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ABSTRACT
Customer perception is defined as the way that customer
usually view or feed abou certain services and products.It
is also be related to customer satisfaction which is the
expectation of the customer towards the product/service. Telecommunication services providers are of paramount
importance to both developed and emerging economic in
India/world.With stiff competition between the providers,
customer satisfaction is a necessity for survival in the
market.Many telcommunication service providers are
offering various products and services in the market.
Customer perception is a personal feeling of either
pleasure or dissapointment resulting from the evaluation
of service provided by an organization to an individual
inrelation to expectations.
Customer perception is highly essential and evitable for
the smooth functioning of an organization having public
dealing and responsibilities. It depends on several factors
like tangibility, reliability, assurance, superior service
quality, empathy etc. This paper studied the various
aspects of customer behavior especially satisfaction,
causes, reason, its impacts in telecom sector with
suggestions. Customer satisfaction is the main goal of
every organization. Satisfaction level is a function of
difference between perceived performance and
expectations. If the products’ performance exceed
expectation the customer highly satisfied or delighted. If
the performance matches the expectation the customer is
satisfied and if the product performance fall shorts of
expectation the customer is dissatisfied.
In the present scenario, the telecommunication is life
blood for every business activities. It depends on several
factors like tangibility, reliability, assurenc, superior
service quality etc.
INTRODUCTION
Quality is generally regarded as being a key factor in the
creation of worth and is influencing customer
perception.Hence telecommunications industry in India
has to be strategically positioned to provide quality
services to satisfy customers.
Within a single GSM provider,Service Quality(SQ)=
Customer’s Perception(P)-Customer’s Expectations(E).
Management of service quality largely focus on manging
the gap between expectations(E) and Perception of
customers(P).the goal of of the fiem is to minimise the gap
between P&E.
Alaxander Graham Bell invented telephone in 1876.In
1915 AT&T in USA developed Trans continental
telephone line.
In 1850,the first experimental electric telegraph line was
started between Calcutta and Diamond Harbour.In August
15,1995,Chief Minister of West benegal Sri Jyothi basu
ushered in the cell phone revolution in India by making
the first call to Union telecom minister Sri Sukhram.
India’s telecommunication network is the second largest in
the world based on the total telephone users.t has one of
the lowest call rate in the world due to hyper competition
among the operators.
Telecommunication has supported the socioeconomic
development of India and has played a significant role to
narrow down the rural-urban divide to some extent.It also
has helped to increase the tranperancy of governance with
the introduction odf ‘e-governance’ in India.The
Government has pragmatically used modern
telecommunication facilities to deliver mass education
programmes for the rural folk of India.
Telephones are the most popular communication media for
all kinds of community. In India, after initiation of the
liberalization process by the government in 1991, there
was a rapid change in service environment. Before
privatization, liberalization and globalization
telecommunication was a monopoly under department of
telecommunications in Government of India.
But today there are so many companies came in the
industry .As a result the competition for retaining the
customer between the companies increased. In India the
major players of mobile telephones industry section are
of BSNL, Bharathi airtel, Reliance communications ,Tata
teleservices and Idea Cellular etc etc. The other major
problem faced is the competition among the mobile
companies. So the companies of mobile sector facing a strong challenge to retain the customer and giving a
satisfactory service.
Implication for telecommunications regulation should
require that communication service providers ensure that
switching is fast ,cheap, predictable and reliable and that
consumers are able to switch with minimum difficulty and
delay.
There is a relationship between service quality attributes
and customer satisfaction, follows a linear path. It suggests
the existence of a threshold level after the strength of the
relationship between the two constructs, for some service
attributes, adjusts. Depending on the type of adjustment,
service attributes can be classified satisfier or dissatisfier,
each require a distinct managerial action.
Today’s economy is becoming extremely service
oriented,changing the paradigm of marketing research
towards services.Corporate image,perceived value and
service quality have got paramount significance among the
reserachers interested in customer retention strategies.this
study aimed to customer loyalty towards BSNL in mobile
services.
OBJECTIVES OF THE STUDY
1 To make an analysis of subscriber satisfaction of
BSNL mobile customers using questionnaire
survey.
2 To identify the variables influence the subscriber
perception.
3 To analyze the correlation between the variables.
COLLECTION OF DATA
There are two types of a data viz, primary data and
secondary data. The primary data are the original sources
from which the investigator directly collects data for the
first time .In this project the primary data collected
through questionnaire method from BSNL mobile
subscribers.
Secondary data are not collected by the investigator
originally but gathered either from published or
unpublished sources. This data can be obtained from
various journals, govt. publication and from various
records kept by industrialist, business firms, reference
books and various operators sites etc