Customer Satisfaction Survey for MTNL Services

Introduction

The Indian telecommunications industry is one of the fastest growing one in the world. The
industry has witnessed consistent growth by rolling newer circles by operators, successful
auction of third-generation (3G) and Broadband Wireless Access (BWA) spectrum network
rollout in semi-rural areas and Value Added Services (VAS) market. According to the
Telecom Regulatory Authority of India (TRAI), the number of telephone subscriber
subscribers in India increased from 1,053.40 million at the end of Aug-16 to 1,074.24 million
at the end of Sep-16, thereby showing a monthly growth rate of 1.98%. The overall Tele-
density in India increased from 82.54 at the end of Aug-16 to 84.09 at the end of Sep-16.
MTNL, being the pioneer in the sector making strong efforts to provide customers with
various services. Still customer switching continues to be high. The main objective of this
study is to identify various factors that influence the satisfaction and dissatisfaction towards
the MTNL services.

Study Objective

The study aims to identify different antecedents of customer satisfaction according to

customers perceptions and its impact on customer loyalty. It would explore the following
sub-objectives:

To identify the impact of network quality on customer satisfaction and thereby

customer loyalty.
To identify the role of customer convenience in their satisfaction level with offered
services.
To identify the role of billing system in their satisfaction level with offered services.
To identify the impact of online service usefulness on customer satisfaction and
thereby customer loyalty.
To identify the impact of online services ease of use on customer satisfaction and
thereby customer loyalty.
To identify the role of Value-added services on customer satisfaction and thereby
customer loyalty.
To identify the role of Offline service quality on customer satisfaction and thereby
customer loyalty.
To identify the role of Hotline service quality on customer satisfaction and thereby
customer loyalty.
To identify the role of Corporate image on customer satisfaction and thereby customer
loyalty.
To identify the role of Complaint handling on customer satisfaction and thereby
customer loyalty.
To identify the role of price structure on customer satisfaction and thereby customer
loyalty.
Research Methodology

The survey method was used to collect the data. Primary Data will be collected through
surveys through structured questionnaire across Mumbai Location. From the
abovementioned, 250 random samples will be selected.

Study Contribution

Parameters of customer satisfaction will help the practitioners to design different strategies
for each attribute for achieving competitive advantage in the sector.

Limitation

The generalizability of this study could be limited to Mumbai.

Time will not suffice to conduct a detailed study.