Department of Commerce, St. Joseph's College (Autonomous) Irinjalakuda, Thrissur 680121, Kerala, India.
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VISTAS Vol. 7, No. 1, 2018, pp. 99-108 ISSN: 2319-5770, e-ISSN 2394-1138
A STUDY ON CUSTOMERS’ SATISFACTION TOWARDS
BSNL LANDLINE SERVICES IN IRINJALAKUDA
MUNICIPALITY
Silpa M.A., Elizabeth Paul Chakkachamparambil*
*Department of Commerce, St. Joseph’s College (Autonomous) Irinjalakuda,
Thrissur 680121, Kerala, India.
ABSTRACT
Number of private telecom service providers is increasing day by day. Therefore, BSNL
should focus on strategies to come out with promotional measures so as to equally compete with
the private service providers and to enhance their service activity to satisfy their customers.
Private service providers give variety of facilities to its customers than BSNL provide to its landline
customers. Apart from this most of the customers are of the opinion that the monthly rent charged
by the BSNL from its landline customers is too high. So, it is better to BSNL to reduce its monthly
rent in such a situation in order to prevent customers from switching to other service providers.
INTRODUCTION
Customer Satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer
satisfaction is important because it provides an aid to business men to manage and
improve their businesses. It is seen as a key performance indicator within a business.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.
Bharat Sanchar Nigam Ltd. is an Indian state-owned telecommunications
company headquartered in New Delhi. It was incorporated on 15 th September 2000.It
is the largest provider of fixed telephony and a broadband service with more than 60%
market share, and is the fifth largest mobile telephony provider in India. However, in
recent years, the company’s revenues and market share have plummeted resulting in
heavy losses as a result of intense competition in the Indian telecommunications sector.
BSNL is India’s oldest communication service provider and had a customer base of
93.29 million as of June 2015. BSNL is the only service provider, making focused efforts
& planned initiatives to bridge the rural-urban digital divide in ICT sector. In fact
there is no telecom operator in the country to beat its reach with its wide network
giving services in every nook and corner of the country & operates across India except
New Delhi & Mumbai.
STATEMENT OF THE PROBLEM
The customer satisfaction is the main goal of every business organization. In
this competitive business scenario each and every activity starts and ends with the
customer. In the present scenario, the telecommunication is lifeblood for every business
activities. Even in this industry there prevails 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. Due to this their promotional initiatives haven’t
yielded fruitful results. Since there is a marginal difference between the services100 ● ISSN: 2319-5770 e-ISSN 2394-1138
rendered, there is more possibility for the subscriber to switch from one service
provider to another based on their satisfaction. So it is ve ry essential for the service
provider to study the customers’ satisfaction level to win the hearts of the customers.
In this study an attempt is made to study the satisfaction of customers towards
landline services provided by BSNL in Irinjalakuda municipality.
OBJECTIVES OF THE STUDY
1. To study the customers’ satisfaction towards landline services provided by
BSNL in Irinjalakuda municipality.
2. To analyze the factors influencing the customers’ satisfaction with regard to
BSNL landline services and to identify the most influencing factor.
3. To study the customers’ awareness regarding various services provided by
BSNL to landline customers.
RESEARCH METHODOLOGY
This is a descriptive type of study undertaken to evaluate the satisfaction of
customers towards landline services provided by BSNL in Irinjalakuda municipality.
Sources of Data: Mainly primary data has been used for the purpose of this study. A
well formulated questionnaire has been used for collecting the primary data. Secondary
data has also been used for the study which is collected from various books, journals
and from the internet.
Sample Size and Type of Sampling: The study was conducted among 50 respondents in
Irinjalakuda town. Convenience sampling method has been used for selecting the 50
samples. Tools for Data Analysis: Percentage analysis is one of the tools used for
analyzing the data. Ranking scale is used to find out customers’ preferences towards
various aspects.
Tools for Presentation: Tables, various charts and diagrams like bar graphs has been
used to support the study.
Limitations of the study
1. The area of study is limited to Irinjalakuda municipality only; hence the results
may not be true for other geographical areas.
2. There is the possibility of ambiguous replies for certain questions in the
questionnaire.
3. The data has been collected from the respondents on the basis of their
experience in respect of BSNL landline for the last one year.
Data analysis and interpretation
Table 3.1
Customers’ Usage of BSNL LandlineVISTAS Vol. 6, No. 1 ● 101
Sl. No. Year of Usage Number of Percentage
Respondents
1 0-2 years 0 Nil
2 2-4 years 4 8%
3 4-6 years 8 16%
4 6 and above 38 76%
Total 50 100%
(Source: Primary data)
The above table shows that most of the customers included in the sample are using
BSNL landline for a period of 6 and above years. No new customers are included in the
sample as percentage of customers who are using BSNL landline for 0-2 years is nil.
Table 3.2
Customers’ response regarding the type of telephone connection
Sl. No. Type of telephone connection Number of Percentage
Respondents
1 Pre-paid 9 18%
2 Post paid 41 82%
Total 50 100%
(Source: Primary data)
From the above table it is clear that majority of customers have post paid type of
telephone connection.
Table 3.3
Customers’ response in respect of caller ID facility
Sl. No. Caller ID facility Number of Percentage
Respondents
1 Having caller ID 21 42%
2 Not having caller ID 29 58%
Total 50 100%
(Source: Primary data)
It is clear from the above table that most of the customers do not have caller ID facility
with their telephone.
Table 3.4
Mode of Payment of telephone bill by the customers102 ● ISSN: 2319-5770 e-ISSN 2394-1138
Sl. No. Mode of Payment Number of Percentage
Respondents
1 Counter payment in BSNL Office 24 48%
2 In Post Office 16 32%
3 Through Bank Account 1 2%
4 Online 9 18%
Total 50 100%
(Source: Primary data)
The above table makes clear that most of the customers are making the payment of
their telephone bill through the BSNL office directly.
Table 3.5
Technical problem faced by the customers in their landline connection
Sl. No. Technical Problem Number of Percentage
Respondents
1 Line fault 10 38%
2 Cross talk 19 20%
3 Lack of clarity 10 46%
4 No dialer tone 23 18%
5 Faulty instrument 9 14%
6 No technical problem 7 20%
(Source: Primary data)
We can understand from the above table that the major technical problem faced by the
customers is the lack of clear voice while making calls.
Table 3.6
Customers’ response regarding voice clarity of calls
Sl. No. Lack of Clarity Number of Percentage
Respondents
1 Often 6 12%
2 Sometimes 20 40%
3 Occasionally 10 20%
4 Never 14 28%
Total 50 100%
(Source: Primary data)VISTAS Vol. 6, No. 1 ● 103
The above table shows that majority of customers faces the difficulty of voice clarity
sometimes.
Table 3.7
Customers’ response regarding difficulties in the payment of the bill
Sl. No. Difficulties Number of Percentage
Respondents
1 Crowd in the counter 11 22%
2 Inconvenient working hours 1 2%
3 Short grace period 8 16%
4 No difficulty 30 60%
Total 50 100%
(Source: Primary data)
It is clear from the given table that majority of the customers does not face any kind of
difficulty in the payment of their telephone bill.
Table 3.8
Customers’ response regarding Mode of Communication with the BSNL office
in the event of complaint
Sl. No. Mode of Number of Percentage
Communication Respondents
1 Directly in the office 9 18%
2 By phone 41 82%
Total 50 100%
(Source: Primary data)
The above table shows that the major part of the respondents communicates to the
BSNL office by phone in the event of complaints.
Table 3.9
Customers’ response regarding grievance redressal mechanism by BSNL
Sl. No. Frequency of grievance Number of Percentage
redressal Respondents
1 Immediately 9 18%
2 In reasonable time 28 56%
3 Very slowly 5 10%
4 No complaint 8 16%104 ● ISSN: 2319-5770 e-ISSN 2394-1138
Total 50 100%
(Source: Primary data)
From the above table it is clear that the majority of customers are of the opinion that
their complaints are cleared by the BSNL in reasonable time.
Table 3.10
Customers’ response regarding source of information on
concessions/offers/schemes provided by BSNL
Sl. Source of Information No. of Percentage
No. Respondents
1 Through BSNL office 13 26%
2 Through the Advertisements 20 40%
3 Through friends/relatives/neighbours 17 34%
Total 50 100%
(Source: Primary data)
As per the details given in the above table it is clear that most of the respondents know
about the concessions/offers/schemes provided by the BSNL through advertisements.
Likert Scale
Likert scale was developed by Rensis Likert. It is a summated rating scale based on
item analysis. This means that the items making up a likert scale are summed up to
produce a total score. It consists of a number of statements which expresses either
appositive or negative attitude towards the object of interest. It is designed to measure
the intensity with which an attitude is expressed. The respondent is asked to agree or
disagree with each statement. Each response is given a numerical score to reflect its
degree of attitude favourableness.
Table 4.1
Customers’ levels of satisfaction in respect of various factors and ranks
obtained by each factors
Highly Satisfied Neutral Dissati Highly Total Mea Rank
sfied Dissati n
Satisfied sfied
x 5 4 3 2 1
Towards the f _ 23 21 3 3 50 3.28 5th
call rate
fx _ 92 63 6 3 164
Towards the f 3 29 14 3 1 50 3.6 2nd
extend of free
calls fx 15 116 42 6 1 180VISTAS Vol. 6, No. 1 ● 105
Towards the f 1 11 21 16 1 50 2.9 7th
rental plans
fx 5 44 63 32 1 145
Towards the f 1 32 10 7 _ 50 3.54 3rd
billing system
fx 5 128 30 14 _ 177
Towards the f 2 43 4 1 _ 50 3.92 1st
mode of
payment fx 10 172 12 2 _ 196
Towards the f 1 19 10 10 10 50 2.82 8th
voice clarity
fx 5 76 30 20 10 141
Towards the f 1 30 14 4 1 50 3.52 4th
service
fx 5 120 42 8 1 176
Towards the f _ 17 22 10 1 50 3.1 6th
information
service fx _ 68 66 20 1 155
From the above table it is clear that the most important factor which makes the
customers satisfied towards the services provided by the BSNL is the mode of payment
of the bill. At the same most of the customers are highly dissatisfied toward the voice
clarity.
Table 4.2
Customers’ levels of awareness in respect of various services and ranks
obtained by them
Fully Partially Not Total Mean Rank
Aware Aware Aware
x 3 2 1
Towards the rental f 4 34 12 50 1.84 2nd
plans
fx 12 68 12 92
Towards the f 7 30 13 50 1.88 1st
customer care
service fx 21 60 13 94
Towards the f 1 14 35 50 1.32 4th
customer meet
fx 3 28 35 66
Towards the BSNL f 6 30 14 50 1.84 2nd
advertisement
fx 18 60 14 92
Towards the call f 3 33 14 50 1.78 3rd
rate for STD & ISD
fx 9 66 14 89106 ● ISSN: 2319-5770 e-ISSN 2394-1138
The above table shows that most of the customers are well aware about customer care
service provided by the BSNL. Customers’ awareness towards customer meet is very
least.
Weighted Ranking Scale
Ranking scales are used to tap the preferences between two or more objects or items.
Respondents are asked to give rank 1 for the item which is mostly preferred by them.
And rank 2 is given to 2nd preferred item and so on. The weights are assigned to each
rank. For rank 1, highest weight is given, for rank 2 second highest weight is given and
so on.
Table 4.3
Ranks given by the customers in respect of the reasons by which customers
still have the landline connection, in this era of cell phones
Rank 1 2 3 4 Total Mean Rank
x 4 3 2 1
For broadband f 17 6 4 23 50 2.34 3rd
internet connection
fx 68 18 8 23 117
For free calls f 7 20 17 6 50 2.56 2nd
fx 28 60 34 6 128
Convenience to old f 22 11 10 7 50 2.96 1st
age/illiterate
family members fx 88 33 20 7 148
Cheap means of f 4 13 19 14 50 2.14 4th
communication
fx 16 39 38 14 107
It is clear from the above table that most of the customers are still having their landline
connection because it is convenient to old age or illiterate family members.
Table 4.4
Customers’ response regarding attracting factors of BSNL landline
connection
Rank 1 2 3 4 5 6 7 8 Total Mean Rank
x 8 7 6 5 4 3 2 1
Low deposit f 4 6 6 3 10 4 7 10 50 4.02 6th
amount
fx 32 42 36 15 40 12 14 10 201
f 22 6 6 9 2 4 _ 1 50 6.4 1stVISTAS Vol. 6, No. 1 ● 107
Free calls fx 176 42 36 45 8 12 _ 1 320
permitted
Monthly rent f 1 4 3 3 7 8 11 13 50 3.12 8th
fx 8 28 18 15 28 24 22 13 156
Call rates f _ 4 13 11 10 4 4 4 50 4.5 5th
fx _ 28 78 55 40 12 8 4 225
Easy f 7 9 6 9 10 6 3 _ 50 5.28 2nd
connection
fx 56 63 36 45 40 18 6 _ 264
Billing f 6 9 6 8 1 12 7 1 50 4.84 3rd
system
fx 48 63 36 40 4 36 14 1 242
Voice clarity f 2 6 3 4 3 6 9 17 50 3.22 7th
fx 16 42 18 20 12 18 18 17 161
Service f 8 6 7 3 7 6 9 4 50 4.62 4th
fx 64 42 42 15 28 18 18 4 231
The above table makes it clear that the first attracting factor of BSNL landline
connection is the free calls permitted by it to its customers. Majority of customers opine
that monthly rent is not an attracting factor to them.
SUGGESTIONS
1. Respondents are not being informed about new schemes and services. Thus,
BSNL may conduct more campaigns to make them aware of new schemes.
2. Respondents’ complaints are not being addressed immediately. So BSNL may
take necessary steps in order to improve the customers’ satisfaction.
3. More well qualified technicians and linemen may appointed by BSNL.
4. BSNL may reduce the monthly rent charged by it from its customers.
5. BSNL may provide variety facilities to the existing subscribers for adding new
clients to their basket.
CONCLUSION
From the study it is identified that the service provided by BSNL is at
satisfactory level to the expectations of a substantial pe rcentage of respondents. But
most of the respondents are not satisfied with the attitude of the staff and responses
to their queries, enquiry about different schemes and services. Therefore, BSNL should
concentrate on improving their staff who response on behalf of them to stay in the
competitive world. Most of the customers say that there not sufficient number of staffs
in BSNL office. It is the reason by which the customers’ complaints are not addressed108 ● ISSN: 2319-5770 e-ISSN 2394-1138
immediately. Moreover, BSNL should appoint well qualified technicians and linemen
in each office.
REFERENCES
Books
1. Kothari. C.R (2004): “Research Methodology Methods & Techniques”, New Age
International Publishers, New Delhi, 2nd Edition.
2. Richard I. Levin, David S. Rubin (2004): “Statistics for Management”, Prentice
Hall of India Private Limited, New Delhi, 7th Edition.
Articles & Journals
1. Consumer Studies, 1991, Vol. 31
2. Marketing Science, 1994, Vol.13
3. Journal of Marketing, July 1994, Vol. 58
4. International Journal of Bank Marketing, Vol.17
5. International Journal of Business and Social Science, December 2011, Vol. 2
6. “EU Financing for Broadband Infrastructure Projects 2014-2020”, Interactive
Seminar, 26th -27th September 2016, Berlin.
Websites
1. www.trai.gov.in
2. www.bsnl.co.in
3. www.shodhganga.com
4. www.wikipedia.comYou can also read
