Click here to load reader

Customer Satisfaction of BSNL Products

  • View
    389

  • Download
    0

Embed Size (px)

Text of Customer Satisfaction of BSNL Products

Customer satisfaction of BSNL products year Project

MBA 3rd

MARKETINGAccording to marketing concept, an organization should try to provide products that satisfy customers' needs through a coordinated set of activities that also allows the organization to achieve its goals. Customers satisfaction is the major focus of the Marketing concept .An organization should must determine what customers want and use this information to create satisfying products The organization must also continue to alter ,adapt, and develop products to keep pace with customers- changing desires and preferences. The marketing concept emphasis that marketing begins and ends with customers. The marketing concept is not a second definition of marketing .It is a management philosophy guiding an organization overall activities .This philosophy affects all organizational activities, not just Marketing .Production finance, accounting, personnel, and marketing departments must work together. Today, businesses want to satisfy customers and build meaningful long term buyer-seller relationships. The term relationship marketing refers to long term mutually beneficial arrangement in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges.To expedite exchanges and develop beneficial exchange relationships, firm marketing managers must develop and manage marketing strategies. A marketing strategy is a plan of action for developing, distributing, promoting, and pricing products that meets the needs of specific customers. The marketing strategy articulates the best use of the firms'

resources and tactics to met its objectives. To develop and manage marketing strategies, marketers focus on several tasks: Selecting a target market, developing a marketing mix, assessing environmental forces, and managing marketing efforts effectively. A target market is a specific group of buyers on whose needs and

DDE M.U university

1 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

wants a company focuses its marketing efforts. Marketing managers may define a target market as a vast number of people or as a relatively small group. A market opportunity exist when the right combination of circumstances and timing permit an organization to take action to reach a particular target market.

VALUE OF MARKETINGEvery organization should follow/abide the values of Marketing. i.e. Ethics and Social responsibility.

ETHICSEthics may be one of the most misunderstood and controversial concepts in marketing. Nevertheless, this concept and its application need to be examined in order to support Marketing decisions that are acceptably and beneficial to the society. The term ethics relates to values and choices and focuses on standards, rules, and codes of conduct that govern the behavior of individuals. Marketing ethics refer to principles that define acceptable conduct in marketing. The most basic ethical issues have been codified as laws and regulations to encourage marketers to conform to society's expectations of conduct. At a minimum, marketers are expected to obey theses laws and regulations .however. It is important to realize that marketing ethics goes beyond legal issues: ethical marketing decisions foster trust in marketing relationship. Some marketers engage in ethical behavior because of enlightened self

DDE M.U university

2 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

interest, or the expectation that ethics pays. These businesses believe that if they do not act in the public interest, the public and customers will strike back with restrictive regulations and legal action. Research has shown that the values of and examples set by the organization often have more influence on ethical decisions in marketing than a persons own value. Developing awareness of ethical issues is important in understanding and improving marketing ethics. An ethical issue is an identifiable problem. Situation or opportunity requiring an individual or organization to choose from among several actions that must be evaluated as right or wrong, ethical or unethical.

SOCIAL RESPONSIBILITYCompared with ethics, social responsibility represents a b r o a d e r conceptualization. Social responsibility in marketing refers to an organization s obligation to maximize its positive impact and minimize its negative impact on society. Whereas ethics relates to doing the right thing in making individual and group choices, social responsibility is achieved by balancing the interest of stakeholders in an organization.

The four dimensions of social responsibility are generally considered to be a) Economic b) legal c) ethical and d) philanthropic concerns.

Economic: Be profitable

DDE M.U university

3 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

Legal: Obey the law - law is society's codification of right and wrong. Ethical: Be ethical Obligation to do what is right, just and fair. Philanthropic: Be a good corporate citizen -- Contribute resources to the community: improve the quality of life.

FRANCHISINGFranchising is an arrangement whereby a supplier, or franchiser grants a dealer, or a franchisee, the right to sell products in exchange for some type of consideration The franchiser may receive some percentage of total sales in exchange of furnishing equipment, building, management know-how and marketing assistance to the franchisee. The franchise supplies labor and capital, operates the franchised business, and agrees to abide by the provisions of the franchise agreement. Franchising offers several advantages to both the franchisee and the franchiser. It enables a franchisee to start a business with limited capital and use the business experience of others. Moreover, nationally advertised retailers are often assured of customers as soon as they open. If business problems arise, the franchisee can obtain guidance and advice from the franchiser at little or no cost. Franchised outlets are generally more successful than independently owned businesses .Less than ten percent of franchised retail businesses fail during the first two years of operation, whereas approximately half of independent retail business fails during that period. The franchisee also receives materials to use in local advertising and can take part in national promotional campaigns sponsored by the franchiser.

The franchiser gains fast and selective product distribution through franchise arrangements without incurring the high cost of constructing and operating its own outlets. The franchiser therefore has more capital for expanding production and advertising It can also ensure, through the franchise agreement, that the outlets are maintained and operated by its own standard. The franchiser benefit from the fact that the franchisee, being the sole proprietor in most of the cases, is likely to be very highly motivated to succeed. Success of the

DDE M.U university

4 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

franchiser means more sales, which translates in to higher royalties for the franchiser.

TOOLS FOR TRACKING AND MEASURING

DDE M.U university

5 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

CUSTOMER SATISFACTION Customer satisfaction we can measure by the various methods they are:

COMPLAINT AND SUGGESTION SYSTEM A customer-centered organization makes it easy for its customer to deliver suggestions and complaints. Many restaurants and hotel provides forms for guests to report likes and dislikes. Some customer-centered companies P&G General Electric, Whirlpool-establish not lines with too-free 800 telephone numbers. Companies are also adding web pages and e-mail to facilitate two-way communication. These information's flows provide companies' with many good ideas and enable them to act quickly to resolve problem.

CUSTOMER SATISFACTION SURVEYS Studies show that although customers are dissatisfied with one out of every four purchases, less than 5% of dissatisfied customer will complain. Most customers will buy less or switch suppliers. Complaint levels are thus not a good measure of customer satisfaction. Responsive companies measure customer satisfaction directly by conducting periodic surveys. They send questionnaires or make telephone calls to random sample of recent customer. They also solicit buyers, views on their competitors' performances. Whole collecting customer satisfaction data, it is also use fuel to ask additional questions to measure re-purchase intention; this will normally be high, if the customer satisfaction is high. It is also useful to measure the likelihood or willingness to recommend the company and brand to others. A high positive word-of mouth score indicates that the company is producing high customer satisfaction. LOST CUSTOMER ANALYSIS

DDE M.U university

6 Rupesh Kr. Singh

Customer satisfaction of BSNL products year Project

MBA 3rd

Companies should contact customer who had stopped buying or who have switched to another suppliers to learn why this happened. When IBM loses a customer, it mounts a through effort to learn where it failed. Not only is it important to conduct exit interviews when customers first stop buying, but is also necessary to monitor the customer loss rate. If it is increasing this is clearly indicates that the company is falling to satisfy customers.

D ES I GN O F S TUD Y

1. STATEMENT OF PROBLEM The survey was conducted in Kannur District to analyses the customer value and satisfaction of the BSNL productions.

Primary Objectives Primary ob