An Outlook of Customers towards BSNL Services – A Study with reference to Marketing Mix Elements

Abstract

Bharat Sanchar Nigam Limited (BSNL) is the largest provider of fixed telephony, broadband services, etc in India with more than 60 per cent market share and is the fifth largest mobile telephony provider. BSNL coverage is spread throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam Limited. Due to liberalization, privatization and globalization policy of the government, telecom sector saw the entry of many private players. In order to face the tough competition, BSNL adopted many innovative strategies and improved its customer services. The study has been carried out with the intention of studying the opinion of the customers towards the BSNL services taking the marketing mix elements into account. The study focuses on both landline and cellular phone services. The primary data has been gathered from 320 respondents residing at Madurai through a well structured and pre-tested questionnaire. Out of 320 respondents, 160 are landline users and another 160 are cellular phone users. The secondary data has been gathered from books, journals, magazines and websites. Mean, standard deviation, percentage analysis, t test, Kruskal Wallis tests have been used to analyze the primary data. On the basis of findings of the study, suggestions are offered to improve the services of BSNL.