An Analysis on the Customer Loyalty of Bharat Sanchar Nigam Ltd.

The rationale of this paper is to explore the factors that influence customer loyalty of BSNL (Bharat Sanchar Nigam Ltd) mobile customers. BSNL, being the pioneer in public mobile sector still have a strong customer base, but over the past few years a steady thinning is happening in its customer base. The paper investigates the reasons behind this phenomenon of loosing customer loyalty. The samples were collected from 100 BSNL mobile customers in Jaipur city. The results indicate that BSNL mobile services enterprises should work on its problems related to servers. Network quality, customer service along with value added services provided by BSNL enhanced the loyalty of the customers. But still there are certain issues that need to be curbed in order to further strengthen the customer satisfaction and loyalty. The findings indicate that telecommunication service providers should look beyond price wars to keep their customers satisfied and loyal.The paper is an attempt to analyze the variables that influences the mobile phone users to remain loyal to their existing service providers i.e. to analyze the factors that influence and hamper the loyal of the customers.