Unit-2 Data Analysis And Finding Assignment

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Posted on Jul 28, 2016

This is a solution of your Unit-2 Data Analysis And Finding Assignment that describes about the telecom company has been charging extra rates in the name of providing tariff price.

Finding and analysis

The figure has revealed that the customers do not think that the telecom company has been charging extra rates in the name of providing tariff price. Therefore, the tariff rates are reasonable and the customers are willing to pay that. BSNL has to therefore maintain this price equilibrium to keep the customers happy.

  1. Are you satisfied with the brand image of BSNL in the market?
Response Response (%) Frequency Total Respondents
Highly satisfied 24 12 50
Satisfied 28 14 50
Neutral 08 04 50
Dissatisfied 22 11 50
Highly dissatisfied 18 09 50

Unit-2 Data Analysis And Finding Assignment Table Customers’ perception of the brand image of BSNL

Unit-2 Data Analysis And Finding Assignment

Figure 4.9: Customers’ perception of the brand image of BSNL

Finding and analysis
The customers of the telecom service provider, BSNL are contented with the brand image of the company. Therefore, The positive image would help the company to retain the existing customers, along with attracting new ones. However, the rate of negative responses is also not low and that may be looked at seriously to make the brand analysis even more positive.

  1. How far do you agree that it is very easy to take up new mobile connection along with getting recharges done from BSNL?
Response Response (%) Frequency Total Respondents
Strongly agree 16 08 50
Agree 20 10 50
Neutral 10 05 50
Disagree 28 14 50
Strongly disagree 26 13 50

Table 4.10: Ease of availing the services of BSNL

Unit-2 Data Analysis And Finding Assignment

Figure 4.10: Ease of availing the services of BSNL

Finding and analysis
The customers think that taking new connections from the company and recharging their mobile numbers is not an easy task. The reason may be the lack of sufficient franchises and shops, where all the necessary amenities are available of BSNL. The number of respondents going for the positive answers are few but significant one. Therefore, the customers would be more inclined to use the services of the company if, they can avail the services with ease.

  1. Do you agree that BSNL makes efforts to understand the needs of the customers?
Response Response (%) Frequency Total Respondents
Strongly agree 20 10 50
Agree 24 12 50
Neutral 06 03 50
Disagree 28 14 50
Strongly disagree 22 11 50

Table 4.11: Understanding the needs of the customers

Unit-2 Data Analysis And Finding Assignment

Figure 4.11: Understanding the needs of the customers

Finding and analysis
The customers think that the company does not have a good record in understanding the need of the customers. This may be because the customer relationship team of the company does not care to listen to the customers’ needs. As the customers are the primary stakeholders for any business, the telecom company  has the task to look for the actual reasons for which the customers have perceived that they are not being listened by the company.

  1. How far are you satisfied with the response time of BSNL in terms of customer grievances?
Response Response (%) Frequency Total Respondents
Highly satisfied 20 10 50
Satisfied 24 12 50
Neutral 10 05 50
Dissatisfied 28 14 50
Highly dissatisfied 18 09 50

Table 4.12: Response time for customer grievances

Unit-2 Data Analysis And Finding Assignment

Figure 4.12: Response time for customer grievances

Finding and analysis
The above presented figure reveals that the customers are not actually happy with the response time for the lodged grievance. The reason may be the lack of efficient personnel to handle the customer grievances effectively. The lethargy of the employees to respond to the call of the customers in time may be another reason for that. However, the number of respondents choosing the positive option presents the role of the employees in a positive light too. Therefore, the employees have the role of providing the best in class service to strengthen its portfolio.

  1. Do you agree that BSNL offers a great range of pricing options for you to chose from?
Response Response (%) Frequency Total Respondents
Strongly agree 20 10 50
Agree 24 12 50
Neutral 10 05 50
Disagree 26 13 50
Strongly disagree 20 10 50

Table 4.13: Pricing options of BSNL

Unit-2 Data Analysis And Finding Assignment

Figure 4.13: Pricing options of BSNL

Finding and analysis
The respondents have mostly answered negatively as they think that the pricing option from the company is not flexible for them. The company has kept the tariff prices high to reduce the losses incurred in the lt fiscal. This may be the reason that the customers think that the tariff prices are high. The second option has been chosen for the second most time and that shows that all is not wrong regarding the tariff prices.

  1. What would you recommend to BSNL for the betterment of the overall services quality to retain the customers?
Response Response (%) Frequency Total Respondents
Improve the promotional tools 16 08 50
Take customer feedback seriously 18 09 50
Reduce tariff rates to suit the customers 20 10 50
Provide personalized offers for the loyal customers 24 12 50
Incorporate latest technological advancements 22 11 50

Table 4.14: Recommendations to improve overall service quality

Unit-2 Data Analysis And Finding Assignment

Figure 4.14: Recommendations to improve overall service quality

Finding and analysis
Providing personalized offers to the customers is the most suitable option in this question. That shows that the
customers think that the company needs to provide special attention to the loyal customers. The second most ticked option is incorporating latest technological equipments to enhance the service quality. Therefore, the customers think that the technological parameters of the company is not up to the mark.

4.2 Summary

The chapter has thus assessed the responses provided by the chosen 50 customers of the telecom company, BSNL. The survey has revealed many interesting facts such as, the customers perceive that the aspect of customer relation is not upto the mark. On the other hand, the tariff prices are within the budget of the customers, as presented by the survey. Thus, the survey has helped the researcher to understand the pulse of the customers to conclude concretely.

Conclusion and Recommendations

5.0 Conclusion

The present study thus concludes by emphasising on the various factors that hamper the factor of customer loyalty. The aspect of service quality and sustaining the quality service for long time to retain the existing customers have found a prominent place here. The researcher is going to assess the collected data from chapter 4 and 2 to evaluate those important factors. In order to do this, the researcher is going to link the objectives with the survey and literature review chapter to provide some suitable recommendations.

5.1 Linking objectives

5.1.1 To identify the factors that affect customer loyalty in BSNL
The researcher has tried to link this objective with the first six questions in the quantitative analysis and also with the literature review to understand the the factors. The survey, along with the various opinions of the scholars has revealed that improper and untimely response to the customer grievances and keeping the tariff prices high are some of those factors. In addition, not respecting the demands of the customers is another reason that may affect customer loyalty.
5.1.2 To critically analyse the key determinants that help BSNL to retain the customers
The researcher has linked next four questions with this objective by explaining the factors that help the telecom company to retain the customers. Providing quality service and maintaining the employees happy are some of those factors. In addition, incorporating latest technological advancements in the service would enhance the quality of the service.
5.1.3 To examine the various challenges faced by BSNL to retain the customers
The researcher has observed that the challenges are quite a few that are plaguing not only BSNL but also other telecom companies in India. Therefore, BSNL had to face severe losses in the last decade for the changing taste of the customers, along with a number of competitors entering the country. The increased competition has downplayed the prospects of the telecom companies, along with BSNL.
5.1.4 To provide effective recommendations to BSNL to eliminate the problems
Some changes are bound to be implied by the telecom company to mitigate the problem regarding customer loyalty. In the context of the found gaps, the following recommendations are going to follow to retain the customers.
5.2 Recommendations

Forging long term relationship with the customers
The telecom sector is highly volatile. Therefore, BSNL needs to forge a long term relationship by taking firm steps to improve the service quality further. Marketing automation technology would therefore guide the telecom companies, including BSNL to understand the need of the customers.
Keeping the tariff rates affordable and competitive
The telecom giant needs to maintain competitive pricing policies to negate any similar moves of the rival companies. In order to do so, proper market research would be really helpful to understand whether, the tariff rates are really high or not.
Incorporating latest technologies to keep the service quality supreme
BSNL needs to incorporate the latest technological advancements to make the service up to date with the rival farms. Specialist employees can help the company to understand the possible steps that would necessitate the desired steps.
Providing specialized services to the loyal customers
If BSNL can provide specialised services to the loyal customers by providing them with concessional tariff rates, the loyal customers would be overjoyed. This step would enable the company to retain the customers. The loyal customers want that the company should provide them with some preferential treatments for associating with them for so long. Looking after the loyal customers would improve the brand image of the company also and that would surely attract new potential customers.

5.3 Research limitations

The researcher tried to incorporate all the factors that affect the aspect of customer loyalty. However, for the lack of time and resources, some of the factors may be overlooked. In addition, the small sample size of only 60 people cannot present enough insights into the present market condition and the mood of the customers. The researcher therefore had to go for cross section studies. The responses of the respondents also created barrier for the researcher as, some of the respondents did not answer correctly. Some of the respondents even rejected to answer the questions.

5.4 Future scope of research

If the research paper would incorporate a larger number of respondents in the survey, the research topic can be analysed with added efficiency. Moreover, the research paper would become more authentic if, more companies can be incorporated in the paper. Therefore, the comparative analysis would provide immense insights into the chosen topic. Other variables such as, product differentiation and customer loyalty can be linked to get proper understanding of the relation of those two factors.
See more (Data Analysis And Finding Assignment) .

Reference list:

Books:
Bhote, K, R. (2009) Beyond customer satisfaction to customer loyalty. 3rd ed. New York: Appleton-Century-Crofts.

Griffin, J., & Herres, R. T. (2012). Customer loyalty: how to earn it, how to keep it. San Francisco: Jossey-Bass.

Journals:

Aaker, D. A., & Jacobson, R. (2010). “The financial information content of perceived quality”. Journal of marketing research, 12(4), pp.191-201.

Akbar, M.M. & Parvez, N., (2010). “Impact of service quality, trust, and customer satisfaction on customers loyalty”. ABAC Journal, 29(1), pp.34-56

Atkinson, A. (2009). “Answering the eternal question: What does the Customer Want?” The Cornell Hotel and Restaurant Administration Quarterly, 29(2), pp.12-14.
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