Customer loyalty and its impacton customer retention of BSNL mobile users

In this paper an attempt is made to analyze customer loyalty and its impact on customer retention of BSNL mobile users. Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. Customer retention is the activity that an organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. In recent years the BSNL revenue and market share plunged into heavy losses due to intense competition in the Indian telecommunications sector. In this connection it is very important to analyze how BSNL is focusing on customer loyalty and retention.