1.1 Statement of Problem
A study has been conducted in order to understand the Customers opinion and Satisfaction level of Mobile Services of BSNL in East Godavari District, researchtitled“A STUDY ON CUSTOMER SATISFACTION FOR BSNL MOBILE SERVICES IN RAJAHMUNDRY REGION”has been conducted.
1.2 Importance of the Study
In today's competitive business world and challenging economy, retaining your customer base is critical to your success. If you don't give your customers some good reasons to stay, your competitors will give them a reason to leave. Customer retention and satisfaction drive profits. It's far less expensive to cultivate your existing customer base and sell more services to them than it is to seek new, single-transaction customers. Most surveys across industries show that keeping one existing customer is five to seven times more profitable than attracting one new one. The liberalization of Indian telecom sector changed the landscape of telecommunications. In the globalized scenario the when the competition is intensifying, communication becomes a basic infrastructural requirement which influences the economic development. With the private players like Airtel, Aircel, Reliance, Tata Indicom etc.,gaining market share and stringent rules and regulations of TRAI, the tag of public service sector poses a challenge for BSNL to retain its market share and customers. Hence in order to understand about the customers’ requirements their likes and dislikes preference is sine-quo-non for BSNL. This study will help the company know how satisfied the customers are with their products. By this it can bring out various measures in improving its products and services which leads to high level of satisfaction in their customers. Today's telecommunication industry finds itself in a curious position where, customers are switching their providers where as service providers are trying to reward them for their loyalty. Successful customer retention has a profound impact on profits. The change in life styles and aspirations of the people and the ever increasing middle class who are willing to spend more on luxuries is providing a promising ground for the growth of the telecommunication sector. To cope up with the ever increasing competition, Organizations are increasingly interested in retaining existing customers while targeting non-customers. Increasing competition (whether for-profit or non profit) is forcing businesses to pay much more attention towards customer satisfaction. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the market place. Customer satisfaction is essential to the survival of the businesses. How do we find out whether our customers are satisfied? The best way to find out whether the customers are satisfied is to ask them for feedback. Satisfaction is what service providers can ensure the customer when then match the customer expectations of service, while brand image and commitment is developed over a period of time.
While conducting a customer satisfaction survey, what you ask the customers is important. How, when, and how often you ask these questions are also important. However, the most important thing about conducting a customer satisfaction survey is what you do with their answers.
* To study the customer satisfaction of the various products provided by BSNL, Rajahmundry. * To analyze the Customer opinion and satisfactionwith specific reference to BSNL. * To understand the changing customer expectations and to analyze the impact of these changing expectations on customer satisfaction. * To assist the management in designing the services that matches the changing expectations of the customers. * To understand the various factors that lead to customer satisfaction * To determine the status of brand awareness and...
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