26-01-2012, 12:12 PM
A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY
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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 BSNL.
To suggest some guidelines to BSNL 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 BSNL.
Scope of the Study:
This research study is useful for BSNL to understand the expectations and requirements of Customers and can serve them in a better way.
This research was conducted from May 2006- June 2006.
The respondents from Coimbatore, Pollachi and Tirupur have been taken for this study.
The brand equity was measured in terms of brand attribute preferences, brand awareness, brand loyalty and preferences about the brand.
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 Coimbatore, Pollachi and Tirupur for this study.
The researcher has chosen 145 from Coimbatore, 56 from Pollachi and 47 from Tirupur.
