ABSTRACT

The customer satisfaction is the main goal of every business organization. In this competitive business scenario each and every activity starts and ends with the customer. In the present scenario, the telecommunication is lifeblood for every business activities. Even in this industry there prevails a stiff competition between the service providers. The objectives of the study are to study the customer satisfaction level towards BSNL (landline,mobile,internet/broadband,etc.) services; the influence of demographic variables of the respondents; usage level of various BSNL schemes; the operational performance; The major purpose of descriptive research is description of state of affairs, as it exists at present. Simple random sampling method is used to collect data. The size of the sample is 200. The respondents of the study are part of population of Salem city. Both primary and secondary data is used. The data has been mainly analyzed by using the Weighted Average Method, Ranking Method and Chi Square Test. most of the respondents are not much satisfied with the features of the phone provided by BSNL when compare to other private landline providers, significant weight age should be given by the BSNL. Most of the respondents are not aware of various schemes. It is identified that the service provided by BSNL is at satisfactory level to the respondents. But most of the respondents are not satisfied with the features of the phone. BSNL should focus on the promotional measures as equal to the private service providers to enhance their service activity to satisfy their customers.

INTRODUCTION Telecommunication is recognized, world over, as a key factor in the development of social, economic, commercial and cultural activities. The development of telecommunication infrastructure is likely to play a greater role in meeting the diverse needs of people and improving their quality of life through inter-linked development of many other sectors. Telecommunication in ITU parlance covers a very wide variety of services such as sound & television broadcasting, space communications, aeronautical and maritime mobile communications, radio-location and radio-navigation systems, radio astronomy, meteorological aids and services, radio amateurs, etc, besides the public telecommunications services. There are large telecommunication networks belonging to railways, defence and para-military organizations, law and order services (police etc), public utility organizations like electricity grids, transport organizations, municipal services, national and international telecommunications service providers both government and private, civil aviation department and airlines, shipping & port authorities, sound and TV broadcasting organizations, meteorological department, oil exploration, processing and distribution companies, large private companies, etc.

REVIEW OF LITERATURE CUSTOMER SATISFACTION Customer Satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

MEASURING CUSTOMER SATISFACTION:Customer Satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. CUSTOMER SERVICE PLAN Maintaining an effective customer service program is one of the biggest challenges faced by managers in the current environment. Today, managers are faced with cutbacks in personnel, workforce reshaping, and lack of funds for adequate training. These constraints, although serious, must not be allowed to compromise customer service. Developing an effective customer service plan and instilling a commitment to it within the organization are key to the management process. Once developed and implemented, the plan helps to overcome other obstacles. Success breeds success, and in the service business there is no greater success than a satisfied customer. Therefore, managers should alwaysconsider the impact of how an effective customer service plan can help them to meet their goals.

OBJECTIVES OF THE STUDY To study the customer satisfaction level towards services provided by BSNL. To study the influence of demographic variables of the respondents. To find out usage level of various schemes provided by BSNL. To identify the operational performance of BSNL. To identify the satisfaction level of customer services provided by BSNL. To identify the customers opinion about BSNL LIMITATIONS OF THE STUDY The area of study is limited to Salem city only; hence the results may not be true for other geographical areas. Validity & Reliability of the data are obtained depends on the responses from the customer. Structured questionnaire are base for collecting the data, it may have disadvantages of not being to probe deep into the respondents thoughts. The time at the disposal of the researcher is limited. The size of the sample comparing to the population is very less and hence it will not represent the whole population.

CUSTOMER SATISFACTION Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."