Customers' Satisfaction towards Mobile Prepaid Services: A Study of BSNL in Visakhapatnam District, Andhra Pradesh

Customers' Satisfaction towards Mobile Prepaid Services: A Study of BSNL in Visakhapatnam District, Andhra Pradesh

Rama Mohana Rao Katta (Department of Commerce and Management Studies, Andhra University, Visakhapatnam, India), Chandra Sekhar Patro (Department of Management Studies, Gayatri Vidya Parishad College of Engineering (A), Visakhapatnam, India) and Malla Satya Prasad (Bharat Sanchar Nigam Limited (BSNL), New Delhi, India)
Copyright: © 2018 |Pages: 16
DOI: 10.4018/IJSKD.2018010105
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This article describes how communication has become an integral part of the growth, success and efficiency of an individual and an organization. In the current environment, due to advancements in technology, communication has become much easier and faster. The mobile telecom is one of the leading and fastest growing sectors in the world as communication plays a vital role and especially in India. The main concerns of the service providers are to increase the number of customers and retain the existing. The customers are moving ahead with times and have started buying cellular services just like routine household items. As the cellular industry in India is one of the fastest growing sectors, it is important to explore the drivers of customer satisfaction in this industry. The purpose of this article is to analyze the customer satisfaction towards mobile prepaid services offered by the BSNL. The findings of the study would help the mobile service providers to have a better understanding and to develop strategies to attract and retain more customers.
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Communication plays vital role in the intense competitive and business environments. Mobile telecommunication industry in India had grown over a decade and is recognized as a key factor in the development of social, economic, commercial and cultural activities. Telecommunications have become the lifeblood for all business activities, as it gives a person the power to communicate anywhere and at any time. 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. The term ‘Telecommunication’ in International Telecommunication Union (ITU) parlance covers wide variety of services such as sound and 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, 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 and port authorities, sound and TV broadcasting organizations, meteorological department, oil exploration, processing and distribution companies, large private companies, etc. The Global System of Mobile Communications (GSM) is a digital technology with a worldwide acceptance and plays an important role in the socioeconomic development of countries.

Customer satisfaction is based on the assessment of the performance of a product or service by customers. Customer Satisfaction with products and services of a company is considered as most important factor leading toward achieving competitive edge and success. Though it is costly to generate satisfied and loyal customers, but that would prove profitable in a long run for an organization. An organization should concentrate on the improvement of service quality and charge appropriate fair price in order to satisfy their customers who would ultimately help the company to retain its customers (Gustafsson, Johnson, & Roos, 2005). It is a common phenomenon that the services a brand offers and the price it charges actually determine the level of satisfaction among its customers than any other measure (Turel & Serenko, 2006). According to Russell-Bennett, McColl-Kennedy, & Coote (2007), the typical areas that include customer satisfaction are value of product relative to price - a function of quality and price; time issues such as product availability, availability of sales assistance, time waiting at checkout, and delivery time; and service personnel issues such as politeness, attentiveness and helpfulness. Customer service can also be viewed as a system of activities that comprises customer support systems, complaint processing, speed of complaint processing, ease of reporting complaint and friendliness when reporting complaint (Kim, Park & Jeong, 2004). In case of mobile commerce, customer satisfaction is customer’s post-purchase appraisal and emotional response or reaction to the overall product or service familiarity in a mobile commerce environment (Lin and Wang, 2006).

In recent years, mobile telecom operators are playing vital role in enhancing the social interactions between and among the individuals, groups, organizations, and the government alike and which ultimately create a strong network of global environment. However, meeting and exceeding expectations of the customers is a perspective that must gain significant efforts of service providers in order to retain the subscribers and their business survival. 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. Even in the telecom industry there prevail stiff competitions between the service providers. There are many mobile prepaid service providers in India such as Airtel, Idea, Docomo, Telenor, Jio, etc., competing with BSNL.

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