c.s. on bsnl services.

7/29/2019 c.s. on bsnl services.

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A

STUDY ON

CUSTOME

RS

SATISFAC

TION

TOWARD

SBSNLLANDLINESERVICES IN

HYDERABADCITY,ANDHRAPRADESH

ABSTRACT

The customersatisfaction isthe main goalof everybusinessorganization.In thiscompetitivebusinessscenario eachand everyactivity startsand ends withthe customer.In the presentscenario, thetelecommunication islifeblood forevery businessactivities.

Even in this industry there prevails a stiff competition between the service providers.The objectives of the study are to study the customer satisfaction level towards BSNLlandline services; the influence of demographic variables of the respondents; usagelevel of various BSNL schemes; the operational performance; The major purpose ofdescriptive research is description of state of affairs, as it exists at present. Simplerandom sampling method is used to collect data. The size of the sample is 200. Therespondents of the study are part of population of Hyderabad city. Both primary andsecondary data is used. The data has been mainly analyzed by using the Weighted

Average Method, Ranking Method and Chi Square Test. most of the respondentsare not much satisfied with the features of the phone provided by BSNL whencompare to other private landline providers, significant weight age should be given bythe BSNL. Most of the respondents are not aware of various schemes. It is identifiedthat the service provided by BSNL is at satisfactory level to the respondents. Butmost of the respondents are not satisfied with the features of the phone. BSNL shouldfocus on the promotional measures as equal to the private service providers toenhance their service activity to satisfy their customers.

KEYWORDS: Telecommunication, Demographic variables, Landline services,Promotionalmeasures and Customer satisfaction._____________________________________________________________________

_________

INTRODUCTION

Telecommunication is recognized, world over, as a key factor in the development ofsocial, economic, commercial and cultural activities. The development oftelecommunication infrastructure is likely to play a greater role in meeting the diverseneeds of people and improving their quality of life through inter-linked developmentof many other sectors. The term


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Telecommunication in ITUparlancecovers a verywide varietyof servicessuch as sound& televisionbroadcasting,spacecommunications,aeronauticaland maritimemobilecommunications, radio-location andradio-navigation

systems, radioastronomy,meteorologicalaids andservices, radioamateurs, etc,besides thepublictelecommunicationsservices.There are

largetelecommunication networksbelonging torailways,defence andpara-militaryorganizations,law and orderservices(police etc),public utility

organizationslike electricitygrids,transportorganizations,municipalservices,national andinternationaltelecommunications serviceproviders

both government and private, civil aviation department and airlines, shipping & portauthorities, sound and TV broadcasting organizations, meteorological department, oilexploration, processing and distribution companies, large private companies, etc.

REVIEW OF LITERATURE

CUSTOMER SATISFACTION

Customer Satisfaction, a business term, is a measure of how products andservices supplied by a company meet or surpass customer expectation. It is seen as akey performance indicator within business and is part of the four perspectives of aBalanced Scorecard.In a competitive marketplace where businesses compete forcustomers, customer satisfaction is seen as a key differentiator and increasingly hasbecome a key element of business strategy.There is a substantial body of empiricalliterature that establishes the benefits of customer satisfaction for firms.

MEASURING CUSTOMER SATISFACTION:

Customer Satisfaction, a business term, is a measure of how products andservices supplied by a company meet or surpass customer expectation. It is seen as a

key performance indicator within business and is part of the four perspectives of aBalanced Scorecard.In a competitive marketplace where businesses compete forcustomers, customer satisfaction is seen as a key differentiator and increasingly hasbecome a key element of business strategy.

CUSTOMER SERVICE PLAN

Maintaining an effective customer service program is one of the biggestchallenges faced by managers in the current environment. Today, managers are facedwith cutbacks in personnel, workforce reshaping, and lack of funds for adequatetraining. These constraints, although serious, must not be allowed to compromisecustomer service. Developing an effective customer service plan and instilling a

commitment to it within the organization are key to the management process.

Once developed and implemented, the plan helps to overcome other obstacles.Success breeds success, and in the service business there is no greater success than asatisfied customer. Therefore, managers should alwaysconsider the impact of how aneffective customer service plan can help them to meet their goals.

Enlightened managers fully recognize the relationship between a sense ofownership and positive results. Organizations may vary greatly in their methods toestablish and maintain a


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customerservice plan,but individualloyalty to theconcept andpersonal effortensure itssuccess. Thisrequires the

enthusiasticinvolvementand support oftopmanagement,as well as theactivesolicitationand input ofideas from allmembers oftheorganization.

Oncein place, theplan becomesa frameworkto evaluate theeffectivenessof theorganizationto meetcustomerneeds andprovides a

standard forrecognizingindividualperformance.It should betailored tomeet the goalsand objectivesof theorganizationand shouldidentify a way

to measureand evaluateresults.

Clearly definedobjectivesprovide theparametersand areessential forevaluatingperformance.

For example, measuring planned against actual accomplishments indicates whetherobjectives are met and provides information on the validity of the process.

Feedback from customers provides a valuable tool for measuring customersatisfaction relative to the professionalism of the provider and the relevance andtimeliness of the service.

As with any plan, be realistic, periodically review, and make adjustmentswhen necessary. Think of the plan as being cyclical: define, schedule, allocate,oversee, measure, and modify or change. Define objectives, schedule times, allocateresources, oversee the process, define a means to measure and evaluate, and finally,modify or change. The objective is not to achieve perfection at the outset, but toprovide a framework for building and improving as you progress toward a realisticand workable plan.

Starting out with a simple plan is easier to implement and allows for moreflexibility; details can be added later. The validity of the plan to reach the objectivesshould be reviewed during various stages. Consider lessons learned, and don't hesitateto incorporate changes based on findings from milestone reviews.

As a customer service plan develops, there will be to encounter challenges.We plan to succeed when outlining a strategy to implement our goals, and we mustinclude within that strategy a plan to overcome obstacles.Lack of funds for training isa significant challenge for managers today, but most will agree that training is anintegral part of performance. So a strategy to overcome this obstacle might includelooking within our own organizations for answers.

There are individuals within most organizations who have a depth ofinstitutional knowledge as well as organizational expertise. These individuals will nodoubt be very familiar with the organization's goals and objectives and will beinstrumental in developing the customer service plan. As these experiencedindividuals train and mentor less experienced members, many of theorganizational

training objectives are accomplished in-house. As with other objectives, the results ofmeasuring and evaluating the training plan provide a basis to recognize and rewardmotivation and promote success.

Implemented correctly, an effective customer service plan leads to a moreeffective and efficient workforce. Invaluable knowledge and skills are gained bysearch--problem solving is a natural result. Likewise, we gain a greater understandingof what we do and how it impacts others. Inherent in the process, we learn whatothers need from us and how we can support them in their efforts to improvecustomer service.


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The ultimate reward for management is customer satisfaction provided by a skilled andcommitted workforce able to solve problems and understand the importance of effectivecustomer service.

NEED FOR THE STUDY

The customer satisfaction is the main goal of every business organization. In this

competitive business scenario each and every activity starts and ends with the customer. In the

present scenario, the telecommunication is lifeblood for every business activities. Even in thisindustry there prevails a stiff competition between the service providers. In spite of a well-established network and infrastructure supporting, certain service providers werent able to root

their footsteps in the market due to lack in customer service and satisfaction. Due to this theirpromotional initiatives havent yielded fruitful results. Since there is a marginal difference

between the services rendered, there is more possibility for the subscriber to switch from oneservice provider to another based on their satisfaction. So it is very essential for the service

provider to understand the influence of various demographic variables that influence thesatisfaction level to win the hearts of the customers. This study could aid the BSNL with respect

to their enhancement.

OBJECTIVES OF THE STUDY

To study the customer satisfaction level towards landline service provided by BSNL.

To study the influence of demographic variables of the respondents.

To find out usage level of various schemes provided by BSNL.

To identify the operational performance of BSNL.

To identify the satisfaction level of customer services provided by BSNL.

To identify the customers opinion about BSNL

LIMITATIONS OF THE STUDY

The area of study is limited to Hyderabad city only; hence the results may not be true for

othergeographical areas.

Validity & Reliability of the data are obtained depends on the responses from the

customer.

Structured questionnaire are base for collecting the data, it may have disadvantages of notbeing to probe deep into the respondents thoughts.

The time at the disposal of the researcher is limited.

The size of the sample comparing to the population is very less and hence it will not

represent the whole population.


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RESEARCH

METHODOL

OGY

Methodology is a waytosystematicallysolve theresearchproblems. Itexplains thevarious stepsthat aregenerallyadopted by aresearcher instudying theresearchproblem withlogic behind

them.

RESEARCH

DESIGN

Theresearchdesign is thebasicframework ora plan for astudy thatguides thecollection ofdata andanalysis of data. In thismarket surveythe designused isuseddescriptive researchdesign. Itincludes

surveys andfact-findingenquiries ofdifferentkinds. Themajor purposeof descriptiveresearch isdescription ofstate of affairs,as it exists atpresent.The

information are collected from the individuals and analyzed with the help of differentstatistical tools, to find the satisfaction level of customer.Moreover cross tableanalysis has been done for processing the data and information is derived to attain theobjectives of the study.

POPULATION

Since the population of Hyderabad city is large in number, researcher was

unable to collect information from all individuals due to limitation of time. So part ofthe population is taken for analyzing and generating the findings, which is applicablefor total population.

SAMPLING TECHNIQUE

Simple random sampling method is used to collect data. Data has beencollected from the sample chosen from the directory randomly.

SAMPLE SIZE

The size of the sample is 200, and factors to be considered are time, cost andeffectiveness etc. The study was conducted during the period of May 2011 to July2011.

SAMPLE UNIT

The respondents of the study are part of population of Hyderabad city. Eachindividual is considered to be the sampling unit

DATA COLLECTION

The collection of data is considered to be one of the most important aspects inthe research methodology. Both primary and secondary data is used in this study inorder to meet the requirements of the purpose.

PRIMARY DATA

Under this study primary data was collected by using structured questionnaire.The structured questionnaire consists of both open-ended and closed-ended questions.The primary data has been collected through the questionnaire by means of personalinterview. The


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questionnaire consists of number of questions printed in a definite order on aform. The primary data was collected from individuals residing in Hyderabadcity, with the help of questionnaire.

SECONDARY DATA

The secondary data are sourced from various telecommunicationwebsites, Magazines, Books, Pamphlets, and Periodical Surveys etc.

STATISTICAL TOOLS USED FOR THE STUDY

The data has been mainly analyzed by using the following methods and tests.

Weighted Average Method

Ranking Method

Chi Square Test

DATA ANALYSIS AND INTERPRETATION

TABLE NO.1: SATISFACTION LEVEL WITH RESPECT TO THE

BASIC SERVICES PROVIDED BY BSNL

Particulars Weightage scor

Getting a new phone connection after submitting our application 846

Call connectivity (Local, STD/ISD) 831

Voice clarity while communicating 897

Features of the phone 792

Rent/free various tariff package 766

It is inferred from the above table that the factor voice clarity whilecommunicating, gets first rank, second and third rank goes to the factorGetting a new phone connection after submitting the application and Callconnectivity (Local, STD/ISD) respectively. Fourth and last rank goes to thefactor Features of the phone and Rent/free various tariff packagerespectively.It is concluded from the analysis that maximum of therespondents opinion that

BSNL provides best voice clarity while communicating.


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TABLE NO.2: SATISFACTION LEVEL WITH RESPECT TO THE BILLING

SERVICES PROVIDED BY BSNL

Billing Services factors Weightage score Rank

Local call tariff rates 769 V

STD/ISD call tariff rates 747 VI

Mode of payment 803 II

Issuing duplicate bills 771 IV

Issuing itemized bills 797 III

Delivery of bills 841 I

It is identified from the above table that the factor Delivery of bills gets the first rank, thesecond and third rank goes to the factors mode of payment and issuing itemized billsrespectively. Fourth and fifth rank goes to the factor Issuing duplicate bills and Local calltariff rates respectively. Last rank goes to the factor STD/ISD call tariff rates.It is concludedfrom the analysis that maximum numbers of the respondents are satisfied with Delivery ofbills.

TABLE NO.3: SATISFACTION LEVEL WITH RESPECT TO THE CUSTOMER

SERVICES PROVIDED BY BSNL

Customer Service Factors Weightage score Rank

Attitude of staff and response to their queries 902 I

Providing information about the new schemes / services 778 III

Transfer of phone connection 748 VI

Call waiting facility 707 VII

Call divert option 654 IX

Caller ID facility 632 X

Dynamic locking facility 691 VIII

Bill collection centers 837 II


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Fault complaint redressal 759 IV

Other general complaint redressal 752 V

It is understood from the above table that the factor Attitude of staff and response to theirqueries is the best service and it ranked first by the respondents with score of 902 points. Secondand third rank goes to the factor Bill collection centers and Providing information about thenew schemes / services with score of 837 and 778 points. Fourth and fifth rank goes to thefactor Fault complaint redressal and other general complaint redressal with score of 759 and752 points. Sixth and seventh rank goes to the factor Transfer of phone connection and Callwaiting facility with score of 748 and 707 points. Eighth and ninth rank goes to the factorDynamic locking facility and Call divert option with score of 691 and 654 points. Last rankgoes to the factor Caller ID facility with score of 632 points.It is concluded from the analysisthat maximum numbers of the respondents are satisfied with Attitude of the staff and responseto the queries.

TABLE NO.4: AGE AND OVERALL SATISFACTION LEVEL TOWARDSBSNLLANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesAge Total

Highly satisfied Satisfied Neutral Dissatisfied

Below 27 years 1 47 10 1 59

27 to 35 years 9 51 8 2 70

Above 35 years 4 50 17 0 71

Total 14 148 35 3 200

Null Hypothesis (H0)-There is no significant relationship between age and overall level ofsatisfaction towards BSNL landline service.

Alternative Hypothesis (H1)-There is close relationship between age andoverall level ofsatisfaction towards BSNL landline service.

Calculated

2

value: 11.491; Table value: 12.592

From the above analysis, we find that the calculated2value of is lesser than the table value and

hence, the null hypothesis accepted. Hence, there is a no significant relationship between age andoverall level of satisfaction towards BSNL landline service.


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TABLE NO.5: GENDER AND OVERALL SATISFACTION LEVEL TOWARDSBSNL

LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesGender Total


Male 14 102 25 2 143

Female 0 46 10 1 57

Total 14 148 35 3 200

Null Hypothesis (H0)-There is no significant relationship between gender and overall level ofsatisfaction t towards BSNL landline service.

Alternative Hypothesis (H1) - There is close relationship between genderand overall level of

satisfaction towards BSNL landline service.

Calculated2


From the above analysis, we find that the calculated value of2is lesser than the table value and

hence, the null hypothesis accepted. So, there is a no significant relationship between gender andoverall level of satisfaction towards BSNL landline service.

TABLE NO.6: EDUCATIONAL STATUS AND OVERALL SATISFACTION

LEVELTOWARDS BSNL LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesEducational Status Total


Primary Education 1 3 2 0 6

SSLC/+2 5 60 12 0 77

Collegiate Education 8 85 21 3 117

Total 14 148 35 3 200

Null Hypothesis (H0)-There is no significant relationship between educational status and overalllevel of satisfaction towards BSNL landline service.


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Alternative Hypothesis (H1)-There is close relationship between educational status and overall level ofsatisfaction towards BSNL landline service.

Calculated2value: 4.652; Table value: 12.592

From the above analysis, we find that the calculated value of2is lesser than the table value and

hence, the null hypothesis accepted. So, there is a no significant relationship between educational status anoverall level of satisfaction towards BSNL landline service.

TABLE NO.7: OCCUPATION STATUS AND OVERALL SATISFACTION

LEVELTOWARDS BSNL LANDLINE SERVICE

Level of Satisfaction of BSNL Landline ServicesOccupation status Total


Government Employee 0 5 0 2 7

Private Employee 7 87 23 0 117

Professionals 2 12 4 0 18

Self employed 5 44 8 1 58

Total 14 148 35 3 200

Null Hypothesis (H0) - There is no significant relationship between occupational status and overall level osatisfaction towards BSNL landline service.

AlternativeHypothesis(H1)-There is close relationship between occupational status and overall level ofsatisfaction towards BSNL landline service.

Calculated2


From the above analysis, we find that the calculated value of2is greater than the table value

and hence, the null hypothesis rejected. So, there is a close significant relationship between occupationalstatus and overall level of satisfaction towards BSNL landline service.


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TABLE NO.8: MONTHLY INCOME AND OVERALL SATISFACTION

LEVELTOWARDS BSNL LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesMonthly Income Total


Less than Rs.5000 1 14 3 1 19

Rs.5001 10000 2 49 20 2 73

Rs.10001-15000 4 66 11 0 81

Above Rs.15000 7 19 1 0 27

Total 14 148 35 3 200


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Null Hypothesis (H0)-There is no significant relationship between Monthly income level andoverall level of satisfaction towards BSNL landline service.

Alternative Hypothesis (H1)-There is close relationship between Monthly income level andoverall level of satisfaction towards BSNL landline service.



and hence, the null hypothesis rejected. So, there is a close significant relationship betweenMonthly income level and overall level of satisfaction towards BSNL landline service.

TABLE NO.9: NAME OF THE SCHEMES AND OVERALL SATISFACTION

LEVELTOWARDS

BSNL LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesName of the scheme Total


General 4 80 28 2 114

Special 8 52 7 0 67

Super 2 16 0 1 19

Total 14 148 35 3 200


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Null Hypothesis (H0) -There is no significant relationship between using the type of scheme andoverall level of satisfaction towards BSNL landline service.

Alternative Hypothesis (H1)-There is close relationship between using the type of scheme andoverall level of satisfaction towards BSNL landline service.

Calculated2

values: 16.595; Table value: 12.592


and hence, the null hypothesis rejected. So, there is a close significant relationship between usingthe type of scheme and overall level of satisfaction towards BSNL landline service.

TABLE NO.10: PERIOD OF USING THE LANDLINE AND OVERALLSATISFACTION LEVEL TOWARDS BSNL LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesPeriod of Using Total


Less than 1 year 0 3 0 1 4

1 to 3 years 3 30 16 0 49

3 to 5 years 5 70 10 2 87

More than 5 years 6 45 9 0 60

Total 14 148 35 3 200

NullHypothesis

(H0)-There isno significantrelationshipbetweenperiod ofusing andoverall levelof satisfactiontowards BSNLlandlineservice

AlternativeHypothesis

(H1) - There iscloserelationshipbetweenperiod ofusing andoverall levelof satisfaction

towards BSNL landline service.


From the above analysis, we find that the calculated value of2is greater than the

table value

and hence, the null hypothesis rejected. So, there is a close significant relationshipbetween period of using and overall level of satisfaction towards BSNL landlineservice.


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TABLE NO.11: PURPOSE OF USING THE LANDLINE AND SATISFACTION LEVEL

TOWARDS BSNL LANDLINE SERVICES

Level of Satisfaction of BSNL Landline ServicesPurpose of Using Total


Residential 3 57 18 3 81

Official 11 91 17 0 119

Total 14 148 35 3 200

NullHypothesis

(H0)-There isno significant

relationshipbetweenpurpose ofusing andoverall levelof satisfactiontowards BSNLlandlineservice.

AlternativeHypothesis

(H1)-There is

closerelationshipbetweenpurpose ofusing andoverall levelof satisfactiontowards BSNLlandlineservice.

Calculated2

value:

8.498;

Table

value:7.815

From theabove

analysis, we

find that thecalculated

value of2is greater than the table value

and hence, the null hypothesis rejected. So, there is a close significant relationshipbetween purpose of using and overall level of satisfaction towards BSNL landlineservice.

FINDINGS

Most of the respondents belong to the age groups 27-35 years and above 35years and most of the respondents belong to male category.

Most of the respondents are educated till the level of collegiate educationand most of the respondents are working as private employee.

Most of the respondents are earning Rs.10001- Rs.15000 per month.

It is stated that 57.0% of the respondents are using general scheme.

Most of the respondents are using the BSNL landline for more than 3 years.

Most of the respondents are using for the official purpose and all are availedof STD facility.

It is inferred that maximum respondents are making more than 150 calls permonth and paying their bill amount from 1001-1500.


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It is finding that most of the respondents are satisfied by getting their new connectionsimmediately after submitting their applications.

It is found that most of the respondents are satisfied with basic services provided byBSNL.

It is found that most of the respondents are satisfied with billing services provided byBSNL.

It is found that most of the respondents are satisfied with customer services and valueadded facility provided by BSNL.

It is inferred that most of the respondents are not much satisfied with the features of thephone provided by BSNL.

It is noted that among the various billing service provided by BSNL delivery of bills andmode of payment makes the respondents very much satisfied.

It is noted that there is no distraction while communicating.

It is noted that most of the respondents are not aware of call divert option.

It is noted that the demographic variables age, gender, and educational status has norelationship with the overall satisfaction level.

It is noted that the demographic variables occupational status, monthly income levelhas

relationship with the overall satisfaction level.

It is inferred that other variables like usage of schemes, period of using, and purpose

ofusage also has relationship with the overall satisfaction level.

SUGGESTIONS

Most of the respondents are satisfied with the services provided by BSNL landline,

steps

to be taken to make the customers more satisfied.

Most of the customers are not aware of the phone plus facility, steps to be taken to

createawareness about these facilities.

It is inferred that most of the respondents are not much satisfied with the features of the

phone provided by BSNL when compare to other private landline providers,significantweight age should be given by the BSNL.

Few of the respondents are satisfied with call connectivity. It is suggested to the

companyto give importance to that and make the entire customer to be satisfied.

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It is noted that the demographic variables occupational status, monthly income level hasrelationship with the overall satisfaction level. So it is suggested while making changes in

service/tariff these factors to be considered.

The service providers could focus the crew around the existing subscriber for adding new clients to theirbasket.

It is noted from the above study that most of the respondents are not aware of variousschemes. So it is suggested to the service provider to give more weight age to know aboutvarious schemes.

CONCLUSION

From the study the influence of demographic variables in the level of satisfaction yieldedby the user as well as the behavioral pattern of the user is analyzed in this study.It is identifiedthat the service provided by BSNL is at satisfactory level to the respondents.But most of therespondents are not satisfied with the features of the phone. BSNL should focus on thepromotional measures as equal to the private service providers to enhance their service activity tosatisfy their customers.

BILIOGRAPHY

1. Kothari. C.R (2004): Research Methodology Methods & Techniques, New Age

International Publishers, New Delhi, 2nd Edition.

2. Richard I. Levin, David S. Rubin (2004): Statistics for Management, Prentice Hall of

India Private Limited, New Delhi, 7th Edition.

3. www.trai.com

4. www.bsnl.co.in

5. www.indianinfoline.com

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