27-05-2014, 11:26 AM
A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY.
A STUDY ON CUSTOMER SATISFACTION.pdf (Size: 537.46 KB / Downloads: 27)
Importance of study
In this competitive arena communication plays a vital role so the telecom industries are
the major source for communication. BSNL, being a public sector obviously have to
compete with various players like Airtel , Hutch , Reliance , Tata indicom etc. with their
stringent rules and regulations guided by TRAI. Hence in order to understand about the
customer’s requirement their likes and dislikes preference is sine-quo-non for BSNL.
COMPANY PROFILE
On October 1, 2000 the department of telecom operations, Government of India became a
corporation and was christened Bharat Sanschar Nigam Limited (BSNL) . Today BSNL
is the number 1 Telecommunications company and largest public sector undertaking of
India with authorized share capital of $ 3977 million and net worth of 14.32 billion. It has
a network of over 45 million lines covering 5000 towns with over 35 million telephone
connections.
With latest digital switching technology like OCB, EWSP ,AXE -10, FETEX , NEC
Etc. and widespread transmission network including SDH system up to 2.5 gbps,
DWDM system up to 80 gbps web telephony , DIAS , VPN, Broadband & more
than 400,000 data customers BSNL continues to serve this great nation .
Its responsibilities include improvement of the already impeccable quality of telecom
services in all villages and instilling confidence among its customers.
MARKETING MANAGEMENT
DEFINITION:
Marketing management is the practical application of marketing techniques.
It is the analysis, planning, implementation, and control of programs designed to create,
build, and maintain mutually beneficial exchanges with target markets. The marketing
manager has the task of influencing the level, timing, and composition of demand in way
that will achieve organizational objectives.
Brand awareness:
Brand awareness is an often undervalued asset; however, awareness has been shown to
affect perceptions and even taste. People like the familiar and are prepared to ascribe all
sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has
dramatically transferred awareness into perceptions of technological superiority and
market acceptance.
Perceived quality:
Brand association can be anything that connects the customer to the brand. It can
include user imagery, product attributes, use situations, Organizational associations,
brand personality and symbols. Much of brand management involves determining what
associations to develop and then creating programs that will link the associations to the
brand.
Brand associations:
Brand association can be anything that connects the customer to the brand. It can
include user imagery, product attributes, use situations, Organizational associations,
brand personality and symbols. Much of brand management involves determining what
associations to develop and then creating programs that will link the associations to the
brand.
Brand loyalty:
Brand loyalty is at the heart of any brand’s value. The concept is to strengthen the size
and intensity of each loyalty segment. A brand with a small but intensely loyal customer
base can have significant equity.
Brand Preference :
The stage of brand loyalty at which a brand will select a particular brand but will
choose a competitor’s brand if the preferred brand is unavailable. See Brand insistence;
Brand recognition.
Conclusion:
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.