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 N! "#"$$#"%$
B&t'(! )""*+"$
in partial fulfillment of the requirements for
the Degree of
Master of Business
Administration at
School of Management
SASTRA
Under the Superision and !uidance of
DR.P.VAI,AYANTHI
Pr-essr. S'(/ - M&0&ge1e0t
Shanmugha Arts science Technology " Research
Academy #SASTRA$
Deemed Uniersity
Thirumalaisamudram%
Thanjaur & '() *+,-
(
S(&012g(& Arts S'ie0'e Te'(0/g3 4 Rese&r'( A'&5e13
6SASTRA7
Dee1e5 U0i8ersit3
T(ir21&/&is&125r&1. T(&09&82r :#% ;").
S'(/ - M&0&ge1e0t < MBA Prgr&11e
B0&-i5e Certi-i'&te
.ertified that this project report entitled
A STUDY ON CUSTOMER SATISFACTION FOR BSNL
PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING
BRAND EQUITY FOR THE COMPANY.
is a bonafide record of /or0 done by
SARAVANA PERUMAL.G
Register N! "#"$$#"%$
B&t'(! )""*+)""$
1n partial fulfillment of the requirements for a/ard of the
Degree of Master of Business Administration
During the period May23une ,++'
I0ter0&/ G2i5e De&0. S'(/ - M&0&ge1e0t
Submitted for Project 4ia2oce e5amination held on 666666666
I0ter0&/ E=&1i0er E=ter0&/ E=&1i0er
,
AC>NO?LEDGEMENT
7irst of all 1 am than0ful to B8ARAT SA9.8AR 91!AM :1M1T;D% .hennai for
giing me an opportunity to get a practical e5posure of business e5perience-
1 e5press my gratitude to Mr. S.V&i5(i3&s2@r&1&0i3&1% Dean% Planning and
Deelopment< Pr-. >.S. Vi9&3&r&g(&8&0% Dean% School of Management for
proiding all the infrastructure facilities for the department /hich helped all the
students in completing the project successfully-
1 e5press my heartfelt than0s to Dr.P.V&i9&3&0t(i% Professor% School of
Management% my first Mar0eting !uru /ho offered me aluable guidance and
support in eery stage through out the course of my entire project /or0-
1 am grateful to S(ri.,.S&0t(&0&Aris(0&0% Deputy !eneral Manager R!MTT.
.hennai% S(ri.S.Ar&8&125(&0% Senior Sub Diisional ;ngineer% R!MTT. .hennai%
S(ri.A.S.Eg&3&% Principal !eneral Manager% S(ri.N.S&r&8&0& P&05i&0% Deputy
!eneral Manager .oimbatore and S(ri.N.S.C.SeA(&r% Assistant !eneral
Manager .oimbatore and all other employees of BS9: /ho gae me all the
moral support and care /hich made my project come true-
7inally 1 than0 all other Staffs of School of Management% Staffs of BS9:% my
parents /ho /ere in full support and all my friends /ho helped me in completing
this dream project successfully-
)
SYNOPSIS
The Telecom industry is one of the leading and fastest gro/ing in the /orld as
communication plays a ital role in the /orld and especially in 1ndia- 1t acts as a
major catalyst for the economic gro/th-
BS9: has good brand a/areness among the people- This could be attributed to
its long history in the mar0et and continued support from the !oernment-
1n today=s competitie /orld% BS9: has to proide e5cellent serices to attain a
major mar0et share and 0eep their .ustomers satisfied in all aspects-
This research study is useful for BS9: to understand the e5pectations and
requirements of .ustomers and can sere them in a better /ay-
This research /as conducted from May ,++'2 3une ,++'-
The researcher has done an internship project at BS9:% .hennai in pursuance
of determining the brand equity for BS9: and then the customers feedbac0 on
the arious products-
The samples of ,>+ respondents from among the unierse of BS9: users at
.oimbatore% tirupur and pollachi /ere selected at random to conduct the study-
The BS9: staffs /ho /ere contacted to learn about the arious BS9: pac0ages
and policies /ere also the primary source of data-
*
?uestionnaire /as designed after a pre2surey interie/ coering all the aspects
of BS9: serices- Data analysis and interpretation /as done using the collected
data /ith necessary tools including percentage analysis% fie point scale /as
used to grade the opinion of the respondents regarding the arious ariables
used% soft /ares li0e SPSS /ere also used to enable efficient analysis of data-
The researcher strongly beliees that this study /ould be helpful to the BS9:
Management in 0no/ing about the .ustomers Satisfaction% .ustomer Perception%
.ustomer Preferences% and serice requirements and about the other competitors
status in the mar0et thereby helping them in improe their quality of Serices offered-
>
TABLE OF CONTENTS
S.NO. CONTENTS PAGE NUMBER
:1ST @7 TAB:;S (
:1ST @7 .8ARTS )
(-+ [email protected]@9 >
(-( STAT;M;9T @7 PR@B:;M
(-, 1MP@RTA9.; @7 T8; STUDA
(-) @B3;.T14;S
(-* S.@P; @7 T8; STUDA
(-> R;S;AR.8 M;T8@D@:@!A
(-' :1M1TAT1@9S @7 T8; STUDA
(-B .8APT;R S.8;M;
,-+ PR@71:; ()
,-( .@MPA9A PR@71:;
)-+ .@9.;PTUA: R;41;C ,*
*-+ A9A:AS1S A9D 19T;RPR;TAT1@9S ,D
>-+ 719D19!S A9D SU!!;ST1@9S ''
'-+ .@9.:US1@9 B*
B-+ B1B:1@!RAP8A B'
D-+ A99;EUR; BD
LIST OF TABLES
'
S.NO. CONTENTS PAGE NUMBER
(- :ocation of the .ustomers- ,F
,- Age of the .ustomers- )+
)- @ccupation of the .ustomers- )(
*- Monthly 1ncome of the .ustomers- ),
>- .ustomers using Mobile Serices or not- )*
'- .ustomers using :andline Serices or not- )>
B- Mobile Serice used by the .ustomers- )'
D- :andline Serice used by the .ustomers- )B
F- 7amiliarity of .ustomers /ith BS9:- )D
(+- .omparing BS9: /ith other Serices- )F
((- Respondents by their Age and Mobile Serices- *(
(,- Respondents by their :ocation and :andline- *)
()- Respondents by their :ocation and Migration from BS9:- *>
(*- Respondents by their :ocation and 9et/or0 .oerage *B
(>- Respondents by their :ocation and .ustomer .are *F
('- Respondents by their .ost and Migration from BS9:- >(
(B- ?uality of .ustomer Serice and Migration from BS9:- >*
(D- Respondents by their :ocation and .omparing /ith other Serices >>
(F- Respondents by their :ocation and Tariff plan Satisfaction- >B
>F
'+
'(
',
B
')
:- '*
'>
D
LIST OF CHARTS
S.NO. CONTENTS PAGE NUMBER
(- :ocation of the .ustomers- ,F
,- Age of the .ustomers- )+
)- @ccupation of the .ustomers- )(
*- Monthly 1ncome of the .ustomers- ),
>- .ustomers using Mobile Serices or not- )*
'- .ustomers using :andline Serices or not- )>
B- Mobile Serice used by the .ustomers- )'
D- :andline Serice used by the .ustomers- )B
F- 7amiliarity of .ustomers /ith BS9:- )D
(+- .omparing BS9: /ith other Serices- )F
((- Respondents by their Age and Mobile Serices- *,
(,- Respondents by their :ocation and :andline- **
()- Respondents by their :ocation and Migration from BS9:- *'
(*- Respondents by their :ocation and 9et/or0 .oerage *D
(>- Respondents by their :ocation and .ustomer .are >+
('- Respondents by their .ost and Migration from BS9:- >,
(B- ?uality of .ustomer Serice and Migration from BS9:- >*
(D-
Respondents by their :ocation and .omparing /ith other Serices
>'
(F- Respondents by their :ocation and Tariff plan Satisfaction >D
>F
'+
F
'(
',
')
:- '*
'>
(+
#."
INTRODUCTION
(
(
(-( St&te1e0t - Pr@/e1
A study has been conducted in order to understand the .ustomers opinion and
Satisfaction leel of arious :andlines and Mobile Serices in Tamil 9adu% 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-
(,
(-, I1Brt&0'e - t(e St253
1n this competitie arena communication plays a ital role so the Telecom 1ndustries are
the major source for communication- BS9:% being a public sector obiously hae to
compete /ith arious players li0e Airtel% Aircel% Reliance% Tata 1ndicom etc-%/ith their
stringent rules and regulations guided by TRA1- 8ence in order to understand about the
customers requirements their li0es and disli0es preference is sine2quo2non for BS9:-
()
1.3 O@9e'ti8es
To ascertain the .ustomers preferences of :and line and Mobile Serices-
To ascertain the .ustomers Satisfaction leel for Mobile serices as /ell
as :and line Serices-
To analyGe the .ustomer opinion and satisfaction /ith specific
reference to BS9:-
To suggest some guidelines to BS9: in order to proide better focused serices-
To determine the status of brand a/areness and brand loyalty in order to
conclude about brand equity-
To learn about the brand attributes and their preferences in BS9:-
(
*
1.4 S'Be - t(e St253!
This research study is useful for BS9: to understand the e5pectations
and requirements of .ustomers and can sere them in a better /ay-
This research /as conducted from May ,++'2 3une ,++'-
The respondents from .oimbatore% Pollachi and Tirupur hae been
ta0en for this study-
The brand equity /as measured in terms of brand attribute preferences%
brand a/areness% brand loyalty and preferences about the brand-
(
>
(-> Rese&r'( Met(5/g3!
DATA SOURCE!
1n this study Primary data and secondary data hae
been used- Secondary data hae been collected from 1nternet-
RESEARCH APPROACH!
Primary data hae been collected through
sureys- Personal interie/ technique has been used for conducting the surey-
Data collection has been done through the use of Structured questionnaire-
SAMPLING!
.onenient Sampling method has been adopted for this study-
Researcher has ta0en respondents from .oimbatore% Pollachi and Tirupur
for this study-
The researcher has chosen (*> from .oimbatore% >' from Pollachi and *B
from Tirupur-
The researcher had prepared a ?uestionnaire both open and close ended
questions to elicit responses for the follo/ing areasH
1. :ocation-
2. Age-
(
'
3. @ccupation-
4. Monthly 1ncome-
5. Mobile Usage-
6. Mobile serice Usage-
1.6 Li1it&ti0s - t(e St253!
Time /as not sufficient to conduct detailed study-
study had been conducted only in a fe/ areas of Tamil9adu
7or fe/ questions researcher /as not able to get proper response
/hich are as follo/sH
1. .hances of S/itching-
2. Reason for S/itching-
3. Monthly 1ncome-
4. .omparatie questions-
(
B
(-B C(&Bter S'(e1e!
C(&Bter I deal /ith the 1ntroduction of the project /or0% /hich includes
Statement of Problem% 1mportance of the study% @bjecties% Scope of the
study% Research Methodology and :imitations of the study-
C(&Bter II deals /ith the 1ndustry and .ompany Profile-
C(&Bter III deals /ith the .onceptual reie/-
C(&Bter IV deals /ith the Analysis and 1nterpretation-
C(&Bter V deals /ith the 7indings and Suggestions-
C(&Bter VI deals /ith the .onclusion-
C(&Bter VII deals /ith the Bibliography-
C(&Bter VIII deals /ith the Anne5ure-
(
D
)."
PROFILE
(
F
).# COMPANY PROFILE
@n @ctober (% ,+++ the Department of Telecom
@perations% !oernment of 1ndia became a corporation and /as christened B(&r&t
S&0'(&r Nig&1 Li1ite5 6BSNL7- Today% BS9: is the 9o- ( Telecommunications
.ompany and the largest Public Sector Underta0ing of 1ndia /ith authoriGed share
capital of I )FBB million and net /orth of I (*-), billion- 1t has a net/or0 of oer *>
million lines coering >+++ to/ns /ith oer )> million telephone connections-
Cith latest digital s/itching technology li0e @.B%;CSD%AE;2(+%7;T;E%9;. etc-
and /idespread transmission net/or0 including SD8 system up to ,-> gbps%
DCDM system up to D+ gbps%Ceb telephony%D1AS%4P9% Broadband and more
than *++%+++ data customers % BS9: continues to sere this great nation -
1ts responsibilities include improement of the already impeccable quality of
telecom serices% e5pansion of telecom net/or0% introduction of ne/ telecom
serices in all illages and instilling confidence among its customers-
BS9: has managed to shoulder these responsibilities remar0ably and
deftly- Today /ith oer *> million line capacity% FF-FJ of its e5changes digital%
nation /ide 9et/or0 management " sureillance system #9MSS$ to control
telecom traffic and oer *%++%+++ route 0ms of @7. net/or0% Bharat Sanchar
9igam :td is a name to rec0on /ith in the /orld of connectiity- Along /ith its
ast customer base% BS9:Ks financial and asset bases too are ast and
strong- .onsider the figures% as they spea0 olumes on BS9:=s standingH
The telephone infrastructure alone is /orth about Rs- (%++%+++ crore #US
I ,,-B* billion$
Turnoer of Rs- )(%*++ crore # US I B-(* billion$
,+
Add to /hich% BS9:Ks nation/ide coerage and reach% comprehensie range
of telecom serices and a penchant for e5cellence< and you hae the
ingredients for restructuring 1ndia for a bright future- Today% BS9: is most
trusted Telecom Brand of 1ndia-
OB,ECTIVES
1 To be a :ead Telecom Serices Proider-
2 Build customers confidence through quality and reliable serice-
3 Proide Band/idth on demand-
4 .ontribute to/ardsH
1. 9ational Plan Target of ,>+ million subscriber base for the
country by December ,++B-
2.Broadband customers base of ,+ million in the country by ,+(+ as
per Broadband Policy ,++*-
3. Telephone in all illages-
4 1mplementation of Triple play as a regular commercial proposition-
,
(
Org&0iC&ti0 C(&rt - BSNL!
,
,
Re8e02e
The Department of Telecom operations no/ 0no/n as BS9: has sho/n
sustained gro/th in the last (> years- The gro/th rate in ,++*2+> /as '->J-
C&Bit&/ I08est1e0t
Annual 1nestment in the net/or0 has increased from Rs- BD> crores #USI +-(D
billion$ in (FD'2DB to oer Rs- B>BD crores # US I (-B, billion$ in ,++*2+>- This
inestment has been financed mainly by the internal accruals- The planned
capital outlay during ,++'2+B is Rs- (F*)( crores # US I*-*, billion$-
,)
Bharat Sanchar 9igam :imited has got fi5ed assets aluing more than Rs-
',%D', .rores #US I (*-,F billion$% /hich are in the form of :and% Buildings%
.ables% Apparatus " Plants etc-
Bharat Sanchar 9igam :imited% the largest Public Sector underta0ing of the
9ation% is certainly on a financial ground thatKs sound-
The corporation has a net /orth of Rs ')%+++ crores #US I (*-), billion$% authoriGed
equity capital of Rs- (+%+++ crores #US I ,-,B billion$% paid up capital of Rs >%+++ crores
#US I (-(* billion$ and reenue is Rs- ))%*>+ crores #US I B-'+ billion$ in ,++*2+>-
Chen it comes to connecting the four corners of the nation% and much beyond%
one solitary name lies embedded at the pinnacle 2 BS9:- A company that has
gone past the number games and the quest to attain the position of a leader- 1t is
/or0ing round the cloc0 to ta0e 1ndia into the future by proiding /orld class
telecom serices for people of 1ndia- BS9: is 1ndiaKs no- ( Telecom Serice
proider and most trusted Telecom brand of the 9ation-
Drien by the ery 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 tomorro/-
,*
8ere is an oerie/ of the Corld .lass serices offered by the BS9:H
B&si' Te/eB(0e Ser8i'es
The Plain old% .ountry/ide telephone Serice through ),%+++
electronic e5changes- DigitaliGed Public S/itched Telephone
9et/or0 #PST9$ /ith a host of Phone Plus alue additions-
BS9: launched Data @ne broadband serice in 3anuary ,++>
/hich shall be e5tended to (FD cities ery shortly- The serice is
being proided on e5isting copper infrastructure on ADS:,
technology- The minimum speed offered to the customer is ,>'
Lbps at Rs- ,>+M2 per month only- Subsequently% other serices
such as 4P9% Multicasting% 4ideo .onferencing% 4ideo2on2
Demand% Broadcast application etc /ill be added-
Leeping the global net/or0 of 9et/or0s net/or0ed% the country/ide
1nternet Serices of BS9: under the brand name includes
1nternet dial upM :eased line access% .:1 based access #no account is
required$ and D1AS serice% for /eb bro/sing and ;2mail applications- Aou
can use your dialup sancharnet account from any place in 1ndia using the
same access no N(B,,))=% the facility /hich no other 1SP has- BS9: has
customer base of more than (-B million for sancharnet serice-
BS9: also offers Ceb hosting and co2location serices at ery
cheap rates-
ISDN
1ntegrated Serice Digital 9et/or0 Serice of BS9: utiliGes a
unique digital net/or0 proiding high speed and high quality
oice% data and image transfer oer the same line- 1t can also
facilitate both des0top ideo and high quality ideo conferencing-
I0te//ige0t NetDrA
1ntelligent 9et/or0 Serice #1n Serice$ offers alue2added
serices% such asH
7ree Phone Serice #7P8$
1ndia Telephone .ard #Prepaid card$
Account .ard .alling #A..$
4irtual Priate 9et/or0 #4P9$
Tele2oting
Premium Rae Serice #PRM$
Uniersal Access 9umber #UA9$ and more
,>
I+Net
1ndia s 5-,> based pac0et S/itched Public Data 9et/or0 is
operational in (+* cities of the country- 1t offers 5-,> 5-,D leased%
5-,D Dial up #PST9$ .onnection$ and frame relay serices-
Le&se5 Li0es 4 D&t&'1
BS9: proides leased lines for oice and data communication for
arious applications on point to point basis- 1t offers a choice of high%
medium and lo/ speed leased data circuits as /ell as dial2up lines-
Band/idth is aailable on demand in most cities- Managed :eased
:ine 9et/or0 #M::9$ offers fle5ibility of proiding circuits /ith
speeds of n5'* 0bps up to ,mbps% useful for 1nternet leased lines
and 1nternational Principle :eased .ircuits #1P:.s$-
Ce//2/&r M@i/e Ser8i'e
BS9:=s !SM cellular mobile serice .ellone has a customer base of
oer >-, million- .ell@ne proides all the serices li0e MMS% !PRS%
4oice Mail% ;2mail% Short Message Serice #SMS$ both national and
international% unified messaging serice #send and receie e2mails$
etc- Aou can use .ell@ne in oer ('+ countries /orld/ide and in ,B+
cellular net/or0s and oer (+++ citiesMto/ns across 1ndia- 1t has got
coerage in all 9ational and State 8igh/ays and train routes-
.ell@ne offers all 1ndia Roaming facility to both pre2paid and post2
paid customers #including Mumbai " Delhi$-
?ire/ess i0 L'&/ LB
This is a communication system that connects customers to the
Public S/itched Telephone 9et/or0 #PST9$ using radio frequency
signals as a substitute for conentional /ires for all or part of the
connection bet/een the subscribers and the telephone e5change-
.ountry/ide C:: is being offered in areas that are non2feasible
for the normal net/or0-
8elping reliee congestion of connections in the normal
cableM/ire based net/or0 in urban areas-
.onnecting the remote and scattered rural areas-
:imited mobility /ithout any air2time charge
PRO,ECTS RECENTLY IMPLEMENTEDEUNDER DEVELOPMENT
1 9ational 1nternet Bac0bone of BS9:
2 4oice oer 1P
3 Broadband Serices 2 ADS: " 8igh Speed 1nternet
4 Managed :eased :ine 9et/or0 #M::9$
5 Access 9et/or0 2 :MDS% D:.s% R:. etc-
,'
1 1nternet ;5change Points 2 1EP " 1nternet Data .enters #1D.$
2 ;2.ommerce
Te/eB(0e
B&si' Te/eB(0e 6B-0e7
Total 9umber of connections as on )+-+*-,++' )%>(%>>%B*F
?LL 6T&r&0g7
Total 9umber of connections as on )+-+*-,++' ,>%F>%D+B
Vi//&ge P2@/i' Te/eB(0es
Total 9umber of Telephones as on )(-+)-,++' >%)>%),>
P2@/i' Te/eB(0es 6L'&/. STD &05 Hig(D&37
Total 9umber of Public Telephones as on )(-+)-,++' ,+%'*%(B*
STD St&ti0s
9umber of STD Stations as on )(-+)-,++'
)(%F(>
Tr&0s1issi0 S3ste1s &s 0 %#."%.)"":
Transmission Systems
Digital
#Route 0ms$ #Route 0ms$
.oa5ial '%+,*
Micro/ae ')%B)+
U87 *>%()+
@ptical 7iber *%D+%(F'
S&te//ite B&se5 Ser8i'es 6&s 0 %#."%.)"":7
M.P.24SATs ,+(
1DR Systems #, MbM D Mb$ '*M(B
M@i/e
Ser8i'es
6As 0 %".";.)"":7
Tt&/ 021@er - '00e'ti0s + #.$*.F).%:;
6As 0 %".";.)"":7
Distri't He&5G2&rters '8ere5 + *F)
,B
Tt&/ 021@er - 8i//&ges '8ere5 + #.%F.")#
N&ti0&/ Hig(D&3 '8ere5 6>17 + ;*.;%H
St&te Hig(D&3 '8ere5 6>17 + %#.%%F
R&i/D&3 r2te '8ere5 6>17 + #*.$%"
C2st1er
C&re
Se8er&/ SteBs (&8e @ee0 t&Ae0 &t
BSNL t &2g1e0t t(e G2&/it3 -
'2st1er '&re t i0ter0&ti0&/
st&05&r5s.
toll free numbers
1 Dataone Broadband K('++2*,*2('++K
2 PST9 .all .enter K(>++K #in select states$
3 Sancharnet 8elp Des0 K(F>BK
4 .ell@ne all 1ndia 8elp KF*+++,*)'>K
All BS9: .ustomer Serice .enters #.S.s$ no/ remain open on all
seen days from D-++ AM to D-++ PM /ithout any brea0 for all actiities-
.heque deposit machines hae also been installed in many cities% so that
customers can ma0e payments ,*EB at their conenience-
.ustomers can also ma0e payments by chequeMDemand Draft to BS9:
franchisees all oer the country-
Cith a ie/ to simplify and offer customer friendly serices% more than
one Bfone connections can be applied on a single application form-
Accordingly% a single demand note /ould be issued to the customer in
respect of all the connections applied for-
Shifting charges for local as /ell as all 1ndia shifting of fi5ed telephone
#bfone$ has been abolished-
Pagers being gien to outdoor staff in a phased manner for speedy
rectification of faults-
Majority of the local net/or0 is built up on jelly filled and @7. for trouble
free serice-
1nternal Distribution Points #DPs$ being proided in the customer
premises to eliminate the faults arising out of oerhead /ires-
;5tensie use of digital loop carrier #D:.$MCireless in :ocal :oop #C::$
system for improing reliability of e5ternal plant-
Remote :ine Units #R:Us$- Remote subscriber Units #RSUs$ being proided
,D
e5tensiely to reduce the long lengths of copper cables-
;stablishing call centers across the nation to proide single /indo/
solutions and conenience to customers-
.ountry/ide 9et/or0 Management " Sureillance System #9MSS$ to
ensure uninterrupted and efficient flo/ of telecom traffic-
Application 7orms for ne/ connections hae been made free of charge
for all serices-
Procedure for restoration of telephones disconnected due to non2
payment simplified and po/ers delegated to Secondary S/itching Area
#SSA$ heads- Payment of telephone bills being receied on Saturday and
Sunday through cheques in .ity Telecom @ffices #.T@s$-
More than one Public .all @ffice #P.@$ permitted at the same premises-
4arious application forms and procedures being simplified for ne/
telephone connections% shifting and third party transfer-
,
F
%."
CONCEPTUAL REVIE?
)
+
MAR>ETING MANAGEMENT
DEFINITION!
Mar0eting management is the practical application of mar0eting
techniques- 1t is the analysis% planning% implementation% and control of programs
designed to create% build% and maintain mutually beneficial e5changes /ith target
mar0ets- The mar0eting manager has the tas0 of influencing the leel% timing%
and composition of demand in /ay that /ill achiee organiGational objecties-
BRAND EQUITY
BRAND
EQUITY
BRAND PERCIVED BRAND
BRAND
A?ARENESS QUALITY ASSOCIATION
LOYALTY
?(&t is @r&05 eG2it3I
)(
The goal of the brand leadership paradigm is to create strong brands & but /hat is a
strong brand% any/ayO 1n Managing Brand ;quity% brand equity /as defined as the
brand assets #or liabilities$ lin0ed to a brand=s name and symbol that add to #or subtract
from$ a product or serice- These assets can be grouped into four dimensionsH brand
a/areness% perceied quality% brand associations% and brand loyalty- These four
dimensions guide brand deelopment% management and measurement-
Br&05 &D&re0ess!
Brand a/areness is an often underalued asset< ho/eer%
a/areness has been sho/n to affect perceptions and een taste- People li0e the
familiar and are prepared to ascribe all sorts of good attitudes to items that are
familiar to them- The 1ntel 1nside campaign has dramatically transferred
a/areness into perceptions of technological superiority and mar0et acceptance-
Per'ei8e5 G2&/it3
Perceied quality is a special type of association% partly because
it influences brand associations in many conte5ts and partly because it has been
empirically sho/n to affect profitability #as measured by both R@1 and stoc0 return$-
Br&05 &ss'i&ti0s
Brand association can be anything that connects the
customer to the brand- 1t can include user imagery% product attributes% use
situations% @rganiGational associations% brand personality and symbols- Much
of brand management inoles determining /hat associations to deelop and
then creating programs that /ill lin0 the associations to the brand-
Br&05 /3&/t3
),
Brand loyalty is at the heart of any brand=s alue- The concept
is to strengthen the siGe and intensity of each loyalty segment- A brand /ith a
small but intensely loyal customer base can hae significant equity-
Br&05 Pre-ere0'e
The stage of brand loyalty at /hich a brand /ill select a particular
brand but /ill choose a competitor=s brand if the preferred brand is
unaailable- See Brand insistence< Brand recognition-
C2st1er S&tis-&'ti0
1f the customerKs e5pectations of product quality% serice
quality% and price are e5ceeded% a firm /ill achiee high leels of customer
satisfaction and /ill create Pcustomer delight-P 1f the customerKs e5pectations
are not met% customer dissatisfaction /ill result- And the lo/er the satisfaction
leel% the more li0ely the customer is to stop buying from the firm-
)
)
;."
ANALYSIS AND INTERPRETATIONS
)*
PROFILE OF THE SAMPLE RESPONDENTS
LOCATION
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 .@1MBAT@R; (*> >D-+ >D-+ *H."
P@::A.81 >B ,,-D ,,-D H".H
T1RUPUR *D (F-, (F-, #""."
Tt&/ )*" #""." #""."
TABLE! #
:@.AT1@9
B+
'+
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #
INFERNCE!
As the Table depicts% a good majority of the respondent #>DJ$ of
consumers belongs to .oimbatore /hile Tirupur is the least #+-*J$-
)>
AGE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 bet ,+2)+ >( ,+-* ,+-* )".;
bet )(2)> (++ *+-+ *+-+ :".;
bet )'2*+ *' (D-* (D-* $H.H
bet *(2>+ )) ()-, ()-, F)."
aboe >+ ,+ D-+ D-+ #""."
Tt&/ )*" #""." #""."
TABLE! )
A!;
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
bet ,+2)+ bet )(2)> bet )'2*+ bet *(2>+ aboe >+
A!;
CHART! )
INFERNCE!
As the Table depicts% a good majority of the respondent #*+-+J$ /ere in the
age group of #Bet/een )(2)>$ /hile the age group of #Aboe >+$ is the least #D-+J$-
)'
OCCUPATION
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 Managerial (() *>-, *>-, ;*.)
Business D> )*-+ )*-+ $F.)
.lerical ,* F-' F-' HH.H
Manual /or0er (B '-D '-D F*.:
Student B ,-D ,-D FH.;
Retired , -D -D FF.)
Agriculture ( -* -* FF.:
Professional ( -* -* #""."
Tt&/ )*" #""." #""."
TABLE! %
@..UPAT1@9
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
Managerial .lerical Student Agriculture
Business Manual / or0er Retired Professional
@..UPAT1@9
CHART! %
INFERNCE!
)B
As the Table depicts% a good majority of the respondent #*>-,J$ of consumers
/ere Managers /hile Professionals and Agriculturalist /ere the least #+-*J$ each-
St&tisti's
MONTHLY INCOME
N V&/i5 );*
Missi0 *
g
MONTHLY INCOME
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 belo/ >+++ ,B (+-D ((-+ ##."
bet >+++2(++++ (), >,-D >)-F :;.F
bet (++++2(>+++ ', ,*-D ,>-) F".)
bet (>+++2,>+++ (( *-* *-> F;.$
aboe ,>+++ () >-, >-) #""."
Total ,*> FD-+ (++-+
Missi0g System > ,-+
Tt&/ )*" #""."
TABLE! ;
M@9T8:A 19.@M;
'+
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
belo/ >+++ bet (++++2(>+++ aboe ,>+++
bet >+++2(++++ bet (>+++2,>+++
M@9T8:A 19.@M;
)D
CHART! ;
INFERNCE!
As the Table depicts% a good majority of the respondent #>)-FJ$
consumers monthly income is bet/een #>+++2(++++$% /hile monthly income
bet/een #(>+++2,>+++$ is least #*->J$-
)F
MOBILE USE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 A;S (D) B)-, B)-, $%.)
9@ 'B ,'-D ,'-D #""."
Tt&/ )*" #""." #""."
TABLE! *
M
@
B
1
:
;

U
S
;
D
+
'+
*+
,+
+
A;S 9@
M@B1:; US;
C
H
ART! *
INFERNC
E!
7rom the aboe Table% it is
inferred that majority of the
respondents #B)-,J$ /ere using
Mobile phones /hile #,'-DJ$
/ere not using Mobile phones-
*
+
LANDLINE USE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 A;S ,)B F*-D F*-D F;.H
9@ () >-, >-, #""."
Tt&/ )*" #""." #""."
TABLE! :
:
A
9
D
:1
9
;
U
S
;
(
+
+
D+
'+
*+
,+
+ A;S 9@
:A9D:19; US;
C
H
A
R
T
! :
197;R;9.
;H
7rom the aboe Table% it is
inferred that majority of the
respondents #F*-DJ$ /ere using
:andline telephone /hile #>-,J$
/ere not using :andline
telephone-
*
(
ANALYSIS OF BRAND PREFERENCE
MOBILE SERVICE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 9o mobile 'B ,'-D ,'-D ):.H
BS9: BD )(-, )(-, *H."
Tataindicom ( -* -* *H.;
Reliance ,' (+-* (+-* :H.H
Airtel ,> (+-+ (+-+ $H.H
Aircel )B (*-D (*-D F%.:
BP:M8utch (' '-* '-* #""."
Tt&/ )*" #""." #""."
TABLE! $
M@B1:; S;R41.;
*+
)+
,+
(+
9o mobile Tataindicom Airtel BP:M8utch
BS9: Reliance Aircel
M@B1:; S;R41.;
CHART! $
INFERNCE!
*,
As the Table depicts% a good majority of people #)(-,J$ are using BS9:%
/hile Tataindicom are the least #+-*J$ by considering ,>+ samples-
LANDLINE SERVICE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 9o :andline () >-, >-, *.)
BS9: ,,( DD-* DD-* F%.:
Tataindicom D )-, )-, F:.H
Airtel D )-, )-, #""."
Tt&/ )*" #""." #""."
TABLE! H
:A9D:19; S;R41.;
(++
D+
'+
*+
P
e
r
c
e
n
t
,+
+
9o :andline BS9: Tataindicom Airtel
:A9D:19; S;R41.;
CHART! H
INFERNCE!
As the Table depicts% a good majority of people #DD-*J$ are using BS9:%
/hile Tataindicom and Airtel are the least #)-,J$ each-
*)
FAMILIAR
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 4ery familiar (,D >(-, >(-, *#.)
Some /hat familiar (,+ *D-+ *D-+ FF.)
7amiliar but neer used it , -D -D #""."
Tt&/ )*" #""." #""."
TABLE! F
7AM1:1AR
'+
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
4ery familiar Some / hat familiar 7amiliar but neer u
7AM1:1AR
CHART! F
INFERNCE!
As the Table depicts% a good majority of people #>(-,J$ are familiar /ith
BS9:% /hile #+-DJ$ of people are familiar but neer used-
**
COMPARING ?ITH OTHER SERVICES
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 Much better >D ,)-, ,)-, )%.)
Some /hat better FF )F-' )F-' :).H
About the same '> ,'-+ ,'-+ HH.H
Some /hat /orse ,B (+-D (+-D FF.:
Don=t 0no/M9eer used ( -* -* #""."
Tt&/ )*" #""." #""."
TABLE! #"
.@MPAR19! C1T8 @T8;R S;R41.;S
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
Much better About the same Dont 0no/ M9eer used
Some / hat better Some / hat / orse
.@MPAR19! C1T8 @T8;R S;R41.;S
CHART! #"
INFERENCE!
As the Table depicts% majority of respondents #)F-'J$ opined BS9: is
QSome Chat BetterR /hen compared to other serices% /hile the least number of
respondents #+-*J$ opined QDon=t 0no/M9eer usedR-
*>
AGE J MOBILE SERVICE Crss t&@2/&ti0
MOBILE Tt&/
SERVICE
9o mobile BS9: Tataindicom Reliance Airtel Aircel BP:M
8utch
AGE bet ,+2 .ount (+ (D ( ( (( D , *#
)+
J (F-'J )>-) ,-+J ,-+J ,(-' (>-BJ )-FJ #""."K
/ithin J J
A!;
bet )(2 .ount )+ ,' (, D ,+ * #""
)>
J )+-+J ,'-+ (,-+J D-+J ,+-+J *-+J #""."K
/ithin J
A!;
bet )'2 .ount (( (* ' ) > B ;:
*+
J ,)-FJ )+-* ()-+J '->J (+-FJ (>-, #""."K
/ithin J J
A!;
bet *(2 .ount D (, ' ( ) ) %%
>+
J ,*-,J )'-* (D-,J )-+J F-(J F-(J #""."K
/ithin J
A!;
aboe .ount D D ( , ( )"
>+
J *+-+J *+-+ >-+J (+-+ >-+J #""."K
/ithin J J
A!;
Tt&/ .ount 'B BD ( ,' ,> )B (' )*"
K ):.HK %#.) .;K #".;K #"." #;.HK :.;K #""."K
Dit(i K K
0
AGE
*'
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the Age
of the .ustomers and Mobile Serice using by the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the
Age of the .ustomers and Mobile Serice using by the .ustomers-
C(i+SG2&re Tests
V&/2e 5- As31B. Sig. 6)+si5e57
Pe&rs0 C(i+SG2&re )B-',> ,* ."%H
LiAe/i(5 R&ti )B-'>* ,* ."%H
N - V&/i5 C&ses )*"
a-(B cells #*D-'J$ hae e5pected count less than >- The minimum
e5pected count is -+D-
TABLE! ##
*
B
INFERNCE!
7rom the aboe Table% calculated alue is #)B-')$ higher than the critical
alue #)'-*,$ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is
a significant relationship bet/een the Age of the .ustomers and Mobile Serice
using by the .ustomers-
*+
)+
M@B1:; S;R41.;
9o mobile
,+
BS9:
Tataindicom
Reliance
(+
Airtel
.
o
u
n
tAircel
+ BP:M8utch
bet ,+2)+ bet )'2*+ aboe >+
bet )(2)> bet *(2>+
A!;
CHART! ##
*D
LOCATION J LANDLINE SERVICE Crss t&@2/&ti0
LANDLINE Tt&/
SERVICE
9o :andline BS9: Tataindi Airtel
com
LOCATION .@1MB .ount B (,B ' > #;*
AT@R;
J /ithin *-DJ DB-'J *-(J )-*J #""."K
:@.AT1@9
P@::A .ount * >, ( *$
.81
J /ithin B-+J F(-,J (-DJ #""."K
:@.AT1@9
T1RUPU .ount , *, ( ) ;H
R
J /ithin *-,J DB->J ,-(J '-)J #""."K
:@.AT1@9
Tt&/ .ount () ,,( D D )*"
K Dit(i0 *.)K HH.;K %.)K %.)K #""."K
LOCATION
TABLE! #)
*F
(*+
(,+
(++
D+
'+ :A9D:19; S;R41.;
*+
9o :andline
BS9:
.
o
u
n
t
,+
Tataindicom
+ Airtel
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #)
INFERENCE!
7rom the aboe table% it e5plains about the BS9: :and line users in each
location-
>+
LOCATION J MIGRATION Crss t&@2/&ti0
MIGRATION Tt&/
.ertai 8igh 9ot :o/ 9eer
n chan sure chanc
ce e
LOCATION .@1MBAT@R; .ount * ) ,* *+ B* #;*
J /ithin ,-DJ ,-(J ('-'J ,B-'J >(-+J #""."K
:@.AT1@9
P@::A.81 .ount B , (D (> (> *$
J /ithin (,-)J )->J )(-'J ,'-)J ,'-)J #""."K
:@.AT1@9
T1RUPUR .ount > ) (> (+ (> ;H
J /ithin (+-*J '-)J )(-)J ,+-DJ )(-)J #""."K
:@.AT1@9
Tt&/ .ount (' D >B '> (+* )*"
K Dit(i0 :.;K %.)K )).HK ):."K ;#.:K #""."K
LOCATION
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the
:ocation of the .ustomers and Migration of the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the
:ocation of the .ustomers and Migration of the .ustomers-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square ,)-)B*#a$ D -++)
:i0elihood Ratio ,)-**, D -++)
9 of 4alid .ases ,>+
a- > cells #))-)J$ hae e5pected count less than >- The minimum e5pected count is (->*-
TABLE! #%
INFERENCE!
>(
7rom the aboe Table% calculated alue is #,)-)B$ higher than the
critical alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$
there is a significant relationship bet/een the :ocation of the .ustomers and
Migration of .ustomers-
D+
'+
*+
M1!RAT1@9
.ertain
8igh chance
,+
9ot sure
.
o
u
n
t:o/ chance
+ 9eer
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #%
LOCATION J NET?OR> Crss t&@2/&ti0
>,
NET?OR> Tt&/
4ery ?uite 9eutra ?uite 4ery
satisfie satisfie l dissati dissat
d d sfied isfied
LOCATION .@1MBAT@R; .ount F, )) (( ) ' #;*
J /ithin ')-*J ,,-DJ B-'J ,-(J *-(J #""."K
:@.AT1@9
P@::A.81 .ount (* ,' F > ) *$
J /ithin ,*-'J *>-'J (>-DJ D-DJ >-)J #""."K
:@.AT1@9
T1RUPUR .ount F (F (+ B ) ;H
J /ithin (D-DJ )F-'J ,+-DJ (*-'J '-)J #""."K
:@.AT1@9
Tt&/ .ount ((> BD )+ (> (, )*"
K Dit(i0 ;:."K %#.)K #)."K :."K ;.HK #""."K
LOCATION
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een
the :ocation of the .ustomers and Satisfaction of BS9: 9et/or0
using by the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een
the :ocation of the .ustomers and Satisfaction of BS9: 9et/or0 using
by the .ustomers-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *D-((,#a$ D -+++
:i0elihood Ratio *F->+) D -+++
9 of 4alid .ases ,>+
a- * cells #,'-BJ$ hae e5pected count less than >- The minimum e5pected count
is ,-)+-
TABLE! #;
INFERENCE!
7rom the aboe Table% calculated alue is #*D-(($ higher than the
critical
>
)
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$
there is a significant relationship bet/een the :ocation of the .ustomers
and Satisfaction of BS9: 9et/or0 using by the .ustomers-
(++
D+
'+
9;TC@RL
*+
4ery satisfied
?uite satisfied
,+
9eutral
.
o
u
n
t?uite dissatisfied
+ 4ery dissatisfied
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #;
LOCATION J CUSTOMER CARE Crss t&@2/&ti0
>
*
CUSTOMER CARE Tt&/
4ery ?uite 9eutra ?uite 4ery
satisfie satisfie l dissati dissati
d d sfied sfied
LOCATION .@1MBAT@R; .ount >, *' (' (+ ,( #;*
J /ithin )>-FJ )(-BJ ((-+J '-FJ (*->J #""."K
:@.AT1@9
P@::A.81 .ount (( ,, (+ F > *$
J /ithin (F-)J )D-'J (B->J (>-DJ D-DJ #""."K
:@.AT1@9
T1RUPUR .ount B F (B F ' ;H
J /ithin (*-'J (D-DJ )>-*J (D-DJ (,->J #""."K
:@.AT1@9
Tt&/ .ount B+ BB *) ,D ), )*"
K Dit(i0 )H."K %".HK #$.)K ##.)K #).HK #""."K
LOCATION
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship
bet/een the :ocation of the .ustomers and Satisfaction
leel of BS9: .ustomer care-
Alternatie 8ypothesis S8(TH There is a significant
relationship bet/een the :ocation of the .ustomers and
Satisfaction leel of BS9: .ustomer care-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square )+-'D>#a$ D -+++
:i0elihood Ratio ,F-B') D -+++
9 of 4alid .ases ,>+
a- + cells #-+J$ hae e5pected count less than >- The minimum
e5pected count is >-)D-
TABLE! #*
INFERENCE!
7rom the aboe Table% calculated alue is #)+-'F$ higher than
the critical
>
>
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected
#i-e-$ there is a significant relationship bet/een the :ocation of the
.ustomers and Satisfaction leel of BS9: .ustomer care-
'+
>+
*+
)+
.UST@M;R .AR;
4ery satisfied
,+
?uite satisfied
(+
9eutral
?uite dissatisfied
.
o
u
n
t
+ 4ery dissatisfied
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #*
COST J MIGRATION Crss t&@2/&ti0
>'
MIGRATION Tt&/
.ertai 8igh 9ot :o/ 9eer
n chan sure chanc
ce e
COST 4ery satisfied .ount ( ( > D >' $#
J /ithin (-*J (-*J B-+J ((-)J BD-FJ #""."K
.@ST
?uite satisfied .ount ( * ,( )D ,F F%
J /ithin (-(J *-)J ,,-'J *+-FJ )(-,J #""."K
.@ST
9eutral .ount ) , (' (( ' %H
J /ithin B-FJ >-)J *,-(J ,D-FJ (>-DJ #""."K
.@ST
?uite .ount ' ( (, B (+ %:
dissatisfied J /ithin ('-BJ ,-DJ ))-)J (F-*J ,B-DJ #""."K
.@ST
4ery .ount > ) ( ) #)
dissatisfied J /ithin *(-BJ ,>-+J D-)J ,>-+J #""."K
.@ST
Tt&/ .ount (' D >B '> (+* )*"
K Dit(i0 :.;K %.)K )).HK ):."K ;#.:K #""."K
COST
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship
bet/een the Satisfaction of .ost of BS9: and Migration of
.ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship
bet/een the Satisfaction of .ost of BS9: and Migration of
.ustomers-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square (+*-',,#a$ (' -+++
:i0elihood Ratio F)-')( (' -+++
9 of 4alid .ases ,>+
a- (, cells #*D-+J$ hae e5pected count less than >- The minimum
e5pected count is
-)D-
TABLE! #:
INFERENCE!
7rom the aboe Table% calculated alue is #(+*-',$ higher
than the critical alue #,'-)+$ at >J leel% so 9ull hypothesis S8+T has
to be rejected #i-e-$ there is a
>
B
significant relationship bet/een the Satisfaction of .ost of BS9: and
Migration of .ustomers-
'+
>+
*+
M1!RAT1@9
)+
.ertain
,+ 8igh chance
9ot sure
.
o
u
n
t
(+
:o/ chance
+ 9eer
4ery satisfied 9eutral 4ery dissatisfied
?uite satisfied ?uite dissatisfied
.@ST
CHART! #:
QUALITY OF CUSTOMER SERVICE J MIGRATION Crss t&@2/&ti0
>D
MIGRATION Tt&/
.ertai 8igh 9ot :o/ 9eer
n chan sure chanc
ce e
QUALITY OF ;5cellent .ount ( , ,( );
CUSTOMER
J /ithin *-,J D-)J DB->J #""."K
SERVICE ?UA:1TA @7
.UST@M;R
S;R41.;
!ood .ount ) , F (F )) ::
J /ithin *->J )-+J ()-'J ,D-DJ >+-+J #""."K
?UA:1TA @7
.UST@M;R
S;R41.;
Aerage .ount * , ,* (F ,B $:
J /ithin >-)J ,-'J )(-'J ,>-+J )>->J #""."K
?UA:1TA @7
.UST@M;R
S;R41.;
Poor .ount ( ( D (> (+ %*
J /ithin ,-FJ ,-FJ ,,-FJ *,-FJ ,D-'J #""."K
?UA:1TA @7
.UST@M;R
S;R41.;
4ery poor .ount D ) (> (+ () ;F
J /ithin ('-)J '-(J )+-'J ,+-*J ,'->J #""."K
?UA:1TA @7
.UST@M;R
S;R41.;
Tt&/ .ount (' D >B '> (+* )*"
K Dit(i0 :.;K %.)K )).HK ):."K ;#.:K #""."K
QUALITY OF
CUSTOMER
SERVICE
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant
relationship bet/een the ?uality of .ustomer
serice and Migration of the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant
relationship bet/een the ?uality of .ustomer serice and
Migration of the .ustomers-
C(i+SG2&re Tests
>
F
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *B-FD>#a$ (' -+++
:i0elihood Ratio *B-DFB (' -+++
9 of 4alid .ases ,>+
1. (+ cells #*+-+J$ hae e5pected count less than >- The minimum e5pected
count is
-BB-
TABLE! #$
INFERNCE!
7rom the aboe table% calculated alue is #*B-FF$ higher
than the critical alue #,'-)+$ at >J leel% so 9ull hypothesis S8+T
has to be rejected #i-e-$ there is a significant relationship bet/een
the ?uality of .ustomer serice and Migration of the .ustomers-
*+
)+
,+
M1!RAT1@9
.ertain
8igh chance
(+
9ot sure
.
o
u
n
t:o/ chance
+ 9eer
;5cellent !ood Aerage Poor 4ery poor
?UA:1TA @7 .UST@M;R S;R41.;
CHART! #$
LOCATION J COMPARING ?ITH OTHER SERVICES Crss t&@2/&ti0
'+
COMPARING ?ITH OTHER SERVICES Tt&/
Much Some About Some Dont
better /hat the /hat 0no/M
better same /orse 9ee
r
used
LOCATION .@1MBAT@R; .ount *D >F )+ D #;*
J /ithin ))-(J *+-BJ ,+-BJ >->J #""."K
:@.AT1@9
P@::A.81 .ount > ,) (' (, ( *$
J /ithin D-DJ *+-*J ,D-(J ,(-(J (-DJ #""."K
:@.AT1@9
T1RUPUR .ount > (B (F B ;H
J /ithin (+-*J )>-*J )F-'J (*-'J #""."K
:@.AT1@9
Tt&/ .ount >D FF '> ,B ( )*"
K Dit(i0 )%.)K %F.:K ):."K #".HK .;K #""."K
LOCATION
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship
bet/een the :ocation of the .ustomers and Satisfaction leel of
BS9: compared /ith other Serices-
Alternatie 8ypothesis S8(TH There is a significant relationship
bet/een the :ocation of the .ustomers and Satisfaction leel of
BS9: compared /ith other Serices-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square ))-,BF#a$ D -+++
:i0elihood Ratio ))-D(* D -+++
9 of 4alid .ases ,>+
a- ) cells #,+-+J$ hae e5pected count less than >- The minimum
e5pected count is -(F-
TABLE! #H
INFERENCE!
7rom the aboe table% calculated alue is #))-,D$ higher than the
critical
'
(
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$
there is a significant relationship bet/een the :ocation of the .ustomers
and Satisfaction leel of BS9: compared /ith other Serices-
B+
'+
>+
*+
.@MPAR19! C1T8 @T8;R
)+
Much better
,+
Some / hat better
About the same
.
o
u
n
t
(+
Some / hat / orse
+ Dont 0no/ M9eer used
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #H
LOCATION J TARIFF Crss t&@2/&ti0
'
,
TARIFF Tt&/
4ery ?uite 9eutra ?uite 4ery
satisfie satisfie l dissati dissat
d d sfied isfied
LOCATION .@1MBAT@R; .ount B( >* (* ) ) #;*
J /ithin *F-+J )B-,J F-BJ ,-(J ,-(J #""."K
:@.AT1@9
P@::A.81 .ount (> ,* (+ * * *$
J /ithin ,'-)J *,-(J (B->J B-+J B-+J #""."K
:@.AT1@9
T1RUPUR .ount D (B (' B ;H
J /ithin ('-BJ )>-*J ))-)J (*-'J #""."K
:@.AT1@9
Tt&/ .ount F* F> *+ (* B )*"
K Dit(i0 %$.:K %H."K #:."K *.:K ).HK #""."K
LOCATION
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the
:ocation of the .ustomers and Satisfaction of BS9: Tariff Plan-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the
:ocation of the .ustomers and Satisfaction of BS9: Tariff Plan-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *(-,+)#a$ D -+++
:i0elihood Ratio *+-+D' D -+++
9 of 4alid .ases ,>+
a- > cells #))-)J$ hae e5pected count less than >- The minimum e5pected count is (-)*-
TABLE! #F
INFERENCE!
')
7rom the aboe table% calculated alue is #*(-,+$ higher than the critical
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there
is a significant relationship bet/een the :ocation of the .ustomers and
Satisfaction of BS9: Tariff Plan-
D+
'+
*+
TAR177
4ery satisfied
?uite satisfied
,+
9eutral
.
o
u
n
t?uite disatisfied
+ 4ery disatisfied
.@1MBAT@R; P@::A.81 T1RUPUR
:@.AT1@9
CHART! #F
ANALYSIS OF BRAND ATTRIBUTES
'
*
TARIFF
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 4ery satisfied F* )B-' )B-' %$.:
?uite satisfied F> )D-+ )D-+ $*.:
9eutral *+ ('-+ ('-+ F#.:
?uite dissatisfied (* >-' >-' F$.)
4ery dissatisfied B ,-D ,-D #""."
Tt&/ )*" #""." #""."
TABLE! )"
TAR177
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
4ery satisfied 9eutral 4ery disatisfied
?uite satisfied ?uite disatisfied
TAR177
CHART! )"
INFERNCE!
7rom the aboe Table% it /as inferred that majority of the respondents
#)DJ$ /ere Q?uite SatisfiedR /ith a special regards to the BS9: Tariff Plan%
/hile the least #,-DJ$ number of respondents /ere Q4ery DissatisfiedR /ith
respect to the BS9: Tariff Plan-
NET?OR>
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
'
>
V&/i5 4ery satisfied ((> *'-+ *'-+ ;:."
?uite satisfied BD )(-, )(-, $$.)
9eutral )+ (,-+ (,-+ HF.)
?uite dissatisfied (> '-+ '-+ F*.)
4ery dissatisfied (, *-D *-D #""."
Tt&/ )*" #""." #""."
TABLE! )#
9;TC@RL
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
4ery satisfied 9eutral 4ery dissatisfied
?uite satisfied ?uite dissatisfied
9;TC@RL
CHART! )#
INFERNCE!
As the Table depicts% a good majority of respondents #*'J$ /ere
Q4ery SatisfiedR /ith the 9et/or0 of BS9:% /hile the least #*-DJ$ /ere
Q4ery DissatisfiedR /ith the 9et/or0 of BS9:-
COST
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 4ery satisfied B( ,D-* ,D-* )H.;
'
'
?uite satisfied F) )B-, )B-, :*.:
9eutral )D (>-, (>-, H".H
?uite dissatisfied )' (*-* (*-* F*.)
4ery dissatisfied (, *-D *-D #""."
Tt&/ )*" #""." #""."
TABLE! ))
.@ST
*+
)+
,+
(+
4ery satisfied 9eutral 4ery dissatisfied
?uite satisfied ?uite dissatisfied
.@ST
CHART! ))
INFERENCE!
As the Table depicts% majority of respondents #)B-,J$ /ere Q?uite
SatisfiedR /ith special regards to the Satisfaction leel of .ost of BS9:%
/hile the least number of respondents #*-DJ$ /ere Q4ery DissatisfiedR /ith
the Satisfaction leel of .ost of BS9:-
CUSTOMER CARE
FreG2e0'3 Per'e V&/i5 Per'e0t C212/&ti8e
0t Per'e0t
V&/i5 4ery satisfied B+ ,D-+ ,D-+ )H."
'B
?uite satisfied BB )+-D )+-D *H.H
9eutral *) (B-, (B-, $:."
?uite dissatisfied ,D ((-, ((-, H$.)
4ery dissatisfied ), (,-D (,-D #""."
Tt&/ )*" #""." #""."
TABLE! )%
.UST@M;R .AR;
*+
)+
,+
(+
4ery satisfied 9eutral 4ery dissatisfied
?uite satisfied ?uite dissatisfied
.UST@M;R .AR;
CHART! )%
INFERENCE!
7rom the aboe Table% it /as inferred that majority of respondents
#)+-DJ$ /ere Q?uite SatisfiedR /ith the .ustomer care of BS9:% /hile the
least number of respondents #((-,J$ /ere Q?uite DissatisfiedR /ith BS9:
.ustomer care-
ADDTIONAL PAC>AGE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 4ery satisfied ** (B-' (B-' #$.:
?uite satisfied 'B ,'-D ,'-D ;;.;
9eutral F> )D-+ )D-+ H).;
'
D
?uite dissatisfied )) ()-, ()-, F*.:
4ery dissatisfied (( *-* *-* #""."
Tt&/ )*" #""." #""."
TABLE! );
ADDT1@9A: PA.LA!;
*+
)+
,+
(+
4ery satisfied 9eutral 4ery dissatisfied
?uite satisfied ?uite dissatisfied
ADDT1@9A: PA.LA!;
CHART! );
INFERENCE!
7rom the aboe Table% it /as inferred that majority of respondents #)DJ$
opined Q9eutralR /ith the BS9:=s Additional Pac0ages% /hile the least number of
respondents #*-*J$ opined Q4ery DissatisfiedR /ith the Additional Pac0ages of
BS9:-
QUALITY OF CUSTOMER SERVICE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 ;5cellent ,* F-' F-' F.:
!ood '' ,'-* ,'-* %:."
Aerage B' )+-* )+-* ::.;
'
F
Poor )> (*-+ (*-+ H".;
4ery poor *F (F-' (F-' #""."
Tt&/ )*" #""." #""."
TABLE! )*
?UA:1TA @7 .UST@M;R S;R41.;
*+
)+
,+
(+
;5cellent !ood Aerage Poor 4ery poor
?UA:1TA @7 .UST@M;R S;R41.;
CHART! )*
INFERENCE!
As the Table depicts% the majority of respondents #)+-*J$ /ere
opined QAerageR /ith special reference to the ?uality of .ustomer
Serice% /hile the least number of respondents #F-'J$ /ere opined
Q;5cellentR /ith respect to the ?uality of .ustomer Serice-
MIGRATION
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 .ertain (' '-* '-* :.;
8igh chance D )-, )-, F.:
B
+
9ot sure >B ,,-D ,,-D %).;
:o/ chance '> ,'-+ ,'-+ *H.;
9eer (+* *(-' *(-' #""."
Tt&/ )*" #""." #""."
TABLE! ):
M1!RAT1@9
>+
*+
)+
,+
P
e
r
c
e
n
t
(+
+
.ertain 8igh chance 9ot sure :o/ chance 9eer
M1!RAT1@9
CHART! ):
INFERENCE!
As the Table depicts% a good majority of respondents #*(-'J$ /ere
opined Q9eerR /ith special respect to the chance of Migration from BS9:%
/hile the least number of respondents #)-,J$ /ere opined Q8igh .hanceR
/ith reference to the chance of Migration from BS9:-
B
(
*."
FINDINGS AND SUGGESTIONS
FINDINGS H
A good majority of the respondents #B)-,J$ /ere using Mobile phones
/hile #,'-DJ$ /ere not using Mobile phones-
B
,
A good majority of the respondents #F*-DJ$ /ere using :andline
telephone /hile #>-,J$ /ere not using :andline telephone-
A good majority of people #)(-,J$ are using BS9:% /hile Tataindicom are
the least #+-*J$ by considering ,>+ samples% /ith respect to Mobile-
A good majority of people #DD-*J$ are using BS9:% /hile Tataindicom and
Airtel are the least #)-,J$ each% /ith respect to :andline-
A good majority of people #>(-,J$ are familiar /ith BS9:% /hile #+-DJ$ of
people are familiar but hae neer used-
A good majority of respondents #)F-'J$ opined that BS9: is QSome Chat
BetterR /hen compared to other serices% /hile the least number of
respondents #+-*J$ opined QDon=t 0no/M9eer usedR-
There is a significant relationship bet/een the Age of the .ustomers and
Mobile Serice used by the .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers
and Migration of .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
of BS9: 9et/or0 used by the .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers
and Satisfaction of BS9: 9et/or0 used by the .ustomers-
B)
There is a significant relationship bet/een the Satisfaction of .ost of BS9: and Migration
of .ustomers-
There is a significant relationship bet/een the ?uality of .ustomer serice and Migration
of the .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
leel of BS9: compared /ith other Serices-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
of BS9: Tariff Plan-
A good majority of the respondents #)DJ$ /ere Q?uite SatisfiedR /ith
special regards to the BS9: Tariff Plan% /hile the least #,-DJ$ number of
respondents /ere Q4ery DissatisfiedR /ith respect to the BS9: Tariff Plan-
A good majority of respondents #*'J$ /ere Q4ery SatisfiedR /ith the
9et/or0 of BS9:% /hile the least #*-DJ$ /ere Q4ery DissatisfiedR /ith the
9et/or0 of BS9:-
A majority of respondents #)B-,J$ /ere Q?uite SatisfiedR /ith special regards to
the Satisfaction leel of .ost of BS9:% /hile the least number of respondents
#*-DJ$ /ere Q4ery DissatisfiedR /ith the Satisfaction leel of .ost of BS9:-
A majority of respondents #)DJ$ opined Q9eutralR /ith the BS9:=s
Additional Pac0ages% /hile the least number of respondents #*-*J$
opined Q4ery DissatisfiedR /ith the Additional Pac0ages of BS9:-
B*
The majority of respondents #)+-*J$ opined QAerageR /ith special reference
to the ?uality of .ustomer Serice% /hile the least number of respondents
#F-'J$ opined Q;5cellentR /ith respect to the ?uality of .ustomer Serice-
A good majority of respondents #*(-'J$ opined Q9eerR /ith special
respect to the chance of Migration from BS9:% /hile the least number of
respondents #)-,J$ opined Q8igh .hanceR /ith reference to the chance of
Migration from BS9:-
.ustomers /ere felt that monthly rental /as too high hence the reason
that most of them /ere surrendering-
Recharge card rates are ery high so ma0e some arrangements to ma0e
recharge cards aailable at cheaper rates-
Some customers felt that /hen landline phone gets out of order% it is not
chec0ed or corrected for een (month% hence there /as heay business loss-
1n the eening% lines are not getting connected since net/or0 problem /as
too high-
Chen phone /ent out of order% the respondents /ere still charged for calls-
.ustomers are ery much dissatisfied /ith :inemen% because of
irresponsibility- #.ollecting amount from customers$-
Regarding .ell one respondents complained% 9et/or0 is al/ays busy /ith
other mobile serices-
During the rainy season noise in the instrument is a problem-
B
>
Respondents felt that there /as no personaliGed serice to customers-
Due to non2aailability of .U! connections to all% most of the customers
surrendered BS9: and migrated to Airtel-
.ustomers perceied that the bills are al/ays inflated-
Due to e5cessie rules and regulations for operating (rupee coin telephones
customers are not /illing to buy and they are preferring Airtel and Reliance-
;en after Surrendered the phone before 'months deposit amount /as
not yet receied but receiing bill-
.ustomers are e5pecting more number of free calls-
1n Pollachi net/or0 is not proper inside the house so .ustomers /ere ery
much dissatisfied-
Cith regards to mobile serices options are limited hence customers /ere
s/itching oer to other serice proiders-
The e5tensie time lag bet/een submission of application and receiing of
a telephone connection had made some respondents s/itch oer to other
serice proiders-
Due to the maturity and easy aailability of Mobile serice most of the
customers /ere surrendered their landline connection-
Due to limited number of linemen% faults /ere not immediately attended to%
hence customers /ere ery much dissatisfied-
B
'
.ustomers /ere preferring to replace their old instrument-
1t /as brought to notice of the researcher that prepaid S1M cards too0 up
to (+ days for actiation-
There is not much a/areness among the .ustomer=s regarding the
facilities /hich are proided by BS9:% so effectie media campaign is a
must to enhance the a/areness leel-
Most of the people /ere not satisfied /ith the BS9: .ustomer Serice for
both Mobile and :andline-
The respondents felt that the number of payment serice counters /as
inadequate% hence more payment counters should be made aailable-
Students are not much interested in BS9: .ell one because of non2
aailability of SMS facilities-
The respondents felt that The BS9: cell ones starter pac0 and recharge
cards are in perennial short supply-
The respondents e5perienced net/or0 problems /hen they used roaming to cities-
The respondents suggested that simple alue added such as display of
last call rate and balance amount should be made aailable by BS9:-
;en though customers /ere dissatisfied /ith BS9: due to :oyalty they
are still using BS9: serice #7or only 1ncoming$-
B
B
@ne of the major irritations% as told by the respondents /as that the
communication instruments proided by BS9: /ere of poor quality and
hence they had to face frequent problems /ith the instruments-
B
D
SUGGESTIONS!
7rom the research study% it has been found out that the .ustomers are
ery particular about the ?uality of the Telecom serices and hence they
/ant BS9: to increase the ?uality of BS9: serices by proiding the
.ustomers an attractie instrument /ith ne/ /iring connections-
.ustomers /ere una/are about the ne/ schemes proided by BS9:% so
effectie media campaign is a must to enhance the a/areness leel-
Recharge coupons /ere aailable only at higher rates /hen compared
/ith other brands% so BS9: may ta0e some steps to proide recharge
coupons at lo/er rates /ith arious denominations-
BS9: may also introduce some sales promotion such as cash discounts<
?uality discounts hence the promotional actiities /ould further strengthen
the mar0et share of the .ompany-
BS9: may reduce the monthly rentals and also the serice ta5-
BS9: may introduce free serice of SMS regarding .ell one-
.aller 1d=s should be proided immediately after the .ustomers requisition-
.ustomer care of BS9: should be improed a lot-
BS9: should ta0e steps to curb the corrupt practices of the :inemen-
B
F
BS9: may introduce .U! connection li0e other serices so that they may
retain their first position in the mar0et-
:."
CONCLUSION
D
+
.onclusionH
B
S
9
:

b
e
i
n
g

a

p
u
b
l
i
c

s
e
c
t
o
r
%

i
n

o
r
d
e
r

to
thrie
and
e5cel%
hae
to
unders
tand
about
the
.usto
mers
e5pect
ations-
They
also
hae to
understa
nd about
their
competit
ors and
their
nuances
in
understa
nding
their
.ustome
rs-
Since
.om
munic
ation
indust
ry is a

e
r
y

c
o
m
p
e
t
i
t
i

e

o
n
e

it is
high
time
for
BS9:
to
under
stand
about
their
.usto
mers
in
:andli
ne as
/ell
as
Mobil
e
seric
es-
D
(
$."
BIBLIOGRAPHY
D
,
BIBLIOGRAPHY
PR19.1P:;S @7 MARL;T19! MA9A!;M;9T + P81:1P L@T:;R +
RA3A9 SAE;9A
MARL;T19! R;S;AR.8 + DA41D A-AAL;R + !;@R!; S- DAA
R;S;AR.8 M;T8@D@:@!A + L@T8AR1 .-R-
?EBSITES!
1. ///-bsnl-co-in
2. ///-yahoo-com
3. ///-google-com
D
)
H."
ANNELURE
D
*
(- Chat is your AgeO
a- Bet/een ,+2)+- b- Bet/een )(2)>- c- Bet/een )'2*+-
d- Bet/een *(2>+- e- Aboe >+-
,- Chich of these best describes your jobO
a- Managerial
b- Professional
c- .lerical
d- Manual Cor0er
e- Student
f- Retired
g- Agriculture
)- Under /hich category you belong to regarding your Monthly 1ncomeO
a- Belo/ >+++- b- Bet/een >+++2(++++- c- Bet/een (++++2(>+++-
d- Bet/een (>+++2,>+++- e- Aboe ,>+++-
*- Are you using mobile sericesO
a- Aes
b- 9o
>- And /hich of the follo/ing mobile serices you are using currentlyO
a- BS9:- b-
Tata 1ndicom- c-
Reliance- d-
Airtel- e- Aircel-
f- BP:U8utch-
g- Any other please mention
D>
'- Chich of the follo/ing :andline Serices you are using currentlyO
a- BS9:-
b- Tata 1ndicom-
c- Reliance-
d- Airtel-
5. Any other please mention-
7. 8o/ familiar are you /ith BS9: SericesO
a- 4ery familiar #use on regular basis$-
b- Some /hat familiar #use it only some times$-
c- 7amiliar but neer used it-
d- 9eer heard of serice before-
D- 8o/ satisfied are you /ith the Tariff plan of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
4. ?uite dissatisfied
5. 4ery dissatisfied
9. 8o/ satisfied are you /ith the net/or0 of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
4. ?uite dissatisfied
5. 4ery dissatisfied
(+- 8o/ satisfied are you /ith the cost of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
((- 8o/ satisfied are you /ith the customer care of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
(,- 8o/ satisfied are you /ith the additional pac0ages of BS9:O
D
'
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
()- 1n thin0ing about your most recent /ith others /as the ?uality of the
BS9: .ustomer Serice you receiedH
a- ;5cellent-
b- !ood-
c- Aerage-
d- Poor-
e- 4ery poor-
(*- .ompared /ith others /ould you say that BS9: is
a- Much better-
b- Some /hat better-
c- About the same- d-
Some /hat /orse-
5. Don=t 0no/ #or$ 9eer used-
15. SaT- All things considered oer the ne5t (, months ho/ li0ely are you to
replace your current Serice
a- .ertain-
b- 8igh chance-
c- 9ot sure-
d- :o/ chance-
e- 9eer-
SbT- 1f you are loo0ing to replace your current Serice /hat are some of the
reasons for doing soO
DB