A STUDY ONCUSTOMER SATISFACTION FOR MTNLPRODUCTS AND SERVICES

CHAPTER 1 INTRODUCTION.

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

customerswant.1 We want to know if our customers are

satisfied. Satisfaction,of course, means that what

we delivered to a customer met the customer’sapproval. We

want to know if customers are delighted and willing to

come back, and so on. Fleiss2 and Feldman3 present examples

of that delightfulnessin their writings. Fleiss has written

about Ben and Jerry’s ice cream andFeldman has discussed

excellence in a cab ride.As important as delightfulness is,

some of us minimize it, or even totallydisregard it. At

this point, we fail.

Some of the issues that will guarantee failurein 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 measuredHowever, 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 employeesto these issues?

First

, we must identify how we define the customer. 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 onthe system. In fact, it

is worth emphasizing that a customer can be theimmediate,

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 arelevels of customer

satisfaction that, in a sense, define the basic

ingredientsof quality.

There are at least three levels of customer expectations

aboutquality:

Level 1

Expectations are very simple and take the form of

assumptions ,must have,or take it for granted

. For example, I expectthe airline to be able to take off,

fly to my destination, and landsafely. I expect to get the

correct blood for my blood transfusion.And I expect the

bank to deposit my money to my accountand to keep a correct

tally for me.

Level 2

Expectations are a step higher than that of level 1 andthey

require some form of

Satisfaction through meeting the requirements

and/or specifications.

For example, I expect to betreated courteously by all

airline personnel. I went to the hospitalexpecting to have

my hernia repaired, to be in some painafter 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 befriendly,

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 passengerstraveling coach

class the same superior food service thatother airlines

provide only for first-class passengers. In fact, Ionce

took a flight where the flight attendants actually

bakedcookies for us right there on the plane. When I went

to the hospital,I expected staff to treat me with respect

and they carefullyexplained things to me. But I was

surprised when they calledme at home the next day to find

out how I was doing. And at myhouse closing, the bank

officer, representing the bank holdingmy mortgage, not only

treated me with respect and answered allmy 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 2Customer Service and Satisfaction 3The

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 thatthe 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

theseelements 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 perishableand 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,

f riendly,

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 somekind 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 tofind 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 stepahead 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

mindfull :

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 makinga decision. If you do provide feedback,

be truthful. For example, in are tail clothing store,

someone walks into your store, walks aroundCustomer 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 makingup

their minds as they go along. You are serving as the

guinea pigfor 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 lookingto you to

provide the appropriate information in a clear, concise,

andeasy-to-understand manner. Don’t try to make the sale at

all costs. Thismay backfire. What you are trying to

accomplish is to develop a relationshipwhere 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 non

intimidating way. It means listening patiently,

thinking before speaking, and listening to what the

customer says withoutinterruptions. 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 morevalue for

the customer but not give away the house. It is indeed a

verydelicate balance.

2.Approach for service quality improvement

The basic question one must beable to answer is

why bother with service quality? The answer is in a three prong

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 Customer

Service and Satisfaction 5is responsive to both customers

and organization for optimum satisfaction.For example, the

Japanese are working on the notion of sensuouscars.

Basically, the car itself gives you a kind of delight and

surprise justopening 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 systemone chooses will make or break the

organization. Make sure not to mixthe focus of customer

satisfaction and marketing. They are not thesame. 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 generatecustomer value

profitably, whereas the purpose of customer service and

satisfaction is to generate repeatability, recognition, and

overall satisfactionof the transaction.The concern here is

to make sure that a goal exists (a reporting systemfor

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’sneeds, wants, and expectations.

To answer these concerns, look to thecustomer for answers.

The value of the information must be focused inat least the

following areas:• To know what customers are thinking about

you, your service, andyour competitors• To measure and

improve your performance• To turn your strongest areas into

market differentiators• To turn weaknesses into

developmental opportunities—before someoneelse does• To

develop internal communications tools to let everyone know

howthey are doing• To demonstrate your commitment to

quality and your customersIn essence your measurement for

the feedback must be of two distinctkinds:

1. Customer satisfaction, which is dependent upon the

transaction 2. Service quality, which is dependent upon the

actual relationship4.

Implementation

Perhaps the most important strategy is that of

implementation.As part of the implementation process,

management mustdefine the scope of the service quality as

well as the level of customer service as part of the

organization’s policy. Furthermore, they must alsodefine

the plan of implementation. The plan should include the

timeschedule, task assignment, and reporting cycle.

assets can be grouped into four dimensions: brand awareness

, perceived quality, brandassociations, and brandloyalty. The

sefour dimensionsguide branddevelopment, managementand

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 Insidecampaign has dramatically transferred

awareness into perceptions of technologicalsuperiority and

market acceptance.

Perceived quality

Perceived quality is a special type of association,

partly because itinfluences brand associations in

many contexts and partly because it has been

empiricallyshown 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.

Itcan include user imagery, product attributes, use situati

ons, Organizational associations, brand personality and sy

mbols. Much of brand management involves determining whata

ssociations 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 strengthenthe size and intensity of each loyalty segment.

A brand with a small but intensely loyalcustomer base can have

significant equity.

Brand Preference

The stage of brand loyalty at which a brand will select a

particular brand but willchoose 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 areexceeded, 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. Andthe lower the

satisfaction level, the more likely the customer is to stop

buying from the firm.

REVIEW OF LITERATURE:

When the employees accomplish something they have

achieved something, recognitionis appreciation for that

achievement. Most managers don't give enough

recognitionbecause they don't get enough.

Lars-Hendrik Roller & Leonard Waverman (2001) in their

study investigated how telecommunications infrastructure

affects Telecom India Daily Deregulation and streamlining

prices in telecommunication industry in Delhi economic

growth. They used evidence from 21 OECD countries over a

20-year period to examine the impacts that

telecommunications developments may have had. They jointly

estimate a micro model for telecommunication investment

with a macro production function. They found evidence of a

significant positive causal link, especially when a

critical mass of telecommunications infrastructure is

present. Interestingly, the critical mass appears to be at

a level of telecommunications infrastructure that is near

universal service.

JERRY A. HAUSMAN his paper deals with how to value the

introduction of new services in telecommunications. Much

public discussion has centered on the evolving

"information superhighway" as well as on the many new

services that may be offered as highcapacity fiber optic

transmission networks are extended into the

telecommunications infrastructure. The Federal

Communications Commission (FCC) has decided to tax long

distance Users to subsidize Internet access to schools and

libraries. The cost is estimated to exceed $2 billion a

year. Numerous cable companies, such as Time Warner, have

announced plans to upgrade their

current coaxial-based networks to combined fiber-coax

networks. This increased transmission capacity will allow

many more channels of entertainment, high-speed access to

information, and new interactive services. How can society

establish the value of these new services and increased

choices? This question has potentially important economic

consequences and equally important public

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 lineServices.

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.

SCOPE:

The study is based on the Customer Satisfaction and the

result are made on the basis of the information. The study

suffers from all the limitation of case study method.

HYPOTHESIS:

The number of services are good.

There are more number of users.

Response might be good.

CHAPTER 2 RESEARCH AND MRTHODLOGY

RESEARCH

Research means search for facts in order to find answers to

certain questions or to find solutions to certain problems.

It is often referred to as ‘scientific inquiry’ or

‘scientific investigation’ into a specific problem or

situation. This is because the search for facts should be

made by scientific method rather than by arbitrary method.

The scientific method uses systematic rational approach to

search for facts, whereas, the arbitrary method attempts to

find answers to questions on the basis of imagination and

ones own beliefs and judgments.

William C. Emory in his book ‘Business Research Methods’

defines research as “any organized inquiry designed and

carried out to provide information for solving a problem.”

METHODOLOGY

In simple terms methodology can be defined as, it is used

to give a clear cut idea on what the researcher is carrying

out his or her research. In order to plan in a right point

of time and to advance the research work methodology makes

the right platform to the researcher to mapping out the

research work in relevance to make solid plans.

More over methodology guides the researcher to involve and

to be active in his or her particular field of enquiry.

Most of the situations the aim of the research and the

research topic won’t be same at all time it varies from its

objectives and flow of the research but by adopting a

suitable methodology this can be achieved.

Right from selecting the topic and carrying out till

recommendations research methodology drives the researcher

in the right track. The entire research plan is based on

the concept of right methodology.

More over through methodology the external environment

constitutes the research by giving a depth idea on setting

the right research objective, followed by literature point

of view, based on that chosen analysis through interviews

or questionnaires findings will be obtained and finally

concluded message by this research.

On the other hand from the methodology the internal

environment constitutes by understanding and identifying

the right type of research, strategy, philosophy, time

horizon, approaches, followed by right procedures and

techniques based on his or her research work. In other hand

the research methodology acts as the nerve center because

the entire research is bounded by it and to perform a good

research work, the internal and external environment has to

follow the right methodology process.

RESEARCH METHODOLOGY

Research methodology is a set of various methods to be

followed to find out various information regarding market

strata of different products. Research methodology required

in every industry for acquiring knowledge of their

products.

RESEARCH DESIGN

A research design is purely and simply the frame work or

plan for a study that guides in the collection and analysis

of the data. There are three types of research designs,

they are

Exploratory research design

Descriptive research design

Casual or experimental research design

Since this study attempts to describe the demographic,

economic and psychographic features of the respondents, it

is a descriptive research.

Descriptive research design

Descriptive research is one that concerned with describing

the characteristics of a particular individual, or of a

group. The descriptive study is typically concerned with

determining frequency with which something occurs or how

two variables vary together. Here the problems are defined

and the solutions are provided.

SOURCES OF DATA

There are two types of data namely primary data and

secondary data.

Primary data

Primary data refers to those data that are collected newly

and they are not used earlier. The researcher has to gather

the primary data freshly for the specific study undertaken

by him.

The primary data can be collected by three methods namely

observation method, experimentation method and survey

method. Survey research is the systematic gathering of data

from respondents through questionnaires.

Secondary data

The secondary data refers to those data which were gathered

for some other purpose and are already available in the

firm’s internal records and commercial trade or government

publications.

DATA COLLECTION METHOD

The primary data required for this study is collected

through schedules. This schedule method is also like the

collection of data through questionnaires, with little

difference which lies in the fast that questions are being

filled in by the enumerators according to the replies of

the respondents for the questions.

CHAPTER SCHEME

Chapter 1

It deals with introduction, objectives of the study, scope

of study, limitation and review of literature.

Chapter 2

It deals with research, research methodology, research

design, source of data, data collection method and chapter

scheme

Chapter 3

It deals with company profile

Chapter 4

It includes data analysis through interpretation of various

tables and charts

Chapter 5

It deals with findings, suggestions and conclusion.

CHAPTER NO 3: PROFILE OF MTNL

On October 1, 2000 the Department of Telecom

Operations,Government of India became a corporation and was

christened

Mahanagar Telephone NigamLimited (MTNL)

Today, MTNL is the No. 1 Telecommunications Company

and the largestPublic Sector Undertaking of India

with authorized share capital of $ 3977 million and

networth of $ 14.32 billion. It has a network of over

45 million lines covering 5000 towns withover 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 to80 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 imp

eccable quality of telecomservices, expansion of telecom

network, introduction of new telecom services in all

villagesand 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 4,00,000route kms of OFC network,

Bharat Sanchar Nigam Ltd is a name to reckon with in the

worldof connectivity. Along with its vast customer base,

MTNL's financial and asset bases too arevast 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 telecomservices and a penchant

for excellence; and you have the ingredients for

restructuring Indiafor a bright future. Today, MTNL is

most trusted Telecom Brand of India

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 andBallabgarh.

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 laclines.

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 exchangeinaugurated by Mr. Fakhuriddin Ali Ahmed,

President of India, on 28.8.76and presided over by Mr S.D.

Sharma (Minister of Communications).Opening of Shahdara

East (20) Extension-I, X-Bar exchange on 31.8.76. Itwas

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 LalVerma (Minister of Communications).

1978

Opening of Rajouri Garden-I (59) X-Bar exchange in Feb

78Opening of Hauz Khas -II (66) X-Bar exchange on 15.2.78,

by Mr Brij LalVerma (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 LalVerma (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

DolphinLaunched 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 basedservices in Nepal became

operational.CLI based Internet express services introduced.

2002

Launched pre-paid GSM Mobile services under the brand name

Trump. Emailon PSTN lines introduced under the brand name

mtnl mail.

2003

Introduced CDMA 1x 2000 Technology under the brand

name Garuda 1-x.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 millionlines expanded) STD/ISD rates slashed by

almost 60%. MTNL subsidiaryMTML obtained license to provide

fixed, mobile & ILD services in Mauritius.Launched Wi-Fi &

digital certification services. State of the art training

centre “CETTM” commissioned.

Leading market in GSM customer additions. Launched

broadband servicesunder the brand name “TRI BAND”. Floated

tender for 1 million 3G GSM lines.

CHAPTER 4 : DATA COLLECTION AND ANALYSES

PROFILE OF THE SAMPLE RESPONDENTS

FREQUENCY PERCENT VALID

PERCENT

CUMM

PERCENT

VALID ROHINI 145 58.0 58.0 58.0

PRIYA 57 22.8 22.8 80.8

SARASTWATI 48 19.2 19.2 100

TOTAL 250 100 100

Rohini Priya sarastwati0

20

40

60

80

100

120

140

160

Frequency%Valid %cumm %

CHART : 1 INFERNCE:

As the Table depicts, a good majority of the

respondent (58%) of consumers belongs toCoimbatore

while Tirupur is the least (0.4%).

AGE


PERCENT

CUMM

PERCENT

VALID Bet 20-

30

51 20.4 20.4 20.4

Bet 31-

35

100 40.0 40.0 60.4

Bet 36-

40

46 18.4 18.4 78.8

Bet 41-

50

33 13.2 13.2 92.0

50 &

above

20 8.0 8.0 100.0

100.0 100.0

20-30 31-35 36-40 41-50 50 & above

0102030405060708090100

FrequencyPercentvalid %cumm %

-

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:


PERCENT

CUMM

PERCENT

VALID Manageri

al

113 45.2 45.2 45.2

Business 85 34.0 34.0 79.2

Clerical 24 9.6 9.6 88.8

Manual

worker

17 6.8 6.8 95.6

Student 7 2.8 2.8 98.4

Retired 2 .8 .8 99.2

Agricult

ure

1 .4 .4 99.6

Professi

onal

1 .4 .4 100.0

Total 250 100.0 100.0

Managerial

Business

Clerical

Manual worker

Student

Retired

Agriculture

Professional

0

20

40

60

80

100

120

FREQUENCYPERCENTVALID PERCENTCUMM PERCENT

CHART : 3 INFERNCE:


respondent (45.2%) of consumers wereManagers while

Professionals and Agriculturalist were the least (0.4%)

each

Monthly Income

FREQUENCY PERCENT CUMM

PERCENT

VALID Below

50000

27 10.8 11.0

Bet 5000-

10000

132 52.8 64.9

Bet 10000-

15000

62 24.8 90.2

Bet 15000-

25000

11 4.4 94.7

Above

25000

13 5.2 100

Total 245 98.0

System 5 2.0

TOTAL 250 100

5000 5000-10000

10000-15000

Above 25000

Above 25000

0

20

40

60

80

100

120

140

FREQUENCYPERCENTCUMM PERCENT

CHART : 4 INFERNCE:


respondent (53.9%) consumers monthlyincome is between

(5000-10000), while monthly income between (15000-25000) is

least (4.5%).

MOBILE USE:


PERCENT

CUMM

PERCENT

VALID YES 183 73.2 73.2 73.2

NO 67 26.8 26.8 100.0

Total 250 100 100

YES NO0

20

40

60

80

100

120

140

160

180

200


CHART : 5 INFERNCE:

From the above Table, it is inferred that majority of the

respondents (73.2%) were usingMobile phones while (26.8%)

were not using Mobile phones

Landline Use


PERCENT

CUMM

PERCENT

VALID YES 237 94.8 94.8 94.8

NO 13 5.2 5.2 100

Total 250 100 100

YES NO0

50

100

150

200

250


INFERENCE:From the above Table, it is inferred that

majority of the respondents (94.8%) were usingLandline

telephone while (5.2%) were not using Landline telephone

ANALYSIS OF BRAND PREFERENCE

Mobile service


PERCENT

CUMM

PERCENT

VALID No

Mobile

67 26.8 26.8 26.8

MTNL 78 31.2 31.2 58.0

Tataindi

com

1 .4 .4 58.4

Reliance 26 10.4 10.4 68.8

Airtel 25 10.0 10.0 78.8

Aircel 37 14.8 14.8 93.6

BPL/

hutch

16 6.4 6.4 100.0

Total 250 100 100

No Mobile

MTNL

Tataindicom

Reliance

Airtel

Aircel

BPL/hutch

0102030405060708090100


CHART : 6 INFERNCE:

As the Table depicts, a good majority of people (31.2%) are

using MTNL, whileTataindicom are the least (0.4%) by

considering 250 samples

Landline Service:


PERCENT

CUMM

PERCENT

No

Landline

13 5.2 5.2 5.2

VALID MTNL 221 88.4 88.4 93.6

Tataindi

com

8 3.2 3.2 96.8

Airtel 8 3.2 3.2 100.0

Total 250 100 100

No Landline MTNL Tataindicom Airtel0

50

100

150

200

250


CHART : 6 INFERNCE:

As the Table depicts, a good majority of people

(88.4%) are using MTNL, whileTataindicom and Airtel are

the least (3.2%) each.

Familiar


PERCENT

CUMM

PERCENT

VALID Very

familiar

128 51.2 51.2 51.2

Somewhat

familiar

120 48.0 48.0 99.2

Familiar

but

never

used

2 8 8 100.0

Total 250 100.0 100.0

Very familiar

Somewhat familiar

Familiar but never

used

0

20

40

60

80

100

120

140


CHART : 7 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 service:


PERCENT

CUMM

PERCENT

VALID Much 58 23.2 23.2 23.2

better

Somewhat

better

99 39.6 39.6 62.8

About

the same

65 26.0 26.0 88.8

Somewhat

worse

27 10.8 10.8 99.6

Don’t

know/nev

er used

1 .4 .4 100.0

Total 250 100.0 100.0

Much better

Somewhat better

About the same

Somewhat worse

Don’t know/never used

0102030405060708090100


CHART : 8 INFERENCE:

As the Table depicts, majority of respondents (39.6%)

opined MTNL is “Some WhatBetter” when compared to

other services, while the least number of respondents

(0.4%) opined“Don’t know/Never used”

FINDINGS:

Respondents felt that there was no personalized service

to customers.

Due to non-availability of CUG connections to all,

most of the customers surrenderedMTNL and migrated to

Airtel.

Customers perceived that the bills are always inflated.

Due to excessive rules and regulations for

operating 1rupee coin telephones customersare 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 muchdissatisfied.

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 telephoneconnection had

made some respondents switch over to other service

providers.

Due to the maturity and easy availability of Mobile

service most of the customers weresurrendered their

landline connection.

Due to limited number of linemen, faults were no

t immediately attended to, hencecustomers 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

awarenesslevel.

Most of the people were not satisfied with the MTNL

Customer Service for both Mobileand Landline.

The respondents felt that the number of payment service

counters was inadequate, hencemore 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 usingMTNL service (For only

Incoming).

One of the major irritations, as told by the

respondents was that the communicationinstruments

provided by MTNL were of poor quality and hence they had to

face frequent problems with the instruments.

SUGGESTION:

Increase Communication:

It is recommended that the communication between management

and the employees beimproved in the organization. Customer

service is a very important part of organizationand in

order to provide the customer with quality services, it is

necessary to make surethat the employees of the

organization are motivated. This can be achieved

byincreasing the interaction between the management and the

employees. It isrecommended that the top managers visit the

work floor of the organization andpersonally communicate

the employees so that they motivated to perform better.

Decentralization:

It is also recommended that the organization provide the

employees with anopportunity to take part in the decision

making process. All new ideas and thoughtsshould be

welcomes and employees should be encouraged to express

their opinions.This will improve the sense of belongingness of

the employees and they will feel like they play an important

part in the organization. This will also serve the esteem

need mentioned in Maslow’s hierarchy of needs theory.

Utilization of Skills:

Managers should make sure that the each employee is fit for

his or her job. If the skillsof the employees are

underutilized this can result in boredom and

dissatisfaction. Eachemployee must be suited for his or her

job position.

CHAPTER 5 CONCLUSIONS

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.Chances of Switching.

ii.Reason for Switching.

iii.Monthly Income.

iv.Comparative questions

MTNL being a public sector, in order to thrive and excel,

have to understand about theCustomers 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 understandabout their Customers in

Landline as well as Mobile services.

BIBLIOGRAPHY

BooksGupta, 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.

Questionnaire

is your Age?

a. Between 20-30

b. Between 31-35.

c. Between 36-40.

d. Between 41-50. e. Above 50

2. Which of these best describes your job?

a . Managerial

b . Professionalc.

c . Clericald.Manual Worker

e Student

f .Retired

g .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

And which of the following mobile services you are using

currently?

a . MTNL

b . Tata Indicom.

c . Reliance.

d . Airtel.

e . Aircel.

f . BPL\Hutch.

g . A n y o t h e r p l e a s e m e n t i o n

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?

a.Very familiar (use on regular basis).

b.Some what familiar (use it only some times).

c . F a m i l i a r b u t n e v e r u s e d i t .

d . Never heard of service before

8. How satisfied are you with the Tariff plan of MTNL?

a . Very satisfied

b . Quite satisfied

c Neutral

d . Quite dissatisfied

e . Very dissatisfied

9. How satisfied are you with the network of MTNL?

a . Very satisfied

b . Quite satisfied

c . Neutral



10. How satisfied are you with the cost of MTNL?

a . Very satisfied

b . Quite satisfied

c . Neutral



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

a . Very satisfied

b . Quite satisfied

c . Neutral



12. How satisfied are you with the additional packages of

MTNL?

a . Very satisfied

b . Quite satisfied

c Neutral



13. In thinking about your most recent with others was the

Quality of the MTNL Customer Service you received:

a . Excellent.

b . Good.

c . Average.

d . Poor.

e . Very poor.

14. Compared with others would you say that MTNL is

a . Much better.

b . Some what better.

c . About the same.

d . Some what worse.

e . Don’t know (or) Never used

15. [a]. All things considered over the next 12 months how

likely are you to replace your currentService

a . Certain.

b . High chance.

c . Not sure.

d . Low chance.

e . Never.

A STUDY ONCUSTOMER SATISFACTION FOR MTNLPRODUCTS AND SERVICES

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