7.

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

CHAPTER – 7

7.1 INTRODUCTION
7.2 FINDINGS OF THE STUDY
7.3 SUGGESTIONS
7.4 CONCLUSION
7.5 SCOPE FOR FURTHER RESEARCH
 CHAPTER – VII

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

7.1 INTRODUCTION

For over a hundred years, the Department of Telecom operations

provided telephone services to thousands of satisfied customers across
India. Accordingly, the Department of Telecom has been formulating
policies for the accelerated growth of telecommunication services. BSNL is
the only public sector company in the field and it was originally a
government department. It had the advantages of early start with larger
infrastructure network. Infact, India has the posts and telegraph individual
organization and administrative communication in the country. The volume
of business and the technological breakthrough led to the bifurcation of the
Department of Telecom operations and Department of Postal services.
Today, BSNL is India’s leading telecom company and the largest public
sector undertaking reaching out to the classes and masses alike every nook
and corner of the country. As a wholly owned government organization, it
can depend on government support. It has more customer service centers all
over the country, which is unmatched by one other operator. It believes that
quick response time to customer inquiries and support requests is also
central to the customer service platform. It also provides internet service
throughout the country under the brand name of ‘Sanchar net’.

7.2. FINDINGS OF THE STUDY

7.2.1 Growth of BSNL

The BSNL is a leading player in the Telecommunication industry

offering solutions for telecommunication needs. It belongs to the people of
this country have imposed great faith in BSNL. It has the most extensive
telecommunication network in the country. On 1.1.2002, the telephone

244
system of Calcutta under BSNL along with all other circle except the city of
Delhi and Mumbai which are under Mahanagar Telephone Nigam Limited.

Ø BSNL’s growth in Virudhunagar has proved to be a faster one. There

is a fluctuation in the capacity utilization from 2004-05, it was
90.15%. In each and every year, there are ups and down in the
capacity utilization. In the year 2013-14, it was 91.47%.

The trend value of capacity of BSNL in Virudhunagar district for the

year 2024-25 is estimated as 57.69 per cent. The compound growth
of capacity is 39.8 per cent which is significant.

Ø There is a fluctuating trend in the growth of working connection of

BSNL .The trend value of working connection of BSNL in
Virudhunagar district for the year 2024-25 is estimated as 53.01
percent. The compound growth rate of capacity is 26.30 per cent
which is significant.

Ø Multiple regression reveals that R-square value is 0.998. That is

dependent variable influences independent variable in 99 per cent
variation. The adjusted R-square value for the model is 0.998 that is
1 per cent of the variation is explained by the error. It is shows that
there is strong relationship between working connection and
capacity.

Ø The usage of Regression co-efficient indicated that the independent

variable the capacity is statistically significant. The standard co-
efficient beta column reveals that the capacity has a beta co-efficient
0.999 which is significant (.000). This reveals the major impact of
capacity and working connection of BSNL.

245
7.2.2 Attitude of the Customers towards the Services of BSNL

Telecom sector has brought competition into the market. Many

private players entered in this line. They service providers also offer fruitful
scheme to attract the consumers. BSNL faces tough competition from the
competitors. Hence, it is essential to study the attitude of the customers
towards the services of BSNL.

7.2.2.1 Socio economic profile of the respondents

Landline users

Out of 450 respondents,

Ø 256 (56.89%) are male.

Ø 158 (35.11%) belong to the age group of 20-30 years.

Ø 251(55.78%) respondents completed their education up to college

level.

Ø 236 (52.44%) respondents are married.

Ø 196 (43.56%) are doing business.

Ø 244 (54.22%) respondents have 3-4 members.

Ø 300 (66.67%) respondents residences are in urban area.

Ø 131 (29.11%) respondents come under the monthly income range of

above 20,000.

Cellphone users

Out of 550 respondents,

Ø 277 (50.36%) are female.

Ø 180 (32.73%) are under the age group of 20-30 years.

246
 Ø 326 (59.27%) respondents completed their education up to college
level.

Ø 413 (75.09%) respondents are married.

Ø 156 (28.36%) respondents are working in government employee.

Ø 334 (60.73%) respondents have 3-4 members.

Ø 423 (76.91%) respondents belong to nuclear family.

Ø 321 (58.36%) respondents residence in urban area.

Ø 181 (32.91%) respondents have the income level of 10,000-15,000

per month.

7.2.2.2 Level of attitude and their relationship with the service provider

Landline services

Ø Out of 450 respondents, 303 (67.34%) have medium level attitude

towards BSNL services.

Ø The socio economic variables, age, education, occupation and

monthly income have influenced the level of satisfaction towards the
BSNL services. The remaining variables, gender, marital status,
family size, nature of the family and the location do not influence the
level of satisfaction towards the BSNL services.

Cellphone services

Ø Out of 550 respondents, 297(54%) of the respondents have medium

level attitude towards the BSNL services.

Ø The socio economic variables, age, education and occupation have

influenced the level of satisfaction towards the BSNL services. The
remaining variables, gender, marital status, family size, nature of the

247
 family, location and monthly income do not influence the level of
satisfaction towards the BSNL services.

7.2.2.3 Attitude of customers towards Landline and Cellphone services

Attitude of Landline services

Out of 450 respondents,

Ø 207 (46%) respondents used phone connection for residential

purpose.

Ø 353 (78.44%) respondents have permanent connection.

Ø 250 (55.6%) respondents have ordinary phones.

Ø 162 (36%) respondents gathered information from friends and

relatives.

Ø 158 (35.12%) of them have 4-6 years of relationship with service

provider.

Ø 267 (59.33%) have only one connection.

Ø 278 (61.78%) respondents make direct payment.

Ø Out of 450 respondents gave first rank to wide network coverage

with the mean score of 63.38.

Attitude of Cellphone services

Ø Most of the respondents gave first rank to friends and relatives as a

source of information with the mean score of 3.87.

Ø Out of 550 respondents, 364(66.18%) respondents have chosen

prepaid schemes.

Ø Out of 364 respondents, 192 (52.75%) respondents have chosen

prepaid card to cost control purpose.
248
 Ø Out of 186 respondents, who chose postpaid schemes, 87(47.08%)
respondents have chosen it for talk value and unlimited purpose.

Ø Out of 550 respondents, 180 (32.73%) respondents gathered

information through advertisement.

Ø Out of 550 respondents, 190 (34.55%) of them have 2-4 years of

relationship with service provider.

Ø 303 (55.10%) respondents have only one phone connections.

Ø Out of 550 respondents gave first rank to wide network coverage

with the mean score of 60.55.

7.2.2.4 Switch over from BSNL to other service provider

Landline users

Ø Out of 450 respondents, 234 (52%) of the respondents have switch

over from BSNL to other service providers.

Ø Out of 234 respondents switch over from BSNL to Airtel followed

by Aircel.

Cellphone users

Ø Out of 550 respondents, 183 (33.27%) of the respondents have

switch over from BSNL to other service providers.

Ø Out of 183 respondents switch over from BSNL to Airtel followed

by Aircel.

Kruskal wallis test has been used to find out the significant difference
among landline and cellphone users regarding switch over. Hence, there is
significant difference among landline and cellphone users regarding
switchover.

249
7.2.3 Subscriber’s Perception towards BSNL service quality

Ø Using the Wilcoxon Signed Rank Test, it is found that there is

significant difference in the service quality of BSNL before and after
monopoly.

Ø Factor analysis has been applied to analyze the service quality of

BSNL landline services. Twenty six statements indicating the service
quality of BSNL has been used. Six factors are rotated viz. F1
(Reliability), F2 (Responsiveness), F3 (Tangibles), F4 (Assurance),
F5 (Empathy) and F6 (Network Quality) respectively.

Ø In reliability factor, the statement ‘Service provider is sympathetic’

obtained a high score of .802.

Ø In Responsiveness factor, the statement ‘Prompt and efficient

service’ with a highest score of .791.

Ø In Tangibles factor, the statement ‘Quick response to the customer’

obtained a high score of .767.

Ø In Assurance factor, the statement ‘Employee will have knowledge’

with a highest score of .831.

Ø In Empathy factor, the statement ‘Personal Care’ with a highest score

of .620.

Ø In Network quality factor, the statement ‘Problem of Call drooping’

obtained a high score of .716.

Ø Factor analysis has been applied to analyze the service quality of

BSNL cellphone services. Twenty six statements indicating the
service quality of BSNL has been used. Six factors are rotated viz. F1
(Empathy), F2 (Responsiveness), F3(Reliability), F4(Tangibles), F5
(Network Quality) and F6 (Assurance) respectively.

250
 Ø In Empathy factor, the statement ‘Personal care’ obtained a high
score of .797.

Ø In Responsiveness factor, the statement ‘Willingness to help

customers’ with a highest score of .872.

Ø In Reliability factor, the statement ‘Service Performance is good’

obtained a high score of .846.

Ø In Tangible factor, the statement ‘Visually appealing advertisement’

with a highest score of .825.

Ø In Network quality factor, the statement ‘SMS facilities are good

instant delivery of the SMS’ with a highest score of .824.

Ø In Assurance factor, the statement ‘Polite and courteous’ obtained a

high score of .827.

7.2.4 Opinion of the customers about the services of BSNL that has
helped for economic development

Ø To obtain the opinion of the respondents, eighteen statements were

given to them. Those respondents were requested to evaluate the
eighteen statements. KS test has been applied to test the null
hypothesis that, “There is no significant difference among the
number of respondents under the category of each distinguished type
of opinion related to the given eighteen statements”.

Ø The KS test shows that the null hypothesis for all the eighteen
statements is rejected. It shows that BSNL has contributed for the
development Virudhunagar district.

Ø An attempt has been made to prove that there is vast difference

between expected frequency and observed frequency as far as

opinion about the eighteen statements is concerned. It shows that the

251
 difference between the expected frequency and observed frequency
varies between one per cent and forty seven per cent.

7.3 Suggestions

BSNL is successful in grabbing the highest market share, but there

are still some recommendations that deserve to be mentioned.

@ From the research study, it has been found that the customers are very
particular about the quality of the telecom services and hence they want
BSNL to increase the quality of value added services.

@ Public considered that the processing fee of landline and call rate of cell
phone in BSNL are high. It is one of the major reasons for switchover.
In order to prevent this position, BSNL has to reduce the processing free
and call rate.

@ Landline users felt that there is break in connection often in BSNl

services. Hence, BSNL has to take steps to eliminate the break in
connection especially in landline services.

@ Prepaid and post paid schemes are mostly preferred by the respondents
only for cost control and unlimited talk value. It is clear that cost and
tariff are considered as the major factors for attracting customers; so
BSNL should revise cost and tariffs and reduce the monthly rentals of
landline services.

@ BSNL introduced more phone plus facilities viz., call hunting, hot line,
M-Commerce, Multimedia Message services, News alert etc. In order to
popularize these facilities, BSNL has to create awareness among the
public about the facilities.

@ BSNL should issue duplicate sim card at every service centers.

252
@ The company should sustain the level of availability of recharge cards at
all shops.

@ BSNL has to concentrate on the marketing strategies followed by

competitors and frame innovative strategies to face them.

@ BSNL ‘re-connection mela’ should be held in all areas of the country

especially for backwards and rural areas. Proper publicity should be
given to the mela. It encourages the ex-subscribers of the landline
connection to get it reconnected.

@ BSNL should accept valid feedback from customers regularly and mae
sure that they satisfy and retain the customers.

@ BSNL has to be focus the crew around the existing subscribers for
adding new clients to their basket.

@ Basic strength for BSNL is availability and trust of the customer. On the
same platform, company should make efforts to be in leadership position
because Telecom sector today is very competitive due to presence of
strong players and entry of new players.

7.4 Conclusion

Before five decades, telecom department is meant for

communication whereas now it offered variety of services to the public. The
services rendered by BSNL to the society add its brand image.
Liberalization, privatization and globalization paved the way for entry of
new players in the telecom industry. Technological developments bring
wide revolution in this industry. BSNL compete the competitors and adopt
modern technologies through its eminent administrative setup. The focus of
BSNL on rural areas and national development bring it to the heights of the
mountain. Even though there is a entry of mushroom growth of competitors,
BSNL face the tough competition by introducing value added services.

253
Thus, the competition makes BSNL as taller, stronger and sharper. No
doubt, BSNL constructs the path for economic development of the nation
by its efficient services.

7.5 Scope for further research

The future study focus on the following areas:

Ø Performance of BSNL and Private Players in customer services – A

comparative Analysis.

Ø Innovative Practices in HRM at BSNL

Ø A study on Financial Performance of BSNL

Ø Customer Relationship Management in Telecom industry

Ø Analysis of marketing strategies in BSNL.

254
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sanchar.html.

http://www.bsnlgramseva.com/Home/project details/ franchisee training

program.aspx.

http://www.digit.in/ internet/all-villages-in-india-to-have-telecom-links-by-2014-
bsnl-9091.html.

http://www.hindu.com/2011/04/27/stories/2011042750390200.htm

ix
http://www.merinews.com/article/ corporate- social – responsibility – or-public-
relations-exercise/15823685.html.

http://www.trai.gov.in

www.coai.com

www.the hindu.com/news/cities/Madurai/bsnl/article 39763.ece.

BSNL PAMPHLET