Project On MTNL

A STUDY ON CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES AND ITS

ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY.

Submitted in partial fulfillment of the requirements for the Award of the Degree of Bachelors OF Business Administration Guided By:

Submitted By:

Mrs. Riya Sharma

Vipul

Project Coordinator

Enroll No.:

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (Affiliated to Guru Govind Singh Indraprastha University)

CERTIFICATE This is to certify that the project entitled “MEASUREMENT OF CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY”, done by Mr. Vipul ; Enrollment No. is an authentic work carried out by him at Maharaja Agrasen Institute Of Management Studies under my guidance. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Mrs. Riya Sharma Project Coordinator

ACKNOWLEDGEMENT I take this opportunity to thank all the people who helped me with valuable inputs, guidance and suggestions during my tenure of dissertation, without which this report would not have taken its final shape. This acknowledgement would be incomplete without thanking institute Director Dr. N K Kakkar and my project guide Mrs. Riya Sharma whose timely guidance and support at needed time made the undertaking of this project an enriching learning experience.

Vipul

EXECUTIVE SUMMARY MTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality of telecom services, expand the telecom network, introduce new services and to raise revenue for telecom development needs of India.s key metros . Delhi, the political capital and Mumbai, the business capital of India. In the past 20 years, the company has taken rapid strides to emerge as India.s leading and one of Asia.s largest telecom operating companies. Besides having a strong financial base, MTNL has achieved a customer base of 5.92 million as on 31st March 2006. The company has also been in the forefront of technology induction by converting 100% of its telephone exchange network into the state-of-the-art digital mode. The Govt. of India currently holds 56.25% stake in the company The Telecom industry is one of the leading and fastest growing in the world as communication plays a vital role in the world and especially in India. It acts as a major catalyst for the economic growth. MTNL has good brand awareness among the people. This could be attributed to its long history in the market and continued support from the Government. In today’s competitive world, MTNL has to provide excellent services to attain a major market share and keep their Customers satisfied in all aspects. This research study is useful for MTNL to understand the expectations and requirements of Customers and can serve them in a better way. The researcher has done an internship project at MTNL, Delhi in pursuance of determining the brand equity for MTNL and then the customers’ feedback on the various products.

The samples of 250 respondents from among the universe of MTNL users at Rohini, Pitampura and saraswati vihar were selected at random to conduct the study. The MTNL staffs who were contacted to learn about the various MTNL packages and policies were also the primary source of data. Questionnaire was designed after a pre-survey interview covering all the aspects of MTNL services. Data analysis and interpretation was done using the collected data with necessary tools including percentage analysis, five point scale was used to grade the opinion of the respondents. The researcher strongly believes that this study would be helpful to the MTNL Management in knowing about the Customers Satisfaction, Customer Perception,

Customer Preferences, and

service requirements and about the other competitors status in the market thereby helping them in improve their quality of Services offered.

TABLE OF CONTENT

S. No. I II III IV

Topic Certificate Acknowledgement Executive Summary

VI

Chapter 1: Introduction 1.1 Conceptual background 1.2 Company Profile Chapter 2: Background 2.1 Statement of problem 2.2 Data Collection Chapter 3: Research Methodology

VII VIII IX

Chapter 4: Conclusion & Suggestion Chapter 5: Limitations Chapter 6: Bibliography

V

Page No. i ii iii

CHAPTER 1 INTRODUCTION

1.1 CONCEPTUAL BACKGROUND When we talk about customer service and/or satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want.1 We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customer’s approval. We want to know if customers are delighted and willing to come back, and so on. Fleiss2 and Feldman3 present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerry’s ice cream and Feldman has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are: • Employees must adhere to a rigid chain of command • Employees are closely supervised • Conflict—in whatever form—is not allowed • Rewards are based on carrot-and-stick principles • Wrong objectives are measured However, we increase our chance of success if we allow employees to take personal responsibility for their actions in the areas of communication, performance, and customer satisfaction. How can we sensitize our employees to these issues? First, we must identify how we define the customer. 01 459518 Ch01.qxd 7/2/03 8:52 AM Page 1 2 Customer Service and Satisfaction Second, we must understand customer expectation levels concerning quality. Third, we must understand the strategy for customer service quality, and fourth, we must understand the measurement and feedback cycles of customer satisfaction. The customer is the person or unit receiving the output of a process on the system. In fact, it is worth emphasizing that a customer can be the immediate, intermediate, or ultimate customer. Also, a customer may be a person or persons, or a process or processes. Customer satisfaction, however, is when the customer is satisfied with a product/service that meets the customer’s needs, wants, and expectations.

To further understand customer satisfaction, we must take a deeper look at the levels of specific satisfaction. We must also recognize that there are levels of customer satisfaction that, in a sense, define the basic ingredients of quality. There are at least three levels of customer expectations about quality: Level 1. Expectations are very simple and take the form of assumptions, must have, or take it for granted. For example, I expect the airline to be able to take off, fly to my destination, and land safely. I expect to get the correct blood for my blood transfusion. And I expect the bank to deposit my money to my account and to keep a correct tally for me. Level 2. Expectations are a step higher than that of level 1 and they require some form of satisfaction through meeting the requirements and/or specifications. For example, I expect to be treated courteously by all airline personnel. I went to the hospital expecting to have my hernia repaired, to be in some pain after it was done, to be out on the same day, and to receive a correct bill. And I went to the bank expecting the bank teller to be friendly, informative, and helpful with my transactions. Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it. For example, an airline gives passengers traveling coach class the same superior food service that other airlines provide only for first-class passengers. In fact, I once took a flight where the flight attendants actually baked cookies for us right there on the plane. When I went to the hospital, I expected staff to treat me with respect and they carefully explained things to me. But I was surprised when they called me at home the next day to find out how I was doing. And at my house closing, the bank officer, representing the bank holding my mortgage, not only treated me with respect and answered all my questions about my new mortgage, but just before we shook hands to close the deal, he gave me a housewarming gift. 01 459518 Ch01.qxd 7/2/03 8:52 AM Page 2 Customer Service and Satisfaction 3 The strategy issue is also a very important element of customer satisfaction, primarily because it sets the tone for the appropriate training, behavior, and delivery of the specific service. There are four items that the strategy for service quality ought to address: 1. Customer service attributes. The delivery of the service must be timely, accurate, with concern, and with courtesy. One may ask why are these elements important? The answer is that all services are intangible and

are a function of perception. As such, they depend on interpretation. In addition and perhaps more importantly, service by definition is perishable and if left unattended, it can spoil on the organization. The acronym COMFORT 4 can be used to signify the importance of service. COMFORT is caring, observant, mindful, friendly, obliging, responsible, and tactful. These characteristics are the most basic attributes of customer service and without them, there cannot be a true service of any kind. They all depend on interpersonal skills, communication, empowerment, knowledge, sensitivity, understanding, and some kind of external behavior. For example, caring will show that, indeed, you are interested in what the customer will have to say. You may spend time with a customer to find out the customer’s real needs, wants, and expectations. It is not unusual to tell a customer that you may not be able to help, even at the expense of losing the sale. Furthermore, you may go as far as suggesting the services of someone else or some other company. You must be observant. In most cases when dealing with service-related items, observations may contribute more to satisfying the customer than direct communication. Pay attention to body language and mannerisms and, if necessary, listen between the lines. Always try to be a step ahead of the customer. Anticipate the customer’s action. Actively listen for what the customer is communicating, but also—and, perhaps, more importantly—listen for what the customer is not communicating. You must be mindful. Remember that you and your organization exist to satisfy the customer. Without the customer’s need, you do not have a job and the organization does not have a service to provide. The customer has a choice and, as such, if you or the organization does not recognize the urgency, sensitivity, uniqueness, expectations, and influence that the customer has, you will not be successful in satisfying the customer. You must be friendly. Friendliness does not mean being a pest. Offer guidance and information, and let the customer know you are there to help. If necessary, provide feedback to to assist the customer in making a decision. If you do provide feedback, be truthful. For example, in a retail clothing store, someone walks into your store, walks around, picks 01 459518 Ch01.qxd 7/2/03 8:52 AM Page 3 4 Customer Service and Satisfaction up some clothing, and tries it on. As a salesperson, you may advise the customer about fit and answer any questions that the customer may have. You must be obliging. Patience is the key word to customer satisfaction. Sometimes customers do not know what they want. They are making up their minds as they go along. You are serving as the guinea pig for their decision. As such, accommodating them may make the difference between a satisfied and an unsatisfied customer, or the difference between a sale and a walkout. When obliging the customer, do not hesitate

to educate the customer as well. You must be responsible. You are the expert. The customer is looking to you to provide the appropriate information in a clear, concise, and easy-to-understand manner. Don’t try to make the sale at all costs. This may backfire. What you are trying to accomplish is to develop a relationship where your expertise can indeed help the customer. You must be tactful. In any service organization, and in any service delivery, there are going to be problems between you and the customer. Do not panic. Tactfulness is the process by which the conflict may be resolved. Your focus is to satisfy the customer and, as such, you should try to identify the problem, analyze it, and then resolve it in the most expedient way. Being tactful does not mean that you have to give in to the customer all the time. What it does mean is that you act in a composed, professional manner and communicate to the customer in a way that is not threatening or demeaning. Being tactful means you are willing to listen and exchange information with the intention of resolving the conflict. It means you have a way of presenting the facts and information in a nice and nonintimidating way. It means listening patiently, thinking before speaking, and listening to what the customer says without interruptions. Notice that cost is not an attribute that will make or break service and/or satisfaction. In service especially, cost is equated with value. That is not to suggest that high cost is prerequisite to good service or vice versa. We simply suggest that one must continue to generate more value for the customer but not give away the house. It is indeed a very delicate balance. 2. Approach for service quality improvement. The basic question one must be able to answer is why bother with service quality? The answer is in a threeprong approach. The first is cost, the second is time to implement the program, and the third is the customer service impact. Together, they present a nucleus for understanding and implementing the system that 01 459518 Ch01.qxd 7/2/03 8:52 AM Page 4 Customer Service and Satisfaction 5 is responsive to both customers and organization for optimum satisfaction. For example, the Japanese are working on the notion of sensuous cars. Basically, the car itself gives you a kind of delight and surprise just opening the door, hearing the sound, pressing the accelerator. Everything is being thought through now, almost emotionally. 3. Develop feedback systems for customer service quality. The feedback system one chooses will make or break the organization. Make sure not to mix the focus of customer satisfaction and marketing. They are not the same. The focus of customer service and satisfaction is to build loyalty, and the focus of marketing is to meet the needs of the customer profitably. Another way of saying it is that marketing’s function is to generate customer value profitably, whereas the purpose of customer service

and satisfaction is to generate repeatability, recognition, and overall satisfaction of the transaction. The concern here is to make sure that a goal exists (a reporting system for measurement is appropriate and useful for the particular service) and to reach the reward of service quality. The question then becomes how to develop a system that is responsive to the customer’s needs, wants, and expectations. To answer these concerns, look to the customer for answers. The value of the information must be focused in at least the following areas: • To know what customers are thinking about you, your service, and your competitors • To measure and improve your performance • To turn your strongest areas into market differentiators • To turn weaknesses into developmental opportunities—before someone else does • To develop internal communications tools to let everyone know how they are doing • To demonstrate your commitment to quality and your customers In essence your measurement for the feedback must be of two distinct kinds: 1. Customer satisfaction, which is dependent upon the transaction 2. Service quality, which is dependent upon the actual relationship 4. Implementation. Perhaps the most important strategy is that of implementation. As part of the implementation process, management must define the scope of the service quality as well as the level of customer service as part of the organization’s policy. Furthermore, they must also define the plan of implementation. The plan should include the time schedule, task assignment, and reporting cycle

NEED FOR CUSTOMER SATISFACTION The need to determine customer satisfaction will vary somewhat by the competitive circumstances of a given industry. In intense consumer-focused activities, measuring customer satisfaction is critical. But every company in every industry can benefit by examining the needs of their customers. Some of the areas where improvement may be expected include: • • • •

Better determination of customer uses and needs. Identification of problems with customer services. A sharper focus on areas having the greatest need for improvement. Gaining insight for new products and/or service offerings.

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 EQUITY

What is brand equity? The goal of the brand leadership paradigm is to create strong brands – but what is a strong brand, anyway? In Managing Brand Equity, brand equity was defined as the brand assets (or liabilities) linked to a brand’s name and symbol that add to (or subtract from) a product or service. These

assets can be grouped into four dimensions: brand awareness, perceived quality, brand associations, and brand loyalty. These four dimensions guide brand development, management and measurement.  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 Perceived quality is a special type of association, partly because it influences brand associations in many contexts and partly because it has been empirically shown to affect profitability (as measured by both ROI and stock return).

 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.

Customer Satisfaction If the customer's expectations of product quality, service quality, and price are exceeded, a firm will achieve high levels of customer satisfaction and will create "customer delight." If the customer's expectations are not met, customer dissatisfaction will result. And the lower the satisfaction level, the more likely the customer is to stop buying from the firm.

1.2 COMPANY PROFILE On October 1, 2000 the Department of Telecom Operations, Government of India became a corporation and was christened Mahanagar Telephone Nigam Limited (MTNL). Today, MTNL is the No. 1 Telecommunications Company and the 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,EWSD,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 and more than 400,000 data customers , MTNL continues to serve this great nation . Its responsibilities include improvement of the already impeccable quality of telecom services, expansion of telecom network, introduction of new telecom services in all villages and instilling confidence among its customers. MTNL has managed to shoulder these responsibilities remarkably and deftly. Today with over 45 million line capacity, 99.9% of its exchanges digital, nation wide Network management & surveillance system (NMSS) to control telecom traffic and over 4,00,000 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with in the world of connectivity. Along with its vast customer base, MTNL's financial and asset bases too are vast and strong. Consider the figures, as they speak volumes on MTNL’s standing:  The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $ 22.74 billion)  Turnover of Rs. 31,400 crore ( US $ 7.14 billion) Add to which, MTNL's nationwide coverage and reach, comprehensive range of telecom services and a penchant for excellence; and you have the ingredients for restructuring India for a bright future. Today, MTNL is most trusted Telecom Brand of India.

Historical Development 1911

Establishment of Delhi telephones system with manual exchange

1926

Opening if 1st automatic exchange (Lothian exchange)

1937

Opening of Connaught Place exchange.

1945

First Manual Trunk exchange opened.

1950

Opening of Cantt exchange

1953

Tiz Hazari Exchange (Lothian exchange ceased working) commissioned.

1955

Secretariat exchange commissioned

1958

Karol Bagh exchange (SXS) commissioned.

1961

Jor Bagh exchange (SXS) commissioned.

1961

Shahadara exchange (SXS) commissioned.

1962

Opening of First STC service to Agra.

1963

Delhi Gate (27) exchange commissioned.

1964

Delhi telephone crosses 50,000 lines.

1966

Opening of exchanges at Nangloi, Narela, Najafgarh, Bahadurgarh and Ballabgarh.

1967

Rajpath (38) exchange commissioned

1968

1st X-Bar exchange (KB58) commissioned. X-Bar exchange (JB62) commissioned

1969

Trunk automatic exchange (TAX) commissioned

1970

Okhla X-Bar exchange commissioned.

1972

Opening of Idgah-I (51) Strowger exchange.

1972

X-Bar (31) Janpath-I exchange commissioned. Delhi telephones crosses 1 lac lines.

1973

Opening of X-Bar (67) Chanakya Puri exchange.

1975

X-Bar Janpath-IV (34) exchange commissioned. X-Bar Shahdara East (20) exchange commissioned.

1976

Shakti Nagar (74) exchange commissioned. Idgah-II (52) X-Bar exchange inaugurated by Mr. Fakhuriddin Ali Ahmed, President of India, on 28.8.76 and presided over by Mr S.D. Sharma (Minister of Communications). Opening of Shahdara East (20) Extension-I, X-Bar exchange on 31.8.76. It was inaugurated by Mr H.K.L Bhagat (Minister of State for Works & Housing) and Mr S.D. Sharma (Minister of Communications). Opening of Hauz Khas (65) X-Bar exchange on 18.10.76. It was inaugurated

by Mr S.D. Sharma (Minister of Communications) and presided over by Mr Radha Raman (Chief Executive Councillor, Delhi). 1977

Opening of STD Service to Indore and Ambala on 5.10.77 by Mr Brij Lal Verma (Minister of Communications).

1978

Opening of Rajouri Garden-I (59) X-Bar exchange in Feb 78 Opening of Hauz Khas -II (66) X-Bar exchange on 15.2.78, by Mr Brij Lal Verma (Minister of Communications). Opening of Janpath-V (35) X-Bar exchange. Opening of Nehru Place (68) Strowger exchange on 4.11.78 by Mr Brij Lal Verma (Minister of Communications) and presided over by Mr R.K. Gupta (Mayor of Delhi).

1986

Creation of Mahanagar Telephones Nigam Limited

1986

First digital exchange world technology brought to India

1987

Largle Scale introduction of push button telephone made dialling easier.

1988

Phone Plus services multiplied benefits to telephone users.

1992

Voice Mail Service Introduced

1996

ISDN services introduced

1997

Wireless in Local loop introduced

1999

Internet services introduced.

2000

Millennium Telecom Limited, a wholly owned subsidary of MTNL is born

2001

Launched GSM Cellular Mobile service under the brand name Dolphin Launched WLL Mobile services under the brand name Garuda. The company listed at New York stock exchange(NYSE) United telecom ltd.,MTNL Joint venture in Nepal,for providing WLL based services in Nepal became operational. CLI based Internet express services introduced.

2002

Launched pre-paid GSM Mobile services under the brand name Trump.Email on PSTN lines introduced under the brand name mtnlmail.

2003

Introduced CDMA 1x 2000 Technology under the brand name Garuda 1x.Introduced pilot project of ADSL based Broadband services.Introduced Virtual Phone services.Mahanagar Telephone Mauritius Ltd. bagged second operator license in Mauritius.

2004

Expanded GSM & CDMA capacity by 800,000 lines each (total 1.6 million lines expanded) STD/ISD rates slashed by almost 60%. MTNL subsidiary MTML obtained license to provide fixed, mobile & ILD services in Mauritius. Launched Wi-Fi & digital certification services. State of the art training centre “CETTM” commissioned.

2005

Leading market in GSM customer additions. Launched broadband services under the brand name “TRI BAND”. Floated tender for 1 million 3G GSM lines.

CHAPTER 2 BACKGROUND

2.1 STATEMENT OF PROBLEM A study has been conducted in order to understand the Customers opinion and Satisfaction level of various Landlines and Mobile Services in New Delhi, research titled “A STUDY ON CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY” has been conducted.

2.2 PURPOSE OF THE STUDY Besides measuring Customer Satisfaction, it was important to understand the following crucial aspects related to: Customer •

Customer’s recommendations

•

Their experience

•

Feedback on maintenance charge.

Employees •

Handling of complaint calls.

•

Response time.

•

Knowledge of the employees (Personal bankers and tellers).

•

Repeat calls encounter.

2.3 OBJECTIVES

 To ascertain the Customers preferences of Land line and Mobile Services.  To ascertain the Customers Satisfaction level for Mobile services as well as Land line Services.

 To analyze the Customer opinion and satisfaction with specific reference to MTNL.

 To suggest some guidelines to MTNL in order to provide better focused services.  To determine the status of brand awareness and brand loyalty in order to conclude about brand equity.  To learn about the brand attributes and their preferences in MTNL.

CHAPTER 3 RESEARCH METHODOLOGY

DATA SOURCE:

In this study Primary data and secondary data have been used. Secondary data have been collected from Internet.  RESEARCH APPROACH: Primary data have been collected through surveys. Personal interview technique has been used for conducting the survey. Data collection has been done through the use of Structured questionnaire.  SAMPLING: Convenient Sampling method has been adopted for this study.  Researcher has taken respondents from Rohini, Pitampura and Saraswati vihar for this study.  The researcher has chosen 145 from Rohini, 56 from Pitampura and 47 from Saraswati Vihar.  The researcher had prepared a Questionnaire both open and close ended questions to elicit responses for the following areas: i. ii. iii. iv. v. vi.

Location. Age. Occupation. Monthly Income. Mobile Usage. Mobile service Usage.

CHAPTER 4 DATA ANALYSES & FINDINGS

PROFILE OF THE SAMPLE RESPONDENTS LOCATION Valid

ROHINI PITAMPURA SARASWATI VIHAR Total

Frequency Percent 145 58.0 57 22.8 48 19.2 250

100.0

Valid Percent 58.0 22.8 19.2

Cumulative Percent 58.0 80.8 100.0

100.0

CHART: 1 INFERNCE: As the Table depicts, a good majority of the respondent (58%) of consumers belongs to Coimbatore while Tirupur is the least (0.4%).

AGE Valid

bet 20-30 bet 31-35 bet 36-40 bet 41-50 above 50 Total

Frequency Percent 51 20.4 100 40.0 46 18.4 33 13.2 20 8.0 250 100.0

Valid Percent 20.4 40.0 18.4 13.2 8.0 100.0

Cumulative Percent 20.4 60.4 78.8 92.0 100.0

TABLE: 2 AGE 50

40

30

20

Percent

10

0 bet 20-30

bet 31-35

bet 36-40

bet 41-50

above 50

AGE

CHART: 2 INFERNCE: As the Table depicts, a good majority of the respondent (40.0%) were in the age group of (Between 31-35) while the age group of (Above 50) is the least (8.0%).

OCCUPATION Valid

Frequency 113 85 24 17 7 2 1 1 250

Managerial Business Clerical Manual worker Student Retired Agriculture Professional Total

Percent 45.2 34.0 9.6 6.8 2.8 .8 .4 .4 100.0

Valid Percent 45.2 34.0 9.6 6.8 2.8 .8 .4 .4 100.0

Cumulative Percent 45.2 79.2 88.8 95.6 98.4 99.2 99.6 100.0

TABLE: 3 OCCUPATION 50

40

30

Percent

20

10

0 Managerial Business

Clerical

Student

Manual w orker

Agriculture Retired

Professional

OCCUPATION

CHART: 3 INFERNCE: As the Table depicts, a good majority of the respondent (45.2%) of consumers were Managers while Professionals and Agriculturalist were the least (0.4%) each.

Statistics MONTHLY INCOME N Valid 245 Missin 5 g MONTHLY INCOME Valid

Frequency Percent 27 10.8 132 52.8 62 24.8 11 4.4 13 5.2 245 98.0 5 2.0 250 100.0

below 5000 bet 5000-10000 bet 10000-15000 bet 15000-25000 above 25000 Total System

Missing Total TABLE: 4

MONTHLY INCOME 60

50

40

30

Percent

20

10 0 below 5000

bet 10000-15000 bet 5000-10000

MONTHLY INCOME

CHART: 4

above 25000

bet 15000-25000

Cumulative Percent 11.0 64.9 90.2 94.7 100.0

INFERNCE: As the Table depicts, a good majority of the respondent (53.9%) consumers monthly income is between (5000-10000), while monthly income between (15000-25000) is least (4.5%).

MOBILE USE Valid

YES NO Total

Frequency 183 67 250

Percent 73.2 26.8 100.0

Valid Percent 73.2 26.8 100.0

Cumulative Percent 73.2 100.0

TABLE: 5 MOBILE USE 80

60

40

Percent

20

0 YES

NO

MOBILE USE

CHART: 5 INFERNCE: From the above Table, it is inferred that majority of the respondents (73.2%) were using Mobile phones while (26.8%) were not using Mobile phones.

LANDLINE USE Valid

YES NO Total

Frequency Percent 237 94.8 13 5.2 250 100.0

Valid Percent 94.8 5.2 100.0

Cumulative Percent 94.8 100.0

TABLE: 6 LANDLINE USE 100

80

60

40

Percent

20

0 YES

NO

LANDLINE USE

CHART: 6 INFERENCE: From the above Table, it is inferred that majority of the respondents (94.8%) were using Landline telephone while (5.2%) were not using Landline telephone.

ANALYSIS OF BRAND PREFERENCE MOBILE SERVICE Valid

No mobile MTNL Tataindicom Reliance Airtel Aircel BPL/Hutch Total

Frequency 67 78 1 26 25 37 16 250

Percent 26.8 31.2 .4 10.4 10.0 14.8 6.4 100.0

Valid Percent 26.8 31.2 .4 10.4 10.0 14.8 6.4 100.0

Cumulative Percent 26.8 58.0 58.4 68.8 78.8 93.6 100.0

TABLE: 7 MOBILE SERVICE 40

30

20

Percent

10

0 No mobile

Tataindicom BSNL

Airtel Reliance

BPL/Hutch Aircel

MOBILE SERVICE

CHART: 7 INFERNCE: As the Table depicts, a good majority of people (31.2%) are using MTNL, while Tataindicom are the least (0.4%) by considering 250 samples.

LANDLINE SERVICE Valid

No Landline MTNL Tataindicom Airtel Total

Frequency 13 221 8 8 250

Percent 5.2 88.4 3.2 3.2 100.0

Valid Percent 5.2 88.4 3.2 3.2 100.0

Cumulative Percent 5.2 93.6 96.8 100.0

TABLE: 8 LANDLINE SERVICE 100

80

60

40

Percent

20

0 No Landline

BSNL

Tataindicom

Airtel

LANDLINE SERVICE

CHART: 8 INFERNCE: As the Table depicts, a good majority of people (88.4%) are using MTNL, while Tataindicom and Airtel are the least (3.2%) each.

FAMILIAR Frequency Percent Valid

Very familiar Some what familiar Familiar but never used it Total

128 120 2 250

51.2 48.0 .8 100.0

Valid Percent 51.2 48.0 .8 100.0

Cumulative Percent 51.2 99.2 100.0

TABLE: 9 FAMILIAR 60

50

40

30

Percent

20

10

0 Very familiar

Some w hat familiar

Familiar but never u

FAMILIAR

CHART: 9 INFERNCE: As the Table depicts, a good majority of people (51.2%) are familiar with MTNL, while (0.8%) of people are familiar but never used.

COMPARING WITH OTHER SERVICES Frequency Percent Valid

Much better Some what better About the same Some what worse Don’t know/Never used Total

58 99 65 27 1 250

23.2 39.6 26.0 10.8 .4 100.0

Valid Percent 23.2 39.6 26.0 10.8 .4 100.0

Cumulative Percent 23.2 62.8 88.8 99.6 100.0

TABLE: 10 COMPARING WITH OTHER SERVICES 50

40

30

Percent

20

10

0 Much better

About the same

Some w hat better

Dont know /Never used

Some w hat w orse

COMPARING WITH OTHER SERVICES

CHART: 10 INFERENCE: As the Table depicts, majority of respondents (39.6%) opined MTNL is “Some What Better” when compared to other services, while the least number of respondents (0.4%) opined “Don’t know/Never used”.

AGE * MOBILE SERVICE Cross tabulation MOBILE SERVICE No mobile AGE

bet 2030

bet 3135

bet 3640

bet 4150

above 50

Total

Total MTN L 18

Tataindicom

Reliance

Airtel

Aircel 8

BPL/ Hutch 2

1

1

11

51

2.0%

2.0%

21.6 %

15.7%

3.9%

100.0%

Count

10

% within AGE

19.6%

35.3 %

Count

30

26

12

8

20

4

100

% within AGE

30.0%

26.0 %

12.0%

8.0%

20.0%

4.0%

100.0%

Count

11

14

6

3

5

7

46

% within AGE

23.9%

30.4 %

13.0%

6.5%

10.9%

15.2 %

100.0%

Count

8

12

6

1

3

3

33

% within AGE

24.2%

36.4 %

18.2%

3.0%

9.1%

9.1%

100.0%

Count

8

8

1

2

1

20

% within AGE

40.0%

40.0 %

5.0%

10.0 %

5.0%

100.0%

Count % withi n AGE

67 26.8%

78 31.2 %

26 10.4%

25 10.0 %

37 14.8%

1 .4%

16 6.4%

250 100.0%

FINDINGS

FINDINGS:

 A good majority of the respondents (73.2%) were using Mobile phones while (26.8%) were not using Mobile phones.  A good majority of the respondents (94.8%) were using Landline telephone while (5.2%) were not using Landline telephone.

 A good majority of people (31.2%) are using MTNL, while Tataindicom are the least (0.4%) by considering 250 samples, with respect to Mobile.  A good majority of people (88.4%) are using MTNL, while Tataindicom and Airtel are the least (3.2%) each, with respect to Landline.  A good majority of people (51.2%) are familiar with MTNL, while (0.8%) of people are familiar but have never used.  A good majority of respondents (39.6%) opined that MTNL is “Some What Better” when compared to other services, while the least number of respondents (0.4%) opined “Don’t know/Never used”.  There is a significant relationship between the Age of the Customers and Mobile Service used by the Customers.  There is a significant relationship between the Location of the Customers and Migration of Customers.

There is a significant relationship between the Location of the Customers and Satisfaction of MTN



Network used by the Customers.  There is a significant relationship between the Location of the Customers and Satisfaction of MTNL Network used by the Customers.



There is a significant relationship between the Satisfaction of Cost of MTNL and Migration of Customers



There is a significant relationship between the Quality of Customer service and Migration of th

Customers.

There is a significant relationship between the Location of the Customers and Satisfaction level of MTN



compared with other Services.

There is a significant relationship between the Location of the Customers and Satisfaction of MTNL Tari

 Plan.

 A good majority of the respondents (38%) were “Quite Satisfied” with special regards to the MTNL Tariff Plan, while the least (2.8%) number of respondents were “Very Dissatisfied” with respect to the MTNL Tariff Plan.  A good majority of respondents (46%) were “Very Satisfied” with the Network of MTNL, while the least (4.8%) were “Very Dissatisfied” with the Network of MTNL.  A majority of respondents (37.2%) were “Quite Satisfied” with special regards to the Satisfaction level of Cost of MTNL, while the least number of respondents (4.8%) were “Very Dissatisfied” with the Satisfaction level of Cost of MTNL.  A majority of respondents (38%) opined “Neutral” with the MTNL’s Additional Packages, while the least number of respondents (4.4%) opined “Very Dissatisfied” with the Additional Packages of MTNL.

 The majority of respondents (30.4%) opined “Average” with special reference to the Quality of Customer Service, while the least number of respondents (9.6%) opined “Excellent” with respect to the Quality of Customer Service.  A good majority of respondents (41.6%) opined “Never” with special respect to the chance of Migration from MTNL, while the least number of respondents (3.2%) opined “High Chance” with reference to the chance of Migration from MTNL.  Customers were felt that monthly rental was too high hence the reason that most of them were surrendering.  Recharge card rates are very high so make some arrangements to make recharge cards available at cheaper rates.  Some customers felt that when landline phone gets out of order, it is not checked or corrected for even 1month, hence there was heavy business loss.  In the evening, lines are not getting connected since network problem was too high.  When phone went out of order, the respondents were still charged for calls.  Customers are very much dissatisfied with Linemen, because of irresponsibility. (Collecting amount from customers).  Regarding Cell one respondents complained, Network is always busy with other mobile services.  During the rainy season noise in the instrument is a problem.

 Respondents felt that there was no personalized service to customers.  Due to non-availability of CUG connections to all, most of the customers surrendered MTNL and migrated to Airtel.  Customers perceived that the bills are always inflated.  Due to excessive rules and regulations for operating 1rupee coin telephones customers are not willing to buy and they are preferring Airtel and Reliance.  Even after Surrendered the phone before 6months deposit amount was not yet received but receiving bill.  Customers are expecting more number of free calls.  In Pollachi network is not proper inside the house so Customers were very much dissatisfied.  With regards to mobile services options are limited hence customers were switching over to other service providers.  The extensive time lag between submission of application and receiving of a telephone connection had made some respondents switch over to other service providers.  Due to the maturity and easy availability of Mobile service most of the customers were surrendered their landline connection.  Due to limited number of linemen, faults were not immediately attended to, hence customers were very much dissatisfied.

 Customers were preferring to replace their old instrument.  It was brought to notice of the researcher that prepaid SIM cards took up to 10 days for activation.  There is not much awareness among the Customer’s regarding the facilities which are provided by MTNL, so effective media campaign is a must to enhance the awareness level.

 Most of the people were not satisfied with the MTNL Customer Service for both Mobile and Landline.

 The respondents felt that the number of payment service counters was inadequate, hence more payment counters should be made available.

 Students are not much interested in MTNL Cell one because of non-availability of SMS facilities.

 The respondents felt that The MTNL cell ones starter pack and recharge cards are in perennial short supply.

 The respondents experienced network problems when they used roaming to cities.

 The respondents suggested that simple value added such as display of last call rate and balance amount should be made available by MTNL.

 Even though customers were dissatisfied with MTNL due to Loyalty they are still using MTNL service (For only Incoming).

 One of the major irritations, as told by the respondents was that the communication instruments provided by MTNL were of poor quality and hence they had to face frequent problems with the instruments.

CHAPTER 5 CONCLUSIONS & LIMITATIONS

Conclusion: MTNL 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 MTNL to understand about their Customers in Landline as well as Mobile services.

1.4 Limitations of the Study:  Time was not sufficient to conduct detailed study.  study had been conducted only in a few areas of Delhi.  For few questions researcher was not able to get proper response which are as follows:

i. ii. iii. iv.

Chances of Switching. Reason for Switching. Monthly Income. Comparative questions.

SUGGESTIONS

BIBLIOGRAPHY

BIBLIOGRAPHY Books Gupta, C.B (2006). Marketing Research, Sultan Chand & Sons. 1. 2. Sharma, J.K (2008): Operations Research, Macmillan India Ltd. 3. Gitomer, Jeffrey (1998). Customer Satisfaction is worthless Customer loyalty is priceless, Jeffrey Gitomer Bard Press.

ANNEXURE

Questionnaire Good _________ Sir! I am a student of Management and I am doing a study on “MEASUREMENT OF CUSTOMER SATISFACTION FOR MTNL PRODUCTS AND SERVICES”, Please spend 15 minutes with me and I shall be very grateful. Essentially, these are just a few questions I need to ask you. is your Age? a. Between 20-30. d. Between 41-50.

b. Between 31-35. e. Above 50.

c. Between 36-40.

2. Which of these best describes your job? a. b. c. d. e. f. g.

Managerial Professional Clerical Manual Worker Student Retired Agriculture

3. Under which category you belong to regarding your Monthly Income? a. Below 5000. b. Between 5000-10000. c. Between 10000-15000. d. Between 15000-25000. e. Above 25000. 4. Are you using mobile services? a. Yes b. No 5. And which of the following mobile services you are using currently? a. MTNL.

b. c. d. e. f.

Tata Indicom. Reliance. Airtel. Aircel. BPL\Hutch.

g. Any other please mention 6. Which of the following Landline Services you are using currently? a. MTNL. b. Tata Indicom. c. Reliance. d. Airtel. e. Any other please mention. 7. How familiar are you with MTNL Services?

d.

a. Very familiar (use on regular basis). b. Some what familiar (use it only some times). c. Familiar but never used it. Never heard of service before.

8. How satisfied are you with the Tariff plan of MTNL? a. b. c. d. e.

Very satisfied Quite satisfied Neutral Quite dissatisfied Very dissatisfied

9. How satisfied are you with the network of MTNL? a. b. c. d. e.

Very satisfied Quite satisfied Neutral Quite dissatisfied Very dissatisfied

10. How satisfied are you with the cost of MTNL? a. b. c. d. e.

Very satisfied Quite satisfied Neutral Quite dissatisfied Very dissatisfied

11. How satisfied are you with the customer care of MTNL?

a. Very satisfied b. Quite satisfied c. Neutral d. Quite dissatisfied e. Very dissatisfied 12. How satisfied are you with the additional packages of MTNL? a. Very satisfied b. Quite satisfied c. Neutral d. Quite dissatisfied e. Very dissatisfied 13. In thinking about your most recent with others was the Quality of the MTNL Customer Service you received: a. b. c. d. e.

Excellent. Good. Average. Poor. Very poor.

14. Compared with others would you say that MTNL is a. b. c. d. e.

Much better. Some what better. About the same. Some what worse. Don’t know (or) Never used.

15. [a]. All things considered over the next 12 months how likely are you to replace your current Service a. b. c. d. e.

Certain. High chance. Not sure. Low chance. Never.

[b]. If you are looking to replace your current Service what are some of the reasons for doing so?