Summer Project In Bsnl 456l8
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INTRODUCTION
1.1.OUTLINE OF THE PROJECT In the modern world every thing becomes close to everyone because of the improvement in the science & technology and also in the research & development. Innovation of new product changes the life style of common man. in the dynamic enviroment it has become essential to have competitive edge over others in every sphere of life.Faster mode of communication for any purpose can provide a solution for this A Few years back the telephone was considered to be an extra ordinary thing & status symbol;but now most of the people are using basic telephone services & also mobile phone has become a part of day today life. In India cellular phones were introduced in mid of the nineties in the metro cities but now most of the towns are connected by cellular network including remote villages. The overcoming of communication barriers has helped everyone to grow relationship with others. Information & ideas are being exchanged at a faster rate in order to update & enrich & leading them to prosperity In order to have proper understanding of this study it is nesscary to discuss some of the marketing related concepts. Definitions Marketing: Marketing is a social & managerial process by which individuals & group obtain what they need & want thought creating offering & exchanging products of value with other. Products defined as broadly to cover “any thing that can be offered to someone to satisfy a need or want customer.
Customer Satisfaction Though customer’s bye an industrial machinery or consumer product or service oriented products they all expect certain level of satisfaction of particular needs. This needs-based satisfaction will depend upon customer’s perception of product or service performance. The satisfaction derived will be in proportion to the difference between actual performance and perceived performance of a product. The lower the difference the greater will be the satisfaction. The satisfaction can be defined as “a person’s feeling of pleasure or his disappointment resulting from comparing a products perceived performance ( or out come ) in relation to his or her expectations”. As this definition makes clear satisfaction is a function of perceived performance and expectations. If the performance falls shorts of expectations, the customer is dissatisfied. If the performance matches expectations the customer is satisfied. If the performance exceeds expectations the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are first satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are less likely to switch. High satisfaction or delights creates an emotional affinity with the brand, not first a rational preference. The result is high customer loyalty. Buyer expectations are influenced by their past buying experience, friends and associates advice and marketer and competitors information and promises. Today most successful companies are raising expectation and delivering performance to match. These companies aiming for T.C.S-Total customer satisfaction. The challenge of implementing T.C.S is to create a company culture in which every one within the company aims to delight the customer.
For customer-centered companies, customer satisfaction is both a good and marketing tool. Companies that achieve that high customer satisfaction rating make sure, that their target market knows it.
The companies must pay close attention to their customers defection rate ( the rate at which they lose customers) and take steps to reduce it. Based on this the companies are recognizing the importance of satisfying and retaining current customers. The better approach for retention of customer is to deliver high customer satisfaction. TOOLS FOR TRACTING AND MEASURING CUSTOMER SATISFICTION (1)
COMPLAINT AND SUGGESTION SYSTEM A customer – centered organization makes it easy for its customer to deliver
suggestion and complaints. These information flows provide companies with many good ideas and enable then to act more rapidly to resolve problem. 2)
CUSTOMER SATISTFATION SURVEYS: Most of the times the companies cannot use complaint levels as a measure of
customer satisfaction. Responsive companies offer a direct measure of customer satisfaction, by conducting periodic surveys. They send questionnaires or make telephone calls to a random sample of recent customers and ask their satisfaction levels. While collecting satisfaction data it is also useful to ask addition questions to measure the customers repurchase intention; this will be normally high if the customers satisfaction is high. (3)
GHOST SHOPPING: Companies can hire persons as potential buyers to report their finding on strong
and weak points, their experience in buying the company’s and competitor’s products. (4)
LOST CUSTOMERS ANALYSIS
Companies should concentrate on customers who have stopped buying or who have switched to learn why this happened. It is important to conduct exit interviews when customer first stop buying and also monitor the customer’s loss rate which if increasing indicate that the company is failing to satisfy its customers.
1.1.1NEED OF THE STUDY
Customer satisfaction is must to understand the likes and dislikes of the customers regarding service To evaluate understand the channels and how they working. To know whether customer receive the service on time, and is it full filling their needs to the desired levels This would help to plan for the better channel and improve CRM activities which assure the customer to be satisfied
1.1.2. SCOPE OF STUDY The study helps to understand whether the customer is satisfied or dissatisfied To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy To channel the distribution which will enable to reach the customer and communicate This will ultimately lead to customer satisfaction
1.2.2.PRODUCT PROFILE:
Cellular Telephone is A wire-less Telephone network. Connected to a fixed line network. One can make and receive all Local, Long Distance and International calls. It offers valve added service like SMS. Call Divert, Roaming. BSNL provides excellent audio with digital technology. BSNL is technologically backed by ERICSSON. which provide the main switching centre (MSC) and base station. FUJITSU provides Microwave back bone. BSNL has many main switching centers (MSC) for better communication. NETWORK: Cellular communication network is divided into coverage areas. In each coverage area there is a base station. In this base station, there is one tower and Air-conditioned room containing “BSNL” switching radio equipment Base station helps to receive, send and route calls to s in that area. All base stations are connected to Main Switching Center (MSC). Main Switching Center helps in making connection calls, traffic management and transferring calls, as s move from one coverage area to another, while making the calls.
Main Switching Center is the link between BSNL Network and Public Switched Telephone (PSTN) to ordinary telephone and helps to make and receive local, long distance and International calls
1.2.1.COMPANY PROFILE
This project was conducted in BHARAT SANCHAR NIGAM LIMITED (BSNL), Ramanathapuram To study the effect of training on Personality Development for group ‘C ‘ employees. Telecommunication service is essential commercial services; run on profit basis universally. However BSNL has many social obligations, as per Government of India’s Polices, towards backward classes, underdeveloped areas, socially and economically backward people and regions. To fulfill all these requirements BSNL has to expand its network all over and across the country. In the current era of Liberalization, Privatization and Global Competition, BSNL has to face new challenges of meeting the competitions with the private operators, along-with upholding the social and Government obligations. Chennai Telephones is one of the major Telephone Districts in the country. It provides integrated Telecom facilities for the metropolitan city of Chennai and its suburbs. It serves a population of over 6.5 millions and an area of 1105 sq.kms. it comprises of 115 Telephone Exchanges of different technologies. 100% of network is Electronic and has 7-category I Customer Service Center and 18 Category II Customer Service Centers. It has a Centralized In-house Computer cell for Telephone Billing and a computerized Directory Enquiry System with two remote locations. It provides reliable communication media for Cellular, Paging and Group EPABX Operators. A record number of 1,42,618 (net DELs) connections were provided and 2,11,708 net switching capacity was added during the year 2000. BSNL
provides a large
number of Telecom Service to its subscribers through its various networks and field units. Services are growing rapidly with the advancement of technologies in the field of electronics, computers, television technologies, video, data communication and merger of
all of them in the field of telecommunications.
Today’s era is INFORMATION
TECHNOLOGY (IT) revolution and emergence of Multimedia Communications. Department of Telecom Services is a Government department, drawing its authority from the Indian TeleCHART Act 1885, and subsequent amendments.
To
extend its telecom services, the department has both Technical and Non technical activities for the provision of the services. The department’s staff are engaged normally in the following distinct activities:
Installation, Operation and Maintenance of the
equipments and lines. Commercial activities and Subscriber Relations such as Customer care, Billing and ing etc. Thus the services of DOT can be segregated in to two parts: Customer Interface Services, Telecom Services. The latest trend is to have single window concept for providing the Commercial Activity Services, s and Billing Related Services, Complaints and Grievances interface all at one place. These are called Customer Services Center which will provide the assistance for services like:
Application forms for new telephone connection,
Registration of new telephone connection, Accepting requests for additional accessories and ‘phone plus’ service, Accepting requests for shifts within/outside exchange area in the districts/SSA, Handling of complaints on Telephone Services, Sale of telephone directories pertaining to the district/area of the customer service center and other literature useful to the customers, Issue of duplicate telephone bills by chequ for the area of service of the district in which the center, Receipt of payment of telephone bills by cheque for the area of service of the district in which the centers are located, Receipt of payment of telephone bills by cash,
Re-connection of telephone lines which are
disconnected for non-payment in the area/districts of the centers, Copy of waiting list of the Telecom District (metro/major/minor) or exchange area, for scrutiny of customers, Waiting list position in various exchanges areas in SSA, Details of bills of telephones which are disconnected for non-payment to the concerned customers, PCOs for making local/STD calls, FAX facility, Telex facility, Receipt of application for grant of temporary/casual telephone connections, Receipts for disconnection of telephones under shift, safe-custody or other reasons and applications for barring STD/ISD facility.
Thus to provide the above said services in a better way the organization is conducting training programme for its employees in various areas especially, to maintain better customer delight. The training centers of BSNL are grouped in to three: All India Training Center, Regional Telecom Training Center and Circle Telecom Training Center or District Telecom Training Center. In this project Personality Development training given to group ‘C’ employees in District Telecom Training Center is accessed to find its effect over the employees Performance, Behavior and Attitude after completion of oneweek training programme. BRIEF HISTORY OF BSNL Telecommunication is one of the most important infrastructures required for the modern life. Telephone instrument, which has the capability of practical use, has been introduced in 1876. The first telephone exchange was established at New Haven, in 1878. After that, two telephone companies arose and they are: The Oriental Telephone Company Limited and The Anglo-Indian Telephone Company. By 1881, Government of India granted original oriental Telephone Company, the license to open Telephone exchanges at Calcutta, Bombay, Madras, Karachi and Ahmedabad. The first telephone exchange with 17 connections was commissioned on 19/08/1881 at Chennai. By the end of the year 1881 the telephone exchange expanded to 24 lines with 40 subscribers. The direct exchange lines moved from 24 in 1882 to only 350 in 1910. At the time of renewal of license in 1922, the Government laid three conditions:1. The business should in to local company. 2. The system should be modernized. 3. The rates have to be raised. Under the first objective a “RUPEE” Company was formed in 1923 in the name of “MADRAS TELEPHONE COMPANY LIMITED”.
Since then, the direct exchange line rose to 1244 lines, apart from 1224 subscribers, public call offices were also opened at five places namely, Central station, Egmore station, Madras Harbor, Salt Cotars. To overcome the problem of overhead lines, underground cable network were laid up to Guindy in 1923 and extended to Perambur, Royapuram and Harbour in 1932 and the exchange lines also raised to 1832. Due to the automation of telephone services and its use for business promotion, the demand for telephone connection spread over the South Madras area. In 1929, a satellite automatic exchange of 200 lines capacity was commissioned at Mount Road exchange In 1932 the exchange was further expanded Perceiving a galloping growth in future, the Madras Telephone Company conceived a “New Mount Road” with 1500 lines in 1933 that was commissioned only in 1947. Due to the increase in the demand for more telephones in South Madras area, the company decided to open one satellite exchange in the Mambalam area. A Satellite exchange of 500 lines capacity was commissioned during 1937. In 1944, a 100 lines satellite exchange was commissioned at St. Thomas Mount. The Chennai Telephones organization consisting of 115 telephone exchanges with a total equipped capacity of 9,68,243 lines is spread over an area of 1,105 sq. kms. The management responsibility is vested with the Chief General Manager, Chennai Telephones.
He is assisted by 6
General Managers: G.M. (Development, GM (North), GM (South), G.M. (Central), G.M (Telephone Exchanges) and G.M. (Finance) 33 Deputy General Managers in the common functions and 5 directors in the area of Financial Advice and ing.
The
Exchanges and the external plants are maintained by specially trained Divisional Engineers, Sub Divisional Engineers, Junior Telecom Officers and Technical Staff, who receive purpose oriented training in Telecom training centers situated in different parts of the country. They are also given refresher training from time to time to update their knowledge and skills in the changing technologies increasingly brought into the Telecom Services. Telephone systems in Calcutta, Madras, and Bombay were taken over directly by the Indian Posts and TeleCHARTs department. The exchange at Calcutta has been
named as ‘Central Exchange’. On 30.6.1882 it had 93 numbers of subscribers. In 1985, Indian P&T was bifurcated and the control of telephone has been transferred to Department Of Telecom. Now recently in 1999, DOT was further bifurcated into DOT and DTS service provider, which was incorporated as BSNL from 1.10.2000.
Role of these two departments:DEPARTMENT OF TELECOM (DOT) Government’s policymaking, Licensing and co-ordination of matters relating to telephone service, international relations, promotion of private investment in telecom. Frequency management in radio communication, Nodal department for TRAI, control of ITI and HTL etc BSNL (DTS) DTS is the part of the old DOT, which is responsible for providing telecom services in India. The main function include:- Planning, Engineering, Installation, Maintenance Management, Operation of voice and Non-voice Telecommunication Services all over the country. DOT’S MISSION IS “BETTER COMMUNICATION” DOT is committed to provide latest in telecommunication technology and the best of the services to its esteemed customers. Madras Telephones covers an extensive area of approximately 1,105 sq. kms. The total area is served by 115 telephone exchanges with a total equipped capacity of 9,68,243 lines of the capacity of EIOB, 15395 lines of EWSD, 133480 lines of AXE-10, 340484 lines of OBC, 25000 lines of FITEX and 78992 of 5ESS. DOT/BSNL is the biggest telecom service provider of the country. It is having a vast telecom network, spread throughout the country. All the cities (300) and Towns (4689) in the country as per 1991 census have access to the telephone network through telephone exchanges. STD connectivity is provided to all the District Headquarters and it is planned to extend the same to cover all the Sub-Divisional headquarters/Tehsil Head Quarters. About 19000 places in the country have STD codes/access. The network is equipped with the state of the art technologies. Now all the exchange in urban and rural areas of country is of Electronic Digital type.
In rural area almost all telephone
exchanges are of Electronics Digital type. The Network of BSNL can be segmented in to following networks: •
Telephone Network or Public Switched Telephone Network (PSTN)
•
Telex and TeleCHART Network
•
Transmission Network
•
Leased Line Network
•
Data Network
•
Satellite Based Network
Chennai Telephones follows the organizational pattern similar to the type followed by other Metro cities viz. Delhi, Bombay and Calcutta telephones. Like other Central Government Departments Chennai Telephones preferred departmental form of organization. In the upper management hierarchy, it has Chief General Manager, at the top followed by General Managers and Deputy General Managers. The organizational set up is shown in Figure – 1
The organizational hierarchy wit respect to the department of Telecommunication BSNL is shown in Figure – 2.
1.2.3.ORGANISATION CHART
The Organizational hierarchy with respect to the Department of Telecommunication BSNL is shown in figure 1.2
During the past 2 years a large number of new technologies, new services and new customer care facilities have been introduced. The new technologies are STM rings,
LNMS, MILLN, WLL, IMPCS, Centrex, Answering Machine Service (AMS), DIAS, VOIP, WEBFONE, SAMPARK (IVRS based). The services rendered was categorized into four 1.ISDN
2. INTELLIGENT
SERVICE 3. WLL (Wireless in local loop) ISDN (Integrated Services Digital Network): A basic service of ISDN are transmission of voice of 64 kbps, Data Computers, Data on signaling channel up to 16 kbps and also helps in video conferencing and it also provides supplementary service for speech calls. INTELLIGENT SEVICES: Chennai Telephones in order to meet the demands of the customers including corporate and business elite group, opened a new service viz. Intelligent Services. IN provides a framework to create various Value Added Services in a centralized place independent of the switching equipment in, calls originated by subscribers are routed to the nearest service switching point (SS0P). It in turn, consults the service control point (S) through high speed CCS7 links. INET J.net is India’s x.25 based packet switched public data network. It provides high-speed connectivity between terminals. It is now being operated in 8 cities. It offers several advantages like fast call setup. Error-Free data transfer, Multiplexed connection, Lowcost data transfer, International access etc. WLL (Wireless in local loop): WLL is an emerging access network technology based on CDMA (Code Division Multiple Access). It is provided against places where it is difficult to provide landline connection immediately. Two types of WLL services offered by BSNL: •
WLL with limited mobility-Tarang Service.
•
WLL with fixed Lice-FWT Service.
The various customers care steps taken by chennai telephones are: 1. Different modes of bill payment 2. Change number enquiry service. 3. Telephonic reconnection service. 4. Billing information system. 5. Fault docketing through IVRS. 6. CTD website. Thus Chennai Telephones serves a population of over 6.5 millions where 100% of the network is electronic having 7 customer service centers of category I 18 customer service center of category II and provides reliable communication.
DISTRICT TELECOM CURRICLUM
TRAINNING
CENTRE
AND
ITS
TRAINNING
A host of new technologies were expected to be introduces in the telecom network. In such a scenario the role of training cannot be ignored. In BSNL, the training centers are grouped into three: All India Training Center, Regional Telecom Training Center and Circle Telecom Training Center. All the Regional Telecom Training Centers (RTTC) are being technically controlled by BRABRAIT (Bharat Ratna Bhimrao Ambedkar Institute of Telecom Training). There are about 15 RTTC spread over the country. It plans and order for induction batches for JTO’s and in-service batches. These centers impart training to the circle cadres up to the level of Junior Telecom Officers (JTO’s) and also run some need based in service courses. Nearly, 18 Circle Telecom Training Centers are functioning in BSNL. There are about 13 District Telecom Training Center (DTTC) spread over the country.
They are at:
Aemedabad/Bangalore, Mumbai (Bandra), Mumbai (Parel),
Calcutta (Ranikutti), Calcutta (Strand Road), Delhi, Hyderabad, Kanpur, Chennai, Pune, Jatpur, Tiruvilla. The training institutes of BSNL are imparting training in different areas of telecom to Junior Telecom Officers (JTOs), Junior s Officers and Personnel from foreign countries and other departments of Government of India including public sector undertakings. There are basically 21 types of training courses being offered 1. Induction and 2. In-service. Induction courses are for imparting training to the newly recruited staff in various areas of telecom and as such there are pre-recruitment program. The in-service refresher training courses are of two types: 1. Institutional and 2. Field Training. Both of them are meant for upgrading the knowledge and skills of the departmental personnel already working in various fields of telecom. This study with the in-service course on Personality Development. The various topics offered under Personality Development are: Registration and Introduction, Evolution of DOT, Image Building and Role Identification, Customer Relations, Changes and Challenges, Facilities to Subscribers, Courteous Behavior, Communication, Workmanship, Team Building, Film Show, Yoga Class SWOT, Time Management and Meditation. Stress Management is conducted for two days for the group ‘C’ employees, which includes customer service centers, cash counters, supervisory post etc., The topics covered under this programme are: Factors leading to stress, How to overcome and manage stress, Transactional Analysis and Happier Living. Various other subjects that dealt are: COMPUTER:Internet, Data Communication, Unix, FoxPro, Oracle, Network Security, OA for group ‘A’ OA for group ‘B’ and Network. ACCESS TECHNOOGY:
Overhead lines, Telephone, Sun Access, Technology, UG cable, DLC, WLL and GSM. MANAGEMENT AND FINANCE:Management of telecom equipments, Management of materials, Management of staff and establishments, Customer care and Building positive attitudes. A workshop on “Better Driving and Fuel Efficiency” for BSNL drivers is conducted by ‘Petroleum Conservation Research Association’ for 2 days, on various aspects related to fuel savings, Traffic Control , Better Driving Habits, etc., are explained. A ‘Quiz programme’ is also organized for the drivers in fuel savings and driving skills. Induction Training to TOA (G) for 13 weeks has been given. Thus DTTC offers so many training Programme for the up gradation of the knowledge, Ability and skills of the BSNL employees.
IMPORTANCE OF THE STUDY
As the communication becomes very essential
in
sharing information and ideas
competitive edge can be maintained if the communication is made faster This study of customer satisfaction helps in identifying the various factors related to the satisfaction of the customer through which a company can establish loyal customers and retains its growth by prospective customers Measuring customer satisfactions becomes very essential for the company to be effective and efficient by adopting various related measures and forming a suitable marketing strategy
STATMENT OF THE PROBLEM Customer satisfaction is considered to be the most important factor as it involves the retention of the customer and creates brand loyalty and also it forms a base for attracting prospective customers. Typical elements that constitute customer satisfaction are; value added service, difficulties in tariffs customer care and timely response to customer complaints. This study attempts to find the customer satisfaction of BSNL
1.1.3.OBJECTIVES OF THE STUDY
Primary objective To find out the customer satisfaction of BSNL in Ramanathapuram town
Secondary objective To know the importance of cellular communication To analyze the factors influencing the use of cellular service To identify the difficulties in BSNL cellular service To find out the customer expectation of BSNL cellular service.
`1.2.REVIEW OF LITERATURE To get better understanding of research study it is needless to say that one has to concentrate on the empirical evidence. So a careful study has been made by the researcher to review the various studies, which have been conducted earlier in this regard. Given below are the brief reviews of related research work. In The year 1998 S.Ezhil Selvan conducted survey on market potential of cellular phones in chennai. Three hundred respondents were selected by Random Sampling and Questionnaires were istered to them. The study showed that Businessmen are in top for using cellular phones. Most of the people are not using cellular phones because of Higher tariff. The majority of respondents felt that charges were high. These are the findings of the study. In the year 2000 Mukthar conducted survey of cellular phone s In Chennai. The Sample Size was two hundred and fifty respondents’ Data Collected by Primary Questionnaire Method. The findings were that the ment given by the company was not adequate for Reaching all the potential customers. respondents were not satisfied with of Escotel. The business people are using the cellular phones. In The Year 2001, L.Dhinakaran Conducted Study On Customer Satisfaction Of Cellular Services In Chennai City. 50 Respondents were selected by Random Sampling and Questionnaires were istered to them. The Study showed that eighty-eighty percentage of respondents were using BSNL Cellular and Majority of the respondents are
satisfied with the overall performance of the service provider. The respondent wants to have free incoming calls for further improvement 1.1.4.RESEARCH METHODOLOGY Research design Since the researcher made an attempt to measure the various contributing factors of customer satisfaction & their association with selected socio-demoCHARTic variables a descriptive research design was adopted Pilot study Since the researcher made a number of visits to the selected organization to find out the feasibility of carrying out his research studies. During his visits he had discussions with territory managers of BSNL. This helped the researcher to arrive at a research problem Universe The present research includes two thousand five hundred subscribers of BSNL cellular services. Sampling Design The researcher used simple random sampling technique using lottery method (probability method) to draw three hundred respondents from the customer record of BSNL in Ramanathapuram Source of Data The source of data collection was a primary source. The information required for the study was directly collected from the respondents Secondary sources like company records were used for collecting the details of the universe. Tools For Data Collection The researcher adopted questionnaire method to measure the customer satisfaction
Questionnaire The questionnaire consists of the following Personal data Importance of communication Influencing factors that opt for cellular communication Value added service Difficulties with service Tariff Customer care New features Other choice of services Suggestion for improving the service Data Collection Process The researcher explained the purpose of the study to the customer, He also explained each and every dimension of the study questionnaire given to respondents and their responses were recorded It took nearly two months for the researcher it took two months to collect the data from the respondents
Problems Encountered By the Researcher Difficulty confronted by the researcher in explaining about each and every dimension to customer in orders to get accurate data Some of the respondents were not ready to part with required information readily. Researcher had to make extensive travel in the town to conduct the survey. This has delayed the data collection process to some extent.
TABLE NO: 1 AGE GROUP AGE GROUP
NO OF RESPONDENTS PERCENTAGE n = 300
20-30
118
39
31-40
102
34
41-50
80
27
CHART NO: 1 AGE GROUP
AGE GROUP
Percentage
40 30 20 10 0
20-30
31-40
41-50
Age of respondents 20-30
31-40
41-50
INFERENCE: From the above it is inferred that maximum respondents were with in the age group of 20-30 with thirty nine percentages (39%) The next category being the age group of 31-40 with thirty four percent (34%). The age group of 41-50 falls in the last category with twenty seven percent (27%) This shows that the cellular service is very popular among the younger generation
TABLE NO: 2 OCCUPATION AGE GROUP
NO OF RESPONDENTS PERCENTAGE n = 300
BUSINESS
185
62
PROFESSIONALS
64
21
GOVT.EMPLOYEES
51
17
CHART NO: 2 OCCUPATION OCCUPATION 70 60
Percentage
50 40 30 20 10 0
BUSINESS
PROFESSIONALS
GOVT.EMPLOYEES
No of respondents BUSINESS
PROFESSIONALS
GOVT.EMPLOYEES
INFERENCE: It is inferred from the above table that majority of respondents belong to business class that is sixty two percent (62%). In the next, professionals and government employees are falling under the category of twenty one percent (21%) and seventeen percent (17%) respectively. This shows that cellular phone is very much necessary for the business class people for their business activity.
TABLE NO: 3 INCOME
BELOW 3000
NO RESPONDENTS n = 300 40
3000-6000
67
23
6000-9000
111
37
ABOVE 9000
82
27
INCOME
OF PERCENTAGE 13
CHART NO: 3 INCOME
INCOME LEVEL 37
percentage
40 30
27
23
20
13
10 0 BELOW 3000
3000-6000
6000-9000
ABOVE 9000
Income range BELOW 3000
3000-6000
6000-9000
ABOVE 9000
INFERENCE: The above table shows that people having an of income 6000-9000 form a considerable percent (37%) people having an income below Rs3000 formed the last category of thirteen percent (13%). It can be inferred that as far as income is concerned the choice of cellular phone is favoured by higher income group people.
TABLE NO: 4 IMPORTANCE OF COMMUNICATION
STRONGLY AGREE
NO OF RESPONDENTS PERCENTAGE n = 300 136 45
AGREE
164
55
NOT AT ALL AGREE
-
-
OPTIONS
CHART NO: 4 IMPORTANCE OF COMMUNICATION
IMPORTANCE OF COMMUNICATION
0
45 55
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of respondents agree that the communication should be faster.
TABLE NO: 5 CONVENIENCE OF COMMUNICATION
STRONGLY AGREE
NO OF RESPONDENTS PERCENTAGE n = 300 143 48
AGREE
157
52
NOT AT ALL AGREE
-
-
OPTIONS
CHART NO: 5 CONVENIENCE OF COMMUNICATION CONVENIENCE OF COMMUNICATION
0 48 52
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: From the above table it is observed that majority of respondents feel that cellular phones are a convenient mode for communication.
TABLE NO: 6 USAGE OF CELLULAR PHONES
LESS THAH ONE YEAR
NO OF RESPONDENTS PERCENTAGE n = 300 124 41
1-2 YEARS
132
44
2 YEARS
44
15
YEARS
CHART NO: 6 USAGE OF CELLULAR PHONES USAGE OF CELLUAR PHONES 50 40 Percentage
30 20 10 0
LESS THAH ONE YEAR
1-2 YEARS
2 YEARS
Period of usage LESS THAH ONE YEAR
1-2 YEARS
2 YEARS
INFERENCE: It is inferred from the above table that there are forty four percent (44%) of respondents are using cellular phones for a period of 1-2 years. Forty one percent (41%) of respondents are using cell phones for the past one year only. Fifteen percent (15%) of the people are using cellular phones for more than two years. This shows that mobile communication has been growing very fast in recent times.
TABLE NO: 7 INFLUENCING FACTORS FOR CELLULAR PHONES
1
REFERENCE
NO OF RESPONDENTS PERCENTAGE n = 300 36 13
2
OCCUPATION
142
46
3
CONVENIENCE
68
21
4
SPEEDY COMMUNICATION
54
20
S.NO
FACTORS
CHART NO: 7 INFLUENCING FACTORS FOR CELLULAR PHONES
Percentage
INFUENCING FACTORS FOR CELLUAR PHONES 46
50 40 30 20 10 0
21 13
REFERENCE
OCCUPATION
CONVENIENCE
20
SPEEDY COMMUNICATION
Factors REFERENCE
OCCUPATION
CONVENIENCE
SPEEDY COMMUNICATION
INFERENCE: Above table shows that using cellular phone is very popular among occupational group as this factor is forty six percent (46%) and factors like convenience, speedy communication and reference are having lesser influence.
TABLE NO: 8 RANKING OF VALUE ADDED SERVICE
S.M.S
NO OF RESPONDENTS RANK n = 300 186 1
CALL DIVERT
60
2
20
CALL WAITING
30
3
10
CALL HOLD
24
4
8
OPTION
PERCENTAGE 62
CHART NO: 8 RANKING OF VALUE ADDED SERVICE
Percentage
RANKING OF VALUE ADDED SERVICE 70 60 50 40 30 20 10 0
62 S.M.S CALL DIVERT CALL WAITING
20 10 S.M.S
CALL CALL DIVERT WAITING Value added service
CALL HOLD
8 CALL HOLD
INFERENCE: It is inferred from the above table majority of respondents, that is sixty two percent (62%) rank S.M.S. as the value added service followed by first call divert, call waiting, and call hold ranked as second third and fourth ranks respectively. From above it is clear that the more value added services like SMS would attract prospective customers.
TABLE NO: 9 Difficulties in service No
Difficulty
1
COVERAGE
2
No of respondents n= 300 162
ROAMING
PERCENTAGE 52
41
20
3
AIR TIME CHARGES
61
22
4
UNREASONABLE COST
30
10
CHART NO: 9 Difficulties in service DIFFICULTIES IN SERVICE
Percentage
60
52
50 40 30
22
20
20
10
10 0 COVERAGE
ROAMING
AIR TIME CHARGES
UNREASONABLE COST
Difficulties COVERAGE
ROAMING
AIR TIME CHARGES
UNREASONABLE COST
INFERENCE: From the table it is inferred that majority of respondents fifty four percent (54%) are having problem in coverage and twenty two percent (22%) respondents are having difficulty in air time charges fourteen percent (10%) of respondent having problem in roaming and unreasonable cost respectively. This indicates that coverage is the main problem among the cellular phones s. This could play a major and important role in increasing the market share of BSNL.
TABLE NO: 10 Charges and service NO RESPONDENTS n=300 51 214 35
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
OF PERCENTAGE 17 71 12
CHART NO: 10 Charges and service CHARGES AND SERVICE
12%
17%
71%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: The above table show that majority of respondents are satisfied with the charges for the service rendered as they are being seventy one percent and only twelve percent (12%) people are not satisfied. If can also be inferred though of the customers are satisfied; there is dissatisfaction among a few which requires attention by the service provider.
TABLE NO: 11 ACCESSIBLITY OF CUSTOMER CARE CENTER NO OF RESPONDENTS PERCENTAGE n=300 105 35 95 65 -
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 11
ACCESSIBLITY OF CUSTOMER CARE CENTER
ACCESSIBILTY OF CUSTOMER CARE CENTER
35%
65%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of respondents feel that customer care center is easily accessible as they are being sixty five percent (65%). Another thirty five percent (35%) also feel that customer care center is easily accessible. This shows that easy accessibility is of prime importance as far as the customer satisfaction is concerned.
TABLE NO: 12 RESPONSE RATE OF CUSTOMER CARE CENTER NO OF RESPONDENTS PERCENTAGE n=300 109 36 122 41 69 23
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 12
RESPONSE RATE OF CUSTOMER CARE CENTER RESPONSE RATE OF CUSTOMER CARE CENTER
23% 36%
41%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that considerable amount of respondents are satisfied with the response given by customer care The respondents who are not satisfied by customer care centre contribute twenty-three percent of the customers interviewed. Therefore it also recommended that customer care center should pay more attention in hearing and solving of customer problems.
TABLE NO 13 PROBLEM SOLVING OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
NO RESPONDENTS n=300 66 163 71
OF PERCENTAGE 22 54 24
CHART NO 13 PROBLEM SOLVING
PROBLEM SOLVING
22%
24%
54%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with time taken to solve a complaint and they contribute 76% of the total. Twenty four percent (24%) are not satisfied as they feel that the time taken to solve the problem is high. This shows that majority is satisfied with action of the service provider for their problem. But still company has to take initiative to solve customer problem, as there is considerable percentage of ‘not satisfied’ respondents.
TABLE NO 14 TIME TAKEN OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
CHART NO 14 TIME TAKEN
NO OF RESPONDENTS n=300 134 166 -
PERCENTAGE 45 55 -
PERIOD TAKEN TO SOLVE PROBLEM
0%
45% 55%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with the time taken to solve their problems by the BSNL. This shows that there is a rapid response from BSNL. TABLE NO 15 QUALITY OF SERVICE OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 134 166 -
STRONGLY AGREE AGREE NOT AT ALL AGREE
45 55 -
CHART NO 15 QUALITY OF SERVICE
QUALITY OF SERVICE 0%
45% 55%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with the quality of service provided by BSNL TABLE NO: 16 GRACE PERIOD
OPTIONS
NO RESPONDENTS n=300
OF
YES
246
82
NO
54
18
PERCENTAGE
CHART NO: 16 GRACE PERIOD
GRACE PERIOD
NO 18%
YES 82%
YES
NO
INFERENCE: It is inferred from the table that a high percentage of respondents (eighty two percentage) (82%) are highly satisfied with BSNL grace period and eighteen percentage (18%) are dissatisfied with BSNL grace period. TABLE NO: 17 AREA OF OPERATION
NO OF RESPONDENTS PERCENTAGE n=300 234 78 66 22 -
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 17 AREA OF OPERATION
AREA OF OPERATION
0%
22%
78%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that with seventy eight percent people (78%) is highly satisfied with BSNL area of operation This shows that BSNL has larger area of operation in Tamilnadu and their reach is very good.
TABLE NO: 18 TARIFF AND MONTHLY BUDGET
NO OF RESPONDENTS PERCENTAGE n=300 246 82 54 18
OPTIONS YES NO CHART NO: 18
TARIFFSAND MONTHLY BUDGET
TARIFFS AND MONTHLY BUDGET
18%
82%
YES
NO
INFERENCE: It is inferred from the table that high percentage of respondents (eighty two percentage) (82%) are highly satisfied with BSNL tariff and eighteen percentage (18%) are not satisfied with BSNL tariff. This shows that tariff mostly matches to the respondents budget, but still company can formulate an acceptable tariff plan which will be accepted to the other category of respondents also. TABLE NO: 19 DELIVERY OF BILL
OPTIONS YES NO
NO OF RESPONDENTS PERCENTAGE n=300 249 83 51 17
CHART NO: 19 DELIVERY OF BILLS
DELIVERY OF BILLS
17%
83%
YES
NO
INFERENCE: From the above table it is inferred that high percentage of respondents that is eighty three percentages (83%) are satisfied with receipt of bills and seventeen percentages (17%) are having difficulties in receiving bills. The company could take steps to remove the difficulties in receiving bills of few respondents to enhance the customer satisfaction level. TABLE NO: 20 FREE INCOMING CALLS OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 300 -
YES NO
100 -
CHART NO: 20 FREE INCOMING CALLS
RESPONSE TO FREE INCOMING CALLS
0%
100%
YES
NO
INFERENCE: It is inferred from the above table that the all respondents are cheered about free incoming calls. This strategy of giving free incoming calls should continue in future also to be competitive.
TABLE NO. 21 DOCUMENTS FOR ACTIVATION OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 161 139 -
STRONGLY AGREE AGREE NOT AT ALL AGREE
54 46 -
CHART NO. 21 DOCUMENTS FOR ACTIVATION
DOCUMENTS FOR ACTIVATION
46% 54%
STRONGLY AGREE
AGREE
INFERENCE: From the table it is observed that majority of respondents that is fifty four percent (54%) feel that the documents needed for activation is must and remaining forty six percent (46%) also agree on the same choice.
TABLE NO. 22 RECOMMENDATION OF SERVICE OPTIONS
NO
OF PERCENTAGE
ALREADY DONE SO DEFINITELY MAY BE
RESPONDENTS n=300 132 80 44
44 27 29
CHART NO. 22 RECOMMENDATION OF SERVICE
Percentage
RECOMMENDATION OF SERVICE 50 45 40 35 30 25 20 15 10 5 0
44
29
27
ALREADY DONE SO
DEFINITELY
MAY BE
Options ALREADY DONE SO
DEFINITELY
MAY BE
INFERENCE: It is inferred from the above table that the respondents that is forty four percent (44%) have already recommended the service and twenty seven percent (27%) will definitely recommend and rest of twenty nine percent (29%) respondents may or may not recommend service to others. It is also inferred that majority of respondents are recommending the service to their friends and relatives. The company should retain such loyal customers in order to increase their market share. TABLE NO 23 CHANCES OF SWITCHING OVER TO OTHER SERVCE PROVIDER
OPTIONS
NO RESPONDENTS n=300
OF
RELIANCE
180
60
AIRCEL
58
19
AIR TEL
26
9
BPL
36
12
PERCENTAGE
CHART NO 23 CHANCES OF SWITCHING OVER TO OTHER SERVCE PROVIDER
Percentage
CHANGES OF SWITCHING OVER TO OTHER SERVICE PROVIDER 70 60 50 40 30 20 10 0
60
19
RELIANCE
AIRCEL
9
12
AIR TEL
BPL
Options RELIANCE
AIRCEL
AIR TEL
BPL
INFERENCE: It is inferred from the above table that majority of respondents that is sixty percent (60%) choose Reliance as their choice, the next is BSNL with nineteen percent (19%) and only percentage of respondents choose AIRTEL and BPL It is also inferred that Reliance is the major competitor for BSNL. The company can analyze the related factor and counteract accordingly. TABLE NO 24 FULLFILLMENT OF YOUR REQUIREMENTS OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 161 139 0
STRONGLY AGREE AGREE NOT AT ALL AGREE
54% 46% 0
CHART NO 24 FULLFILLMENT OF REQUIREMENTS
FULLFILMENT OF REQUIRTMENT 0
46% 54%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: From the table it is observed that majority of respondents that is 54% feels that the BSNL connection has fulfilled their requirements and remaining 46% also agree on the same choic TABLE NO 25 PREPAID SYSTEM
FACTORS ATTRACTIVE TARIFFS PERFECT PULSE RATE VALIDITY PERIOD FESTIVAL OFFERS
NO OF RESPONDENTS n=300 36 146 68 54
PERCENTAGE 13 46 21 20
CHART NO 25 PREPAID SYSTEM
PREPAID SYSTEM 46
Percentage
50 40 30 20
21
20
VALIDITY PERIOD
FESTIVEL OFFER
13
10 0 ATTRACTIVE TRAIFFS
PERFECT PULSE RATE Factors
ATTRACTIVE TRAIFFS
PERFECT PULSE RATE
VALIDITY PERIOD
FESTIVEL OFFER
INFERENCE: From the table it is inferred that majority of respondents 46% like perfect pulse rate and 21% respondents like validity period and 20% respondents like festival offers and 13% like attractive tariffs. This indicates that perfect pulse rate is being liked by most among the cellular s. This could play major role in an increasing market share.
MEAN METHOD
METHODOLOGY An attempt to measure customer care was based on certain dimensions. Simple random sampling techniques were used in selecting the respondents from Ramanathapuram town. The questionnaire used three-point scale, In order to make the interpretation easier the mean score were converted into percentage score using formula Percentage score = (mean score-1)* 50 This was done on the assumption that score of one represent 0% and two represent 50% and three represent 100% The percentage and mean were used to assess the customer care by BSNL Cellular Service in Ramanathapuram S.No. 1 2 3 4 5 6 7 8 9
Dimension Item1 Item2 Item3 Item4 Item5 Item6 Item7 Item8 Item9
Mean Score 2.45 2.48 2.05 2.05 2.13 1.98 2.04 2.78 2.54
Percentage 72.5 74.0 52.5 67.5 56.5 49.0 70 89 77
Average mean score = 2.35 In order to assess the customer care nine items were identified and respondent’s responses were calculated. The item 8 viz wide operating area is more important factor as it is being Eighty nine percent (89%) and having mean of 2.78. Item no.9 viz documents needed for activation is the next factor of importance as it has seventy seven percent (77%) and having mean score of 2.54, item no.2 convenience of communication is being seventy four percent (74%) and mean score is 2.48. Item no.6 viz time taken by customer care centre in solving problem is less than average mean score that is 1.98 and item no.3 viz charges collected and service rendered is having of 2.05, this is below the average mean, The service provider should consider the above factors and take necessary teps to improve the quality of service.
2.2.1.CHI-SQUARE TEST Aim: This test aims to find out whether there is any difference between occupation and income of respondents for using cellular phone. Sample: Sample size = 300 Hypothesis: Ho: There is no significant difference between occupation and income of respondents for using cellular phones. H1: There is a significant difference between occupation and income of respondents for using cellular phones. TABLE OCCUPATION/INCOME
Below 3000
3001 6000
BUSINESS
26
56
56
34
172
PROFESSIONALS
6
6
36
20
68
GOVT.EMPLOYEE
6
6
20
28
60
TOTAL
38
68
112
82
300
to 6001 9000
to Above 9000
Total
CONTINGENCY TABLE Observed frequency 26 52 56 34 6 6 36 20 6 6 20 28 TOTAL
Expected frequency 21.8 38.9 64.21 47.01 8.61 15.41 25.38 18.58 7.6 13.6 22.4 16.4
(O-E)
(O-E)/E
17.64 171.61 67.40 169.40 6.81 88.54 112.78 2.02 2.56 57.76 5.76 134.56
0.809 4.41 1.409 3.60 0.790 5.746 4.443 0.109 0.337 4.25 0.257 8.204 34.004
CALCULATION ψ² = ∑ (O-E) ² = 34.004 E Degree of freedom 5% level of significant (c-1) (r-1) = (1-1) (3-1) Degree of freedom = 6 Calculated value = 34.004 Table value = 12.592 INTERPRETATION: Since calculated value is greater than table value, Null hypothesis rejected. Therefore there is significant difference between occupation and income of respondents.
WEIGHTED AVERAGE METHOD Here the weighted average method is used to rank the respondents satisfaction about the value added service provided by BSNL cellular. Weighted average = weighted sum Total weight = ∑RW ∑W Where R = rank W = weight In the following table the researcher used a four point rating scale to measure and ranking the satisfaction level about the value added service provided by BSNL. Each scale was given a score according to its importance starting from 4 to 1.
OPTIONS 1 RANK
2
3
4
Weighted Weighted Rank score average
SMS
186*4=744
82*3=246
16*2=32
16*1=16
1038
103.8
1
Calldivert
60*4=240
192*3=576
28*2=56
20*1=20
892
89.2
2
Call- hold
30*4=120
8*3=24
116*2=232 146*1=146 522
52.2
4
Call- wait
24*4=96
18*3=54
140*2=280 118*1=118 548
54.8
3
From the above table it is inferred that the ranking of value added service provided by BSNL cellular service. SMS is placed in the first
rank weighted with average of
103.8.Call-divert is placed second rank with weighted average of 89.2.Call-wait is placed in third rank with weighted average of 54.8.And fourth rank being Call-hold with weighted average of 52.2.This shows respondents prefer and place SMS as their first choice.
TWO WAY ANALYSIS NULL HYPOTHESIS (Ho): There is no significant difference between occupation and influencing. Factors to purchase cellular phones. ALTERNATIVE HYPOTHESIS (H1): There is significance difference between occupation and influencing. Factors to purchase cellular phones.
X1
X1²
X2
X2²
X3
X3²
X1+x2+x3
20
400
8
64
8
64
36
96
784
14
196
10
100
142
28
784
14
196
26
676
68
46
246
4
16
4
16
54
∑x1=190 ∑x1²=2516 ∑x2=62 ∑x2²=1572 ∑x3=48 ∑x3²=856 ∑x1+x2+x3=300
STEP 1 T=∑X1+∑X2+∑X3 =190+62+48 T=300 C.F=T² = (300) ² =7500 N 12 C.F=7500 STEP 2 TOTAL SUM OF SQUARES SST=[∑X1²+∑X2²+∑X3²]-C.F =12516+1572+856-7500 =7444
STEP 3 SUM OF SQUARES BETWEEN COLUMNS SSC=(∑X1) ²+(∑X2) ²+ (∑X3) ²-C.F 4+4+4 =10567+961+576-7500 =3062 D.F=(3-1)=2 STEP 4 SSR=36²+142²+68²+54²-7500 3+3+3+3 =432+6721.3+1541.3+972-7500 =9666.7-7500 =2166 D.F=(4-1)=3 SSE=SST-(SSC+SSR) =7444-(3062+5228) =2216 Source of variation Between columns Between rows Residual
Sum squares SSC=3062 SSR=2166 SSE=2166.6
of Degree freedom 3-1=2 4-1=3 (2)(3)=6
of Variance
F
3062/2=1531
F=1531/722=2.12
2216/3=722 2216/6=369.3
F=722/369.3=1.95 -
(1)Fc=2.12 Ft(6,2)=19.33 (2)Fc=1.95 Ft(6,3)=8.94 Since calculated value is less than table value at 5% level of significance null hypothesis is accepted. So there is no significance difference between occupation and influencing factors to purchase cellular phones.
3.1.FINDINGS Cellular service is very popular among the younger generation. Business class people for their business activity prefer cellular phones service. Cellular phone is the choice of higher income group. Faster mode of communication is essential. Cellular phones are convenience for communication. Mobile communication has been launched recently in the town and growing at faster rate. Occupation is considered as important factors of influencing for having cellular phones other factors like speedy communication, reference are not having much influence. More value added service would attract prospective customers. Majority of customers are satisfied with the charges collected for service rendered. The accessibility of customer centre is easy. The customer care centre should pay more attention on hearing customer’s problem. Majority of customers are satisfied with action of the service provider. Considerable portion of customers are not satisfied with action of the service provider for their problem solving. Quality of service by BSNL is as per expectation of the customer. BSNL has larger area of operation. Tariff mostly matches to the customer’s budget. High percentages of customers are satisfied with delivery of bills.
The strategy of giving free incoming calls should continue. Customers are satisfied with the document needed for activation. Majority of the customer are recommending the service to others. As far as switch over is concerned Reliance is customer option. Wide area of operation is more important factor as it is being Eighty nine percent (89%), document needed for activation is the next factor of importance with Seventy Seven percent (77%). Time taken by customer care centre in solving problem is less than average mean that is Forty Nine percent (49%). As far as hypothesis is concerned there is significance difference between occupation and income of customers for using cellular phones.
As
far as hypothesis is concerned there is no significant difference between
occupation and influencing factors for using cellular phones. As far as value added service is concerned SMS is placed in first rank and Call divert is placed second. Call Wait and Call Hold are placed in third and fourth rank respectively.
3.2. SUGGESTIONS
BSNL Cellular Service has been rated highly among the customers. The quality of service also rated as good by the customers. This should be maintained.
Most of the customers opt cellular communication for their convenience. This should be considered as important factor while deg their marketing strategy.
Customers are expecting more value added service like internet, E-mail, Video clips, etc. The company can make provisions for this.
The signal strength is weaker in interior places: service provider should increase the signal strength. The company can look into restructuring of tariff to maintain competitive edge over rivals. The customer care centre should pay more attention in receiving and solving customer’s complaints. The free incoming calls are key factor for satisfying customer. The same strategy should follow in future also. As the competitors are entering this field in this town the company can formulate appropriate marketing strategy to retrain existing customers and to attract new customers. As the company vision is “BSNL LIMITED strives to be the preferred provider of mobile communication services in all its area of operation. With the visionary zeal of a customer oriented and market-driven organization, BSNL abide by its un deterred commitment to provide customer with viable and cost-effective solutions in the domain of its expertise at all times” The company should stick to this and always maintain customer satisfaction.
3.3.CONCLUSION
The study says that most of the customers are satisfied by the service provided by the BSNL. The dissatisfaction is mainly due to delay in the signals. If there are steps taken to resolve the problem the retention of customer will be more and this will satisfy most of the customers increasing value of the service
CHAPTER - IV QUESTIONNAIRE I would like to introduce myself as undergoing an MBA program at VEL TECH MULTI TECH DR.RANGARAJAN DR.SAKUNTHALA ENGINEERING COLLEGE in management studies with this regard. I need to do a project for the partial fulfillment of my course So I request you to co-operate with me by fulfilling this questionnaire. The information will be used purely for academic purpose. ( LALITH KUMAR.V) “A study on customer satisfaction of BSNL mobile telephone service in Karikudi division of Ramanathapuram telephones.” Survey on BSNL customer satisfaction Name : Age
:
Occupation:
Business Executive Professor
Student
Income : 1000-3000
3000-6000
6000-9000
Above 9000
Address & Mobile no:
1) Faster mode of communication is very essential in modern days. Strongly agree agree not at all agree 2) Cellular services provide convenience. Strongly agree agree
not at all agree
3) How long you had been using the cellular phones? Less than years 1-2 years
3-4 years above 4 years
4) Please mention the factor that had influenced you to option for this mode of communication. Reference effectiveness
Occupational Speedy Service of cellular companies other factor specify
communication
Cost
5) Please rank the following in order of your preference about BSNL value added service SMS
Call-divert Call holding
Call waiting
6) Please tick the area of difficulty you come across in BSNL service
Coverage Roaming Voice clarity UN reasonable cost Non-availability of recharge coupon Delivery of message Abnormality in billing Itemized bill other if any 7) You feel that the charges for service does perfectly match the services rendered Strongly agree Agree Strongly disagree 7) You feel that the BSNL customer care center is easily assessable Strongly agree
Agree
Not at all agree
8) The response rate of BSNL customer care center is good Strongly agree
Agree
Not at all agree
9) The time taken by customer care center to solve problem is very Minimal Strongly agree Agree Not at all agree 11) What is the period taken to attend and solve your problem? 1-2 days
2-4 days
with in a week.
12) The quality of services by BSNL is very good. Strongly agree
Agree
Not at all agree
13) Is grace period provided by BSNL is sufficient for you? Yes No 14) You feel that BSNL has more operating areas. Strongly agree
Agree
Not at all agree.
15) Do you feel that BSNL tariff is applicable to your monthly budget? Yes No 16) Are the bills are promptly delivered? Yes
No
17) Is the incoming free calls useful to you?
Yes No 18) The documents for activation (photo, residential proof) are necessary. Yes No
19) Would you like to recommend BSNL to others? Already done so Certainly not
Definitely May be
20) If you are to choose the other mobile service which could be your option? Aircel Airtel Hutch Bpl None.
Reliance
21) Please give the reason for above choice. 22) Has BSNL connection fulfilled your requirements? Strongly agree
Agree
Not at all agree.
23) State the reason you like in the prepaid system. Attractive tariffs Perfect pulse rate Validity period Festival offers Any other reason, specify---------------. 24) What are the new features you would like to have in BSNL? 25) quality of service.
Please
give
your
suggestions
for
improving
the
CHAPTER – V REFERENCE
KOTLER PHILIP Marketing Management Published by Prentice Hall of Indian Private Ltd Tenth Edition-2002 KOTHARI.C.R Research Methodology Published by V.S. Lobri for Wishwa Prakash Eight Edition- 2004 GUPTHA.S.C and INDIRU GUPTHA Business statistics Publishing House Sixth Edition-2006 JHA and SINGH Marketing Management In Indian Perspective Published by Himalaya Publishing House Seventh Edition-2006
WEBSITE: www.bsnl.com www.bs.netonline.com
1.1.OUTLINE OF THE PROJECT In the modern world every thing becomes close to everyone because of the improvement in the science & technology and also in the research & development. Innovation of new product changes the life style of common man. in the dynamic enviroment it has become essential to have competitive edge over others in every sphere of life.Faster mode of communication for any purpose can provide a solution for this A Few years back the telephone was considered to be an extra ordinary thing & status symbol;but now most of the people are using basic telephone services & also mobile phone has become a part of day today life. In India cellular phones were introduced in mid of the nineties in the metro cities but now most of the towns are connected by cellular network including remote villages. The overcoming of communication barriers has helped everyone to grow relationship with others. Information & ideas are being exchanged at a faster rate in order to update & enrich & leading them to prosperity In order to have proper understanding of this study it is nesscary to discuss some of the marketing related concepts. Definitions Marketing: Marketing is a social & managerial process by which individuals & group obtain what they need & want thought creating offering & exchanging products of value with other. Products defined as broadly to cover “any thing that can be offered to someone to satisfy a need or want customer.
Customer Satisfaction Though customer’s bye an industrial machinery or consumer product or service oriented products they all expect certain level of satisfaction of particular needs. This needs-based satisfaction will depend upon customer’s perception of product or service performance. The satisfaction derived will be in proportion to the difference between actual performance and perceived performance of a product. The lower the difference the greater will be the satisfaction. The satisfaction can be defined as “a person’s feeling of pleasure or his disappointment resulting from comparing a products perceived performance ( or out come ) in relation to his or her expectations”. As this definition makes clear satisfaction is a function of perceived performance and expectations. If the performance falls shorts of expectations, the customer is dissatisfied. If the performance matches expectations the customer is satisfied. If the performance exceeds expectations the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are first satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are less likely to switch. High satisfaction or delights creates an emotional affinity with the brand, not first a rational preference. The result is high customer loyalty. Buyer expectations are influenced by their past buying experience, friends and associates advice and marketer and competitors information and promises. Today most successful companies are raising expectation and delivering performance to match. These companies aiming for T.C.S-Total customer satisfaction. The challenge of implementing T.C.S is to create a company culture in which every one within the company aims to delight the customer.
For customer-centered companies, customer satisfaction is both a good and marketing tool. Companies that achieve that high customer satisfaction rating make sure, that their target market knows it.
The companies must pay close attention to their customers defection rate ( the rate at which they lose customers) and take steps to reduce it. Based on this the companies are recognizing the importance of satisfying and retaining current customers. The better approach for retention of customer is to deliver high customer satisfaction. TOOLS FOR TRACTING AND MEASURING CUSTOMER SATISFICTION (1)
COMPLAINT AND SUGGESTION SYSTEM A customer – centered organization makes it easy for its customer to deliver
suggestion and complaints. These information flows provide companies with many good ideas and enable then to act more rapidly to resolve problem. 2)
CUSTOMER SATISTFATION SURVEYS: Most of the times the companies cannot use complaint levels as a measure of
customer satisfaction. Responsive companies offer a direct measure of customer satisfaction, by conducting periodic surveys. They send questionnaires or make telephone calls to a random sample of recent customers and ask their satisfaction levels. While collecting satisfaction data it is also useful to ask addition questions to measure the customers repurchase intention; this will be normally high if the customers satisfaction is high. (3)
GHOST SHOPPING: Companies can hire persons as potential buyers to report their finding on strong
and weak points, their experience in buying the company’s and competitor’s products. (4)
LOST CUSTOMERS ANALYSIS
Companies should concentrate on customers who have stopped buying or who have switched to learn why this happened. It is important to conduct exit interviews when customer first stop buying and also monitor the customer’s loss rate which if increasing indicate that the company is failing to satisfy its customers.
1.1.1NEED OF THE STUDY
Customer satisfaction is must to understand the likes and dislikes of the customers regarding service To evaluate understand the channels and how they working. To know whether customer receive the service on time, and is it full filling their needs to the desired levels This would help to plan for the better channel and improve CRM activities which assure the customer to be satisfied
1.1.2. SCOPE OF STUDY The study helps to understand whether the customer is satisfied or dissatisfied To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy To channel the distribution which will enable to reach the customer and communicate This will ultimately lead to customer satisfaction
1.2.2.PRODUCT PROFILE:
Cellular Telephone is A wire-less Telephone network. Connected to a fixed line network. One can make and receive all Local, Long Distance and International calls. It offers valve added service like SMS. Call Divert, Roaming. BSNL provides excellent audio with digital technology. BSNL is technologically backed by ERICSSON. which provide the main switching centre (MSC) and base station. FUJITSU provides Microwave back bone. BSNL has many main switching centers (MSC) for better communication. NETWORK: Cellular communication network is divided into coverage areas. In each coverage area there is a base station. In this base station, there is one tower and Air-conditioned room containing “BSNL” switching radio equipment Base station helps to receive, send and route calls to s in that area. All base stations are connected to Main Switching Center (MSC). Main Switching Center helps in making connection calls, traffic management and transferring calls, as s move from one coverage area to another, while making the calls.
Main Switching Center is the link between BSNL Network and Public Switched Telephone (PSTN) to ordinary telephone and helps to make and receive local, long distance and International calls
1.2.1.COMPANY PROFILE
This project was conducted in BHARAT SANCHAR NIGAM LIMITED (BSNL), Ramanathapuram To study the effect of training on Personality Development for group ‘C ‘ employees. Telecommunication service is essential commercial services; run on profit basis universally. However BSNL has many social obligations, as per Government of India’s Polices, towards backward classes, underdeveloped areas, socially and economically backward people and regions. To fulfill all these requirements BSNL has to expand its network all over and across the country. In the current era of Liberalization, Privatization and Global Competition, BSNL has to face new challenges of meeting the competitions with the private operators, along-with upholding the social and Government obligations. Chennai Telephones is one of the major Telephone Districts in the country. It provides integrated Telecom facilities for the metropolitan city of Chennai and its suburbs. It serves a population of over 6.5 millions and an area of 1105 sq.kms. it comprises of 115 Telephone Exchanges of different technologies. 100% of network is Electronic and has 7-category I Customer Service Center and 18 Category II Customer Service Centers. It has a Centralized In-house Computer cell for Telephone Billing and a computerized Directory Enquiry System with two remote locations. It provides reliable communication media for Cellular, Paging and Group EPABX Operators. A record number of 1,42,618 (net DELs) connections were provided and 2,11,708 net switching capacity was added during the year 2000. BSNL
provides a large
number of Telecom Service to its subscribers through its various networks and field units. Services are growing rapidly with the advancement of technologies in the field of electronics, computers, television technologies, video, data communication and merger of
all of them in the field of telecommunications.
Today’s era is INFORMATION
TECHNOLOGY (IT) revolution and emergence of Multimedia Communications. Department of Telecom Services is a Government department, drawing its authority from the Indian TeleCHART Act 1885, and subsequent amendments.
To
extend its telecom services, the department has both Technical and Non technical activities for the provision of the services. The department’s staff are engaged normally in the following distinct activities:
Installation, Operation and Maintenance of the
equipments and lines. Commercial activities and Subscriber Relations such as Customer care, Billing and ing etc. Thus the services of DOT can be segregated in to two parts: Customer Interface Services, Telecom Services. The latest trend is to have single window concept for providing the Commercial Activity Services, s and Billing Related Services, Complaints and Grievances interface all at one place. These are called Customer Services Center which will provide the assistance for services like:
Application forms for new telephone connection,
Registration of new telephone connection, Accepting requests for additional accessories and ‘phone plus’ service, Accepting requests for shifts within/outside exchange area in the districts/SSA, Handling of complaints on Telephone Services, Sale of telephone directories pertaining to the district/area of the customer service center and other literature useful to the customers, Issue of duplicate telephone bills by chequ for the area of service of the district in which the center, Receipt of payment of telephone bills by cheque for the area of service of the district in which the centers are located, Receipt of payment of telephone bills by cash,
Re-connection of telephone lines which are
disconnected for non-payment in the area/districts of the centers, Copy of waiting list of the Telecom District (metro/major/minor) or exchange area, for scrutiny of customers, Waiting list position in various exchanges areas in SSA, Details of bills of telephones which are disconnected for non-payment to the concerned customers, PCOs for making local/STD calls, FAX facility, Telex facility, Receipt of application for grant of temporary/casual telephone connections, Receipts for disconnection of telephones under shift, safe-custody or other reasons and applications for barring STD/ISD facility.
Thus to provide the above said services in a better way the organization is conducting training programme for its employees in various areas especially, to maintain better customer delight. The training centers of BSNL are grouped in to three: All India Training Center, Regional Telecom Training Center and Circle Telecom Training Center or District Telecom Training Center. In this project Personality Development training given to group ‘C’ employees in District Telecom Training Center is accessed to find its effect over the employees Performance, Behavior and Attitude after completion of oneweek training programme. BRIEF HISTORY OF BSNL Telecommunication is one of the most important infrastructures required for the modern life. Telephone instrument, which has the capability of practical use, has been introduced in 1876. The first telephone exchange was established at New Haven, in 1878. After that, two telephone companies arose and they are: The Oriental Telephone Company Limited and The Anglo-Indian Telephone Company. By 1881, Government of India granted original oriental Telephone Company, the license to open Telephone exchanges at Calcutta, Bombay, Madras, Karachi and Ahmedabad. The first telephone exchange with 17 connections was commissioned on 19/08/1881 at Chennai. By the end of the year 1881 the telephone exchange expanded to 24 lines with 40 subscribers. The direct exchange lines moved from 24 in 1882 to only 350 in 1910. At the time of renewal of license in 1922, the Government laid three conditions:1. The business should in to local company. 2. The system should be modernized. 3. The rates have to be raised. Under the first objective a “RUPEE” Company was formed in 1923 in the name of “MADRAS TELEPHONE COMPANY LIMITED”.
Since then, the direct exchange line rose to 1244 lines, apart from 1224 subscribers, public call offices were also opened at five places namely, Central station, Egmore station, Madras Harbor, Salt Cotars. To overcome the problem of overhead lines, underground cable network were laid up to Guindy in 1923 and extended to Perambur, Royapuram and Harbour in 1932 and the exchange lines also raised to 1832. Due to the automation of telephone services and its use for business promotion, the demand for telephone connection spread over the South Madras area. In 1929, a satellite automatic exchange of 200 lines capacity was commissioned at Mount Road exchange In 1932 the exchange was further expanded Perceiving a galloping growth in future, the Madras Telephone Company conceived a “New Mount Road” with 1500 lines in 1933 that was commissioned only in 1947. Due to the increase in the demand for more telephones in South Madras area, the company decided to open one satellite exchange in the Mambalam area. A Satellite exchange of 500 lines capacity was commissioned during 1937. In 1944, a 100 lines satellite exchange was commissioned at St. Thomas Mount. The Chennai Telephones organization consisting of 115 telephone exchanges with a total equipped capacity of 9,68,243 lines is spread over an area of 1,105 sq. kms. The management responsibility is vested with the Chief General Manager, Chennai Telephones.
He is assisted by 6
General Managers: G.M. (Development, GM (North), GM (South), G.M. (Central), G.M (Telephone Exchanges) and G.M. (Finance) 33 Deputy General Managers in the common functions and 5 directors in the area of Financial Advice and ing.
The
Exchanges and the external plants are maintained by specially trained Divisional Engineers, Sub Divisional Engineers, Junior Telecom Officers and Technical Staff, who receive purpose oriented training in Telecom training centers situated in different parts of the country. They are also given refresher training from time to time to update their knowledge and skills in the changing technologies increasingly brought into the Telecom Services. Telephone systems in Calcutta, Madras, and Bombay were taken over directly by the Indian Posts and TeleCHARTs department. The exchange at Calcutta has been
named as ‘Central Exchange’. On 30.6.1882 it had 93 numbers of subscribers. In 1985, Indian P&T was bifurcated and the control of telephone has been transferred to Department Of Telecom. Now recently in 1999, DOT was further bifurcated into DOT and DTS service provider, which was incorporated as BSNL from 1.10.2000.
Role of these two departments:DEPARTMENT OF TELECOM (DOT) Government’s policymaking, Licensing and co-ordination of matters relating to telephone service, international relations, promotion of private investment in telecom. Frequency management in radio communication, Nodal department for TRAI, control of ITI and HTL etc BSNL (DTS) DTS is the part of the old DOT, which is responsible for providing telecom services in India. The main function include:- Planning, Engineering, Installation, Maintenance Management, Operation of voice and Non-voice Telecommunication Services all over the country. DOT’S MISSION IS “BETTER COMMUNICATION” DOT is committed to provide latest in telecommunication technology and the best of the services to its esteemed customers. Madras Telephones covers an extensive area of approximately 1,105 sq. kms. The total area is served by 115 telephone exchanges with a total equipped capacity of 9,68,243 lines of the capacity of EIOB, 15395 lines of EWSD, 133480 lines of AXE-10, 340484 lines of OBC, 25000 lines of FITEX and 78992 of 5ESS. DOT/BSNL is the biggest telecom service provider of the country. It is having a vast telecom network, spread throughout the country. All the cities (300) and Towns (4689) in the country as per 1991 census have access to the telephone network through telephone exchanges. STD connectivity is provided to all the District Headquarters and it is planned to extend the same to cover all the Sub-Divisional headquarters/Tehsil Head Quarters. About 19000 places in the country have STD codes/access. The network is equipped with the state of the art technologies. Now all the exchange in urban and rural areas of country is of Electronic Digital type.
In rural area almost all telephone
exchanges are of Electronics Digital type. The Network of BSNL can be segmented in to following networks: •
Telephone Network or Public Switched Telephone Network (PSTN)
•
Telex and TeleCHART Network
•
Transmission Network
•
Leased Line Network
•
Data Network
•
Satellite Based Network
Chennai Telephones follows the organizational pattern similar to the type followed by other Metro cities viz. Delhi, Bombay and Calcutta telephones. Like other Central Government Departments Chennai Telephones preferred departmental form of organization. In the upper management hierarchy, it has Chief General Manager, at the top followed by General Managers and Deputy General Managers. The organizational set up is shown in Figure – 1
The organizational hierarchy wit respect to the department of Telecommunication BSNL is shown in Figure – 2.
1.2.3.ORGANISATION CHART
The Organizational hierarchy with respect to the Department of Telecommunication BSNL is shown in figure 1.2
During the past 2 years a large number of new technologies, new services and new customer care facilities have been introduced. The new technologies are STM rings,
LNMS, MILLN, WLL, IMPCS, Centrex, Answering Machine Service (AMS), DIAS, VOIP, WEBFONE, SAMPARK (IVRS based). The services rendered was categorized into four 1.ISDN
2. INTELLIGENT
SERVICE 3. WLL (Wireless in local loop) ISDN (Integrated Services Digital Network): A basic service of ISDN are transmission of voice of 64 kbps, Data Computers, Data on signaling channel up to 16 kbps and also helps in video conferencing and it also provides supplementary service for speech calls. INTELLIGENT SEVICES: Chennai Telephones in order to meet the demands of the customers including corporate and business elite group, opened a new service viz. Intelligent Services. IN provides a framework to create various Value Added Services in a centralized place independent of the switching equipment in, calls originated by subscribers are routed to the nearest service switching point (SS0P). It in turn, consults the service control point (S) through high speed CCS7 links. INET J.net is India’s x.25 based packet switched public data network. It provides high-speed connectivity between terminals. It is now being operated in 8 cities. It offers several advantages like fast call setup. Error-Free data transfer, Multiplexed connection, Lowcost data transfer, International access etc. WLL (Wireless in local loop): WLL is an emerging access network technology based on CDMA (Code Division Multiple Access). It is provided against places where it is difficult to provide landline connection immediately. Two types of WLL services offered by BSNL: •
WLL with limited mobility-Tarang Service.
•
WLL with fixed Lice-FWT Service.
The various customers care steps taken by chennai telephones are: 1. Different modes of bill payment 2. Change number enquiry service. 3. Telephonic reconnection service. 4. Billing information system. 5. Fault docketing through IVRS. 6. CTD website. Thus Chennai Telephones serves a population of over 6.5 millions where 100% of the network is electronic having 7 customer service centers of category I 18 customer service center of category II and provides reliable communication.
DISTRICT TELECOM CURRICLUM
TRAINNING
CENTRE
AND
ITS
TRAINNING
A host of new technologies were expected to be introduces in the telecom network. In such a scenario the role of training cannot be ignored. In BSNL, the training centers are grouped into three: All India Training Center, Regional Telecom Training Center and Circle Telecom Training Center. All the Regional Telecom Training Centers (RTTC) are being technically controlled by BRABRAIT (Bharat Ratna Bhimrao Ambedkar Institute of Telecom Training). There are about 15 RTTC spread over the country. It plans and order for induction batches for JTO’s and in-service batches. These centers impart training to the circle cadres up to the level of Junior Telecom Officers (JTO’s) and also run some need based in service courses. Nearly, 18 Circle Telecom Training Centers are functioning in BSNL. There are about 13 District Telecom Training Center (DTTC) spread over the country.
They are at:
Aemedabad/Bangalore, Mumbai (Bandra), Mumbai (Parel),
Calcutta (Ranikutti), Calcutta (Strand Road), Delhi, Hyderabad, Kanpur, Chennai, Pune, Jatpur, Tiruvilla. The training institutes of BSNL are imparting training in different areas of telecom to Junior Telecom Officers (JTOs), Junior s Officers and Personnel from foreign countries and other departments of Government of India including public sector undertakings. There are basically 21 types of training courses being offered 1. Induction and 2. In-service. Induction courses are for imparting training to the newly recruited staff in various areas of telecom and as such there are pre-recruitment program. The in-service refresher training courses are of two types: 1. Institutional and 2. Field Training. Both of them are meant for upgrading the knowledge and skills of the departmental personnel already working in various fields of telecom. This study with the in-service course on Personality Development. The various topics offered under Personality Development are: Registration and Introduction, Evolution of DOT, Image Building and Role Identification, Customer Relations, Changes and Challenges, Facilities to Subscribers, Courteous Behavior, Communication, Workmanship, Team Building, Film Show, Yoga Class SWOT, Time Management and Meditation. Stress Management is conducted for two days for the group ‘C’ employees, which includes customer service centers, cash counters, supervisory post etc., The topics covered under this programme are: Factors leading to stress, How to overcome and manage stress, Transactional Analysis and Happier Living. Various other subjects that dealt are: COMPUTER:Internet, Data Communication, Unix, FoxPro, Oracle, Network Security, OA for group ‘A’ OA for group ‘B’ and Network. ACCESS TECHNOOGY:
Overhead lines, Telephone, Sun Access, Technology, UG cable, DLC, WLL and GSM. MANAGEMENT AND FINANCE:Management of telecom equipments, Management of materials, Management of staff and establishments, Customer care and Building positive attitudes. A workshop on “Better Driving and Fuel Efficiency” for BSNL drivers is conducted by ‘Petroleum Conservation Research Association’ for 2 days, on various aspects related to fuel savings, Traffic Control , Better Driving Habits, etc., are explained. A ‘Quiz programme’ is also organized for the drivers in fuel savings and driving skills. Induction Training to TOA (G) for 13 weeks has been given. Thus DTTC offers so many training Programme for the up gradation of the knowledge, Ability and skills of the BSNL employees.
IMPORTANCE OF THE STUDY
As the communication becomes very essential
in
sharing information and ideas
competitive edge can be maintained if the communication is made faster This study of customer satisfaction helps in identifying the various factors related to the satisfaction of the customer through which a company can establish loyal customers and retains its growth by prospective customers Measuring customer satisfactions becomes very essential for the company to be effective and efficient by adopting various related measures and forming a suitable marketing strategy
STATMENT OF THE PROBLEM Customer satisfaction is considered to be the most important factor as it involves the retention of the customer and creates brand loyalty and also it forms a base for attracting prospective customers. Typical elements that constitute customer satisfaction are; value added service, difficulties in tariffs customer care and timely response to customer complaints. This study attempts to find the customer satisfaction of BSNL
1.1.3.OBJECTIVES OF THE STUDY
Primary objective To find out the customer satisfaction of BSNL in Ramanathapuram town
Secondary objective To know the importance of cellular communication To analyze the factors influencing the use of cellular service To identify the difficulties in BSNL cellular service To find out the customer expectation of BSNL cellular service.
`1.2.REVIEW OF LITERATURE To get better understanding of research study it is needless to say that one has to concentrate on the empirical evidence. So a careful study has been made by the researcher to review the various studies, which have been conducted earlier in this regard. Given below are the brief reviews of related research work. In The year 1998 S.Ezhil Selvan conducted survey on market potential of cellular phones in chennai. Three hundred respondents were selected by Random Sampling and Questionnaires were istered to them. The study showed that Businessmen are in top for using cellular phones. Most of the people are not using cellular phones because of Higher tariff. The majority of respondents felt that charges were high. These are the findings of the study. In the year 2000 Mukthar conducted survey of cellular phone s In Chennai. The Sample Size was two hundred and fifty respondents’ Data Collected by Primary Questionnaire Method. The findings were that the ment given by the company was not adequate for Reaching all the potential customers. respondents were not satisfied with of Escotel. The business people are using the cellular phones. In The Year 2001, L.Dhinakaran Conducted Study On Customer Satisfaction Of Cellular Services In Chennai City. 50 Respondents were selected by Random Sampling and Questionnaires were istered to them. The Study showed that eighty-eighty percentage of respondents were using BSNL Cellular and Majority of the respondents are
satisfied with the overall performance of the service provider. The respondent wants to have free incoming calls for further improvement 1.1.4.RESEARCH METHODOLOGY Research design Since the researcher made an attempt to measure the various contributing factors of customer satisfaction & their association with selected socio-demoCHARTic variables a descriptive research design was adopted Pilot study Since the researcher made a number of visits to the selected organization to find out the feasibility of carrying out his research studies. During his visits he had discussions with territory managers of BSNL. This helped the researcher to arrive at a research problem Universe The present research includes two thousand five hundred subscribers of BSNL cellular services. Sampling Design The researcher used simple random sampling technique using lottery method (probability method) to draw three hundred respondents from the customer record of BSNL in Ramanathapuram Source of Data The source of data collection was a primary source. The information required for the study was directly collected from the respondents Secondary sources like company records were used for collecting the details of the universe. Tools For Data Collection The researcher adopted questionnaire method to measure the customer satisfaction
Questionnaire The questionnaire consists of the following Personal data Importance of communication Influencing factors that opt for cellular communication Value added service Difficulties with service Tariff Customer care New features Other choice of services Suggestion for improving the service Data Collection Process The researcher explained the purpose of the study to the customer, He also explained each and every dimension of the study questionnaire given to respondents and their responses were recorded It took nearly two months for the researcher it took two months to collect the data from the respondents
Problems Encountered By the Researcher Difficulty confronted by the researcher in explaining about each and every dimension to customer in orders to get accurate data Some of the respondents were not ready to part with required information readily. Researcher had to make extensive travel in the town to conduct the survey. This has delayed the data collection process to some extent.
TABLE NO: 1 AGE GROUP AGE GROUP
NO OF RESPONDENTS PERCENTAGE n = 300
20-30
118
39
31-40
102
34
41-50
80
27
CHART NO: 1 AGE GROUP
AGE GROUP
Percentage
40 30 20 10 0
20-30
31-40
41-50
Age of respondents 20-30
31-40
41-50
INFERENCE: From the above it is inferred that maximum respondents were with in the age group of 20-30 with thirty nine percentages (39%) The next category being the age group of 31-40 with thirty four percent (34%). The age group of 41-50 falls in the last category with twenty seven percent (27%) This shows that the cellular service is very popular among the younger generation
TABLE NO: 2 OCCUPATION AGE GROUP
NO OF RESPONDENTS PERCENTAGE n = 300
BUSINESS
185
62
PROFESSIONALS
64
21
GOVT.EMPLOYEES
51
17
CHART NO: 2 OCCUPATION OCCUPATION 70 60
Percentage
50 40 30 20 10 0
BUSINESS
PROFESSIONALS
GOVT.EMPLOYEES
No of respondents BUSINESS
PROFESSIONALS
GOVT.EMPLOYEES
INFERENCE: It is inferred from the above table that majority of respondents belong to business class that is sixty two percent (62%). In the next, professionals and government employees are falling under the category of twenty one percent (21%) and seventeen percent (17%) respectively. This shows that cellular phone is very much necessary for the business class people for their business activity.
TABLE NO: 3 INCOME
BELOW 3000
NO RESPONDENTS n = 300 40
3000-6000
67
23
6000-9000
111
37
ABOVE 9000
82
27
INCOME
OF PERCENTAGE 13
CHART NO: 3 INCOME
INCOME LEVEL 37
percentage
40 30
27
23
20
13
10 0 BELOW 3000
3000-6000
6000-9000
ABOVE 9000
Income range BELOW 3000
3000-6000
6000-9000
ABOVE 9000
INFERENCE: The above table shows that people having an of income 6000-9000 form a considerable percent (37%) people having an income below Rs3000 formed the last category of thirteen percent (13%). It can be inferred that as far as income is concerned the choice of cellular phone is favoured by higher income group people.
TABLE NO: 4 IMPORTANCE OF COMMUNICATION
STRONGLY AGREE
NO OF RESPONDENTS PERCENTAGE n = 300 136 45
AGREE
164
55
NOT AT ALL AGREE
-
-
OPTIONS
CHART NO: 4 IMPORTANCE OF COMMUNICATION
IMPORTANCE OF COMMUNICATION
0
45 55
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of respondents agree that the communication should be faster.
TABLE NO: 5 CONVENIENCE OF COMMUNICATION
STRONGLY AGREE
NO OF RESPONDENTS PERCENTAGE n = 300 143 48
AGREE
157
52
NOT AT ALL AGREE
-
-
OPTIONS
CHART NO: 5 CONVENIENCE OF COMMUNICATION CONVENIENCE OF COMMUNICATION
0 48 52
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: From the above table it is observed that majority of respondents feel that cellular phones are a convenient mode for communication.
TABLE NO: 6 USAGE OF CELLULAR PHONES
LESS THAH ONE YEAR
NO OF RESPONDENTS PERCENTAGE n = 300 124 41
1-2 YEARS
132
44
2 YEARS
44
15
YEARS
CHART NO: 6 USAGE OF CELLULAR PHONES USAGE OF CELLUAR PHONES 50 40 Percentage
30 20 10 0
LESS THAH ONE YEAR
1-2 YEARS
2 YEARS
Period of usage LESS THAH ONE YEAR
1-2 YEARS
2 YEARS
INFERENCE: It is inferred from the above table that there are forty four percent (44%) of respondents are using cellular phones for a period of 1-2 years. Forty one percent (41%) of respondents are using cell phones for the past one year only. Fifteen percent (15%) of the people are using cellular phones for more than two years. This shows that mobile communication has been growing very fast in recent times.
TABLE NO: 7 INFLUENCING FACTORS FOR CELLULAR PHONES
1
REFERENCE
NO OF RESPONDENTS PERCENTAGE n = 300 36 13
2
OCCUPATION
142
46
3
CONVENIENCE
68
21
4
SPEEDY COMMUNICATION
54
20
S.NO
FACTORS
CHART NO: 7 INFLUENCING FACTORS FOR CELLULAR PHONES
Percentage
INFUENCING FACTORS FOR CELLUAR PHONES 46
50 40 30 20 10 0
21 13
REFERENCE
OCCUPATION
CONVENIENCE
20
SPEEDY COMMUNICATION
Factors REFERENCE
OCCUPATION
CONVENIENCE
SPEEDY COMMUNICATION
INFERENCE: Above table shows that using cellular phone is very popular among occupational group as this factor is forty six percent (46%) and factors like convenience, speedy communication and reference are having lesser influence.
TABLE NO: 8 RANKING OF VALUE ADDED SERVICE
S.M.S
NO OF RESPONDENTS RANK n = 300 186 1
CALL DIVERT
60
2
20
CALL WAITING
30
3
10
CALL HOLD
24
4
8
OPTION
PERCENTAGE 62
CHART NO: 8 RANKING OF VALUE ADDED SERVICE
Percentage
RANKING OF VALUE ADDED SERVICE 70 60 50 40 30 20 10 0
62 S.M.S CALL DIVERT CALL WAITING
20 10 S.M.S
CALL CALL DIVERT WAITING Value added service
CALL HOLD
8 CALL HOLD
INFERENCE: It is inferred from the above table majority of respondents, that is sixty two percent (62%) rank S.M.S. as the value added service followed by first call divert, call waiting, and call hold ranked as second third and fourth ranks respectively. From above it is clear that the more value added services like SMS would attract prospective customers.
TABLE NO: 9 Difficulties in service No
Difficulty
1
COVERAGE
2
No of respondents n= 300 162
ROAMING
PERCENTAGE 52
41
20
3
AIR TIME CHARGES
61
22
4
UNREASONABLE COST
30
10
CHART NO: 9 Difficulties in service DIFFICULTIES IN SERVICE
Percentage
60
52
50 40 30
22
20
20
10
10 0 COVERAGE
ROAMING
AIR TIME CHARGES
UNREASONABLE COST
Difficulties COVERAGE
ROAMING
AIR TIME CHARGES
UNREASONABLE COST
INFERENCE: From the table it is inferred that majority of respondents fifty four percent (54%) are having problem in coverage and twenty two percent (22%) respondents are having difficulty in air time charges fourteen percent (10%) of respondent having problem in roaming and unreasonable cost respectively. This indicates that coverage is the main problem among the cellular phones s. This could play a major and important role in increasing the market share of BSNL.
TABLE NO: 10 Charges and service NO RESPONDENTS n=300 51 214 35
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
OF PERCENTAGE 17 71 12
CHART NO: 10 Charges and service CHARGES AND SERVICE
12%
17%
71%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: The above table show that majority of respondents are satisfied with the charges for the service rendered as they are being seventy one percent and only twelve percent (12%) people are not satisfied. If can also be inferred though of the customers are satisfied; there is dissatisfaction among a few which requires attention by the service provider.
TABLE NO: 11 ACCESSIBLITY OF CUSTOMER CARE CENTER NO OF RESPONDENTS PERCENTAGE n=300 105 35 95 65 -
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 11
ACCESSIBLITY OF CUSTOMER CARE CENTER
ACCESSIBILTY OF CUSTOMER CARE CENTER
35%
65%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of respondents feel that customer care center is easily accessible as they are being sixty five percent (65%). Another thirty five percent (35%) also feel that customer care center is easily accessible. This shows that easy accessibility is of prime importance as far as the customer satisfaction is concerned.
TABLE NO: 12 RESPONSE RATE OF CUSTOMER CARE CENTER NO OF RESPONDENTS PERCENTAGE n=300 109 36 122 41 69 23
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 12
RESPONSE RATE OF CUSTOMER CARE CENTER RESPONSE RATE OF CUSTOMER CARE CENTER
23% 36%
41%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that considerable amount of respondents are satisfied with the response given by customer care The respondents who are not satisfied by customer care centre contribute twenty-three percent of the customers interviewed. Therefore it also recommended that customer care center should pay more attention in hearing and solving of customer problems.
TABLE NO 13 PROBLEM SOLVING OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
NO RESPONDENTS n=300 66 163 71
OF PERCENTAGE 22 54 24
CHART NO 13 PROBLEM SOLVING
PROBLEM SOLVING
22%
24%
54%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with time taken to solve a complaint and they contribute 76% of the total. Twenty four percent (24%) are not satisfied as they feel that the time taken to solve the problem is high. This shows that majority is satisfied with action of the service provider for their problem. But still company has to take initiative to solve customer problem, as there is considerable percentage of ‘not satisfied’ respondents.
TABLE NO 14 TIME TAKEN OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE
CHART NO 14 TIME TAKEN
NO OF RESPONDENTS n=300 134 166 -
PERCENTAGE 45 55 -
PERIOD TAKEN TO SOLVE PROBLEM
0%
45% 55%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with the time taken to solve their problems by the BSNL. This shows that there is a rapid response from BSNL. TABLE NO 15 QUALITY OF SERVICE OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 134 166 -
STRONGLY AGREE AGREE NOT AT ALL AGREE
45 55 -
CHART NO 15 QUALITY OF SERVICE
QUALITY OF SERVICE 0%
45% 55%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that majority of the respondents are satisfied with the quality of service provided by BSNL TABLE NO: 16 GRACE PERIOD
OPTIONS
NO RESPONDENTS n=300
OF
YES
246
82
NO
54
18
PERCENTAGE
CHART NO: 16 GRACE PERIOD
GRACE PERIOD
NO 18%
YES 82%
YES
NO
INFERENCE: It is inferred from the table that a high percentage of respondents (eighty two percentage) (82%) are highly satisfied with BSNL grace period and eighteen percentage (18%) are dissatisfied with BSNL grace period. TABLE NO: 17 AREA OF OPERATION
NO OF RESPONDENTS PERCENTAGE n=300 234 78 66 22 -
OPTIONS STRONGLY AGREE AGREE NOT AT ALL AGREE CHART NO: 17 AREA OF OPERATION
AREA OF OPERATION
0%
22%
78%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: It is inferred from the above table that with seventy eight percent people (78%) is highly satisfied with BSNL area of operation This shows that BSNL has larger area of operation in Tamilnadu and their reach is very good.
TABLE NO: 18 TARIFF AND MONTHLY BUDGET
NO OF RESPONDENTS PERCENTAGE n=300 246 82 54 18
OPTIONS YES NO CHART NO: 18
TARIFFSAND MONTHLY BUDGET
TARIFFS AND MONTHLY BUDGET
18%
82%
YES
NO
INFERENCE: It is inferred from the table that high percentage of respondents (eighty two percentage) (82%) are highly satisfied with BSNL tariff and eighteen percentage (18%) are not satisfied with BSNL tariff. This shows that tariff mostly matches to the respondents budget, but still company can formulate an acceptable tariff plan which will be accepted to the other category of respondents also. TABLE NO: 19 DELIVERY OF BILL
OPTIONS YES NO
NO OF RESPONDENTS PERCENTAGE n=300 249 83 51 17
CHART NO: 19 DELIVERY OF BILLS
DELIVERY OF BILLS
17%
83%
YES
NO
INFERENCE: From the above table it is inferred that high percentage of respondents that is eighty three percentages (83%) are satisfied with receipt of bills and seventeen percentages (17%) are having difficulties in receiving bills. The company could take steps to remove the difficulties in receiving bills of few respondents to enhance the customer satisfaction level. TABLE NO: 20 FREE INCOMING CALLS OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 300 -
YES NO
100 -
CHART NO: 20 FREE INCOMING CALLS
RESPONSE TO FREE INCOMING CALLS
0%
100%
YES
NO
INFERENCE: It is inferred from the above table that the all respondents are cheered about free incoming calls. This strategy of giving free incoming calls should continue in future also to be competitive.
TABLE NO. 21 DOCUMENTS FOR ACTIVATION OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 161 139 -
STRONGLY AGREE AGREE NOT AT ALL AGREE
54 46 -
CHART NO. 21 DOCUMENTS FOR ACTIVATION
DOCUMENTS FOR ACTIVATION
46% 54%
STRONGLY AGREE
AGREE
INFERENCE: From the table it is observed that majority of respondents that is fifty four percent (54%) feel that the documents needed for activation is must and remaining forty six percent (46%) also agree on the same choice.
TABLE NO. 22 RECOMMENDATION OF SERVICE OPTIONS
NO
OF PERCENTAGE
ALREADY DONE SO DEFINITELY MAY BE
RESPONDENTS n=300 132 80 44
44 27 29
CHART NO. 22 RECOMMENDATION OF SERVICE
Percentage
RECOMMENDATION OF SERVICE 50 45 40 35 30 25 20 15 10 5 0
44
29
27
ALREADY DONE SO
DEFINITELY
MAY BE
Options ALREADY DONE SO
DEFINITELY
MAY BE
INFERENCE: It is inferred from the above table that the respondents that is forty four percent (44%) have already recommended the service and twenty seven percent (27%) will definitely recommend and rest of twenty nine percent (29%) respondents may or may not recommend service to others. It is also inferred that majority of respondents are recommending the service to their friends and relatives. The company should retain such loyal customers in order to increase their market share. TABLE NO 23 CHANCES OF SWITCHING OVER TO OTHER SERVCE PROVIDER
OPTIONS
NO RESPONDENTS n=300
OF
RELIANCE
180
60
AIRCEL
58
19
AIR TEL
26
9
BPL
36
12
PERCENTAGE
CHART NO 23 CHANCES OF SWITCHING OVER TO OTHER SERVCE PROVIDER
Percentage
CHANGES OF SWITCHING OVER TO OTHER SERVICE PROVIDER 70 60 50 40 30 20 10 0
60
19
RELIANCE
AIRCEL
9
12
AIR TEL
BPL
Options RELIANCE
AIRCEL
AIR TEL
BPL
INFERENCE: It is inferred from the above table that majority of respondents that is sixty percent (60%) choose Reliance as their choice, the next is BSNL with nineteen percent (19%) and only percentage of respondents choose AIRTEL and BPL It is also inferred that Reliance is the major competitor for BSNL. The company can analyze the related factor and counteract accordingly. TABLE NO 24 FULLFILLMENT OF YOUR REQUIREMENTS OPTIONS
NO
OF PERCENTAGE
RESPONDENTS n=300 161 139 0
STRONGLY AGREE AGREE NOT AT ALL AGREE
54% 46% 0
CHART NO 24 FULLFILLMENT OF REQUIREMENTS
FULLFILMENT OF REQUIRTMENT 0
46% 54%
STRONGLY AGREE
AGREE
NOT AT ALL AGREE
INFERENCE: From the table it is observed that majority of respondents that is 54% feels that the BSNL connection has fulfilled their requirements and remaining 46% also agree on the same choic TABLE NO 25 PREPAID SYSTEM
FACTORS ATTRACTIVE TARIFFS PERFECT PULSE RATE VALIDITY PERIOD FESTIVAL OFFERS
NO OF RESPONDENTS n=300 36 146 68 54
PERCENTAGE 13 46 21 20
CHART NO 25 PREPAID SYSTEM
PREPAID SYSTEM 46
Percentage
50 40 30 20
21
20
VALIDITY PERIOD
FESTIVEL OFFER
13
10 0 ATTRACTIVE TRAIFFS
PERFECT PULSE RATE Factors
ATTRACTIVE TRAIFFS
PERFECT PULSE RATE
VALIDITY PERIOD
FESTIVEL OFFER
INFERENCE: From the table it is inferred that majority of respondents 46% like perfect pulse rate and 21% respondents like validity period and 20% respondents like festival offers and 13% like attractive tariffs. This indicates that perfect pulse rate is being liked by most among the cellular s. This could play major role in an increasing market share.
MEAN METHOD
METHODOLOGY An attempt to measure customer care was based on certain dimensions. Simple random sampling techniques were used in selecting the respondents from Ramanathapuram town. The questionnaire used three-point scale, In order to make the interpretation easier the mean score were converted into percentage score using formula Percentage score = (mean score-1)* 50 This was done on the assumption that score of one represent 0% and two represent 50% and three represent 100% The percentage and mean were used to assess the customer care by BSNL Cellular Service in Ramanathapuram S.No. 1 2 3 4 5 6 7 8 9
Dimension Item1 Item2 Item3 Item4 Item5 Item6 Item7 Item8 Item9
Mean Score 2.45 2.48 2.05 2.05 2.13 1.98 2.04 2.78 2.54
Percentage 72.5 74.0 52.5 67.5 56.5 49.0 70 89 77
Average mean score = 2.35 In order to assess the customer care nine items were identified and respondent’s responses were calculated. The item 8 viz wide operating area is more important factor as it is being Eighty nine percent (89%) and having mean of 2.78. Item no.9 viz documents needed for activation is the next factor of importance as it has seventy seven percent (77%) and having mean score of 2.54, item no.2 convenience of communication is being seventy four percent (74%) and mean score is 2.48. Item no.6 viz time taken by customer care centre in solving problem is less than average mean score that is 1.98 and item no.3 viz charges collected and service rendered is having of 2.05, this is below the average mean, The service provider should consider the above factors and take necessary teps to improve the quality of service.
2.2.1.CHI-SQUARE TEST Aim: This test aims to find out whether there is any difference between occupation and income of respondents for using cellular phone. Sample: Sample size = 300 Hypothesis: Ho: There is no significant difference between occupation and income of respondents for using cellular phones. H1: There is a significant difference between occupation and income of respondents for using cellular phones. TABLE OCCUPATION/INCOME
Below 3000
3001 6000
BUSINESS
26
56
56
34
172
PROFESSIONALS
6
6
36
20
68
GOVT.EMPLOYEE
6
6
20
28
60
TOTAL
38
68
112
82
300
to 6001 9000
to Above 9000
Total
CONTINGENCY TABLE Observed frequency 26 52 56 34 6 6 36 20 6 6 20 28 TOTAL
Expected frequency 21.8 38.9 64.21 47.01 8.61 15.41 25.38 18.58 7.6 13.6 22.4 16.4
(O-E)
(O-E)/E
17.64 171.61 67.40 169.40 6.81 88.54 112.78 2.02 2.56 57.76 5.76 134.56
0.809 4.41 1.409 3.60 0.790 5.746 4.443 0.109 0.337 4.25 0.257 8.204 34.004
CALCULATION ψ² = ∑ (O-E) ² = 34.004 E Degree of freedom 5% level of significant (c-1) (r-1) = (1-1) (3-1) Degree of freedom = 6 Calculated value = 34.004 Table value = 12.592 INTERPRETATION: Since calculated value is greater than table value, Null hypothesis rejected. Therefore there is significant difference between occupation and income of respondents.
WEIGHTED AVERAGE METHOD Here the weighted average method is used to rank the respondents satisfaction about the value added service provided by BSNL cellular. Weighted average = weighted sum Total weight = ∑RW ∑W Where R = rank W = weight In the following table the researcher used a four point rating scale to measure and ranking the satisfaction level about the value added service provided by BSNL. Each scale was given a score according to its importance starting from 4 to 1.
OPTIONS 1 RANK
2
3
4
Weighted Weighted Rank score average
SMS
186*4=744
82*3=246
16*2=32
16*1=16
1038
103.8
1
Calldivert
60*4=240
192*3=576
28*2=56
20*1=20
892
89.2
2
Call- hold
30*4=120
8*3=24
116*2=232 146*1=146 522
52.2
4
Call- wait
24*4=96
18*3=54
140*2=280 118*1=118 548
54.8
3
From the above table it is inferred that the ranking of value added service provided by BSNL cellular service. SMS is placed in the first
rank weighted with average of
103.8.Call-divert is placed second rank with weighted average of 89.2.Call-wait is placed in third rank with weighted average of 54.8.And fourth rank being Call-hold with weighted average of 52.2.This shows respondents prefer and place SMS as their first choice.
TWO WAY ANALYSIS NULL HYPOTHESIS (Ho): There is no significant difference between occupation and influencing. Factors to purchase cellular phones. ALTERNATIVE HYPOTHESIS (H1): There is significance difference between occupation and influencing. Factors to purchase cellular phones.
X1
X1²
X2
X2²
X3
X3²
X1+x2+x3
20
400
8
64
8
64
36
96
784
14
196
10
100
142
28
784
14
196
26
676
68
46
246
4
16
4
16
54
∑x1=190 ∑x1²=2516 ∑x2=62 ∑x2²=1572 ∑x3=48 ∑x3²=856 ∑x1+x2+x3=300
STEP 1 T=∑X1+∑X2+∑X3 =190+62+48 T=300 C.F=T² = (300) ² =7500 N 12 C.F=7500 STEP 2 TOTAL SUM OF SQUARES SST=[∑X1²+∑X2²+∑X3²]-C.F =12516+1572+856-7500 =7444
STEP 3 SUM OF SQUARES BETWEEN COLUMNS SSC=(∑X1) ²+(∑X2) ²+ (∑X3) ²-C.F 4+4+4 =10567+961+576-7500 =3062 D.F=(3-1)=2 STEP 4 SSR=36²+142²+68²+54²-7500 3+3+3+3 =432+6721.3+1541.3+972-7500 =9666.7-7500 =2166 D.F=(4-1)=3 SSE=SST-(SSC+SSR) =7444-(3062+5228) =2216 Source of variation Between columns Between rows Residual
Sum squares SSC=3062 SSR=2166 SSE=2166.6
of Degree freedom 3-1=2 4-1=3 (2)(3)=6
of Variance
F
3062/2=1531
F=1531/722=2.12
2216/3=722 2216/6=369.3
F=722/369.3=1.95 -
(1)Fc=2.12 Ft(6,2)=19.33 (2)Fc=1.95 Ft(6,3)=8.94 Since calculated value is less than table value at 5% level of significance null hypothesis is accepted. So there is no significance difference between occupation and influencing factors to purchase cellular phones.
3.1.FINDINGS Cellular service is very popular among the younger generation. Business class people for their business activity prefer cellular phones service. Cellular phone is the choice of higher income group. Faster mode of communication is essential. Cellular phones are convenience for communication. Mobile communication has been launched recently in the town and growing at faster rate. Occupation is considered as important factors of influencing for having cellular phones other factors like speedy communication, reference are not having much influence. More value added service would attract prospective customers. Majority of customers are satisfied with the charges collected for service rendered. The accessibility of customer centre is easy. The customer care centre should pay more attention on hearing customer’s problem. Majority of customers are satisfied with action of the service provider. Considerable portion of customers are not satisfied with action of the service provider for their problem solving. Quality of service by BSNL is as per expectation of the customer. BSNL has larger area of operation. Tariff mostly matches to the customer’s budget. High percentages of customers are satisfied with delivery of bills.
The strategy of giving free incoming calls should continue. Customers are satisfied with the document needed for activation. Majority of the customer are recommending the service to others. As far as switch over is concerned Reliance is customer option. Wide area of operation is more important factor as it is being Eighty nine percent (89%), document needed for activation is the next factor of importance with Seventy Seven percent (77%). Time taken by customer care centre in solving problem is less than average mean that is Forty Nine percent (49%). As far as hypothesis is concerned there is significance difference between occupation and income of customers for using cellular phones.
As
far as hypothesis is concerned there is no significant difference between
occupation and influencing factors for using cellular phones. As far as value added service is concerned SMS is placed in first rank and Call divert is placed second. Call Wait and Call Hold are placed in third and fourth rank respectively.
3.2. SUGGESTIONS
BSNL Cellular Service has been rated highly among the customers. The quality of service also rated as good by the customers. This should be maintained.
Most of the customers opt cellular communication for their convenience. This should be considered as important factor while deg their marketing strategy.
Customers are expecting more value added service like internet, E-mail, Video clips, etc. The company can make provisions for this.
The signal strength is weaker in interior places: service provider should increase the signal strength. The company can look into restructuring of tariff to maintain competitive edge over rivals. The customer care centre should pay more attention in receiving and solving customer’s complaints. The free incoming calls are key factor for satisfying customer. The same strategy should follow in future also. As the competitors are entering this field in this town the company can formulate appropriate marketing strategy to retrain existing customers and to attract new customers. As the company vision is “BSNL LIMITED strives to be the preferred provider of mobile communication services in all its area of operation. With the visionary zeal of a customer oriented and market-driven organization, BSNL abide by its un deterred commitment to provide customer with viable and cost-effective solutions in the domain of its expertise at all times” The company should stick to this and always maintain customer satisfaction.
3.3.CONCLUSION
The study says that most of the customers are satisfied by the service provided by the BSNL. The dissatisfaction is mainly due to delay in the signals. If there are steps taken to resolve the problem the retention of customer will be more and this will satisfy most of the customers increasing value of the service
CHAPTER - IV QUESTIONNAIRE I would like to introduce myself as undergoing an MBA program at VEL TECH MULTI TECH DR.RANGARAJAN DR.SAKUNTHALA ENGINEERING COLLEGE in management studies with this regard. I need to do a project for the partial fulfillment of my course So I request you to co-operate with me by fulfilling this questionnaire. The information will be used purely for academic purpose. ( LALITH KUMAR.V) “A study on customer satisfaction of BSNL mobile telephone service in Karikudi division of Ramanathapuram telephones.” Survey on BSNL customer satisfaction Name : Age
:
Occupation:
Business Executive Professor
Student
Income : 1000-3000
3000-6000
6000-9000
Above 9000
Address & Mobile no:
1) Faster mode of communication is very essential in modern days. Strongly agree agree not at all agree 2) Cellular services provide convenience. Strongly agree agree
not at all agree
3) How long you had been using the cellular phones? Less than years 1-2 years
3-4 years above 4 years
4) Please mention the factor that had influenced you to option for this mode of communication. Reference effectiveness
Occupational Speedy Service of cellular companies other factor specify
communication
Cost
5) Please rank the following in order of your preference about BSNL value added service SMS
Call-divert Call holding
Call waiting
6) Please tick the area of difficulty you come across in BSNL service
Coverage Roaming Voice clarity UN reasonable cost Non-availability of recharge coupon Delivery of message Abnormality in billing Itemized bill other if any 7) You feel that the charges for service does perfectly match the services rendered Strongly agree Agree Strongly disagree 7) You feel that the BSNL customer care center is easily assessable Strongly agree
Agree
Not at all agree
8) The response rate of BSNL customer care center is good Strongly agree
Agree
Not at all agree
9) The time taken by customer care center to solve problem is very Minimal Strongly agree Agree Not at all agree 11) What is the period taken to attend and solve your problem? 1-2 days
2-4 days
with in a week.
12) The quality of services by BSNL is very good. Strongly agree
Agree
Not at all agree
13) Is grace period provided by BSNL is sufficient for you? Yes No 14) You feel that BSNL has more operating areas. Strongly agree
Agree
Not at all agree.
15) Do you feel that BSNL tariff is applicable to your monthly budget? Yes No 16) Are the bills are promptly delivered? Yes
No
17) Is the incoming free calls useful to you?
Yes No 18) The documents for activation (photo, residential proof) are necessary. Yes No
19) Would you like to recommend BSNL to others? Already done so Certainly not
Definitely May be
20) If you are to choose the other mobile service which could be your option? Aircel Airtel Hutch Bpl None.
Reliance
21) Please give the reason for above choice. 22) Has BSNL connection fulfilled your requirements? Strongly agree
Agree
Not at all agree.
23) State the reason you like in the prepaid system. Attractive tariffs Perfect pulse rate Validity period Festival offers Any other reason, specify---------------. 24) What are the new features you would like to have in BSNL? 25) quality of service.
Please
give
your
suggestions
for
improving
the
CHAPTER – V REFERENCE
KOTLER PHILIP Marketing Management Published by Prentice Hall of Indian Private Ltd Tenth Edition-2002 KOTHARI.C.R Research Methodology Published by V.S. Lobri for Wishwa Prakash Eight Edition- 2004 GUPTHA.S.C and INDIRU GUPTHA Business statistics Publishing House Sixth Edition-2006 JHA and SINGH Marketing Management In Indian Perspective Published by Himalaya Publishing House Seventh Edition-2006
WEBSITE: www.bsnl.com www.bs.netonline.com
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