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A STUDY ON CUSTOMER SATISFACTION FOR BSNL

PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING


BRAND EQUITY FOR THE COMPANY.

1.3 Primary Objective

A study on customer satisfaction for bsnl products and services and its role in building
brand equity for the company

Secondary objective

 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.
SCOPE OF THE STUDY

This research study is useful for BSNL to understand the expectations and requirements
for Customers and can serve them in a better way. This research was conducted from
May 2011- June 2011. The respondents from Vellore 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.
Questionnaire

1. What is your Age

a. 20-30 b. 31-35 c. 36-40 d.41-50 e. Above 50.

2. Which of these best describes your job

a. Managerial b. Professional c. Clerical d. Manual Worker

e. Student f. Retired g. Agriculture

3. Under which category you belong to regarding your Monthly Income

a. Below 5000 b. 5000-10000 c. 10000-15000 d. 15000-25000

e. Above 25000.

4. Are you using mobile services

a. Yes b. No

5. And which of the following mobile services you are using currently

a. BSNL b. Tata Indicom c. Reliance d. Airtel.

e. Aircel f. BPL\Hutch g. Any other please mention

6. Which of the following Landline Services you are using currently

a. BSNL b. Tata Indicom c. Reliance d. Airtel.

e. Any other please mention.


7. How familiar are you with BSNL Services

a. Very familiar (use on regular basis).

b. Some what familiar (use it only some times).

c. Familiar but never used it.

d. Never heard of service before.

8. How satisfied are you with the Tariff plan of BSNL

a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied

9. How satisfied are you with the network of BSNL

a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied

10. How satisfied are you with the cost of BSNL

a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied

11. How satisfied are you with the customer care of BSNL

a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied

12. How satisfied are you with the additional packages of BSNL
a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied

13. In thinking about your most recent with others was the Quality of the BSNL

Customer Service you received:

a. Excellent. b. Good. c. Average. d. Poor.

e. Very poor.

14. Compared with others would you say that BSNL is

a. Much better b. Some what better c. About the same

d. Some what worse. e. Done to know (or) Never used.

15. [a] All things considered over the next 12 months how likely are you to replace your

current Service

a. Certain b. High chance c. Not sure d. Low chance.

e. Never.

[b]. If you are looking to replace your current Service what are some of the reasons for

doing so

INTRODUCTION
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 today ¢s 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
jan2011- June 2011. 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 vellore 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 primarys 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.