Customer satisfaction of a public sector telecom company bsnl in land line

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Customer satisfaction of a public sector telecom company bsnl in land line

  1. 1. INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)ISSN 0976 – 6367(Print)ISSN 0976 – 6375(Online)Volume 3, Issue 3, September- December (2012), pp. 62-71 IJM© IAEME: www.iaeme.com/ijm.aspJournal Impact Factor (2012): 3.5420 (Calculated by GISI) ©IAEMEwww.jifactor.com CUSTOMER SATISFACTION OF A PUBLIC SECTOR TELECOM COMPANY (BSNL) IN LAND LINE *SREEKUMAR.D.MENON , **Dr Baby M.D *Research Scholar in Management,NIMS University,jaipur,Rajasthan. ** Research Guide ,NIMS University ,Jaipur,RajasthanABSTRACTCustomer satisfaction is highly essential and evitable for the smooth functioning of anorganization having public dealing and responsibilities. It depends on several factors liketangibility, reliability, assurance, superior service quality, empathy etc. This paper studied thevarious aspects of customer satisfaction, causes, reason, its impacts in telecom sector withsuggestions.Key words: customer, BSNL, Landline, satisfactionINTRODUCTIONIn 1850,the first experimental electric telegraph line was started between Calcutta and DiamondHarbour.In 1851, it was opened for the use of the British East India Company. In 1881 ,a licensewas granted by (British East India Company) to the oriental Telephone company for openingTelephone exchange at Calcutta, Bombay, Madras and Ahmadabad and the first formaltelephone service was established in the country. On 28 January 1882 ,Major E Baring ,member of the Government General of India’sdeclared open the telephone exchanges in Calcutta, Bombay and Madras. Pre 1902 cabletelegraph started in India.1902 first wireless telegraph established.1907 first Central BatteryExchange installed in Kanpur. During 1913-14 ,first automatic exchange installed in Shimla. In1927 Radio Telegraph was introduced.1933 radio telephone was introduced.1953 carrier systemwas introduced .1960 first subscriber trunk dialing commissioned between Luck now andKanpur. In 1975 PCM commissioned between Mumbai and Andheri. In 1976 digital Microwaveintroduced.1979 optical fiber system commissioned at Pune. In 1980 satellite earth station fordomestic communications established at secundarabad.1984 C Dot established. In 1995 firstmobile telephone service started. 62
  2. 2. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012) Telephones are the most popular communication media for all kinds of community. InIndia, after initiation of the liberalization process by the government in 1991 ,there was a rapidchange in service environment. Before privatization, liberalization and globalizationtelecommunication was a monopoly under department of telecommunications in Government ofIndia. But today there are so many companies came in the industry .As a result the competitionfor retaining the customer between the companies increased. In India the major players of landline telephones industry section are of BSNL,Bharathi airtel ,Reliance communications ,Tatateleservices and HFCL infotel teleservice. The other major problem faced is the competitionfrom mobile companies. so the companies of landline sector facing a strong challenge to retainthe customer and giving a satisfactory service.Patrick Xavier and Dimitri(2008) ,finds the consumer switching behavior in a number countriesare examined to ascertain reasons for actual consumer decision making regarding switching.Implication for telecommunications regulation should require that communication serviceproviders ensure that switching is fast ,cheap, predictable and reliable ant that consumers areable to switch with minimum difficulty and delay.Lawrence H Officer (2007) ,provided long run annual series of the value of the consumer bundleand related variables. Bench mark data are assembled for each of the variables .Interpolativetechniques are used to obtain values for missing years. Continuous annual series for 1900-2004are developed for values of the consumer bundle ,number of consumer units and average size ofthe consumer unit. Behavior of the series over time is consistent with what economic anddemographic experience would suggest. Brigit Leisan Pollack(2008) suggested that relationship between service quality attributes andcustomer satisfaction follows a linear path.It suggest the existence of a threshold level after thestrength of the relationship between the two constructs ,for some service attributes ,adjusts.Depending on the type of adjustment ,service attributes can be classified satisfier ordissatisfier,each require a distinct managerial action.OBJECTIVES OF THE STUDY1 To make an analysis of subscriber satisfaction of BSNL land line customers usingquestionnaire survey.2 To identify the variables influence the subscriber satisfaction.3 To analyze the correlation between the variables.COLLECTION OF DATAThere are two types of a data viz, primary data and secondary data. The primary data are theoriginal sources from which the investigator directly collects data for the first time .In thisproject the primary data collected through questionnaire method from BSNL subscribers in landline. Secondary data are not originally collected by the investigator originally but gatheredeither from published or unpublished sources . This data can be obtained from various journals,govt publication and from various records kept by industrial r business firms and referencebooks etc. 63
  3. 3. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)SIGNIFICANCE OF STUDYAn organization is a place where people come and work together to achieve something for themself and for others. Before privatization, liberalization and globalization telecommunication wasa monopoly under department of Telecom in Govt of India. But today there are so manycompanies came in the industry, as a result the competition for retaining the customersbetween the companies were increased. BSNL is the number one telecom company in Indiahaving maximum customer base in land line. All companies especially BSNL ,a public sectorcompany facing a strong challenge to retain the customers and giving a satisfactory service. It isobserving that land line base is showing a rapid decreasing tendency as majority of thecustomers are going for mobile service as it is handy, convenient and more reliable than land linein service . The revenue from the land line is much more than that of mobile connection for alloperators in India. So retain the customer ,satisfy the customer means indirectly keep therevenue without fall. So the significance of the study have more importanceMETHODOLOGYData for the study collected by the structured questionnaire in the houses of seventh and fifteenthward of Pampady grama panchayath of kootayam district and customers who visited BSNLmelas in different locations of Kottayam SSA(secondary switching area ) in Kerala circle India.Questions are trying to analyze the customer’s attitudes regarding the services quality,complaint booking facility, frequency of fault occurrence ,clearing of faults, attitudes of staffsetc.Respondent file:A total of 125 houses of the 7th &15th ward of Pampady Grama Panchayath selected andquestionnaire supplied and responded number of questionnaire was 105. During BSNL mela indifferentlocations(Mundakayam,Kanjirappally,Chenganassery,Vaikam,Karukachal,Kottayam,Pamadyetc)175 questionnaire supplied and responded only 95 nos. In this 153 respondent(76.5%) aresubscribers of BSNL,31 respondents (15.5%) are reliance and 16 respondents (8%) are Tataindicom customers .Among them the number of BSNL mobile customers without land line are 7and other mobile users without land line is 12TABLESChi – square Analysis1. Age vs. Opinion about BSNL Service Opinion about BSNL Service Chi - Age Group Not Total Satisfactory Poor Excellent square SatisfactoryBelow 35 Years 31 2 2 15 5035 - 45 Years 96 18 4 20 138 13.897 SAbove 45 Years 7 4 0 1 12 (0.036)Total 134 24 6 36 200 64
  4. 4. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value (0.036) given in the table is less than the significance value 0.05, weconclude that age and opinion about BSNL service is not independent. I.e. there is asignificant relation between age and opinion about BSNL service at 0.05 level ofsignificance.2. Age vs. Opinion about Complaint Booking Opinion about Complaint Booking Chi - Age Group User Not User Total Confusing Excellent square Friendly FriendlyBelow 35 Years 24 12 12 2 5035 - 45 Years 46 30 46 16 138 16.522 SAbove 45 Years 10 2 0 0 12 (0.013)Total 80 44 58 18 200As the p – value given in the table is less than the significance value 0.05, we conclude thatage and opinion about complaint booking is not independent. I.e. there is a significantrelation between age and opinion about complaint booking at 0.05 level of significance.3. Age vs. Opinion about the Behaviour of Lineman Opinion about the Behaviour of Lineman Chi - Age Group Not Total Good Satisfactory Poor square SatisfactoryBelow 35 Years 14 26 10 0 5035 - 45 Years 19 105 12 2 138 14.138 SAbove 45 Years 2 10 0 0 12 (0.033)Total 35 141 22 2 200As the p – value given in the table is less than the significance value 0.05, we conclude thatage and opinion about the behaviour of lineman is not independent. I.e. there is a significantrelation between age and opinion about the behaviour of lineman at 0.05 level ofsignificance.4. Age vs. Frequency of Faults Frequency of Faults Chi - Age Group Total Yes No squareBelow 35 Years 38 12 5035 - 45 Years 104 34 138 10.199 SAbove 45 Years 4 8 12 (0.008)Total 146 54 200 65
  5. 5. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value given in the table is less than the significance value 0.05, we conclude thatage and frequency of faults is not independent. I.e. there is a significant relation between ageand frequency of faults at 0.05 level of significance.5. Age vs. Lineman Attend Complaints Immediately Lineman Attend Complaints Immediately Chi - Age Group Total square Yes No Rarely Below 35 Years 20 13 17 50 35 - 45 Years 76 20 42 138 5.579 NS Above 45 Years 6 1 5 12 (0.233) Total 102 34 64 200As the p – value given in the table is greater than the significance value 0.05, we concludethat age and lineman attend complaints immediately is independent. I.e. there is nosignificant relation between age and lineman attends complaints immediately at 0.05 level ofsignificance.6. Age vs. Opinion about BSNL Landline Tariff Opinion about BSNL Landline Tariff Chi - Age Group Total Excellent Good Confusing Poor square Below 35 Years 3 33 6 4 46 35 - 45 Years 23 40 34 17 114 18.810 S Above 45 Years 1 5 2 2 10 (0.004) Total 27 78 42 23 170As the p – value given in the table is less than the significance value 0.05, we conclude thatage and opinion about BSNL landline tariff is not independent. I.e. there is a significantrelation between age and opinion about BSNL landline tariff at 0.05 level of significance.7. Income vs. Opinion about BSNL Service Opinion about BSNL Service Income of the Chi - Not Total Family Satisfactory Poor Excellent square Satisfactory Below Rs. 66 10 4 10 90 2,00,000 Rs. 2,00,000 - 48 10 2 16 76 8.098 NS 4,00,000 Above Rs. (0.228) 20 4 0 10 34 4,00,000 Total 134 24 6 36 200 66
  6. 6. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value given in the table is greater than the significance value 0.05, we concludethat income and opinion about BSNL service is independent. I.e. there is no significantrelation between income and opinion about BSNL service at 0.05 level of significance.8. Income vs. Opinion about Complaint Booking Opinion about Complaint Booking Income of the Chi - User Not User Total Family Confusing Excellent square Friendly FriendlyBelow Rs. 36 24 24 6 902,00,000Rs. 2,00,000 - 32 10 24 10 76 7.430 NS4,00,000Above Rs. (0.288) 12 10 10 2 344,00,000Total 80 44 58 18 200As the p – value given in the table is greater than the significance value 0.05, we concludethat Income and opinion about complaint booking is independent. I.e. there is no significantrelation between Income and opinion about complaint booking at 0.05 level of significance.9. Income vs. Opinion about the Behaviour of Lineman Opinion about the Behaviour of Lineman Income of the Chi - Not Total Family Good Satisfactory Poor square SatisfactoryBelow Rs. 17 65 8 0 902,00,000Rs. 2,00,000 - 10 54 12 0 76 14.351 S4,00,000Above Rs. (0.025) 8 22 2 2 344,00,000Total 35 141 22 2 200As the p – value given in the table is less than the significance value 0.05, we conclude thatincome and opinion about the behaviour of lineman is not independent. I.e. there is asignificant relation between income and opinion about the behaviour of lineman at 0.05 levelof significance. 10. Income vs. Frequency of Faults Income of the Frequency of Faults Chi - Total Family Yes No squareBelow Rs. 70 20 902,00,000Rs. 2,00,000 - 48 28 76 6.286 S4,00,000Above Rs. (0.043) 28 6 344,00,000Total 146 54 200 67
  7. 7. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value given in the table is less than the significance value 0.05, we conclude thatincome and frequency of faults is not independent. I.e. there is a significant relation betweenincome and frequency of faults at 0.05 level of significance.11. Income vs. Lineman Attend Complaints Immediately Lineman Attend Complaints Income of the Immediately Chi - Total Family square Yes No RarelyBelow Rs. 48 14 28 902,00,000Rs. 2,00,000 - 38 14 24 76 0.565 NS4,00,000Above Rs. (0.004) 16 6 12 344,00,000Total 102 34 64 200As the p – value given in the table is less than the significance value 0.05, we conclude thatincome and lineman attend complaints immediately is not independent. I.e. there is asignificant relation between income and lineman attends complaints immediately at 0.05level of significance.12. Income vs. Opinion about BSNL Landline Tariff Income of the Opinion about BSNL Landline Tariff Chi - Total Family Excellent Good Confusing Poor squareBelow Rs. 19 36 12 9 762,00,000Rs. 2,00,000 - 4 28 24 6 62 19.534 S4,00,000Above Rs. (0.003) 4 14 6 8 324,00,000Total 27 78 42 23 170As the p – value given in the table is less than the significance value 0.05, we conclude thatincome and opinion about BSNL landline tariff is not independent. I.e. there is a significantrelation between income and opinion about BSNL landline tariff at 0.05 level ofsignificance. 13. Qualification vs. Opinion about BSNL Service Opinion about BSNL Service Chi - Qualification Not Total Satisfactory Poor Excellent square SatisfactoryUp to Plus 2 32 2 0 4 38Degree 83 18 6 26 133 8.380 NSAbove Degree 19 4 0 6 29 (0.205)Total 134 24 6 36 200 68
  8. 8. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value given in the table is greater than the significance value 0.05, we concludethat qualification and opinion about BSNL service is independent. I.e. there is no significantrelation between qualification and opinion about BSNL service at 0.05 level of significance.14. Qualification vs. Opinion about Complaint Booking Opinion about Complaint Booking Chi - Qualification User Not User Total Confusing Excellent square Friendly FriendlyUp to Plus 2 12 10 10 6 38Degree 54 32 37 10 133 8.137 NSAbove Degree 14 2 11 2 29 (0.225)Total 80 44 58 18 200As the p – value given in the table is greater than the significance value 0.05, we concludethat qualification and opinion about complaint booking is independent. I.e. there is nosignificant relation between qualification and opinion about complaint booking at 0.05 levelof significance.15. Qualification vs. Opinion about the Behaviour of Lineman Opinion about the Behaviour of Lineman Chi - Qualification Not Total Good Satisfactory Poor square SatisfactoryUp to Plus 2 6 30 0 2 38Degree 23 92 18 0 133 14.444 SAbove Degree 6 19 4 0 29 (0.031)Total 35 141 22 2 200As the p – value given in the table is less than the significance value 0.05, we conclude thatqualification and opinion about the behaviour of lineman is not independent. I.e. there is asignificant relation between qualification and opinion about the behaviour of lineman at 0.05level of significance.16. Qualification vs. Frequency of Faults Frequency of Faults Chi - Qualification Total Yes No squareUp to Plus 2 26 12 38Degree 103 30 133 4.779 NSAbove Degree 17 12 29 (0.092)Total 146 54 200 69
  9. 9. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)As the p – value given in the table is greater than the significance value 0.05, we concludethat qualification and frequency of faults is independent. I.e. there is no significant relationbetween qualification and frequency of faults at 0.05 level of significance.17. Qualification vs. Lineman Attend Complaints Immediately Lineman Attend Complaints Immediately Chi - Qualification Total square Yes No Rarely Up to Plus 2 26 2 10 38 Degree 61 28 44 133 7.980 S Above Degree 15 4 10 29 (0.094) Total 102 34 64 200As the p – value given in the table is greater than the significance value 0.05, we concludethat qualification and lineman attend complaints immediately is independent. I.e. there is nosignificant relation between qualification and lineman attends complaints immediately at0.05 level of significance.18. Qualification vs. Opinion about BSNL Landline Tariff Opinion about BSNL Landline Tariff Chi - Qualification Total Excellent Good Confusing Poor square Up to Plus 2 2 24 6 2 34 Degree 24 44 28 17 113 15.395 S Above Degree 1 10 8 4 23 (0.016) Total 27 78 42 23 170As the p – value given in the table is less than the significance value 0.05, we conclude thatqualification and opinion about BSNL landline tariff is not independent. I.e. there is asignificant relation between qualification and opinion about BSNL landline tariff at 0.05level of significance.FINDINGS 1, An analysis of the demographic profile of the customers is done. The focused demographicvariables in this analysis are age, inome and education. 69% of the respondent are between theage group of 35-45 years.66.5% of the respondent have degree as their qualifications and havingan average income of 2 lakhs.2, 67% of the respondents have the opinion that satisfied with the BSNL services.22%respondent have the opinion that complaint booking facility through telephone is not userfriendly and 29% have the opinion that this facility is confusing.3,11% of the respondents have the opinion that ,the attitude of BSNL staff on attendingcomplaints is not satisfactory. 70
  10. 10. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),Volume 3, Issue 3, September- December (2012)4 ,21% of the respondents have the opinion that BSNL land line tariff is confusing and 11.5%have the opinion that it is poor.5, 44.5% of the respondents have the opinion that service of the other service providers is betterthan BSNL. 6,The correlation between opinion about BSNL service &age, complaint booking & age,behavior of lineman & age, land line tariff &age ,frequency of faults &age , are significant at0.05 level of significance.SUGGESTIONS1 Faults are occurring frequently, this is not a good trend for the company. Some kind ofpreventive maintenance system should be implemented.2 Complaint booking mechanism should be user friendly.3 Majority of the customers are not aware of the annual rent plan for land line customers, itshould be popularized to reduce the closure tendency of the land line.4 Absence among line staff should be reduced.CONCLUSIONS1 Due to liberalization ,privatization and globalization ,the competition among companiesincreased. So it is a must for the firm to improve its services to maintain its current customersand also give intensive training for the staff in service department.2 The coming days are very competitive for telecommunications sector industries. So thecompanies in the field must be vigilant and competitive for maintaining and improving themarket.REFERENCES1 Service marketing ,The Indian context,R Srinivasan, Prentice-hall of India Private ltd, NewDelhi ,2004 pp -2022 Jillian C Sweeney ,Geoffrey ,N.Souter and Yim Mazzarol ”Factors influencing word of moutheffectiveness:receiver perspectives” European Journal of Marketing Vol 42NO3/4,2008.3”Service Marketing ,Integrating Customer Focuses Across the Firm” Valaria A Zeithalmi,MaryJo Bitner,Tata Mc Graw –hill publishing company limited New Delhi,2004,pp 34-364 Nelson Oly Ndubsi,Chew Tung Moi “Awareness and usage of Promotional tools byMalaysian consumers: the case of low involvement products” Management Research News ,Vol29 No ½ 2006 pp 28-405 web sites ,www,trai.gov.in,www.coai.co.in6 various e journals from Oxford university,Camebridge university,AIMA publication etc 71

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