:

As the Table depicts, a good majority of people (88.4%) are using BSNL, while
Tataindicom and Airtel are the least (3.2%) each

Familiar
CHART: 9

INFERNCE:

As the Table depicts, a good majority of people (51.2%) are familiar with BSNL,

while (0.8%) of people are familiar but never used

Comparing with other services

CHART: 10

INFERENCE:

As the Table depicts, majority of respondents (39.6%) opined BSNL is “Some

What Better” when compared to other services, while the least number of respondents
(0.4%) opined “Don’t know/Never used”.
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.

TABLE 1:

INFERNCE:

From the above Table, calculated value is (37.63) higher than the critical value (36.42) at
5% level, so Null hypothesis [H0] has to be rejected (i.e.) 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
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

ANALYSIS OF BRAND ATTRIBUTES

CHART: 20

INFERNCE:

From the above Table, it was inferred that majority of the respondents (38%) were

“Quite Satisfied” with a special regards to the BSNL Tariff Plan, while the least (2.8%)

number of respondents were “Very Dissatisfied” with respect to the BSNL Tariff Plan.

CHART: 21

INFERNCE:

As the Table depicts, a good majority of respondents (46%) were “Very Satisfied”

with the Network of BSNL, while the least (4.8%) were “Very Dissatisfied” with the

Network of BSNL
CHART: 23

INFERENCE:

From the above Table, it was inferred that majority of respondents (30.8%) were

“Quite Satisfied” with the Customer care of BSNL, while the least number of
respondents

CHART: 25

INFERENCE:

As the Table depicts, the majority of respondents (30.4%) were opined “Average”

with special reference to the Quality of Customer Service, while the least number of

respondents (9.6%) were opined “Excellent” with respect to the Quality of Customer

Service

CHART: 26
INFERENCE:

As the Table depicts, a good majority of respondents (41.6%) were opined “Never”

with special respect to the chance of Migration from 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.A good majority of the respondents (73.2%) were using Mobile phones while (26.8%)
were not using Mobile phones.

2.A good majority of the respondents (94.8%) were using Landline telephone while
(5.2%) were not using Landline telephone.

3.A good majority of people (31.2%) are using BSNL, whileTataindicom are the least
(0.4%) by considering 250 samples, with respect to Mobile.

4.A good majority of people (88.4%) are using BSNL, whileTataindicom and Airtel are
the least (3.2%) each, with respect to Landline.
5.A good majority of people (51.2%) are familiar with BSNL, while (0.8%) of people
are familiar but have never used.

6.A good majority of respondents (39.6%) opined that BSNL is “Some What Better”
when compared to other services, while the least number of respondents (0.4%) opined
“Don’t know/Never used”.

7.There is a significant relationship between the Age of the Customers and Mobile
Service used by the Customers.

8.There is a significant relationship between the Location of theCustomers and

Migration of Customers.

9.There is a significant relationship between the Location of the Customers and

Satisfaction of BSNL Network used by the Customers.

10.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 Satisfaction of Cost of BSNLand

Migration of Customers.

12.There is a significant relationship between the Quality of Customer service and

Migration of the Customers.

13.There is a significant relationship between the Location of the Customers and

Satisfaction level of BSNL compared with other Services.

14.There is a significant relationship between the Location of the Customers and

Satisfaction of BSNL Tariff Plan.

15.A good majority of the respondents (38%) were “Quite Satisfied” with special
regards to the BSNL Tariff Plan, while the least (2.8%) number of respondents were
“Very Dissatisfied” with respect to the BSNL Tariff Plan.

16.A good majority of respondents (46%) were “Very Satisfied” with the Network of
BSNL, while the least (4.8%) were “Very Dissatisfied” with the Network of BSNL.

17.A majority of respondents (37.2%) were “Quite Satisfied” with special regards to the
Satisfaction level of Cost of BSNL, while the least number of respondents (4.8%) were
“Very Dissatisfied” with the Satisfaction level of Cost of BSNL.

18.A majority of respondents (38%) opined “Neutral” with the BSNL’s Additional
Packages, while the least number of respondents (4.4%) opined “Very Dissatisfied” with
the Additional Packages of BSNL

19.The majority of respondents (30.4%) opined “Average” with special reference to

Quality of Customer Service, while the least number of respondents (9.6%) opined
“Excellent” with respect to the Quality of Customer Service.

20.A good majority of respondents (41.6%) opined “Never” with special respect to the
chance of Migration from BSNL, while the least number of respondents(3.2%) opined
“High Chance” with reference to the chance of Migration from BSNL.

21.Customers were felt that monthly rental was too high hence the reason that most of
them were surrendering.

22.Recharge card rates are very high so make some arrangements to make recharge
cards available at cheaper rates.

23.Some customers felt that when landline phone gets out of order, it is not checked or
corrected for even 1month, hence there was heavy business loss.

24.In the evening, lines are not getting connected since network problem was too high.
25.When phone went out of order, the respondents were still charged for calls.

26.Customers are very much dissatisfied with Linemen, because of irresponsibility.

(Collecting amount from customers).
27.Regarding Cell one respondents complained, Network is always busy with other
mobile services.

28.During the rainy season noise in the instrument is a problem

29.Respondents felt that there was no personalized service to customers.surrendered

BSNL and migrated to Airtel.

31.Customers perceived that the bills are always inflated.

32.Due to excessive rules and regulations for operating 1rupee coin telephones
customers are not willing to buy and they are preferring Airtel and Reliance.

33.Even after Surrendered the phone before 6months deposit amount was not yet
received but receiving bill.

34.Customers are expecting more number of free calls.

35.In Pollachi network is not proper inside the house so Customers were very much
dissatisfied.

36.With regards to mobile services options are limited hence customers were switching
over to other service providers.

37.The extensive time lag between submission of application and receiving of

atelephone connection had made some respondents switch over to other service
providers.

38.Due to the maturity and easy availability of Mobile service most of the customers
were surrendered their landline connection.

39.Due to limited number of linemen, faults were not immediately attended to, hence
customers were very much dissatisfied Customers were preferring to replace their old
instrument.
40.It was brought to notice of the researcher that prepaid SIM cards took up to 10 days
for activation.

41.There is not much awareness among the Customer’s regarding the facilities which are
provided by BSNL, so effective media campaign is a must to enhance the awareness
level.

42.Most of the people were not satisfied with the BSNL Customer Service for both
Mobile and Landline.

43.The respondents felt that the number of payment service counters was inadequate,
hence more payment counters should be made available.

44.Students are not much interested in BSNL Cell one because of non-availability of
SMS facilities.

45.The respondents felt that The BSNL cell ones starter pack and recharge cards are in
perennial short supply.

46. The respondents experienced network problems when they used roaming tocities.

47. The respondents suggested that simple value added such as display of last call rate
and balance amount should be made available by BSNL.

48.Even though customers were dissatisfied with BSNL due to Loyalty they are still
using BSNL service (For only Incoming)

49.One of the major irritations, 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.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 an attractive
instrument with new wiring connections.

2.Customers were unaware about the new schemes provided by BSNL, so effective
media campaign is a must to enhance the awareness level.

3.Recharge coupons were available only at higher rates when compared with other
brands, so BSNL may take some steps to provide recharge coupons at lower rates with
various denominations.

4.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.

5.BSNL may reduce the monthly rentals and also the service tax.

6.BSNL may introduce free service of SMS regarding Cell one.

7.Caller Id’s should be provided immediately after the Customers requisition.

8.Customer care of BSNL should be improved a lot.

9.BSNL should take steps to curb the corrupt practices of the Linemen

10.BSNL may introduce CUG connection like other services so that they may retain their first position
in the market

Conclusion:

BSNL being a public sector, in order to thrive and excel, have to understand about the Customers
expectations. They also have to understand about their competitors and their nuances in understanding
their Customers. 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.
INTRODUCTION