Oriental College OF Commerce & Management

A STUDY ONCUSTOMER SATISFACTION FOR MTNL

PRODUCTS AND SERVICES AND ITSROLE IN BUILDING BRAND EQUITY

FOR THE COMPANY

Submitted to

Nina Mam

Submitted by:

Name of the student Asif Khan

Roll No. 09

Course S.Y.BMS

PREFACE

This report deals with organizations activities related to organizational appraisal. It includes methods, past experiences, board of directors of organizations, etc. Subject matter of this report has been elaborated with simple words and lucid. Tables, charts, figure have been given to facilitate under- standing. Thus the have left no stone unturned to make this work useless, wasteful and valueless. I gave my complete effort to make it valuable, useful and enrich it with my views so that it give complete sense and benefit to readers

Asif Khan

CERTIFICATE

This to certify that ASIF KHAN is a bonafide student of this institute perusing S.Y.BMS fulltime program of three years duration.

And has undertaken a minor project on Organizational Appraisal in partial fulfillment of S.Y.BMS degree as required under the rules of the University.

ACKNOWLEDGEMENT

With an over whelming sense of gratitude I acknowledge the valuable guidelines and consistent and encouragement extended to me by our knowledge faculty members with whose guidance I am able to accomplish this Endeavour. When where technical acumen and years of experience have provided me with crucial inputs at critical stage.I am especially indebted to Trinity Institute of Professional Studies to provide all the necessary materials which help me in accomplishing the task assignment.I also want to thank my project guide Prof Raj who encouraged and motivated me to work on this project.

ASIF KHAN

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, and 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 competitor’s status

in the market thereby helping them in improve their quality of Services offered

Table of Contents

S. No. Topic Page No.

I Certificate ( i )

II Acknowledgement ( ii )

III Executive Summary ( iii )

IV Chapter 1: Introduction (1)

1.1 Conceptual Background (2 – 10)

1.2 Company Profile (11 - 14)

V Chapter 2: Background (15)

2.1 Statement of problem (16)

2.2 Data Collection (17)

VI Chapter 3: Research Methodology (18)

3.1 Statistics (19-26)

3.2 Analysis of Brand Perf. (27)

VII Chapter 4: Data Analysis &

Findings

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VIII Chapter 5: Conclusions &

Suggestions & Limitations

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IX Chapter 6: Bibliography

X Comments

CHAPTER 1

INTRODUCTION

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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 onin the process of conducting the everyday business. We talk about how, orrather what, does the organization have to do to gain not only the sale butalso the loyalty of the customer. We want to know the payoff of the transactionboth in the short and long term. We want to know what our customerswant. 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 comeback, 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 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 measuredHowever, we increase our chance of success if we allow employees to takepersonal 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 SatisfactionSecond, 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 aperson or persons, or a process or processes.Customer satisfaction, however, is when the customer is satisfied with aproduct/service that meets the customer’s needs, wants, and expectations.

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To further understand customer satisfaction, we must take a deeper lookat 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 about quality: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 satis faction through meeting therequirements 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 correctbill. 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 sogood 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 attendant’s 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 shookhands to close the deal, he gave me a housewarming gift.Customer 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.

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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 andare 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 can be used to signify the importance ofservice. COMFORT is caring, observant, mindful, friendly, obliging,responsible, and tactful. These characteristics are the most basic attributesof customer service and without them, there cannot be a true serviceof 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 whatthe customer will have to say. You may spend time with a customer tofind out the customer’s real needs, wants, and expectations. It is notunusual to tell a customer that you may not be able to help, even at theexpense of losing the sale. Furthermore, you may go as far as suggestingthe services of someone else or some other company.You must be observant. In most cases when dealing with service-relateditems, observations may contribute more to satisfying the customerthan direct communication. Pay attention to body language and mannerismsand, if necessary, listen between the lines. Always try to be a stepahead of the customer. Anticipate the customer’s action. Actively listenfor what the customer is communicating, but also—and, perhaps, moreimportantly—listen for what the customer is not communicating.You must be mindful. Remember that you and your organization existto satisfy the customer. Without the customer’s need, you do not have ajob and the organization does not have a service to provide. Thecustomer has a choice and, as such, if you or the organization does notrecognize the urgency, sensitivity, uniqueness, expectations, and influencethat the customer has, you will not be successful in satisfying thecustomer.You must be friendly. Friendliness does not mean being a pest. Offerguidance and information, and let the customer know you are there tohelp. If necessary, provide feedback to assist the customer in makinga decision. If you do provide feedback, be truthful. For example, in aretail clothing store, someone walks into your store, walks around, picks

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up some clothing, and tries it on. As a salesperson, you may advise thecustomer about fit and answer any questions that the customer mayhave.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 differencebetween a satisfied and an unsatisfied customer, or the differencebetween a sale and a walkout. When obliging the customer, do not hesitateto 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 servicedelivery, there are going to be problems between you and the customer.Do not panic. Tactfulness is the process by which the conflict may beresolved. Your focus is to satisfy the customer and, as such, you shouldtry to identify the problem, analyze it, and then resolve it in the mostexpedient way.Being tactful does not mean that you have to give in to the customerall the time. What it does mean is that you act in a composed, professionalmanner and communicate to the customer in a way that is notthreatening or demeaning. Being tactful means you are willing to listenand exchange information with the intention of resolving the conflict.It means you have a way of presenting the facts and information in anice and no intimidating way. It means listening patiently, thinkingbefore speaking, and listening to what the customer says withoutinterruptions.Notice that cost is not an attribute that will make or break serviceand/or satisfaction. In service especially, cost is equated with value.That is not to suggest that high cost is prerequisite to good service orvice 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 prongapproach. The first is cost, the second is time to implement theprogram, and the third is the customer service impact. Together, theypresent a nucleus for understanding and implementing the system thatis responsive to both customers and organization for optimum satisfaction.

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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 system one 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 serviceand 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 thenbecomes 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 in at 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 transaction2. Service quality, which is dependent upon the actual relationship3.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 customerservice 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

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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

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MARKETING MANAGEMENT

DEFINATION:

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

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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:

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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.

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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:

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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 EVENTS

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1911 Establishment of Delhi telephones system with manual exchange

1926 Opening its 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 (5X5) commissioned.

1961 Jor bagh exchange (5X5) commissioned.

1961 Shahadara exchange (5X5) 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 crossed 1 lac lines.

1973 Opening of X- Bar (67) Chanakya Puri exchange.

HISTORICAL EVENTS

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 28.08.76 and presided over by Mr. S.D. Sharma (Minister of communication) .Opening of Hauz Khas (65) X- Bar exchange on 18.10.76. It was inaugurated by Mr. S.D. Sharma (Minister of communication)

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1977 Opening of STD Service to Indore and Ambala on 05.10.77 by Mr. Brij Lal Verma (Minister of communication)

1978 Opening of Rajouri Garden –I (59) X- Bar exchange in Feb. 78Opening of Hauz khas –II (66) X- Bar exchange on 15.02.78 by Mr. Brij Lal Verma (Minister of communication)Opening of Janpath –V (35) X-Bar exchange.

1986 Creation of Mahanagar Telephones Nigam Limited

1986 First digital exchange word technology brought to India.

1987 Large scale Introduction of push button telephone made dialing 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 subsidiary 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).

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 1-x. Introduced pilot project of ADSL based broadband services.

2004 Expanded GSM & CDMA capacity by 800,000 lines each( total 1.6 million lines expanded) STD/ISD rates slashed by almost 60%

2005 Leading market in GSM customer additions. Launched broadband services under brand name “ TRI BAND”. Floated tender for 1 million 3G GSM lines.

CHAPTER 2

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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.

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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.

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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

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RESEARCH METHODOLGY

DATA SOURCE:

In this study Primary data and secondary data have been used.

Secondary data has 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.

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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. Location.

ii. Age.

iii. Occupation.

iv. Monthly Income.

v. Mobile Usage.

vi. Mobile service Usage

CHAPTER 4

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DATA ANALYSIS & FINDINGS

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PROFILE OF THE SAMPLE RESPONDENTS

LOCATION

Frequency Percent Valid percent

Cumulativepercent

Valid ROHINI 145 58.0 58.0 58.0PITAMPURA 57 22.8 22.8 80.8SARASWATI VIHAR

48 19.2 19.2 100.00

Total 250 100.00 100.00

CHART : 1

AGE

Frequency Percent Valid percent

Cumulativepercent

Valid Bet 20-30 51 20.4 20.4 20.4Bet 31-35 100 40.0 40.0 60.4Bet 36-40 46 18.4 18.4 78.8Bet 41-50 33 13.2 13.2 92.0Above 50 20 8.0 8.0 100.0Total 250 100.0 100.0

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0

25

50

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

20.4

40

18.4

13.2

8

INFERENCE: 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%)

CHART : 2

OCCUPATION

Frequency Percent Valid percent

Cumulativepercent

Valid Managerial 113 45.2 45.2 45.2Business 85 34.0 34.0 79.2Clerical 24 9.6 9.6 88.8Worker 17 6.8 6.8 95.6Student 07 2.8 2.8 98.4Retired 02 0.8 0.8 99.2Agriculture 01 0.4 0.4 99.6Professional 01 0.4 0.4 100.0Total 250 100.0 100.0

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0

10

20

30

40

50

Managerial Business Clerical Worker Student Retired Agriculture Professional

45.2

34

9.6

6.8

2.8

INFERENCE: 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

CHART: 3

MONTHLY INCOME

1. Valid 2452. Missing 5

Frequency Percent Cumulativepercent

Valid Below 5000 27 10.8 11.0Bet 5000-10000 132 52.8 64.9Bet 10000-15000 62 24.8 90.2Bet 15000-25000 11 4.4 94.7Above 25000 13 5.2 100.0Total 245 98.0

Missing System 5 2.0

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Total 250 100.0

0

12

24

36

48

60

Below5000

bet 5k-10k

bet 10k-15k

bet 15k-20k

above25000

10.8

52.8

24.8

INFERENCE: As the Table depicts, a good majority of the respondent (53.9%) consumer’s monthly income is between (5000-10000), while monthly income between (15000-25000) is least (4.5%)

CHART: 4

MOBILE USE

Frequency Percent Valid percent

Cumulativepercent

Valid Yes 183 73.2 73.2 73.2

No 67 26.8 26.8 100.0

Total 250 100.0 100.0

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0

16

32

48

64

80

Yes No

73.2

26.8

INFERENCE: From the below Table, it is inferred that majority of the respondents (73.2%) were using Mobile phones while (26.8%) were not using Mobile phones

CHART: 5

LANDLINE USE

Frequency Percent Valid percent

Cumulativepercent

Valid Yes 237 94.8 94.8 94.8

No 13 5.2 5.2 100.0

Total 250 100.0 100.0

(25)

0

20

40

60

80

100

Yes No

94.8

5.2

INFERENCE: From the below 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 PREFRENCE

CHART: 6

MOBILE SERVICE

Frequency Percent Valid Percent Cumulativepercent

Valid No phone 67 26.8 26.8 26.8MTNL 78 31.2 31.2 58.0Tata indicom 1 0.4 0.4 58.4Reliance 26 10.4 10.4 68.8Airtel 25 10.0 10.0 78.8Aircel 37 14.8 14.8 93.6Bpl/Vodafone 16 6.4 6.4 100.0Total 250 100.0 100.0

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0

8

16

24

32

40

Nophone

MTNL Tataindicom

Reliance Airtel Aircel Bpl/Vodafone

26.8

31.2

0.4

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

CHART: 7

LANDLINE USE

Frequency Percent Valid Percent Cumulativepercent

Valid No phone 13 5.2 5.2 5.2MTNL 221 88.4 88.4 93.6Tata indicom 8 3.2 3.2 96.8Airtel 8 3.2 3.2 100.0Total 250 100.0 100.0

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0

20

40

60

80

100

No phone MTNL Tata indicom Airtel

5.2

88.4

3.2 3.2

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

CHART: 8

FAMILIARITY

Frequency Percent Valid percent

Cumulativepercent

Valid Very familiar 128 51.2 51.2 51.2

Some what familiar

120 48.0 48.0 99.2

Familiar but never used it

2 0.8 0.8 100.0

Total 250 100.0 100.0

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0

12

24

36

48

60

Very Familiar Some what Never used

51.248

0.8

INFERENCE: 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

CHART: 9

COMPARING WITH OTHER SERVICES

Frequency Percent Valid Percent Cumulativepercent

Valid Much Better 58 23.2 23.2 23.2Some what Better 99 39.6 39.6 62.8About the same 65 26.0 26.0 88.8Somewhat worse 27 10.8 10.8 99.6Don’t know 1 0.4 0.4 100.0Total 250 100.0 100.0

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0

10

20

30

40

50

MuchBetter

Some whatBetter

About thesame

Somewhatworse

Don’tknow

23.2

39.6

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”.

FINDINGS

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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.

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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 MT 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 Customer

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

There is a significant relationship between the Location of the Customers and Satisfaction level of MT compared with other Services.

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

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.

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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.

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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.

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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

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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.

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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.

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:

o Chances of Switching.

o Reason for Switching.

o Monthly Income.

o Comparative questions

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