IRJET-CUSTOMER PERCEPTION TOWARDS MOBILE SERVICES – A CASE STUDY OF BSNL IN BHAVANI TOWN
Content
International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 02 Issue: 04 | July-2015
p-ISSN: 2395-0072
www.irjet.net
CUSTOMER PERCEPTION TOWARDS MOBILE SERVICES – A CASE STUDY
OF BSNL IN BHAVANI TOWN
PALANIAPPAN .G1, SENGOTTAIYAN .A2
Assistant Professor, Department of Management Studies, VMKV Engineering College, Salem, Tamil Nadu, India
2 Assistant Professor, PG & Research Department of Commerce, Kaamadhenu Arts and Science College,
Sathyamangalam. Tamil Nadu, India
---------------------------------------------------------------------***-------------------------------------------------------------------1
Abstract - Telecom is one of the fastest-growing
industries in India and as the second largest market in
the world. The BSNL is one pioneer and the largest
segment in the telecom industry. Customer perception is
the primary goal of every business organization. As the
rapid changing business scenario for the entire
transaction activities begins and ends with the customer.
This study aims to focus that to identify the perception
level of the customers on BSNL mobile service provider.
So, it is very essential for the service provider to
understand the influence of various Demographic
variables that influence the perception and satisfaction
level to win the hearts of the customers. For the purpose,
a survey based descriptive research design adopted to
conduct for this study in Bhavani Town. The Simple
Random Sampling Method is used to collect data and to
be collected from 91 sample respondents through a
structured questionnaire. The data has classified and
analyzed using percentage analysis, cross tabulation and
chi-square analysis. The study find that demographic
perception of the respondents were identified their
choosing in the mobile service provider. The
demographic factor does not influence the perception of
the respondents in the BSNL mobile service provider.
The study concludes that the service provided by BSNL is
at the satisfactory level to the respondents. BSNL should
focus on the promotional measures competitive to the
private sector service providers, to enhance their service
activity for the satisfaction of the customers.
Key Words: Customer Perception, Telecommunication,
BSNL, Promotional measures, Service Provider.
1. INTRODUCTION
Telecommunication is the primary and only the source
to connect the world and the essential factor in the
progress of social-cultural, Commercial and Economical
activities. The progress of the telecom sector and create
infrastructure, to play a greater role and meet out the
needs of people. The term `Telecommunication' includes
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a very wide diversity of services such as sound,
television space communications, broadcasting, and
mobile
communications.
There
are
large
telecommunication networks belonging to railways,
defense and Para-military organizations, law and order
services (police etc), public utility organizations like
electricity grids, transport organizations, municipal
services, national and international telecommunications
also provide service to Public sector as well as private
sector. Despite huge development of telecom industry in
India since independence, the services to provide public
and utilize the same as much as below the world
standards. The Government of India has announced as
telecommunication was one of the primary
infrastructure sector of our country. Under the
Government policy of economic liberalization,
privatization and competition in India, private sector has
been allowed to enter the public telecommunication field
with the goal of making the telecommunications, to be
reach all the sector, achieve universal service covering
all villages with world class standards.
2. REVIEW OF LITERATURE
A literature review is a narrative and give the guidelines
with the help of relevant research topic and field. A
critical literature review is a vital evaluation of the
relevant literature. Harvinder Singh [1] in his study,
"Mobile Telephony Need to Knock Multiple Doors"
concluded that, Mobile telephony in India has been
tremendous growth in terms of subscriber base, teledensity, and usage, in the past six years, but it has not
translated into a high Average Revenue per User (ARPU).
The mobile service provider has offer the differentiation
of the services to public and give the value added
services that will increase and give the new avenue to
increase and achieve the growth. These alternative
streams enhance the revenue and the tariff to the public
at very low cost.
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Volume: 02 Issue: 04 | July-2015
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Smruti Bulsari [2] in his study pointed out that
Enhancement of National Telecom Policy and it changes
of telecom sector of Gujarat. There has been a significant
development in the telecommunication sector in the past
decade. The National Development Policy has given the
chance with the liberalization policy initiated and
revised the thrust areas with the changes in technology
and give value added services with mobile services.
These inception has a significant growth and faster
development in the telecommunications sector and
estimate the growth of 9.6 per cent in the state of
Gujarat.
Kalpana and Chinnadurai [3] in their study titled
"Promotional Strategies of Cellular Services: A Customer
Perspective" analyzed that the increasing competition
and changing taste and preferences of the customer's all
over the world are forcing companies to change their
targeting strategies. The study depicts that the customer
attitude and their satisfaction towards the cellular
services in Coimbatore city. It was found that
advertisement play an important role in influencing the
customers as well as their opinion for promotional
strategies of cellular companies are focused only through
sale oriented rather than customer oriented. Fernandez
[4] in their study titled "Understanding Dynamics in an
Evolving Industry: Case of Mobile VAS in India" analyzed
that Mobile Value Added Services (VAS) is a rising star in
the fast growing wireless business. An attempt has been
made at understanding the strategic dynamics of the
evolving environment, focused with the Indian players
for operating, challenges and structure of the customer
attitude. While the value chain of industry is most
complicated yet one can observe the nature of
purchasing powers between mobile network operators
and content aggregators.
Debnath [5], in his study, he explained that the prime
focus of the service providers is to create a loyal
customer base by benchmarking their performances and
retaining existing customers in order to benefit from
their loyalty. With the inception of LPG in 1991, and
with a view to expand and improve telecom
infrastructure has opened a great chance to the
participation of the private sector, and also the
Government of India permitted foreign companies
holding 51 percent equity stake in joint ventures to
manufacture telecom equipment in India. The Indian
Government has announced a changing of the existing
policy, which allows private firms to provide
© 2015, IRJET.NET- All Rights Reserved
communication services and eradicated the monopoly of
the state-owned telecommunication sector. These
changes has been benefited with many companies and
enhancing the industrial growth. Kumar [6], in their
study titled "Customer Satisfaction and Discontentment
vis-a-vis BSNL Landline Service: A Study" analyzed that
at present, services marketing plays a major role in the
national economy. In the service sector, telecom industry
is the most attractive and active participation with the
customer support. Even though the telecom industry is
growing hastily, India's telecom density is less than the
world's average.
This study also identifies the
perception level of customer and analyze the switching
over behaviour of the customer. The switch over of the
other mobile customer has highly affected by the BSNL
and focused more alert to run its business and survive in
the market.
Seth et al [7], in their study titled "Managing the
Customer Perceived Service Quality for Cellular Mobile
Telephone: an Empirical Investigation" analyzed that
there is relative importance of service quality attributes
and showed that responsiveness is the most importance
dimension followed by reliability, customer perceived
network quality, assurance, convenience, empathy and
tangibles. The identifiable resources as much as concern
to focus the need of the customer. The study concludes
that the development of a consistent and suitable
instrument for assessing customer perceived and
expected with the service quality for cellular mobile
services. Jessy John [8] in his study "An analysis on the
customer loyalty in telecom sector: Special reference to
Bharath Sanchar Nigam limited, India" concluded that,
The purpose of this paper was to investigate the factors
that influence customer loyalty of BSNL customers. The
factors that influencing the switching over with mobile
service is regarding image, relationship with friends,
trustworthiness, more value added services and network
coverage. The favorable aspects of the switching over by
the BSNL is influenced the customer loyalty. The BSNL
services has very cost effective and still lose its customer
due to look away from the issue of cost and poor
network quality. The quality of customer services as per
the expectations of the customers has focused with new
technologies, features are being introduced in mobile
services. BSNL need to focused with the upgrade the
technologies and same way to initiative need to
attractive for the market as per the customer
expectation. These initiatives should be taken to improve
as the functional service quality such as reliability,
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assurance, empathy and overall satisfaction of the
customers.
Sivarthina Mohan. and Aranganathan, [9] in their study
"Conceptual framework of Mobile Marketing : Spamming
the consumer around the world" found that, Mobile
phones can also be an extremely cost effective
communication channel as well as an efficient way of
delivering a marketing message. The mobile service
provider has also concentrate the promotion strategies
as an integral part of any brand's marketing campaign
due to competitive scenario. It has become an important
tool for engagement of new brands and aims to fulfill the
gap of expectation and actually perceived. The
popularity of the Mobile Internet, has attractive from the
youth as well as business needs to achieve a significant
attachment in the mobile service provider. The study has
pointed out the success of mobile advertising will
directly depend upon the market penetration and the
success of Mobile Internet users. Mallikarjuna et. al., [10]
in their study "Customer switching in mobile industry an analysis of pre-paid mobile customers in AP circle of
India" found that, Switching is quite high in the pre-paid
customer segment due to low switching costs and
competitive tariff plans. With entry barriers easing and
mobile number portability around the corner, there is a
high probability for switching especially in the prepaid
segment. The issues has been focused by the mobile
service operator as tariff plans, value added service and
network coverage and try to focus attractive
opportunities that has been offered by the user and
retained workout the strategies to manage the
challenges. Also, provide the better customer services
that has been offered with customer interaction at
various stages, and ensure customer loyalty an intimacy.
Many opportunities has been initiated by providing the
information for tariff plans and value added services
also maintain customer friendly environment at all
points of interaction. Hence, investment in network and
technology should go on to improve the geographic
coverage, seamless connectivity and speed, quality of
service such as voice call for enhancing customer loyalty.
Anand Shankar Raja . M [11] his study entitled on "A
study on customer satisfaction towards BSNL with
special reference to the city of Coimbatore" focuses to
know whether customer receive the service in time and
is it fulfilling their needs to desired levels. The study is
highly intensified on primary data only. The required
information was collected through the interview
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schedule from the consumers directly by interviewing
them. A simple statistical tool has been employed for the
purpose of analysis of data. The study concludes that
most of the customers are satisfied by the service
provided by the BSNL. The level of dissatisfaction is
mainly due to poor signal and low network coverage.
The present scenario of the service provider must be
focused with to resolve the problem of customer
retention and satisfy the customers.
3. STATEMENT OF PROBLEM
In the modern world everything becomes close to
everyone because of the improvement in the science &
technology and also in the research & development. The
new innovation changes the life style of common man for
the dynamic environment to meet with social needs in
every sphere of life. The faster mode of communication
that can be provide a solution rapid changes in the
business scenario. Before a telephone was considered to
be an extra ordinary thing and status symbol; but now
most of the people are using basic telephone services
which also mobile phone has become a part of day today
life. In India cellular phones were introduced and
reaches the large section of the society with connected
by cellular network including remote villages also. After
the inception of liberalization policy, many private
operator has played vital role improving the
infrastructure facilities and highly focused on the
customer need and wants. From the customer point of
view has faced many issues relating to coverage, service
quality, new tariff plans and value added services
attached by the mobile service providers. The study aims
in determining the perception level of consumers
towards BSNL covering the Bhavani Town in Erode
District.
4. NEED FOR THE STUDY
perception is the primary goal of every business
organization. In this competitive business scenario every
activities begins and ends with the customer need. Now,
the telecommunication is the most appropriate industry
and involves every business activities. Many private
operators has involved in this industry were prevailed a
stiff competition between the service providers . In spite
of a well-established network and infrastructure
supporting, certain service providers weren't able to
root their footsteps in the market due to lack in
customer service and satisfaction. Thus, it has a marginal
difference between the services rendered, expectation of
the consumer and more possibility to switch from one
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service provider to another based on their satisfaction.
So it very essential for the service provider to
understand the influence of various Demographic
variables that influence the perception and satisfaction
level to win the hearts of the customers. This study could
assist the BSNL with respect to their enhancement of the
quality of the services offered.
The planned size of the sample is 100, and factors to be
considered are time, cost and effectiveness etc. From the
planned sample size to distribute the questionnaire and
collect the information, the validity of the filled
questionnaire finally reach at 91. The remaining
question were incomplete in nature that would be
rejected from the sample size.
5. OBJECTIVE OF THE STUDY
6.5. Data Collection
Both primary and secondary data is used in this study in
order to meet the requirements. Primary Data: A
Structured Questionnaire was prepared and distributed
the BSNL mobile users and the data was collected with
the help of personal interview from individual BSNL
mobile users in Bhavani Town with the help of
questionnaire. Secondary Data: The secondary data are
sourced that already published and available from
various websites and published documents.
1.
2.
3.
4.
To identify the perception level of the customers
on BSNL mobile service provider.
To study the features that encourages customers
to avail services form mobile service providers.
To assess and know the present level of service
offered by BSNL.
To suggest the new areas which require
attention by BSNL for attaining customer
satisfaction.
6. METHODOLOGY
It is a way to systematically solve the research problems
and explains the different steps that are generally
adopted by the researcher in studying the research
problem.
6.1. Research Design
It is the basic framework or provide a plan for a study
that sketch the collection of data and analysis of data. In
this study used for Descriptive type of research design
which includes surveys and fact-finding enquiries of
different kind of opinion from the customers. The
information are collected from the individuals and
analyzed with the help of different statistical tools, to
find the perception level of customer.
6.2. Population
Since the population of Bhavani Town the users of the
BSNL mobile phone were identified and information
collected from official database from the BSNL. As on
March 2014, the registered users of the population 7369
were shown in registered at BSNL official database in
Bhavani Town only.
6.3. Sampling Design
Simple Random Sampling Method is used to collect data.
Data has been collected from the sample chosen from the
directory randomly availed population.
6.4. Sample Size
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6.6. Statistical Tools Used
The data has been analyzed by using the following
methods and tests.
1.
2.
3.
Percentage Analysis
Two – way Table analysis
Chi – Square Test
7. LIMITATIONS OF THE STUDY
1. The area of study is limited to Bhavani Town, in
Erode District; hence the results may not be true
comparison for other geographical areas.
2. Validity & Reliability of the data are obtained
depends on the responses from the customer.
3. Structured questionnaire are based on the data
collection, it may have disadvantages of not being to
probe deep into the respondents thoughts.
4. The time consuming for identify the customer and
conduct personal interview has faced many issues
for data collection.
5. The constraints of the sample respondents their
convenient level of the timed may be cause and
effect to deliver the opinion of the respondents.
8. DATA ANALYSIS AND INTERPRETATION
8.1. Demographic Classification of the respondents
Table 1 shows that, 57.1 per cent of the respondents
belong to age group of 20-40 years, 15.4 per cent of the
respondents are belongs to age of 50 and above. 14.3 per
cent of the respondents are below 20 years and
remaining 13.2 per cent are belongs to age between 40
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and 50 years. 56 per cent of the respondents are male
category, 25.3 percent of the respondents are belongs to
and remaining 44 per cent of the respondents are
School Education, 15.4 per cent of respondents are
female. 58.2 per cent of the respondents are married and
belongs to PG and professional education and remaining
41.8 per cent of the respondents are unmarried. 57.1 per
2.2 percent of the respondents are belongs to Illiterates.
cent of the respondents are belongs to Collegiate
Table -1: Demographic Profile of the Respondents
No. of
Factors
Classification
Percentage
Respondents
Below 20 Years
13
14.3
20-40 Years
52
57.1
Age
40-50 Years
12
13.2
50 and above
14
15.4
Male
51
56
Gender
Female
40
44
Married
53
58.2
Marital Status
Unmarried
38
41.8
Illiterates
2
2.2
School
Education
23
25.3
Educational
Collegiate
52
57.1
Qualification
Occupation
Monthly Income
PG and Professional Education
14
15.4
Government Employee
Private Employee
Business And Professionals
Others
Below 15000
15000 -25000
25000-40000
40000 and above
11
31
12
37
42
23
18
8
12.1
34.1
13.2
40.7
46.2
25.3
19.8
8.8
Source: Primary Data
From the table shows that, 40.7 per cent of the
respondents are belongs to others categories, 34.1 per
cent of the respondents are belongs to Private employee
category, 13.2 per cent of the respondents are belongs to
Business and Professionals, and the remaining 12.1 per
cent of the respondents are belongs to Government
Employee category. 46.2 per cent of the respondents are
having monthly income of below 15000, 25.3 per cent of
the respondents are having monthly income of 1500025000, 19.8 per cent of the respondents are having
monthly income of 25000-40000, and the remaining 8.8
percent of the respondents are having monthly income
of 40000 and above.
8.2. Perception of BSNL Mobile Users
Table 2 shows that, 67.0 per cent of the respondents are
using mobile service for Personal purpose only, 26.4 per
© 2015, IRJET.NET- All Rights Reserved
cent of the respondents are using their mobile service
for personal cum official purposes and remaining 6.6 per
cent of the respondents using their mobile service for
official purpose only. 57.1 per cent of the respondents
are getting awareness from word of mouth
communication, 14.3 per cent of the respondents are
getting awareness from outdoor advertisements, 12.1
per cent of the respondents are getting awareness from
Television, 8.8 per cent of the respondents are getting
awareness from Press media, and the remaining 7.7 per
cent of the respondents are getting awareness Through
Dealers. 53.8 per cent of the respondents are responds
as Yes for additional mobile service and 46.2 per cent of
the respondents are responds as No for additional
mobile service. From the table shows that, in comparison
with BSNL and other Mobile service provider, 19.8 per
cent of the respondents are belong to the Economical
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services, 17.6 per cent of the respondents are belongs to
Network services, 11.0 per cent of the respondents are
belong to the Tariff rate services, 3.3 per cent of the
respondents are belong to the Customer services, and
the 2.2 per cent of the respondents are belong to the
Value added services.
Table -2: Perception of the Respondents about BSNL Services
Type of Opinion
Classification
No. of Respondents
Percentage
Personal Only
61
67
Official Only
6
6.6
Personal cum official
24
26.4
Press Media
8
8.8
Television
11
12.1
Through Dealers
Outdoor Advertisements
Word of Mouth
Communication
Yes
7
13
7.7
14.3
52
57.1
49
53.8
Purpose
Source of Getting
Awareness
Additional Mobile
Service
Comparison with
BSNL and Other
Mobile Service
Provider
No
42
46.2
Network
16
17.6
Economical
18
19.8
Tariff Rate
Customer Services
10
3
11
3.3
Value Added Services
2
2.2
Less than 1 Year
20
22
1 to 3 Years
35
38.5
3 to 5 years
24
26.4
More than 5 Years
12
13.2
Less than 1 hour
33
36.3
1 to 3 hours
36
39.6
Duration of BSNL
Mobile Usage
Duration of
Mobile Usage Per
Day
Reason for
Switching from
Other Mobile
Services
Reason for the
Preference of
BSNL
3 to 5 hours
15
16.5
More than 5 hours
7
7.7
Coverage
17
18.7
Value Added Service
9
9.9
Affordability
10
11
Service At Customer Desk
12
12.1
Others
9
9.9
Affordability
16
17.6
Value Added Service
16
17.6
Utility
28
30.8
Others
31
34.1
Source: Primary Data
Among these 38.5 per cent of the respondents are using
their mobile service for 1 to 3 years, 26.4 per cent of the
respondents are using their mobile service for 3 to 5
years, 22.0 per cent of the respondents are using their
© 2015, IRJET.NET- All Rights Reserved
mobile service for less than 1 year and 13.2 per cent of
the respondents are using their mobile service for more
than 5 years. The Duration of Mobile usage per day of the
respondents. 39.6 per cent of the respondents are using
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for 1 to 3 hours per day, 36.3 per cent of the respondents
are using for less than 1 hour, 16.5 per cent of the
respondents are using for 3 to 5 hours and 7.7 per cent
of the respondents are using for more than 5 hours.
The Reason for Respondents Switching from their
Previous Service Provider.18.7 per cent Switches for
Coverage, 12.1 per cent Switches for Service at customer
desk, 11.0 per cent switches for Affordability,
and
remaining 9.9 per cent respondents switches for Value
added service and other reasons both. Of these, Reasons
for the Preference of Respondents in BSNL services.34.1
per cent prefer other reasons, 30.8 per cent of the
respondents prefer for Utility Services and 17.6 per cent
of respondents for Affordability and Value added
services both.
8.3. Satisfaction level of the BSNL mobile users
Table -3 Overall Level of Satisfaction towards BSNL
Sl. No
Level of Satisfaction
1
2
3
4
5
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Table 3 shows that, Overall level of Satisfaction towards
their BSNL service. 35.2 percent of the respondents are
satisfied with their BSNL services, 23.1 percent of the
respondents are satisfied in Neutral level, 19.8 percent of
the respondents are responds in both cases like Highly
Satisfied and Dissatisfied, and 2.2 percent of the
respondents are Highly Dissatisfied with their BSNL
services.
No. of Respondents
Percentage
18
19.8
32
35.2
21
23.1
18
19.8
2
2.2
91
100.0
Null Hypothesis: Ho: There is no significant association
between the demographic profile of the respondents and
their level of perception.
Alternate Hypothesis: H1: There is a significant
association between the demographic profile of the
respondents and their level of perception.
8.4. Level of Perception – Hypothesis Testing - ChiSquare Analysis
Table 1.4: Perception Level of Respondents - Chi-Square Analysis
Chi-Square
d. f.
Value
Age
4.183
6
Gender
0.827
2
Marital Status
2.969
2
Education
6.739
6
Occupation
3.649
6
Monthly Income
12.411
6
Note: p-value <0.05 - Significant at 5 Per cent
Factor
1.
The calculated chi-square value is 4.183 with 6
degree of freedom. The p value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between age and their level of perception.
© 2015, IRJET.NET- All Rights Reserved
Sig.
Remarks
0.652
0.661
0.661
0.021
0.724
0.049
Not Significant
Not Significant
Not Significant
Significant
Not Significant
Significant
2.
The calculated chi-square value is 0.827 with 2
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between gender and their level of perception.
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3.
4.
5.
6.
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The calculated chi-square value is 2.969 with 2
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between the Marital Status and their level of
perception.
The calculated chi-square value is 6.739 with 6
degree of freedom. The P-value is less than 0.05.
Therefore Ho is Rejected. Hence, it is inferred
that there is a significant difference between
Education Qualification and their level of
perception.
The calculated chi-square value is 3.649 with 6
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between Occupation and their level of
perception.
The calculated chi-square value is 12.411 with 6
degree of freedom. The P-value is less than 0.05.
Therefore Ho is Rejected. Hence, it is inferred
that there is a significant difference between
Monthly Income and their level of perception.
9. SUGGESTIONS AND CONCLUSION
Most of the respondents are satisfied with the
services provided by BSNL mobile services;
steps to be taken to retain the customer as well
as the sources of awareness of mobile service
portability only by the word of mouth by the
customer try to utilize these loyal customers
make the most satisfied.
Most of the customers are not aware of the
additional mobile phone plus facility, the service
provider steps to be taken to create awareness
about these facilities.
It is noticed that the demographic variables
occupational status, monthly income level has
the strongest factor with relate to the overall
satisfaction level. So it is suggested while any
changes has been made in service and tariff
plan which is to be considered for the existing
customer satisfaction.
The service providers could focus the retain
their existing customer and
adding new
customer to their basket.
It is revealed that study that the weakness level
of the respondents about their schemes and
plant is poor, so, the service provider try to give
© 2015, IRJET.NET- All Rights Reserved
more weight age to reach the schemes to
customer.
From the study the influence of Demographic
variable in the level of perception yielded by the
user as well as the Behavioral pattern of the user is
analyzed in this study. It is identified that the service
provided by BSNL is at satisfactory level to the
respondent's. BSNL should focus on the promotional
measures as equal to the private service providers to
enhance their service activity to satisfy their
customers.
REFERENCES
1.
Harvinder Singh, “Mobile Telephony Need to
Knock Multiple Doors”, Marketing Mastermind,
December, 2005, Pg. 49.
2.
Smruti Bulsari, “National Teleocm Policy (NTP)
1994
and
Structural
Change
in
Telecommunication sector of Gujarat”, The
ICFAI Journal of Infrastructure, Vol. V, No.3,
September 2007, Pg. 35.
3.
Kalpana and
Chinnadurai, “Promotional
Strategies of Cellular Services: A Customer
Perspective”, Indian Journal of Marketing
Research, Vol. XI, No.12, December 2006, pp:
325-329.
4.
Fernandez, Fronnie, “Understanding Dynamics
in an Evolving Industry: Case of Mobile VAS in
India”, 2007.
5.
Debnath,
Roma
Mitra,
“Benchmarking
Telecommunication Service in India”, Emerald
Insights, 2008.
6.
Kumar,
Kaliyamoorthy,
“Influence
of
Demographic Variables on Marketing Strategies
in the Competitive Scenario”, Emerald Insights,
2009.
7.
Seth et, al, “Managing the Customer Perceived
Service Quality for Cellular Mobile Telephone:
an Empirical Investigation”, Emerald Insights,
2010.
Page 476
8.
9.
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p-ISSN: 2395-0072
www.irjet.net
Jessy John, “An analysis on the customer loyalty
in telecom sector: Special reference to Bharath
Sanchar Nigam limited, India”, African Journal of
Marketing Management, January 2011, Vol. 3(1)
pp. 1-5.
Sivarthina Mohan. R and Aranganathan. P,
“Conceptual framework of Mobile Marketing :
Spamming the consumer around the world”,
Indian Journal of Marketing, Feb 2011, Vol.41,
No. 4, Pg. 39-45
10. Mallikarjuna .V, Krishna Mohan .G and Pradeep
Kumar .D, “Customer switching in mobile
industry - an analysis of pre-paid mobile
customers in AP circle of India”, International
Journal of Research in Computer Application &
Management, May 2013, Vol.1, No. 3, Pg. 63.
11. Anand Shankar Raja, “A study on customer
satisfaction towards BSNL with special
reference to the city of Coimbatore”, Paripex –
Indian Journal of Research, Vol.3, Issue 9,
September 2009, pp: 22-23.
© 2015, IRJET.NET- All Rights Reserved
BIOGRAPHIES
Dr. G. Palaniappan, presently
working as Assistant Professor,
Department of Management Studies,
VMKV Engineering College, Salem
Tamil Nadu. The area of interesting
in Corporate affairs, Financial
Management and marketing and also,
having more than 6 years of teaching experience.
Dr. A. Sengottaiyan, presently
working as Assistant Professor
and Head, PG & Research
Department
of
Commerce,
Kaamadhenu Arts and Science
College, Sathyamangalam. The
area of Interesting in the filed of
Financial
Management
and
Accounting and Micro Finance and having more than 6
years of Experience in Teaching.
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CUSTOMER PERCEPTION TOWARDS MOBILE SERVICES – A CASE STUDY
OF BSNL IN BHAVANI TOWN
PALANIAPPAN .G1, SENGOTTAIYAN .A2
Assistant Professor, Department of Management Studies, VMKV Engineering College, Salem, Tamil Nadu, India
2 Assistant Professor, PG & Research Department of Commerce, Kaamadhenu Arts and Science College,
Sathyamangalam. Tamil Nadu, India
---------------------------------------------------------------------***-------------------------------------------------------------------1
Abstract - Telecom is one of the fastest-growing
industries in India and as the second largest market in
the world. The BSNL is one pioneer and the largest
segment in the telecom industry. Customer perception is
the primary goal of every business organization. As the
rapid changing business scenario for the entire
transaction activities begins and ends with the customer.
This study aims to focus that to identify the perception
level of the customers on BSNL mobile service provider.
So, it is very essential for the service provider to
understand the influence of various Demographic
variables that influence the perception and satisfaction
level to win the hearts of the customers. For the purpose,
a survey based descriptive research design adopted to
conduct for this study in Bhavani Town. The Simple
Random Sampling Method is used to collect data and to
be collected from 91 sample respondents through a
structured questionnaire. The data has classified and
analyzed using percentage analysis, cross tabulation and
chi-square analysis. The study find that demographic
perception of the respondents were identified their
choosing in the mobile service provider. The
demographic factor does not influence the perception of
the respondents in the BSNL mobile service provider.
The study concludes that the service provided by BSNL is
at the satisfactory level to the respondents. BSNL should
focus on the promotional measures competitive to the
private sector service providers, to enhance their service
activity for the satisfaction of the customers.
Key Words: Customer Perception, Telecommunication,
BSNL, Promotional measures, Service Provider.
1. INTRODUCTION
Telecommunication is the primary and only the source
to connect the world and the essential factor in the
progress of social-cultural, Commercial and Economical
activities. The progress of the telecom sector and create
infrastructure, to play a greater role and meet out the
needs of people. The term `Telecommunication' includes
© 2015, IRJET.NET- All Rights Reserved
a very wide diversity of services such as sound,
television space communications, broadcasting, and
mobile
communications.
There
are
large
telecommunication networks belonging to railways,
defense and Para-military organizations, law and order
services (police etc), public utility organizations like
electricity grids, transport organizations, municipal
services, national and international telecommunications
also provide service to Public sector as well as private
sector. Despite huge development of telecom industry in
India since independence, the services to provide public
and utilize the same as much as below the world
standards. The Government of India has announced as
telecommunication was one of the primary
infrastructure sector of our country. Under the
Government policy of economic liberalization,
privatization and competition in India, private sector has
been allowed to enter the public telecommunication field
with the goal of making the telecommunications, to be
reach all the sector, achieve universal service covering
all villages with world class standards.
2. REVIEW OF LITERATURE
A literature review is a narrative and give the guidelines
with the help of relevant research topic and field. A
critical literature review is a vital evaluation of the
relevant literature. Harvinder Singh [1] in his study,
"Mobile Telephony Need to Knock Multiple Doors"
concluded that, Mobile telephony in India has been
tremendous growth in terms of subscriber base, teledensity, and usage, in the past six years, but it has not
translated into a high Average Revenue per User (ARPU).
The mobile service provider has offer the differentiation
of the services to public and give the value added
services that will increase and give the new avenue to
increase and achieve the growth. These alternative
streams enhance the revenue and the tariff to the public
at very low cost.
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Smruti Bulsari [2] in his study pointed out that
Enhancement of National Telecom Policy and it changes
of telecom sector of Gujarat. There has been a significant
development in the telecommunication sector in the past
decade. The National Development Policy has given the
chance with the liberalization policy initiated and
revised the thrust areas with the changes in technology
and give value added services with mobile services.
These inception has a significant growth and faster
development in the telecommunications sector and
estimate the growth of 9.6 per cent in the state of
Gujarat.
Kalpana and Chinnadurai [3] in their study titled
"Promotional Strategies of Cellular Services: A Customer
Perspective" analyzed that the increasing competition
and changing taste and preferences of the customer's all
over the world are forcing companies to change their
targeting strategies. The study depicts that the customer
attitude and their satisfaction towards the cellular
services in Coimbatore city. It was found that
advertisement play an important role in influencing the
customers as well as their opinion for promotional
strategies of cellular companies are focused only through
sale oriented rather than customer oriented. Fernandez
[4] in their study titled "Understanding Dynamics in an
Evolving Industry: Case of Mobile VAS in India" analyzed
that Mobile Value Added Services (VAS) is a rising star in
the fast growing wireless business. An attempt has been
made at understanding the strategic dynamics of the
evolving environment, focused with the Indian players
for operating, challenges and structure of the customer
attitude. While the value chain of industry is most
complicated yet one can observe the nature of
purchasing powers between mobile network operators
and content aggregators.
Debnath [5], in his study, he explained that the prime
focus of the service providers is to create a loyal
customer base by benchmarking their performances and
retaining existing customers in order to benefit from
their loyalty. With the inception of LPG in 1991, and
with a view to expand and improve telecom
infrastructure has opened a great chance to the
participation of the private sector, and also the
Government of India permitted foreign companies
holding 51 percent equity stake in joint ventures to
manufacture telecom equipment in India. The Indian
Government has announced a changing of the existing
policy, which allows private firms to provide
© 2015, IRJET.NET- All Rights Reserved
communication services and eradicated the monopoly of
the state-owned telecommunication sector. These
changes has been benefited with many companies and
enhancing the industrial growth. Kumar [6], in their
study titled "Customer Satisfaction and Discontentment
vis-a-vis BSNL Landline Service: A Study" analyzed that
at present, services marketing plays a major role in the
national economy. In the service sector, telecom industry
is the most attractive and active participation with the
customer support. Even though the telecom industry is
growing hastily, India's telecom density is less than the
world's average.
This study also identifies the
perception level of customer and analyze the switching
over behaviour of the customer. The switch over of the
other mobile customer has highly affected by the BSNL
and focused more alert to run its business and survive in
the market.
Seth et al [7], in their study titled "Managing the
Customer Perceived Service Quality for Cellular Mobile
Telephone: an Empirical Investigation" analyzed that
there is relative importance of service quality attributes
and showed that responsiveness is the most importance
dimension followed by reliability, customer perceived
network quality, assurance, convenience, empathy and
tangibles. The identifiable resources as much as concern
to focus the need of the customer. The study concludes
that the development of a consistent and suitable
instrument for assessing customer perceived and
expected with the service quality for cellular mobile
services. Jessy John [8] in his study "An analysis on the
customer loyalty in telecom sector: Special reference to
Bharath Sanchar Nigam limited, India" concluded that,
The purpose of this paper was to investigate the factors
that influence customer loyalty of BSNL customers. The
factors that influencing the switching over with mobile
service is regarding image, relationship with friends,
trustworthiness, more value added services and network
coverage. The favorable aspects of the switching over by
the BSNL is influenced the customer loyalty. The BSNL
services has very cost effective and still lose its customer
due to look away from the issue of cost and poor
network quality. The quality of customer services as per
the expectations of the customers has focused with new
technologies, features are being introduced in mobile
services. BSNL need to focused with the upgrade the
technologies and same way to initiative need to
attractive for the market as per the customer
expectation. These initiatives should be taken to improve
as the functional service quality such as reliability,
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assurance, empathy and overall satisfaction of the
customers.
Sivarthina Mohan. and Aranganathan, [9] in their study
"Conceptual framework of Mobile Marketing : Spamming
the consumer around the world" found that, Mobile
phones can also be an extremely cost effective
communication channel as well as an efficient way of
delivering a marketing message. The mobile service
provider has also concentrate the promotion strategies
as an integral part of any brand's marketing campaign
due to competitive scenario. It has become an important
tool for engagement of new brands and aims to fulfill the
gap of expectation and actually perceived. The
popularity of the Mobile Internet, has attractive from the
youth as well as business needs to achieve a significant
attachment in the mobile service provider. The study has
pointed out the success of mobile advertising will
directly depend upon the market penetration and the
success of Mobile Internet users. Mallikarjuna et. al., [10]
in their study "Customer switching in mobile industry an analysis of pre-paid mobile customers in AP circle of
India" found that, Switching is quite high in the pre-paid
customer segment due to low switching costs and
competitive tariff plans. With entry barriers easing and
mobile number portability around the corner, there is a
high probability for switching especially in the prepaid
segment. The issues has been focused by the mobile
service operator as tariff plans, value added service and
network coverage and try to focus attractive
opportunities that has been offered by the user and
retained workout the strategies to manage the
challenges. Also, provide the better customer services
that has been offered with customer interaction at
various stages, and ensure customer loyalty an intimacy.
Many opportunities has been initiated by providing the
information for tariff plans and value added services
also maintain customer friendly environment at all
points of interaction. Hence, investment in network and
technology should go on to improve the geographic
coverage, seamless connectivity and speed, quality of
service such as voice call for enhancing customer loyalty.
Anand Shankar Raja . M [11] his study entitled on "A
study on customer satisfaction towards BSNL with
special reference to the city of Coimbatore" focuses to
know whether customer receive the service in time and
is it fulfilling their needs to desired levels. The study is
highly intensified on primary data only. The required
information was collected through the interview
© 2015, IRJET.NET- All Rights Reserved
schedule from the consumers directly by interviewing
them. A simple statistical tool has been employed for the
purpose of analysis of data. The study concludes that
most of the customers are satisfied by the service
provided by the BSNL. The level of dissatisfaction is
mainly due to poor signal and low network coverage.
The present scenario of the service provider must be
focused with to resolve the problem of customer
retention and satisfy the customers.
3. STATEMENT OF PROBLEM
In the modern world everything becomes close to
everyone because of the improvement in the science &
technology and also in the research & development. The
new innovation changes the life style of common man for
the dynamic environment to meet with social needs in
every sphere of life. The faster mode of communication
that can be provide a solution rapid changes in the
business scenario. Before a telephone was considered to
be an extra ordinary thing and status symbol; but now
most of the people are using basic telephone services
which also mobile phone has become a part of day today
life. In India cellular phones were introduced and
reaches the large section of the society with connected
by cellular network including remote villages also. After
the inception of liberalization policy, many private
operator has played vital role improving the
infrastructure facilities and highly focused on the
customer need and wants. From the customer point of
view has faced many issues relating to coverage, service
quality, new tariff plans and value added services
attached by the mobile service providers. The study aims
in determining the perception level of consumers
towards BSNL covering the Bhavani Town in Erode
District.
4. NEED FOR THE STUDY
perception is the primary goal of every business
organization. In this competitive business scenario every
activities begins and ends with the customer need. Now,
the telecommunication is the most appropriate industry
and involves every business activities. Many private
operators has involved in this industry were prevailed a
stiff competition between the service providers . In spite
of a well-established network and infrastructure
supporting, certain service providers weren't able to
root their footsteps in the market due to lack in
customer service and satisfaction. Thus, it has a marginal
difference between the services rendered, expectation of
the consumer and more possibility to switch from one
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service provider to another based on their satisfaction.
So it very essential for the service provider to
understand the influence of various Demographic
variables that influence the perception and satisfaction
level to win the hearts of the customers. This study could
assist the BSNL with respect to their enhancement of the
quality of the services offered.
The planned size of the sample is 100, and factors to be
considered are time, cost and effectiveness etc. From the
planned sample size to distribute the questionnaire and
collect the information, the validity of the filled
questionnaire finally reach at 91. The remaining
question were incomplete in nature that would be
rejected from the sample size.
5. OBJECTIVE OF THE STUDY
6.5. Data Collection
Both primary and secondary data is used in this study in
order to meet the requirements. Primary Data: A
Structured Questionnaire was prepared and distributed
the BSNL mobile users and the data was collected with
the help of personal interview from individual BSNL
mobile users in Bhavani Town with the help of
questionnaire. Secondary Data: The secondary data are
sourced that already published and available from
various websites and published documents.
1.
2.
3.
4.
To identify the perception level of the customers
on BSNL mobile service provider.
To study the features that encourages customers
to avail services form mobile service providers.
To assess and know the present level of service
offered by BSNL.
To suggest the new areas which require
attention by BSNL for attaining customer
satisfaction.
6. METHODOLOGY
It is a way to systematically solve the research problems
and explains the different steps that are generally
adopted by the researcher in studying the research
problem.
6.1. Research Design
It is the basic framework or provide a plan for a study
that sketch the collection of data and analysis of data. In
this study used for Descriptive type of research design
which includes surveys and fact-finding enquiries of
different kind of opinion from the customers. The
information are collected from the individuals and
analyzed with the help of different statistical tools, to
find the perception level of customer.
6.2. Population
Since the population of Bhavani Town the users of the
BSNL mobile phone were identified and information
collected from official database from the BSNL. As on
March 2014, the registered users of the population 7369
were shown in registered at BSNL official database in
Bhavani Town only.
6.3. Sampling Design
Simple Random Sampling Method is used to collect data.
Data has been collected from the sample chosen from the
directory randomly availed population.
6.4. Sample Size
© 2015, IRJET.NET- All Rights Reserved
6.6. Statistical Tools Used
The data has been analyzed by using the following
methods and tests.
1.
2.
3.
Percentage Analysis
Two – way Table analysis
Chi – Square Test
7. LIMITATIONS OF THE STUDY
1. The area of study is limited to Bhavani Town, in
Erode District; hence the results may not be true
comparison for other geographical areas.
2. Validity & Reliability of the data are obtained
depends on the responses from the customer.
3. Structured questionnaire are based on the data
collection, it may have disadvantages of not being to
probe deep into the respondents thoughts.
4. The time consuming for identify the customer and
conduct personal interview has faced many issues
for data collection.
5. The constraints of the sample respondents their
convenient level of the timed may be cause and
effect to deliver the opinion of the respondents.
8. DATA ANALYSIS AND INTERPRETATION
8.1. Demographic Classification of the respondents
Table 1 shows that, 57.1 per cent of the respondents
belong to age group of 20-40 years, 15.4 per cent of the
respondents are belongs to age of 50 and above. 14.3 per
cent of the respondents are below 20 years and
remaining 13.2 per cent are belongs to age between 40
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and 50 years. 56 per cent of the respondents are male
category, 25.3 percent of the respondents are belongs to
and remaining 44 per cent of the respondents are
School Education, 15.4 per cent of respondents are
female. 58.2 per cent of the respondents are married and
belongs to PG and professional education and remaining
41.8 per cent of the respondents are unmarried. 57.1 per
2.2 percent of the respondents are belongs to Illiterates.
cent of the respondents are belongs to Collegiate
Table -1: Demographic Profile of the Respondents
No. of
Factors
Classification
Percentage
Respondents
Below 20 Years
13
14.3
20-40 Years
52
57.1
Age
40-50 Years
12
13.2
50 and above
14
15.4
Male
51
56
Gender
Female
40
44
Married
53
58.2
Marital Status
Unmarried
38
41.8
Illiterates
2
2.2
School
Education
23
25.3
Educational
Collegiate
52
57.1
Qualification
Occupation
Monthly Income
PG and Professional Education
14
15.4
Government Employee
Private Employee
Business And Professionals
Others
Below 15000
15000 -25000
25000-40000
40000 and above
11
31
12
37
42
23
18
8
12.1
34.1
13.2
40.7
46.2
25.3
19.8
8.8
Source: Primary Data
From the table shows that, 40.7 per cent of the
respondents are belongs to others categories, 34.1 per
cent of the respondents are belongs to Private employee
category, 13.2 per cent of the respondents are belongs to
Business and Professionals, and the remaining 12.1 per
cent of the respondents are belongs to Government
Employee category. 46.2 per cent of the respondents are
having monthly income of below 15000, 25.3 per cent of
the respondents are having monthly income of 1500025000, 19.8 per cent of the respondents are having
monthly income of 25000-40000, and the remaining 8.8
percent of the respondents are having monthly income
of 40000 and above.
8.2. Perception of BSNL Mobile Users
Table 2 shows that, 67.0 per cent of the respondents are
using mobile service for Personal purpose only, 26.4 per
© 2015, IRJET.NET- All Rights Reserved
cent of the respondents are using their mobile service
for personal cum official purposes and remaining 6.6 per
cent of the respondents using their mobile service for
official purpose only. 57.1 per cent of the respondents
are getting awareness from word of mouth
communication, 14.3 per cent of the respondents are
getting awareness from outdoor advertisements, 12.1
per cent of the respondents are getting awareness from
Television, 8.8 per cent of the respondents are getting
awareness from Press media, and the remaining 7.7 per
cent of the respondents are getting awareness Through
Dealers. 53.8 per cent of the respondents are responds
as Yes for additional mobile service and 46.2 per cent of
the respondents are responds as No for additional
mobile service. From the table shows that, in comparison
with BSNL and other Mobile service provider, 19.8 per
cent of the respondents are belong to the Economical
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services, 17.6 per cent of the respondents are belongs to
Network services, 11.0 per cent of the respondents are
belong to the Tariff rate services, 3.3 per cent of the
respondents are belong to the Customer services, and
the 2.2 per cent of the respondents are belong to the
Value added services.
Table -2: Perception of the Respondents about BSNL Services
Type of Opinion
Classification
No. of Respondents
Percentage
Personal Only
61
67
Official Only
6
6.6
Personal cum official
24
26.4
Press Media
8
8.8
Television
11
12.1
Through Dealers
Outdoor Advertisements
Word of Mouth
Communication
Yes
7
13
7.7
14.3
52
57.1
49
53.8
Purpose
Source of Getting
Awareness
Additional Mobile
Service
Comparison with
BSNL and Other
Mobile Service
Provider
No
42
46.2
Network
16
17.6
Economical
18
19.8
Tariff Rate
Customer Services
10
3
11
3.3
Value Added Services
2
2.2
Less than 1 Year
20
22
1 to 3 Years
35
38.5
3 to 5 years
24
26.4
More than 5 Years
12
13.2
Less than 1 hour
33
36.3
1 to 3 hours
36
39.6
Duration of BSNL
Mobile Usage
Duration of
Mobile Usage Per
Day
Reason for
Switching from
Other Mobile
Services
Reason for the
Preference of
BSNL
3 to 5 hours
15
16.5
More than 5 hours
7
7.7
Coverage
17
18.7
Value Added Service
9
9.9
Affordability
10
11
Service At Customer Desk
12
12.1
Others
9
9.9
Affordability
16
17.6
Value Added Service
16
17.6
Utility
28
30.8
Others
31
34.1
Source: Primary Data
Among these 38.5 per cent of the respondents are using
their mobile service for 1 to 3 years, 26.4 per cent of the
respondents are using their mobile service for 3 to 5
years, 22.0 per cent of the respondents are using their
© 2015, IRJET.NET- All Rights Reserved
mobile service for less than 1 year and 13.2 per cent of
the respondents are using their mobile service for more
than 5 years. The Duration of Mobile usage per day of the
respondents. 39.6 per cent of the respondents are using
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for 1 to 3 hours per day, 36.3 per cent of the respondents
are using for less than 1 hour, 16.5 per cent of the
respondents are using for 3 to 5 hours and 7.7 per cent
of the respondents are using for more than 5 hours.
The Reason for Respondents Switching from their
Previous Service Provider.18.7 per cent Switches for
Coverage, 12.1 per cent Switches for Service at customer
desk, 11.0 per cent switches for Affordability,
and
remaining 9.9 per cent respondents switches for Value
added service and other reasons both. Of these, Reasons
for the Preference of Respondents in BSNL services.34.1
per cent prefer other reasons, 30.8 per cent of the
respondents prefer for Utility Services and 17.6 per cent
of respondents for Affordability and Value added
services both.
8.3. Satisfaction level of the BSNL mobile users
Table -3 Overall Level of Satisfaction towards BSNL
Sl. No
Level of Satisfaction
1
2
3
4
5
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Table 3 shows that, Overall level of Satisfaction towards
their BSNL service. 35.2 percent of the respondents are
satisfied with their BSNL services, 23.1 percent of the
respondents are satisfied in Neutral level, 19.8 percent of
the respondents are responds in both cases like Highly
Satisfied and Dissatisfied, and 2.2 percent of the
respondents are Highly Dissatisfied with their BSNL
services.
No. of Respondents
Percentage
18
19.8
32
35.2
21
23.1
18
19.8
2
2.2
91
100.0
Null Hypothesis: Ho: There is no significant association
between the demographic profile of the respondents and
their level of perception.
Alternate Hypothesis: H1: There is a significant
association between the demographic profile of the
respondents and their level of perception.
8.4. Level of Perception – Hypothesis Testing - ChiSquare Analysis
Table 1.4: Perception Level of Respondents - Chi-Square Analysis
Chi-Square
d. f.
Value
Age
4.183
6
Gender
0.827
2
Marital Status
2.969
2
Education
6.739
6
Occupation
3.649
6
Monthly Income
12.411
6
Note: p-value <0.05 - Significant at 5 Per cent
Factor
1.
The calculated chi-square value is 4.183 with 6
degree of freedom. The p value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between age and their level of perception.
© 2015, IRJET.NET- All Rights Reserved
Sig.
Remarks
0.652
0.661
0.661
0.021
0.724
0.049
Not Significant
Not Significant
Not Significant
Significant
Not Significant
Significant
2.
The calculated chi-square value is 0.827 with 2
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between gender and their level of perception.
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3.
4.
5.
6.
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The calculated chi-square value is 2.969 with 2
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between the Marital Status and their level of
perception.
The calculated chi-square value is 6.739 with 6
degree of freedom. The P-value is less than 0.05.
Therefore Ho is Rejected. Hence, it is inferred
that there is a significant difference between
Education Qualification and their level of
perception.
The calculated chi-square value is 3.649 with 6
degree of freedom. The P-value is greater than
0.05. Therefore Ho is accepted. Hence, it is
inferred that there is no significant difference
between Occupation and their level of
perception.
The calculated chi-square value is 12.411 with 6
degree of freedom. The P-value is less than 0.05.
Therefore Ho is Rejected. Hence, it is inferred
that there is a significant difference between
Monthly Income and their level of perception.
9. SUGGESTIONS AND CONCLUSION
Most of the respondents are satisfied with the
services provided by BSNL mobile services;
steps to be taken to retain the customer as well
as the sources of awareness of mobile service
portability only by the word of mouth by the
customer try to utilize these loyal customers
make the most satisfied.
Most of the customers are not aware of the
additional mobile phone plus facility, the service
provider steps to be taken to create awareness
about these facilities.
It is noticed that the demographic variables
occupational status, monthly income level has
the strongest factor with relate to the overall
satisfaction level. So it is suggested while any
changes has been made in service and tariff
plan which is to be considered for the existing
customer satisfaction.
The service providers could focus the retain
their existing customer and
adding new
customer to their basket.
It is revealed that study that the weakness level
of the respondents about their schemes and
plant is poor, so, the service provider try to give
© 2015, IRJET.NET- All Rights Reserved
more weight age to reach the schemes to
customer.
From the study the influence of Demographic
variable in the level of perception yielded by the
user as well as the Behavioral pattern of the user is
analyzed in this study. It is identified that the service
provided by BSNL is at satisfactory level to the
respondent's. BSNL should focus on the promotional
measures as equal to the private service providers to
enhance their service activity to satisfy their
customers.
REFERENCES
1.
Harvinder Singh, “Mobile Telephony Need to
Knock Multiple Doors”, Marketing Mastermind,
December, 2005, Pg. 49.
2.
Smruti Bulsari, “National Teleocm Policy (NTP)
1994
and
Structural
Change
in
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ICFAI Journal of Infrastructure, Vol. V, No.3,
September 2007, Pg. 35.
3.
Kalpana and
Chinnadurai, “Promotional
Strategies of Cellular Services: A Customer
Perspective”, Indian Journal of Marketing
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4.
Fernandez, Fronnie, “Understanding Dynamics
in an Evolving Industry: Case of Mobile VAS in
India”, 2007.
5.
Debnath,
Roma
Mitra,
“Benchmarking
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Insights, 2008.
6.
Kumar,
Kaliyamoorthy,
“Influence
of
Demographic Variables on Marketing Strategies
in the Competitive Scenario”, Emerald Insights,
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Seth et, al, “Managing the Customer Perceived
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an Empirical Investigation”, Emerald Insights,
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9.
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e-ISSN: 2395-0056
Volume: 02 Issue: 04 | July-2015
p-ISSN: 2395-0072
www.irjet.net
Jessy John, “An analysis on the customer loyalty
in telecom sector: Special reference to Bharath
Sanchar Nigam limited, India”, African Journal of
Marketing Management, January 2011, Vol. 3(1)
pp. 1-5.
Sivarthina Mohan. R and Aranganathan. P,
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Indian Journal of Marketing, Feb 2011, Vol.41,
No. 4, Pg. 39-45
10. Mallikarjuna .V, Krishna Mohan .G and Pradeep
Kumar .D, “Customer switching in mobile
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Indian Journal of Research, Vol.3, Issue 9,
September 2009, pp: 22-23.
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BIOGRAPHIES
Dr. G. Palaniappan, presently
working as Assistant Professor,
Department of Management Studies,
VMKV Engineering College, Salem
Tamil Nadu. The area of interesting
in Corporate affairs, Financial
Management and marketing and also,
having more than 6 years of teaching experience.
Dr. A. Sengottaiyan, presently
working as Assistant Professor
and Head, PG & Research
Department
of
Commerce,
Kaamadhenu Arts and Science
College, Sathyamangalam. The
area of Interesting in the filed of
Financial
Management
and
Accounting and Micro Finance and having more than 6
years of Experience in Teaching.
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