RE: A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES
||A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES
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In today’s intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market –focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects.
This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Indore (Madhya Pradesh). As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing.
In this study Primary data and secondary data have been used. Secondary data have been collected from Internet.
Primary data have been collected through surveys. Personal interview technique has been used for conducting the survey. Data collection has been done through the use of structured questionnaire
Methods used in Primary data collection are
1. Observation method
2. Personal interview
3. Telephone interviews
4. Mail survey
5. Questionnaire method
After data collection, the role of survey is classification & tabulation of data. Data is classified in tabulated form for sake of effectiveness. This tabulated data is then presented in graphical & diagrammatic forms like bar diagram, column diagram ,pie charts....
Development of hypothesis
Hypothesis is generally considered as the principle instrument in the research process.
The basic aim of the development of the research hypothesis is to study the information in the present and then analyse the flows in it and rectify the situation to gain the advantage in future. Hypothesis made generally enables the researcher to analyse the population parameters.
A hypothesis is a proposition that attempts to explain a set of facts in a unified way. It generally forms the basis of experiments designed to establish its plausibility. Simplicity, elegance, and consistency with previously established hypotheses or laws are also major factors in determining the acceptance of a hypothesis. Though a hypothesis can never be proven true (in fact, hypotheses generally leave some facts unexplained), it can sometimes be verified beyond reasonable doubt in the context of a particular theoretical approach. A
scientific law is a hypothesis that is assumed to be universally true.
From the research study, it has been found out that the Customers are very particular about the Quality of the Telecom services and hence they want BSNL to increase the Quality of BSNL services by providing the Customers with some Value added services (Plans & schemes).
BSNL may also introduce some sales promotion such as cash discounts; Quality discounts hence the promotional activities would further strengthen the market share of the Company.
It seems that audio visual advertising specially new advertises of BSNL on television plays an important role to come in focus in front of customers, while outdoor adds like on state transport buses, banners while in case of print advertising in newspapers also shows good response from customer. So company can strengthen its presence by Focussing on such types of advertisements.
Basic strength for BSNL is Availability and trust of the customer on the same
platform company should make efforts to be in leadership position because Telecom sector today is very competitive due to presence of strong players & entry of new players.
Company can also promote performance of Franchisee’s by giving good profit margin on sale of products & services which will be helpful to increase sale as distributor & retailers are close to end customer &they are well aware of customer’s requirements & expectations.
BSNL being a public sector, in order to thrive and excel, have to understand about the Customers expectations.
They also have to understand about their competitors and their nuances in understanding their Customers.
Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services.