customer perceptions on bsnl...
TRANSCRIPT
CHAPTER - IV
CUSTOMER PERCEPTIONS ON BSNL SERVICES
In this chapter. the perceptions of respondent customers are analyzed. Their
views on loyalty, service quality dimensions. customer satisfaction, trust, and
switching costs are presented here. Analysis is conducted to examine the influence
of select variables on the responses. The variables chosen are: demographics
(gender, age, occupation and place of residence) and behavioural variable (period of
usage).
PROFILE OF THE RESPONDENTS
The data is collected from a sample of 485 respondents. l'able IV. I provides
the demographic details. Ma-jority of respondents are males (65.6%).The sample is
dominated by below 40 years (67%) age group and earning members (59.6%). Most
of them are (62.6%) from above Rs.10,000 income group and represent college
educated (62.5%). The sample represents both urban (59%) and rural respondents
(4 1 %).
About 65.6 per cent of the respondents are male customers. Only 34.4 per
cent are female customers. ?'he respondents belong to different age groups.
However, most o f the respondents are youngsters, About 39.4 per cent of the
respondents arc below 30 years of agc. About 27.6 percent respondents are in the
age group of 30-39 years, 20.6 per cent of the respondents arc in the age group of
30-49 years, and 12.4 pcr cent of the respondents are in the age group of 50 and
above.
A large number (35.7 %) of respondents are employees. About 20.4 per cent
of the respondents are students, 20 per cent are housewives and 15.3 per cent are
business peoplc. A large number (2 1.9 %) of the respondents have monthly income
between Rs. 10,000 and 25,000. About 20 per cent of the respondents are in the
pay bracket of Rs. 25,000 and above per month, whereas, a meager of 4.7 per cent
of the respondents are in the low monthly income bracket of below Rs. 5000. About
14 per cent of the respondents are under the income range of Rs. 5000 and Rs.
IOOOO.
Table IV- 1 Profile of Respondents
(N=485 -.-.- Categories i Characteristic
Gender Male
. ."----.--- Below 30 y* - I 9 I
40-49 years
50 and above
Occupation Employee -*. ... -- -
Student - y - 9 9
Business I 7 4
Others I 42 . .*-
Monthly income Below Rs 5,000 46 --- -
136
106
Rs. 25,000/- and
above ----.--
Educational SSC & below I 86
qualification(h ighest) Diploma I 96
Post-Graduate - -
Professional
Degree .- ..
Urban 286 -- . --
Residential area
Rural I 199
Majority of the respondents (35.9%) are Graduates. 19.8 per cent of the
respondents are having Diploma qualification. 16.1 per cent of the respondents are
post graduates. About 10.5 per cent of the respondents are professionally qualified
and 17.7 per cent of the respondents are having educational qualification of
SSCISSLC and below. In respect of residence of the respondents. it is observed that
majority of the respondents (59 %) are from urban locality. whereas. 4 1 per cent are
from rural areas.
Table IV-2 provides the information about the period of usage of BSNL
Mobile services. Most of the respondents (54 %) are availing BSNL Mobile services
for five years or below. About 3 1 . I per cent of the respondents utilizing the BSNL
Mobile services for 5 - 10 years, whereas 14.8 per cent of the respondents are
having experience with BSNL mobile services for 10 years and above.
Table IV- 2 Mobile service -Period of usage
- ---- .- ------ -----" *.-..-----.---. - - .-."-- "-."---- ,---- -- /'%low 5 years t 262 1 54.0 1
I I -- IS- 10 years 15 1 31.1 - " - - - - - I/o years and above 1 72 7 1 4 . 8 1
Loyalty levels
Table IV-3 shows thc responses to loyalty statements. Respondents have
been asked to give their opinion on a 5 point scale of agreement. By indicating
agreement to the following statements -' I am willing to say positive things about
BSNL to other people' (3.72) and ' I encourage and suggest my friends and relatives
to use BSNL services'(3.41). respondents showed that they are positively interested
in BSNL services. They are not much convinced about the best service. as indicated
by the mean value of 3.24. Also the influence of price is not ruled out. Their
response to the statement 'Even if another operator's price is lower, I am willing to
go on using BSNL services only (3.07) is only neutral.
From this, it is obvious that BSNL has to seek ways to offer best service at
comparatively lower or competitively reasonable prices.
Table IV- 3 Loyalty of respondent customers
(N=485) 1 3 7 Statement / Mean* I SD
-7-
willing to say positive things about BSNL to
other people
I encourage and suggest my friends andrelatives to
I
I I use BSNL services I I I
3.07 1
-- / l o ; me, ~ ~ ~ f i r clearly able to provide the best
0.87 Even if another operator's price is lower, I am
willing to go on using BSNL services only
1- 1 service. ...--.
Res~)on.sc,s on u 5-point ~ c u l e c!f'ugreement 5 strongivy agree I - - ,Strongly disagree
Influence u f demographics
Analysis across gender. age, occupation and place of residence reveals that
they have not significantly influenced the perceptions of respondents. Tahle IV-4
gives the views of respondent customers on loyalty across gender. The analysis
across gender shown in the table reflects that male and female customers do not
vary significantly about their opinions on loyalty levels.
Table IV-5 analyzes the views of respondent customers on loyalty levels
across age. ANOVA is conducted to analyze the differences among the four groups
of respondents. It is interesting to observe that customers. younger and older, do not
vary significantly in their opinions. Thus, age of the respondents does not have any
influence on loyalty.
Table IV-6 examines the views of respondents on loyalty levels across
Table IV-4 Loyalty of Respondent Customers - Across Gender
occupation. ANOVA result shows that the differences in these means are significant
at 0.05 level on two statements. Employees. Students, Housewives, Business people
S.No
-- I
.- 2
-. 3
4
- / ~ p . ~ ~ ~ o ~ ~ , ~ c . s
and professionals differ in their opinion on ' 1 encourage and suggest my friends and
-. -"- (N=485;
Statement
- --"- Even if another operator's price is
lower, I am willing to go on using
BSNL services only --- -" ----
1 am willing to say positive things
about RSNL to other people
1 encourage and suggest my friends
and relatives to use BSNL services - -- -
For me, BSNL is clearly able to
provide the best service. --
on o 5-pomt scuie of ugrc~cmerit 5--.s!rong!v agree
relatives to use BSNL services' and ' For me, BSNL is clearly able to provide the
Z
0,02
0.18
2.95
0.03
- - --
best service. Therefore, it can be said occupation of the respondents is having partial
influence on loyalty.
Male (N=318 - )
Gender Female
(N- 167 ) Mean
3.07
Mean
3.08
3.69
3.50
--
3.25
-
S.D --..--"
0.95
S.D
0.73
0.96
0.89
0.67
* S~gnrfirunt or 0 0.5 level
3.73 0.89
3.36 0.90
3.23 0.90
I - - srrongly dlsagrue
Table IV-5 Loyalty of respondent customers - Across age
(N=485) I I i AGE I I
F
1.37
2.55
2.34
0.39
I L
Responses on a 5-point scale of agreement 3-strongly agree I - - Strong& disagree * Significant at 0.05 level
Statement s.NO Below 30 yrs 30 - 39 yrs
I (N=191 ) %
? Mean 1 Even if another 0perator.s price is ' 2.98
40 - 49 yrs
SD 0.95
(N= 134 ) 50 and above
(N= 100 ) Mean 1 SD
3.09 I 0.85 Mean
3.18
i
SD 0.86
0.87
lower, I am willing to go on using 1 I
0.90
(N= 60 ) Mean ) SD
1 BSNL services only
2 I am willing to say positive things ; 0.95
3.08
3.54 I 3-76
0.78
j 3-77
3
0.89 I i
4
about BSNL to other people
I encourage and suggest my friends 0.89 3.37 i 0.87 , 3.28 I 1
0.95
For me, BSNL is clearly able to 3.02
I and relatives to use BSNL services i i
i I Oei9 I i s l o
I provide the best service. I i
3.53 10.89
0.84
3.58
3.28 0.92
I !
3.30 0.85
Table IV-6 Loyalty of respondent customers - Across occupation
(N=485)
F S.No Statement
Occupation
1 Even if another operator's price is
lower. I am willing to go on using
BSNL services on1 y
Employee (N =173)
Student 0\1=99)
Others Housewife
i 9
I I am willing to say positive things
about BSNL to other people
I I
Business
t/: ; r c
1 :
Responses on a 5-point scale of agreement 5-strongly agree I -- Strongly disagree * SigniJicant at 0.05 level
m 12 * , S
3
4
i .
(N=97)
C rn
vj
s cd
I encourage and suggest my friends and
relatives to use BSNL services
For me, BSNL is clearly able to
I i provide the best service. I I 1 j I
(N =74) 1 (N =42)
C a n n
3.05
I I
I I
1.02 i 3.07 i t
I , 1 1 1
c! i i
0.74 3.28
s ce
3.35
3.1 1
i
0.82 1-47
,2.19
0.94
c1
3.23
2.98 2-98 1-00
0.84
0.63
0.87 i
f
3.54
3.37
0.91 !3.69 10.91 I
3.84
I
0.90
0.81 3.56
3.72 0.93 3.30 0.95 / 3.05
1
5.0*
I i I [ I
3.55 1 0.91 9 0.97
0.81
I
3.52
5.14* 0.82
1.11
3.1 1 0.82 t
Table IV-7 represents the views of respondent customers across area of residence.
Significant difference is observed only in one case among urban and rural respondent
customers -- "I am willing to say positive things about BSNL to other people". The Z
value is significant at 0.05 level. Rural customers are not that much of willing to say
positive things of BSNL to others than the urban customers. Since there is no diflerence
in other views, it can be said that the area of residence has no influence on views of
customers.
influence of period of usage
Table IV-7 Loyalty of respondent customers - Across Residence Area
Table IV-8 analyzes the views of' respondent customers on loyalty levels across
period of usage of BSNL services. ANOVA is conducted to analyze the differences
among the three groups of respondents. I t is interesting to observe that respondents do not
vary significantly in their opinions. Hence, it can be concluded that period of usage does
not have any influence on loyalty.
S.No
1
2
- - 3
4
-- .. - ltespons~s
--"- .- - - ---- -"- ('lJ=485)
Statement
.-.- ". Even if another operator's pricc is
lower, I am willing to go on using
BSNL services only
am wiling to say positive t h i n
about RSNI, to other people .----v--------m-.-----
I encourage and suggest my friends
and relatives to use BSNL, services ---- -
For me, BSNL is clearly able to
provide the best service. -- -- -- *-- . - - -- on u 5-point .$cnuk o[u;~rrvmcnt 5 -.strongly rlgrec
Z
0.10
- -------- -." Area
Urban Rural (N=286 ) (N- 194, )
3.79 i3.62 j0,g6 :3.77*
--- - " -- --. *- ----- 3.42 3.38 0.86 0.25
-.*- --- - ------ 3.20 0.85 3.29 0.79 1.19
--Urn-" --- -- - - ------- I . - S t r o n ~ I ) ~ J I S L J ~ ~ ( ' ~ ' * S~gnlfiounl ul 0 05 irvcl
S.D ---- 0.93
Mean --- - 3.09
Mean -*--------.-------- 3.06
S.D - ---.*. 0.86
Table IV-8 Loyalty of respondent customers - Across period of usage
-- -. (N=485)
Below 5 yrs 1
From the above analysis. it is clear that loyalty levels are not stronger and loyalty
S.No
1
2
3
4
Responses
is subject to "best service and price factor". Neither demographics nor period of usage
has significant influence on thc loyalty perceptions of the respondents.
Statement
- -"-- *-
Even if another operator's price is lower. I am willing to go on using BSNl, services only I am willing to say positive things about HSNL, to other people
--
1 encourage and suggest my friends and relatives to use RSN I, services For me, BSNL is clearly able to provide the best service.
on a 5-porn1 scnlc ofn,qrcem~nr 5
Service offer elements
How much important the elements like service quality (tangibles, reliability,
responsiveness, assurance and empathy), price, value-added services, and brand image,
are to the respondent customers? Table IV-9 shows, the views of the respondent
customers.
(N-262)
c c6
9 3.03
3.77
3:40
3.2 1
slrongly ngrijiJ
a wi
0.87
0.87
0.88-3.38
0.80
I - -
(N-1151) .
c cu z 3.13
3.65
- ----
3.26
Sfron~lv
-- (N=72)
a wi
0.88
0.95
--
0.86
0.8 1
dlwrgrt~c *
C cu
f 3.1 1
3.68
3.47
3.28
S~gnificuttl
a vj
0.96
1.02
- - - --- 1.06
- 0.97
N I 0 05 levul
Table IV-9 Perceived Importance of Service Offer Elements. , S-;No,-- - - --.- ._fi =485_2 - z - " -- -
Offer dimension ~ e a a * I s r ]
I I environment. recharge cards etc) I i I 1
-- . - -. . . .. -- 0.841 I-able ( ~ o m ~ ~ n c ~ to give timely. re1 iable r-4.08---
-- Tangibles (the appealing nature of physical
( ( services and truthful to promises) 1 --.-
-3nsive (attending to customer needs and 4.02 70.78~1
I / complaints promptly at any time) -- .
v ~ s ~ s s u r a n c e ( a s s u r a n c e of efficiency, variety and in
I / time delivery of services) I I I
I 1 understanding to customers' needs) I I I p- Empathy (Showing of respect, care and -4161
I 1 money offer) I I I Pr~ce perception (view on price as a value h r 6
~"--."".---.- -- - -.-.- 7 Value offers (worthwhile promotional offers,
discounts and rebates) i ,-=-t-~
- Image (having a good reputation for brand
name, successful and socially responsible )
Rc..sponses on rr 5-poinl sculc. of'irni~orllmcc. S---veg~ important, I -- No[ at ull importun1
From the responses, it is clear that all the eight variables are important and BSNL,
has to address all of them to stay competitive in the market place. Already analysis of
loyalty indicated the importance of price options.
Influence of demographics
Table IV-10 examines whether gender has influence on the views of respondents
on perceived importance of service offer elements. l'heir opinion on two of the service
quality elements viz., Tangibility. and Reliability, and two offer elements - Price
perception, and Value offers vary significantly at 0.05 level. For the remaining five
service offer elements, the Z values are not significant, indicating no differences. On the
whole, it can be said that the gender has significant influence on the offer elements, only
partially.
Table IV-10 Perceived Importance of Service offer Elements - Across Gender
.--
-- /ir.~pon.scs nn u .(-porn~ s i x ~ / ~ ' (!frn~por~uni'i~. 5 verb' I I I I ~ O ~ / U N I . I - - NDI 111 (111 rm/~ortanl * Sr,qn!fir.un/ UI 0.05 lpvvl
'Table IV-l 1 analyzes the views of respondent customers across their age. It is
observed that their views are similar on perceived importance of most of the service offer
elements. Their opinion differs significantly on elements such as TungihleLs and Value
offC.rLs , . at 0.05 level.
Table IV-12 examines the opinions of respondent customers across their
occupation. It is observed that their views are similar on perceived importance of all
service offer elements. Their opinion differs significantly on service quality elements
such as Tangibles, Reliability, Responsiveness, Assurance and Empathy and on the value
offers parameter at 0.05 level. Based on the observations, it can be said that occupation of
the respondents have some influence on service quality elements and on value offers
elements.
Table IV-11 Perceived Importance of Service Offer Elements - Across age -
(N=485) I
I f
3 Responsiveness 4.00 1 0.83 1 4.01 0.85 4.02 0.72 ' 4.13 1 0.59 0.45 I 4 I
4 1 Assurance 4.22 0.69 1 4.07 0.67 4.15 0.72 / 4.18 ; 0.62 / 1.22
I 1 S.No I
1
AGE(Y ears)
I I I I L I I I I I I
16 / Price perception 1 3.96 1 0.72 3.93 / 0.73 1 4.02 1 0.69 4.03 1 0.66 1 0.50
Statement
5
i
I i i
Empathy ' 4.17 j 0.71 I 1 1 4.16
I I 1 I I 1 I I 1
1 I I 3 1 t I 1 I
Responses on a 5-point scale of importance. 5-- V e v impor-tan?, I - - Not at all important * Significant at 0.05 level
Below 30
Tangibility
17 I
I Value offers I
4.08 I I I I I I I I I
0.66
0.73 3.93 / 0.71 1 3.78 1 0.82 1 3.98 1 0.67 '3 .88* I I
8 I
Q4=191) ! (N= 134) (N= 100) r ! (N= 60) 30 - 39
Mean
4.19
40 - 49 1 50 and above F
4.14
Brand Image
SD
0.77
3.98 0.82 I
4.00
SD 1 Mean I
0.71 1 4.00
Mean
I 4.15 1 0.48
0.76
SD
0.76 0.72
I
0.06
4.00 / 0.80 4.13 1 0.65 0.58 !
3 -94.
Mean SD
4.15 0.73 3.62*
Table IV-12 Customer Perceived Importance of Service Offer Elements - Across occupation I
(N=485) I
S.%O F Statement
Occupation
3.03*
22.2"
7.39*
2.98*
Employee Student (N =173)
cj
I 1 %
Others (N =42)
Housewife (N=99)
" i s I
0.82 ; 4.25 ;
0.90 3.96 I
cj
f 3.92
4.70
1
2
Business
!= 2 4.14
4.00
V;
0.78
0.75
5
6
' 7
0.62
0.81
0.76
0.81
a vj
061
0.79
c 9 cn
0.47
0.52
3
Tangibility 1 Reliability
4-10
3.98
f
' 2.59*
0.88
9.07*
1.62
0.81 ! 4.09
(N=97) ! (N =74)
4.02
3.80
0.69
0.68
i i
8 1 Brand Image I 3.96 1 0.88
4.22
3.99
4.24
3.91
Empathy i 4.06 1 0.78 $ I
n I g s 12 5
i , Responsiveness
Responses on a 5-point scale of importance. 5-F'erq. important. I-- Not at all important * Srgnt3cant at 0.05 level I 1 !
0.66 / 4.38 Price perception I i 3.90
~3 i
4.14
4.15
4.15
4 I Assurance
0.76
0.70
0.79
' 0.72 / 4.1 1 / 0.43 1 4.24 I
0.78
0.76
0.73
0.78
4.02
4.05
4.14 -
0.81
0.82 3.65
4.25 0.81
I
Value offers 1 3.72
4.01 0.27 / 4.16
4.01
0.85
4.09
0.70 0.79
0.79
0.58
4.23
0.23
4.01 1 0.23 ' 4.05 I
4.05
0.83 / 4.14 1 0.43 1 4.01
Table IV-13 gives the perceived importance of service offer elements of the urban
and rural respondents. Z test reveals that differences in the opinions are not significant in
many cases. The opinions of respondents significantly differed at 0.05 level in respect of
three service offer elements, namely Responsiveness, Empathy and Price perception.
Influence of period of usage
Table IV-13 Perceived lmportance of Service Offer Elements - Across Area of Residence
Does the period of usage of services influence the perceived importance of service
S.No
1
2
3
4 - 5
6
7
8 --
offer elements'? The views of respondents belonging to three usage categories are
recorded in Table IV- 1 4. ANOVA has revealed significant di ffercnce only in case of two
tl.\ponse.\ on u S-/)oin( s~u le c!/rtn/)orlcmce 5 IDrr* rrnportawl, i -- No1 a1 all Jrnporl~~nl * S~gn!ficunl u/ 0 05 level.
(N=485)
aspects- Reliability and Value offers - at 0.05 level. The opinions of the respondent on
Statement
Tangibility
Reliability
Responsiveness
Assurance
--athy
Price perception
Valuc offers
Brand lmage -. .
remaining service offer elements did not differ significantly.
Z
0.96
0.25
8.68* ----
0.66
5.34*
6.59* -
1.55
1.71
Area Urban
(N=286 ) Mean 4.05
4.07
4.1 1
4.18
4.22
4.04
4.00
4.05
~ u r T (N- 199 )
S.D 0.76 -
0.87
0.79
0.72 ..---w
0.72
0.74 -- 0.79
0.80
..------ Mean 4.12 .-------- 4.1 1
3.90
4.13
4.018-
3.87 -
3.91
3.95
-.---- S.D 0.69 --
0.80
0.76 -- 0.63
0.61
0.65
6.68
0.75
Table IV-14
From the above analysis, it can be said that all the five service quality elements -
Perceived Importance of Service Offer Elements - Across period of usage
tangibility, reliability, responsiveness, assurance, and empathy are rated important. Also
S.No
1
2
3
4
5
6
7
the other offer variables like price, value offers and brand image are considered important
by the respondents irrespective of differences in demographic and period of usage.
Statement
-- Tangibility
Reliability
Responsiveness
Assurance
Empathy -
Price perception
Value offers
Service Quality Ratings by respondents
How are the service quality factors offered by BSNI.. perceived? Are they rated
0.34
0.05 level
positively or negatively by the respondentsr? 'I'he analysis of the perceptions of the
z
1.20
9.26*
3.45
1.83
0,87
1.87
4.26"
--- --- ( ! ! - = A * !
8 1 Brand lmagc 1 4 . 0 3 -
respondents on five service qua1 ity Pdctors is presented here.
0.77
( Perceptions on Tangibles
Table IV-15 presents opinions of respondents on service quality element-
tangibles of the BSNL. Respondents have taken a neutral stance (mean value is above 3)
on all the statements as shown in the table.
Responses on a 5-poinr scrrlc qf imporfunt'r .5 -- l'rr7~ rmporfunl,
~ e l o k 5 yrs (N=262)
3.97
F--
E Q
2 .
4.07
3.94
4.10
4.20
4.20
3.92
3.89
0.80
No1 ut uN
4.03
--
CI v;
0.76
0.86
0.74
0.72
0.69
0.77
0.79 --
Period of usage - 5- 10 yrs
gU=151)
0.77
0 G 4.03
4.28
3.89
4.07
4.1 1
4.05
4.1 1
Imporfunt * Slgnlficbunf u f
-- I0 yrs & above
(N=72)
a v;
0.71
0.77
0.84
0.64
0-67
0.66
0.69
5 2
4.19
4.21
4.06
4.19
4.13 .-.----
4.03
3.96
n vj
---- 0.73
0.80
0.82
0.59
0.67
0.58
0.64
Influence of demographics
Table IV- 15 Service quality -Tangibles
'I'able IV-16 examines whether gender has an influence on the view of
S.No
I
-.--"-A 2
3
- 4
Responses
respondents on Service Quality element, tangibles. Since z values are significant at 0.05
level it is concludcd that their views vary significantly. Female respondents have more
positive views on the tangibles of BSNL than female respondents.
SD
0.83
0.76
0.83
0.84
- - (N=485) -- ---- - - .- ---- -- Statement
---" BSNL's office ICSCs having modern looking
equipment. -. "-
Mean*
3.3 1
BSNL'S o f f i c ~ ~ h o ~ r o o m s , customer service
centers(CSCs) are visually appealing with
physical facilities like provision of water,
magazines, newspapers, sitting chairs etc.
BSNL's showrooms I CSCs provided with
pamphlets, displays or statements showing tariffs
/ schemes, plans etc. ----- - m--.-
Front desk employees have neat and professional
appearance. --
3.15
3.27
3.20
on a 5-point scale of ugreement 5-Slrongly ugree I -- Strong1.v disagree
Table IV- 17 examines whether views of the respondents on Service Quality
Table IV-16 Service quality -Tangibles - Across Gender
(N=485)
element - 'I'angibles across age vary significantly. It is observed that their views are
similar. The F values are not significant at 0.05 level.
--
~ . N O
1
----*-
2
-----.--.-. 3
4
Responses
Table IV-18 gives the perceptions of customers on Service Quality clcment -
Tangibles across occupation. The opinions of the respondents are significantly differed at
. ---
Statement
-- BSNL,'s office iCSCs having
modern looking equipment. e- -. -
BSNL's office, showrooms, customer
service centers(CSCs) are visually
appealing with physical facilities like
provision of water, magazines,
newspapers, sitting chairs etc. --- -
BSNL's showrooms 1 CSCs provided
with pamphlets, displays or statements
showing tariffs 1 schemes, plans etc.
Front desk employees have neat and
professional appearance.
on a j-po~nl scole ofagrremenr 5 strongly agrea
0.05 level with all the statements except with the statement "Front desk employees have
neat and professional appearance". From the observations, it can be said that occupation
has influence on this element
z
72.4*
43.3 *
58.3*
22.5*
Male (N=3
Mean
3.10
.
3.00
3.07
3,08
I -- Srrong1.v
Gender Female
18) S.D
0.87
- ----
0.80
0.87
0.94
disagree
(N=l67 Mean
3.72
3.46
3.65
3.45
* Slgnrficanf
) S.D
0.52
0.57
0.58
0.53
at 0 05 level
Table IV-17 Service quality -Tangibles - Across age
(N=485)
Statement
1 AGE i Below 30 yrs i I @=I91 ) f Mean 1 SD
40 - 49 yrs m= 100 -l
30 - 39 yrs @I= 134 )
Mean f SD 1 1 BSNL's office /CSCs having modern 1 1 I I
I / looking equipment.
3 /%NL's showrooms / CSCs provided I I I i I i
2
i / with pamphlets, displays or statements 3.34 1 0.79 1 3-28 1 0.84
/ showing tariffs I schemes, plans etc. I i i I I
BSNL's office, showrooms, customer I service centers(CSCs) are visually I
i appealing with physical facilities like 1 3-23 provision of water, magazines,
newspapers, sitting chairs etc.
Responses on a 5-point scale of agreement 5-str-ongiy agree I - - Strongij, disagree * Signifcant at 0. I).
desk employees have neat and
I professional appearance.
Mean I SD
0.70
1
I level
0.77
3.20 1 0.82 i
3.16
3.16 0.80
Table IV-19 examines the views of customers on Service quality element -
Tangibles across area of residence. Respondents belonging to urban and rural area did not
differ significantly. The mean differences are not significant at 0.05 level.
Table IV-20 examines the perceptions of customers, with different period of
usage. ANOVA test has revealed significant difference in their opinions on the statement,
"BSNL1s showrooms I CSCs provided with pamphlets, displays or statements showing
tariffs I schemes, plans etc". Their opinion on this statement has varied significantly at
0.05 level. The opinions on the other statements are similar.
Table IV-19 Service quality -Tangibles - Across area of residence
$.No
- I
2
--- 3
4
Hespot~~ts
- (N=485)
Statement
--"- -.-."*- -- BSNL's office /CSCs having modern
looking equipment. ---.-.--- -- "--
BSNldls office, showrooms, customer
service centers (CSCs) are visually
appealing with physical facilities like
provision of water, magazines,
newspapers, sitting chairs etc. -
RSNL,'s showrooms 1 CSCs provided
with pamphlets, displays or statements
showing tariffs / schemes, plans etc. - ---- -.
Front desk employees have neat and
professional appearance. 1 3.2" 0.8'7 I 3.13 1 0.79 1 2.91 1
. --" - 0" u S-[)oint scak ofugrurment 5-- strongly ugree I - - Strongly drsugrec * Sgnrficunt at 0.05 level
z
0.16
0.07
-
1.16
llrban (N=286)
Mean
3.30
3.15
3.30
Area - Rural
@=I99 ) S.D
0.82
0.78
0.83
Mean ---
3.33
3.17
3.22
S.D
0.84
0.72
-
0.83
Table IV-20 Service quality -Tangibles - Across period of usage
-- LN=4SsZ..-- - - .- -- --__- ----
Statement
Period of usa e Relow5yrs / 5-10y;f iyrs&above
BSNL's office, showrooms,
BSNL's office lCSCs having
modern looking equipment.
1 customer service centers(CSCs) I I I I I I are visually appealing with 1
3.27
physical facilities like provision I 3.17
0.87
of water, magazines,
lront desk employees have neat
and professional appearance.
newspapers, sitting chairs etc. I
3.36
3.17
provided with pamphlets, 3.17
displays or statements showing
tariffs I schemes, plans etc. .- 4-
0.79
p---------.-p---- 1 - I . I l . L _I_-"-- K~sponses on a J-point SL'CIIL~ oj'agreemunf 5 --slrong!~ ugree I - - Srronglj~ disagree * Stgn!ficont ul0.05 leve
3.39 0.74
From the above analysis it can be said that only gender and occupation have
influence on the perceptions of consumers in regard to tangibles.
Service Quality - Reliability
Table IV-21 presents the opinions of respondents on service quality element -
Reliability. Respondents have taken a neutral stance on all the statements.
'l'able IV-22 examines the opinions of male and female customers on service quality
element - Reliability. Is there difference between male and female customers? The
answer is yes. The F values are statistically significant at 0.05 level for three statements
Table IV-21 Service quality -Reliability
-- (N=485) - -
out of the four.
S.No
1
2
3 1 2-78 1 ::M: complaints.
- BSNL services are reliable. 1;:- -- --- 3.30
Responses on a 5-point .scule q/ agreement Strongly agree I -- Strongly disagree
Statement -*" -- *
Products of BSNL, such as recharge cards, top-up
cards, India Telephone Card (ITC) etc., are
available in any retail outlet.
RSNL is truthful towards keeping its promises to
customers. ---
BSNL is dependablein solving customers'
Mean* SD
3.04 0.98
2.80
-------- -- .
0.84
Table IV-22
The influence of age of the respondent customers on the service quality element -
Reliability is examined by conducting ANOVA test as shown in the Table IV-23.
Significant variation in degree of agreement is found only in one of the four statements.
As such it can be said that the perceptions are independent of age factor.
Service quality - Reliability- Across Gender -"-- - I _ I _ - . (N=485)
'Table IV-24 examines the opinions of respondent customers of different
occupations, on the Service quality element - Reliability. ANOVA test reveals that the
opinions are significant. The different customer groups have different views in this
aspect. Therefore. it can bc stated that occupation has influence on the views of the
respondents
S.No
--.-. 1
2
1 2.93 1 0.89 1 7.59* 1 customers' complaints.
BSNL services are reliable. 3.23 0.89 3.43 -------
0.84 5.27* Ke,s/~on.ses on a S-point sculr qf cr~reumrnf S-- stronglv ugrec I - - Slronglv d~s~rgrer * Slgnificant at 0.05 level
Statement
Products of BSNL such as recharge
cards, top-up cards, India Telephone
Card (ITC) etc., are available in any
retail outlet.
BSNL is truthful towards keeping
its promises to customers.
BSNL is dependable in solving
z
51.6*
0.12
-. --..- Gender -
Male (N= 318 )
Female (N= 167 )
Mean
2.82
2.9
Mean
3.46
2.8 1
S.D
0.94
0.95
S. D
0.92
0.59
Table IV-23 Service quality -Reliability - Across age
S.No
1
2
3
4
Responses on a 5-point scale of agreement 5-strongly agree I-- Strongb, disagree * Signij7cant at 0.05 level
(N=485)
F
0.95
I I AGE
Below 30 yrs Statement I 30- 39 yrs 40 - 49 yrs
(N=191 ) / (N=134) ' I (N=100)
BSNL is truthful towards keeping its
promises to customers.
BSNL is dependable in solving customers'
50andabove (N= 60 )
Products of BSNL such as recharge cards, Mean
3.22
Mean SD L
0.94
i 1 1 2.87 0.72 i 2.75 j 0.87 2.81 1 0.97
top-up cards. India Telephone Card (ITC) 3.06
etc.. are available in any retail outlet.
SD
1.04
2.63 : I
i
Mean
2-97
SD 1 Mean I
0-91 I )-0°
0.91 1.35
2.78
i i I I i j
2.72 i 0.87 1 2.70 1 0.97 i t
2.87 I complaints.
SD
0.97
0.74 0.87 1.2 1
0.96 5.98* 0.79 BSNL services are reliable. 3.19 / 0.86 1 3.21 1
3.50 0.95 3.05
Table IV-24 Service quality - Refiabifity - Across occupation
Statement
Employee (N =173)
Student (N=99)
I
1 I Products of BSNL such as recharge 1 I
I retail outlet. I
I 1 I
I
I I I cards, top-up cards, India Telephone
I Card (ITC) etc., are available in any
i
2.84
/ 2 1 BSNL is truthful towards keeping its
/ / promises to customers.
I I I customers' complaints. I
I
3 1 BSNL is dependable in solving I i
0.95
2.76
I i 1 L i
Responses on a 5-poi& scale of agreement 5-stronglj. agree I - - Strongly disagree * Sign
1 2.91 1 1-05
I 0.98 1 2.76 0.77
I i 1
!
/ 4 / BSNL services are reliable. I I 1 I
Occupation Housewife
I
1 1 3.29
$cant at 0.05 level
2.69 2.66
0.92 / 3.43 i 0.74
Business (N =74)
I
0.71 (1.85
Others (N =42)
1
'Table IV-25 provides the views of respondent customers on the service quality
element - Reliability across area of residence. 2-test is conducted to test the significance
of differences in mean values at 0.05 level. The differences are not significant.
Table IV-25 Service quality - Reliability- Across Area of residence
1 t.--- Area ---,- I Statement Rural
2
Mean - S.D Products of BSNL such as recharge
I retail outlet. I I I I I
cards, top-up cards, India Telephone
Card (ITC) etc., are available in any 3.01
is truthful towards keeping its
promises to customers.
. 4 - . ~ D S N L L - - " " . - -- -- -- services are reliable. 13.35-/2~1472.31
3
-1 I J Kesponscs on a 5-porn1 scalr c!fagreement 5 sironglv agree I - - Slrongly disagree * S~gnifiranr a[ 11 05 level
1.03
2.81
Table IV-26 examines the opinion of respondent customers on Service Quality
BSNL is dependable in solving
customers' complaints.
element - reliability, across period of usage of services. It is found that the period of
3.08
0.84
usage has no significant influence on the perceptions of respondents.
2.81
0.83
2.78
0.53
0.92
0.85 0.14
2.75 0.72 0.57
Table IV-26 Service quality -Reliabili{v - Across period of usage
From the above analysis, it is obvious that gender and occupation have significant
influence on perceptions of customers in respect of reliabil ity .
S.No
1
-- 2
3
4
Respnnses
Service quality element - Responsiveness
Table 1V-27 presents the opinions of respondents on service quality element -
Responsiveness. Respondents have taken a neutral stance on some statements.
BSNL staff conducts telephonic conversation with someone else, while
serving a customer( 3.03)
BSNL staff hurries you. when the break time approaches (lunch 1 shift I
closing hours)( 3.02)
F
7.1 1 *
0.16
1.86
1.26
--- -- ------ 4-
Statement
------ Products of BSNL such as
recharge cards, top-up cards,
India Telephone Card (ITC)
etc., are available in any retail
outlet.
BSNL is truthful towards
keeping its promises to
customers. - --
BSNL is dependable in solving customers' complaints.
- - ---m----
BSNL services are reliable. I -
on a 5-point scale o f agrcerncnt 5-strongly
-. - - -L -----I---.-_-. .. --
Below 5 yrs (N=262)
I E cd
5
2.95
2.79
2,74 --
3.24
agrtrco
Period of usage ----
5- 10 yrs
cl
0.99
0.82
0,79
0.84
I -- Strongly
10 y r i& above (N=151)
E: ca
3.02
2.78
2.77
3.37
disitgree
3.43
2.85
- -- - - .
2,96
3.36
Significant at
c! v ; v , q Y j
0.91
0.86
0.85 ----.--.-
0.93 -------A *
(N=72)
a
0.97
0.91
0.99
0.94
0.05 level
They are not happy with services and disagreed with the statements.
Delivery of SMS, activations. voice message and other services of BSNL
mobile services is timely (2.73)
"BSNL gives prompt customer services by attending to customer needs
and probIems"(2.88).
With regard to approachability and courteous response of employees weak agreement
is found.
BSNL officials respond promptly and politely over telephone (3.33).
BSNL employees are approachable and easy to contact (3.22).
Regarding prompt billing there is agreement.
Customers receive telephone bills in time(3.58)
Table IV-27 Service q uali ty -Responsiveness
(N=485) I S.No 1 Statcmen t I Mean* I SD I Delivery of SMS, activations, voice message and
other services of BSNL mobile services is timely. - -
receive telephone bills in time
gives prompt customer services by
I / attending to customer needs and problems I I -.. -- "..."..---~- officials respond promptly and politely over
telephone. -- --.- - --- -- - -
SNL employees are approachable and easy to
contact. 1 3.22 piq BSN L staff conducts telephonic conversation with
3.03 0.93 1 I someone else, while serving a customer. I I I
I I approaches (lunch / shift / closing hours). I I I 7
L A . - . - - - - - d . I - A Responses on a 3-point scale qfugreernrrtl 5---strongly agree I-- Slrong!,~ disugrrv * Signijicnnl a1 0.05 level
- RSNL staff hurries you, when the break time T - - 3.02 10.941
Influence of demographics
The influence of gender in the respondents' opinion on the service quality element -
Responsiveness is examined by conducting Z test as shown in the Table IV-28.
Significant variations in degree of agreement are found in almost all the statements
except on the statement -"BSNL employees are approachable and easy to contact". The
influence of gender is visible as the Z values are significant at 0.05 level for 6 of the 7
statements,
Table 1V-28 Service quality - Responsiveness- Across Gender
message and other services of BSNL
services by attending to customer
politely over telephone.
conversation with someone else,
---
break time approaches (lunch i s
Table IV-29 gives the opinions of customers on the service quality element
"Responsiveness". One way ANOVA is conducted to verify significant differences on the
views of customers across their age group. It is concluded that three of the seven items
are vary significantly at 0.05 level, however, the opinions of the customers are similar on
the remaining statements. Hence, it is concluded that age has partial influence on
responsiveness of BSNL services.
Table IV-30 shows that views of respondent customers on Responsiveness of
BSNL services across occupation. It is clear from the table that the views vary
significantly at 0.05 level on all statements I t shows that different occupations of
customers are having different opinion on the Responsiveness of BSNL services.
However, it is interesting to observe that on the statements, which shows negative
meaning (1) BSNL staff conducts telephonic conversation with someone else, while
serving a customer and (2) BSNL staff hurries you, when the break time approaches
(lunch / shift / closing hours), the views of respondents vary significantly.
'fable IV-3 I represents the views of respondents on responsiveness-as a service
quality element across area of residence. Significant difference is observed in the
opinions of the respondents in respect of one statement only. As such it is concluded that
the area of residence has no influence on responsiveness factor.
Table IV -29 Fulfillment of expectations on Service quality -Responsiveness - Across age
S.No
I
1
I 2
i 3 1
4
15 i
(N=485)
Statement
/ 6 1 3.09 1 0.92
F
AGE
BSNL staff conducts telephonic conversation with someone else,
8.25
I 7
50 and above (N= 60 )
Below 30 yrs i 30 - 39 yrs (N=191 ) j O\r=134)
Mean 1 SD I Mean j SD
Responses on a 5-point scale of agreement 5-strongly agree I - - Strongb disagree * SigniJicant at 0.05 level
0.82 3 -06
40 - 49 yrs (N= 100 )
Mean Delivery of SMS, activations, voice
1.37
2.90 I 0.71 while serving a customer. BSNL staff hurries you, when the break time approaches (lunch / shifi / closing hours).
1.02
2.89
2.96
i
0.83 2.50
I
0.86 1 4.62
I
Customers receive telephone bills in time BSNL gives prompt customer services by attending to customer needs and problems BSNL officials respond promptly
0.88
SD , Mean I
message and other services of BSNL mobile services is timely.
0.85 2.97 j
1 i
SD
0.92 1 2.67 i
and politely over telephone. -
0.78 i 1
I
3.12 1 1.04 3.00 I i 1
0.95
7 3.53
3 -07
0.93
2.80
3.78 1 1.09 j I
2.73 0.92
1.14
0.97
1.05 2.72
BSNL employees are approachable and easy to contact. 0.96
3.52
0.99 1 2.73
3.2 1 1.04 3.55
1.16
2.8 1
3.35
i
0.87 2-73 i
3.13 ~~~-~~~~
1.22
3.04 3.23 0.88
4.46 1.12
2.78 0.93 1 3.23 0.87
3.00 0.92
Table IV-31 Service quality - Responsiveness - Across Area
I message and other services of 1 2.69 1 0.99 1 2.80 1 0.97 1 1.70
BSNL mobile services is timely.
2 Customers receive telephone bills 3.55 1.06
in time
z -
Area
Statement Urban- (N-286 )
- M e a n F ' " 1 Delivery of SMS. activations, voice
services by attending to customer
needs and problems
- Rural
(N= 199 )
4
-- -- A -. 5
Influence of period of usage
Mean -
2.9 1
6
---.--a-
7
Table IV-32 shows the views of customers, with different period of usage of
S.D
BSNL officials respond
and politely over telephone. -- "-" ---
BSNL employees are approachable
and easy to contact.
BSNL services. The respondents have different period of usage with the service provider.
0.98
Responses on u 5-lrolnl scul~ o f ugrc(~mett( 5- slrong!~ agree I -- Strottgly drsugree * Slgn(ficun1 a1 0.05 level
BSNL staff conducts telephonic
conversation with someonc clse,
while serving a customer. "-- ------.-.--- - --....-
BSNL staff hurries you, when the
break time approaches (lunch I shift
1 closing hours). - ----
Significant difference is found in respect of one statement - "Customers receive
3.36
--a-
3.30
telephone bills in time". Obviously, period of usage has no influence on perceptions on
2.84
2.96
--.."-
2.9 1
responsiveness.
1.30
"
0.98
0.87
0.90
--------*
0.92
0.72
3.28
3.1 1
3.13 0.96
.-.-- -- -.
3.18 0.94
-- -.---
1.18
- - -.-
0.84
3.83*
-
9.59*
-
0.55
.-
5.13*
Table IV-32 Service quality - Responsiveness- Across period of usage
someone else, while serving
--
Table IV-33 presents the opinions of respondents on Service quality element -
Empathy. Respondents agree (4.09) with the statement ''BSNL, staff communicates in the
language you can understand". However, they have taken a neutral stance (3.32) and
mildly neutral stance on the remaining statements as shown in the table.
Table IV-33 Service quality -Empath-y
)T---- ----..---A-=-I
Statement I Mean* I SD
I I understand.
1
- -- - --- --- " - -- . - - --- ~ B S N L is having the customer's best interest at 1 I--
--- ---- BSNL. staff communicates in the language you can
/ heart.
a--"pologizes for inconvenience caused to -"f----(
3
I customers.
. "- ,-.-.
BSNL is making many efforts to understand
customer specific needs 2.92
I. I I
ResponscLs on a 5-point scale of agreement 5-strongly agree I - - Strongly disagree
Table IV-34 examines the opinions of male and female customers on Empathy-
Service quality element. ANOVA is conducted to analyze the differences among the
customers across gender. Their opinions significantly differ at 0.05 level on all the
statements.
Table IV-34 Service quality - Empath.v- Across Gender
--- - - -- --"- -- .-- (N=485) -
Z
-- - -
37.59*
-
27.32*
30.02*
-
15.29*
S.No
1
2
3
- 4
Statement
---- -- -. BSNL staff communicates in the
language you can understand. " " . -- ----
BSNL is having the customer's best
interest at heart. --- AM--- -
BSNL is making many efforts to
understand customer specific needs - -- -- -
GNL apolo$zes for
inconvenience caused to customers.
Responses
Gender
on o S-pomr scule of agreemen6 5-strongly ugrce: I -- Stronglv dr,cugree * Sign$canr at 0 05 level
- --- Male
(N=318 )
- -... - -- -- - Female
(N=167) . "* ---- Mean
3.93
-----..---
Mean
4.38
S.D
0.86
3.18 0.85 3.59 0.78
-- --
S.D . -- - - -
0.52
---
2.76
-
2.66
0.91
0.95
-
3.24
3.02
---
0.93
-.-- -------.,
1.01
Table IV-35 gives the views of customers on the service quality parameter -
Empathy across their age groups. The ANOVA results show that the F values are not
significant on all the statements except on "BSNL staff communicates in the language
you can understand", where F value is significant at 0.05 level. Different age groups of
customers' opinion differ on this statement only. Accordingly, it can be said that age
has no influence on the customers across service quality parameter - Empathy.
Table IV-36 shows the views of' customers on Empathy- service quality element
of BSNL services, across occupation. They differ in their opinions on all the statements
of the element. '['he F value is significant at 0.05 level. Therefore, it can be said that
occupation of the customers has influence on the views of customers.
Table IV-37 examines the opinions of customers on the Empathy parameter of service
quality element across area of residence. Their views diffcr on the statement "BSNL
apologizes for inconvenience caused to customers" at 0.05 level. Since the differences
on the rest of the items are not significant, it can be concluded that area of residence has
no influence on views of the customers.
l'able IV-38 analyzes the views of customers on service quality element -
Etnpathy across period of usage. ANOVA is conducted to analyze the diffetunces among
the three groups of respondents and it is found that period of usage has no influence on
the perceptions.
Table IV -35 Service quality -Empath-y - Across age
(N=485)
F
-
3.54*
1 !
1.24
i r 1.67 1
S.No
I 1
Statement
BSNL staff communicates in the
language you can understand.
AGE
2
3
I "-87 1.03 1 2.75 ' 0.96
:
i 2.65 0.95 0.77 1
i
i 4 1 BSNL apologizes for i
Responses on a 5-point scale ofagreement j-strongly agree 1-- Strongly disagree * Stgn~flcant at O 9.5 level
inconvenience caused to 1 2.79 I
40 - 49 yrs @I= 100 )
Mean 1 SD 1
50 and above (N= 60 )
Mean I SD
0.99
Below 30 yrs (?J=191 )
4.03
30 - 39 yrs (N= 134 )
Mean
0.69
3.30
2.88
BSNL is having the customer's 1 3.41 0.82
I
Mean
3.28
2.90
SD
4.18
0.74
0.89
best interest at heart.
BSNL is making many efforts to
understand customer specific jao3
needs
customers.
SD
I i
0.94 3.22 0.85 i
i 0.98 1 7 8 1 0.85
1 ;
4.13 0.79 . 0-98
0.81 1 3.88 ! 0.77 i
I f
Table IV-36 Service quality - Empathq" - Across occupation
(N=485)
F
I S-No
Statement
Occupation
1 1 BSNL staff communicates in the 1 t i I
language you can understand. 1 3.90 0 . 7 8 ' 4.61 1 1
Employee (N =173) r
BSNL is having the customer's
Business (N =74)
i
I
Others (N =42) -
Student (N=99)
0.55 I
0.87 i 4.02
1 C ca
Housewife (N=97)
3.95
0.84
0.79
1.08
best interest at heart. I 3.20
4 I i i
c c-3
5
3.00
2-60 0.83 11.33*
I BSNL apologizes for
inconvenience caused to
C1 u5
I
i
1 0.94: 3.27
customers. i 1
2.72 2.50
i
0.57
Responses on il 5-point scale of agreement 5-strongly agree I -- Stronglv disagree * S~gnlficant at 0.05 level
3 / BSNL is making many efforts to
understand customer specific
needs I
r 3.33 1.01 I
c cj
5 s cj
S
3.24 0.72
2.64 I
I 1.02
I
0.83 1 2.60
a vj
C1 ~
0-81 2.84
3.79
I
i
2.75 1 0-95 1 2-91 1-01 3-45
10.54* 0.98
t I I
1
Table IV-37 Service quality - Empathy- Across Area of residence
S.No
I
- 2
2.90 0.98 2.96 0.89 0.64 I understand customer specific needs I I I I / I 3
I - I 1 1 I I
4 / BSNL apologizes for
- - -- ---------- ---. 1-
Statement
- - - I - . .
RSNL staflcommunicates in the
language you can understand.
RSNL is having the customer's best
interest at heart.
1 inconvenience caused to customers. 1 2.70 1 0.98 1 2.91 1 0.98 1 5.37. 1
BSNL is making many efforts to
L- -- I I -J1"-- - - u Rpsponscs on a 5-poinl stair oju,qrccrnrn/ 5 - strongly agree I-- S~rongly dlsagr~c. * S/gn~fificanr at 0.05 level
f-- ".-+
Z
2.63
0.01
--- I--- - a- ------ ---- -- Area --
Urban Rural (N= 286) (N=199)
Mean
4.04
3.32
Table 1V-38 Service quality -Empathy - Across period of usage
S.No
1
2
3
4
Responses
S.D
0.82
0.87
~ & n ---
4.16
3.33
7---
F
2.55
-----
2.06
0.3 1
2.24
-.
Statement
---- "-&NL staff communicates in
the language you can understand. - -- BSNL is having the customer's best interest at heart . BSNL is making many efforts to understand customer specific needs BSNL apologizes for inconvenience caused to customers. _- .1..--L11_4
--- S.D
0.73
0.83
on 0 j-poln( sc-ale of ugrwmenl 5- slrorlgly agree I - - ,F'lrongly dlsugree * S/gnrficant nf 0.05 level
(N=485) Period of usage
Below 5 yrs (N=262)
10 yrs & above (N=72)
5- P 0 yrs (N=l5 1 )
t --
3.97 "" .-..----
3.29
2.94
2.90
0 uj
- - - - -.
0.76 -
0.87
1.06
1 .OO
E: s 4.05
3.26 .-
2.89
2.70
---
0 uj
-
0.78 -- - ..---...---
0.83
0.95
1.02
C! ul
0.78
0.84
..
0.91
0.94
i.----
t - - -
4.20 ."*----"...--.."....-m
3.44
2.97
2.88
Table IV-39 presents opinions of respondents on Assurance. a parameter of
Service Quality element. Respondents have taken a neutral stance (mean value of
about 3) on all the statements that express confidence in employee support and
provision of a variety of value added services. The response indicates the need to
create better assurance standards by RSNL.
Table IV-39 Service quality -Assurance
(N=485) xGq-- Statement Mean* I SD
RSNL is able to provide variety of value added
services - Music, access to internet, SMS, MMS etc.
I customers to remain with and enjoy the BSNL 1 3.00 1 0.92
- 2
I services I I
3.20
----..em. ,.----
Behaviour of employees is instilling confidence in
0.88
I knowledge to answer customers' questions 1 I 3
I_ ."I - I-I Responses on a 5-poinl scale cfugreement 5-strongly ugree 1 -- Strongly disagree
lnjluencr of demographics
Employees' of BSNL using required skills and
Table IV-40 examines the opinions of male and female customers on service quality
element - Assurance. It is clear from the table that their views are not similar in two
3.34
statements. The F test values are significant at 0.05 level. From the observations, it can
1.01
be said that gender has significant influence on customers.
Table IV-40 Service quality -Assurance - Across Gender
Statement
- m,-.
Gender
is able to provide variety of
value added services - Music, access 0.88 3.70
with and enjoy the BSNL services
Employees' of BSNL using required
2
I I skills and knowledge to answer 1 3.1 1 / 0.93 1 3.78 1 1.02 1 52.74*
L1 customers' questions - --- .- .
~ e ~ ~ o r r s & % cc 3-pomf .scul~~ ofagreemen1 5 - strnng!~~ agree I - - Slrongly daqw * S1gtuj7cunl ot 0.05 level
to internet, SMS, MMS etc.
13ehaviour ofemp~oyees is insiini*,
confidence in customers to remain
Table IV-41 shows the opinions of the different age groups of the customers on
Assurance - a service quality parameter. The opinions are similar except on the statement
"BSNL. is able to provide variety of' value added services - Music, access to internet,
SMS, MMS etc" where it is observed that F test values are significant at 0.05 level. On
the whole, it can be said that age of the customers has no significant influence on this
aspect.
0.81
Table IV-42 gives the perceptions of customers across occupation. The views of
the customers differ significantly at 0.05 level. From the observations, it can be said that
occupation has significant influence on this aspect.
27.62*
Table IV -41 Sewice quality -Assurance - Across age
F
2-58. 1
0.9 1
(N485)
S.No
:
3 Employees' of BSNL using
Statement
BSNL is able to provide variety
of value added services - Music,
1
I
I
AGE
i access to internet. SMS, MMS i 1 i I / etc. i
I
2 ! Behaviour of employees is
I
required skills and knowledge to 1 3.37 1.09
3-48 i t answer customers' questions I
I
I I
3.10 0.75
Below 30 yrs (N=191 )
Mean ! SD
i 1
I 0.98 1 3.09
i I
Responses on a 5-point scale o f agreement 5-stronglj. agree I - - Strongly disagree * Signrficant at 0.05 level
I 1-10 3-22 0.86 3.15 11.71 2.05 1
50andabove @I= 60 )
2-88 1 i)-76 f i
I i
to remain with and enjoy the
i BSNL services i
I
30 - 39 yrs (N= 134 )
Mean
i
3 -00 I 0.86
3.30 ! 0.89
instilling confidence in customers
I
i , I
40 - 49 yrs (N= 100 )
SD
3.34 0.69
1 i
I i i i
Mean
0.99 3.07 0.93 j 2.94
SD Mean 1 SD
Table IV -42 Service quality - Assurance - Across occupation
(N=485) Occupation
Others (N =42) I
Employee Student I Housewife / Business
S.No I Statement / I (N=173) i
' s 1 I BSNL is able to provide variety of
value added services - Music,
(N=99)
a v;
cj C
S
3.55 1 0.83
0 ch
OSg5 I 2.91 / 0.97 I
w=97)
access to internet. SMS, MMS
etc.
1 I
cj C
s (N =74)
3.19
n ch
i~ C
S
3.20
CI vj
0.79
I 2
0.80
Behaviour of employees is
I I
I !
j
3.63 IO.56 I i I
3.15
4.32 0.84
I
i I instilling confidence in customers I / 2.74
to remain with and enjoy the I I BSNL services I
Responses on a 5-point scale of agreement 5-strongl~. agree I - - Stronglv disagree *
0.92
0.91
3
Significant at 0.05 level
3.16
Employees' of BSNL using
2.83
3.09 0.92
0.94
0.95 I
required skills and knowledge to
answer customers' questions
3.12
Table IV-43 examines the opinions of urban and rural customers on the services
of' BSNL pertaining to service quality element - Assurance. Their opinions are almost
similar. The Z values are not significant at 0.05 level. Evidently, area of residence has no
significant influencc on customers.
Table IV-44 examines the opinions of customers across period of usage of RSNL
Table IV-43 Service quality -Assurance - Across Area
services. ANOVA test has revealed signiticant difference on one statcment -
"Employees' of BSNL using required skills and knowledge to answer customers'
questions". Since the remaining two statements are viewed similarly by the customers at
0.05 level of significance, it can be said that period of usage has no significant influence
-
S.No
I
2
3
Rrsponses
on this aspect.
-- --- --A - -- (N=485J
Statement
BSNI, is able to provide variety of
value added services - Music,
access to internet, SMS, MMS etc.
~ehaviour of employees is instilling
confidence in customers to remain
with and enjoy the BSNL services
Employees' of BSNL using required
skills and knowledge to answer
customers' questions
on a 5-pornt sculc cfcrgruerne~~t i strongly ugree 1 -- Sironglv disugree * S~gnlficant a1 0 05
- --- - . - .- - --.-- - -
-- Urban
(N= -- 286) Mean
3.25
2.97
..-*-
3.29
Area Kural
(N= 199 ) S.D
0.87
---
0.94
0.97
Mean
3.14
--.~-..--
3.05
---7
3.4 1
-- -".
S.D
0.89
-
0.89
1.07
Table IV-44 Service quality -Assurance - Across period of usage
Price perceptions
S,No
I
- - - - . - - - - >
2
3
Responses
Table JV-45 presents price perceptions of BSNL customers. Some agreement is
found on the view that call charges are cheaper but on other aspects like flexible pricing
and recharge denominations agreement is weak. As such, it can be concluded that
customers are not much favorable to the pricing of BSNL services.
Statement
BSNL is able to provide variety
of value added services -
Music, access to internet, SMS,
MMS etc. - - -
Behaviour of employees is
instilling confidence in
customers to remain with and
en.joy the BSNI, services
Employees' of BSNL using
required skills and knowledge
to answer customers' questions -...--
on u 5-porn! scalp ofugrecmun, S stronglt'
F
2.30
0.63
Below 5 yrs I0 yrs & above
e a
3
3.13
2.97
Period of usage 5- 10 yrs
ii
3.38
2.94
(N=262)
n .; - --
0.91
0.91
3.19
ugrrr
5 s
3.24
3.07
(N=72)
a .;
0.79
0.93
3.38
S~gnlJicunt at
0.95
I - - Strongl~l
(N=151)
n .;
0.87
-
0.94
W " " . W -
3.58
drsagree -1 O 05 level
1.07
*
Table IV-45 Price perception of respondents
Recharge 1 Top umP cards and their
denominations are economical. '-1--
.- - - - I
Call charges per minute I second, i.e pulse rate 0.87
is reasonably cheap.
-- S.No Statement
-.- BSNI.. is offering flexible pricing for various
services that meet customer needs.
1 1 I Responses on a 5-point scale ofagreement ESstrongly agree I - - Strongly disugree
Influence of demographics
- - 4-*-----.
Mean*
3.0 1
Table IV-46 examines the influence of gender on Price perception of BSNL services.
SD
0.77
Male and female respondents significantly differ (at 0.05 level) in their opinion on
economical call charges and flexible pricing of BSNL services. They have similar views
on the economical denominations of recharge cards and top up cards etc. On the whole,
the differences in price perceptions are significant.
Table IV-46 Price perception of respondents - Across Gender
S.NO
1
2
3
-- "--
--
Statement
BSNL is offering flexible pricin
various services that meet customer
needs. --- -..--
Recharge / Top up cards and their
denominations are economical ---
Call charges per minute I sccond, ie
pulse rate is reasonably cheap. --
Responses on o 5-pninr scale ujugrgruemnl 3--strongly agree I - - Bronglv drsuyree * L'?lgnificant or 11 05 level
Table IV-47 Price perception of respondents - Across age
(N=485)
S.No
1
j
Statement F
AGE
Responses on a 5-pdnt scale of agree- 5-str-ong[1,, agree Z -- Strong& disagree * Srgnzfcanr at 0.05 level
3.31 1 0.88
3.55 1 0.89
I * I Recharge / Top up cards and their
denominations are economical
BeIow 30 yrs (N=191 )
I Mean BSNL is offering flexible pricing
'
3.16
SD
0.9 1
0.96
1
0.94
0.83
3.28
3.53
30 - 39 yrs (N= 134)
Mean
3.40
3.53
0.82 1 2.01
0.74 1 0.07 1 1
3
2.96 1 0.82
2-98 1 0*72
0.73 i
Mean , SD SD
1
40 - 49 yrs (N= 100)
for various services that meet I
Call charges per minute / second,
ie pulse rate is reasonably cheap.
50andabove (N= 60 )
0.74 1 3.09 I
Mean
2.98
3.50
0.79
SD
customer needs. I i
Table IV-48 Price perception of respondents - Across occupation
(N=485)
I
4-80* I
10.78*
: S-"O
Statement
ie pulse rate is reasonably cheap.
Occupation
Responses on a 5-point scale ofagreement 5-strongly agree I - - Strongly disagree * Sign~ficant at 0.05 level
I 1
BSNL is offering flexible pricing I I 1
for various services that meet 2.97 0 . 8 1 2-91 0 . 8 2 I 1 I i
3.23 0 . 4 4
2
3.90 3.37 10.97
Others (N =42)
3.54 iO.74
1 0.88
Employee I (N=173)
c ~d
3.12
3 I Call charges per minute 1 second, 0.37
i
Housewife (N=97)
Student (T'J=99)
c ! P a
5 vj
C, j r
cu
0.92 2.69 0 . 6 8
0.91
3.72
customer needs. I
I
2.93 / 1.02
Business (N =74)
s 4 v;
r: a
5 a
i ' 0.97
12.77*
Q vj 5 I vj
c i 1 0
2.93
! t
0-94 : 3.02 Recharge / Top up cards and their
5
denominations are economical
c/j
0.86 3.71 3.18 0.66 3.43
Table IV-47 examines weather age has an influence on the opinions of
customers on price perceptions of BSNL services. Since F values are not significant at
0.05 level, it is concluded that their views do not vary significantly.
Table IV-48 examines the opinions of customers across occupation. ANOVA has
revealed significant difference at 0.05 level. Based on the observation. it can be said that
occupation has strong influence on customers' opinion.
Table IV-49
Table IV-49 shows the price perceptions of urban and rural customers. ANOVA
indicates that they differ signitkxtntly on the statement "BSNL is offering flexible pricing
for various services that meet customer needs". Since the differences on the rest of the
statements are not signifi cant, it can be concluded that area of residence has no influence
on views of customers.
Price perception of respondents - Across Area of residence
S.No
- 1
2
3
Statement
BSNL is offering tlexible pricing for
various services that meet customer
needs.
Recharge / Top up cards and
denominations are economical ---
Call charges per minute / second, ie
pulse rate is reasonably chea
Responses on a 5-r~olnt clfugrecment 3 stmng(y ugrrc I - - Strongiv drsugrre * S~gniJicunt ul O 05 level
Influence of period of usage
Whether the period of usage of BSNL services has influence on price perception?
The customers belonging to various periods of usage do not differ significantly in their
opinions. F values are not significant at 0.05 level. 'l'able IV-50 shows the results.
Table IV-50 Price perception of respondents - Across period of usage
(N=485) Period of usage
--
Below 5 yrs 5- 10 yrs 10 yrs & above
Statement
BSNL is offering flexible
pricing for various services that 2 97 0 82 2 98 0 7 1 3 19 0.71 2.54
meet customer needs.
Recharge I Top up cards and
their denominations are 3.20 0.91 3.32 0.86 3.42 1.02 1.93
economical
Call charges per minute I
second, ie pulse rate is 3.47 0.90 3.60 0.78 3.57 0.95 1.30
reasonably cheap. --- - --
Responses on u 5-point scule ofagrecvnent 5 sfrongl\~ agree I -- Strongly disagree. * S1gn?Jic7unt at 0.05 level
Value offers
Table IV-5 1 shows the opinions of the customers on the value offers of BSNL. It
is evident that customers have taken a neutral stance (about 3) on all the statements. From
the observations, it can be concluded that customers are having neutral opinion on the
value offers of BSNL.
Table IV-51 Perceptions on Value offers
- - - ..-\ - ---
Statement Mean* --I--
offers from BSNL are worth the
--
~here-is benefit from the offers given by BSNI.
in Road shows I 3 . 1 8 1 ;
Influence of demographics
The new schemes / tariffs/ discounts / rebates
offering by BSNL are attractive.
Table IV-52 examines the opinions of male and female customers on the value
offers of BSNI,. Their opinions are differ at 0.05 level. Hence, it can be said that gender
has significant influence on customers on BSNL offers.
Table IV-52
3.27 0.87
Value offers of respondents - Across Gender (N=485)
;I:
56.97'
7.73*
15.24*
Responses on a S-puin[ of ugrermunr 5- sslongly ugree I - - . ~ l r o n g 3 ~ drslrgrer * .~ign!fiant a1 00s kvvl
S.NO
1
2
---- 3
Statement
promotional-iffers from BSNL are
worth the money
There is benefit from the offers
given by BSNL in Road shows
The new schemes / tariffs/
discounts / rebates offering by
BSNL are attractive. .-- _-___I.-
-- Gender - -- - Male
(N- 3 18) Female
(N= 167 ) ~ e a n
3.31
3.09
3.16
Gian
3.97
3.34
3.48
" -
S.D
0.87
0.91
0.91
-. -
,
S.D
0.99
0.93
0.74
-- -~
Table IV -54 Value offers of respondents - Across occupation
(N=4851
Statement
Promotional offers from BSNL are
worth the money
There is benefit from the offers
given by BSNL in Road shows
The new schemes I tariffs1
discounts I rebates offering by
BSNL are attractive.
Occupation Employee Student I Housewife Business
(N =74)
Responses on a 5-point scale of agreement 5-strongly agree I -- Str-ong(11 disagree * Sign~ficant at 0.05 level
Others
Table IV-53 represents the views of customers on BSNL value offers across age.
Significant difference is observed in one statement - "The new schemes / tariffs1
discounts 1 rebates offering by BSNI. are attractive". The F value is significant at 0.05
level. Since the differences on the rest of the two statements are not significant, it can be
concluded that the age has no influence on views of customers.
Table IV-54 represents the views of customers on BSNL value offers across
occupation. Significant difference is observed on all the statements, hence it is concluded
that occupation has influence on views of customers on the vale offers of BSNL,.
'Table IV-55 shows opinions of the urban and rural customers. ANOVA is
conducted to analyze the differences between the rural and urban customers. The test did
not reveal any significant differences.
Table IV-55
Table IV-56 analyzes the views of customers on value offers of BSNL across
period of usage of services. l'he customers belonging to various period of usage do not
vary significantly in their opinions. F values are not significant at 0.05 level.
Value offers of respondents - Across Area of residence (N=485)
~ . N O
1
There is benefit from the offers given
'The new schcmes I tariffs1 discounts /
rebates offering by BSNL arc
attractive. -"-- - . . --
Kcs/~,onses on cr 5-point st'crlr ofupre~mrn! 5 .strong(~~ trgror I - - Slrong/y Llrstrgree * S~gnlJicanr at 0 05
Statement
- ..- .- Promotional offers from BSNL are
worth the money
Area IJ rban
(N= 286) Mean
3.47
-- - - . - - - - -- Rural
(N= 199) --- S.D
0.95
Mean
3.63
S.D
0.99
Customers' perceptions on Brand Image
Table IV-56 Value offers of respondents - Across period of usage - - - -
'Pable IV-57 presents opinions of respondents on brand image of their service
provider. Respondents have taken a neutral stance (about 3) on all the statements as
shown in the table. Therefore, it is concluded that the customers have neutral opinion on
the image of BSNL.
S.No
I
2
Table IV-57
--- --"-".-
Statement
Promotional offers from BSNL
are worth the money
There is benefit from the offers
given by BSNL in Road shows
' The new s c h e m e s i t a r i f f s i
discounts / rebates offering by
BSN L are attractive. "11 ------
Perceptions on Image -* - (N=485) ---
- --- --- ---
Periad of usage
S.No
Responses on a 5-pornr s(.ul~ o/ ugrerment S- ~rrongly ugree I - - Strongly disagree * Slgn!ficant at 0 05 level
Below 5 yrs --"
5- 10 yrs 10 yrs & above
3.23 0.87
SD Statement
(N-151) (N=72)
0.86
0.89
0.88
0.87
Mean*
3.37 3.19
BSNL is socially responsible I .- " * ~ - v93.- -.I Responses on a 5-point scale of agreemen1 5-strong!~~ uyrce 1 -- SfronKly disagree
3.18
3.41
3.56
.
1
2
3
F:
4 ""
3.49
3.19
- A
BSNL is successful
BSNL is reputed --
BSNL h; brand image
n vj
1.06
0.87
--
0.87
n 4
0.88
0.94
1.54
f
1 3.58
3.21
f
g 3.61
3.06
n vj
1.07
0.97
F
0.61
0.72
Influence of demographics
Table -58 shows gender has influence on the view of customers on Image. Their
opinion on the two statements (1) "BSNL is reputed" and (2) "BSNL is socially
responsible" vary significantly at 0.05 level. Male respondents have shown less
agreement than female ones. For the remaining two statements. the F values are not
significant, indicating no differences. On the whole, it can be said that gender has some
influence on customers' perception of BSNL's image.
Table 1V-58 Perceptions on Image - Across Gender
-~----.----- - 4 8 9
-7 Gender ----I-p Statement Female
(N= 318) (N=167 )
I 1 BSNl. is successful 1 3.20 1 0.92 1 3.14 1 0.81 1 0.62 I I I I I I
2 I BSNL is reputed 1 3.34 1 0.91 1 3.54 1 0.81 1 6.20*
3
I - 1 I I I - -
liesponsr.~ on a 5-porn1 scale of qreemen~ 5 slrongly agree I - - Slrongly u'isc~gree * SigniJicant at 0.05 level
-- 4
'l'able IV-59 examines the views of different age groups of customers on the
image of BSNL,. F test is conducted to examine the level of significance at 0.05 level. It
can be scen from thc table that their views are significantly different on "BSNL is
socially responsible". Views are similar on the remaining statements. On the whole, the
differences in perceptions are not significant.
BSNL has brand image
Table IV-60 gives the perceptions of the respondent customers on BSNL's image
across occupation. ANOVA is conducted to test the significance at 0.05 level and it is
found from the test that the opinions of the customers are significantly differ except on
the statement "BSNL is successful". Based on the observations, it can be concluded that
there is significant difference on the views of customers on BSNL's image.
RSNL, is socially responsible
3.5 1
3.00
0 . q 3.65
0.86
0.76 2.60
3.68 0.91 65.78"
Table IV -59 Respondent customer's perceptions on Image - Across age
(N=485)
S.No Statement
1
Responses on a 5-point scale of agreement 5-strong/>. agree I - - Strongly disagree * Signz$canr at 0.05 level
F I
AGE
BSNL is successful 1.10 j
2 BSNL is reputed
3 / BSNL has brand image
4 1 BSNL is socially responsible. I
50andabove (N= 60 )
Below 30 yrs 30 - 39 yrs i 40-49 yrs i
3.26
(N=191 )
3.39
3.50
3.38
3.19
@J= 134 ) 1 (N=100)
i Mean
0.88
SD
0.87 0.89
0.88
0.88
0.88
3.10 1 0 . 8 7 i i
3.10
Mean I Mean
3.46 0.91 j 3.38 1 0.87 3.42
SD Mean SD
!
0.82
0.70
0.85
3.52 1 0.92
I
SD
0.19 1 i
1.04 i
3.80* I
3.68 3.64
3.02
0.88
3.25 0.96 ? 3.06 1-00
Table IV-61 examines the perceptions of urban and rural customers on Image of
BSNL. ANOVA is conducted to test the significance at 0.05 level. These customers-
area wise, do not vary significantly in their opinions.
Table IV-61 Respondent customers' perceptions on Image - Across Area of residence
Table IV-62 examines whether the views of customers on BSNLs image differ with
S.No
.-
I
2
period of usage of services. 2: values were calculated to find out the level of significance
at 0.05 level. Significant difference found only in respect of one statement -." BSNL has
. --
Statement
.- - --- BSNL is successful
BSNL is reputed
brand image". Remaining statements do not differ. Based on the observations, it can be
,: iBSNLhasbrandimage ---
BSN L is socially responsible
said that period of usage has some influence on the views of customers on lmage of
Table IV-62 Perceptions on image - Across period of usage
Responses on a 5-point scale of a~reernen~ 5 strong!y ugree I-- Strongly dlsagree * SipiJcanr a1 0.05 level
z
1.87
0.30
\ I
Area
0.02
0.25
k-1 BSNL is reputed - l y l m L BSNL has brand image 3.53 0.87 3.49 0.87 3.82 3.91 *
-- Urban
0\1=286)
3.56
3.2 1
(N=485)
Mean
3.23
3.43
0.91
0.93
-A- - . Rural
(N= 1 99)
3.55
3.26
r
i - r 1 I ---. I J . - - I . I -
~e~p"spo.se&~ on a S-pnml sm/f qfugreument 5 rtrottgly agreu I - - S~rongly disagree * Sign~ficant or 0.05 level
S.D
0.95
0.88
Mean
3.12
3.38
0.8 1
0.94
4
--- S.D
0.78
0.86 --
~ . N O Statement ----- F
ch
Period of usage
BSNL is socially responsible
10 yrs & above Below 5 yrs (N=262) - (N-151) - --. - (N =72)
5- 10 yrs
3.15 I
0.89 1 3.29 0.96 3.42 0.99 2.87
Switching costs
Table IV-63 presents opinions of respondents on switching costs of their service
provider. Respondents are neutral to the views that switching involves monetary cost and
information availability. The inconvenience of loss of present identity (3.30) and new
learning of operation (3.45) are indicated by the respondents. Therefore, it is concluded
that the customers are not worried by monetary costs and are somewhat bothered by the
identity loss and new learning challenges.
Table IV-63
/ / comparison of different operators on account of 1 3.05 / 1.33 1
Perceptions on switching costs (N=485)
/ I services, coverage area, billing, etc. I I I
Statement Switching to a new operator causes monetary cost.
Switching involves lot of information search and
I
3 I Switching may result in loss of present identity which i -em / 1 is inconvenient.
Mean* 3.0 1
SD 1.27
Responses on a 5-point scale of agreement 5-strongly agree 1 -- Strongly disagree
4
l'able IV-64 examines the opinions of male and female customers on the
switching costs. Their opinions are similar and do not differ at 0.05 level. Hence, it can
. -..
Switching may require new learning of operation.
be said that gender has no significant influence on customers on switching costs
l'able IV-65 examines the views of different age groups of customers on the
3.45
switching costs. F test is conducted to examine the level of significance at 0.05 level. It
can be seen from the table that their views are similar and no significant different is found
on any of the statements and hence it can be concluded that the views of different age
1.15
groups of customers are similar and do not vary significantly.
Table IV-64 Respondent customers' perceptions on switching costs - Across Gender
--
S.NO
1
2
Switching may require new learning 1 I 3-43 1 1.09 1 3.50 1 1.25 1 0.47 1 of operation
m--..---*--- - Responses on a 3-point scalr qf ugreemenr .5 strongly ugrer I-- Srronglv disugree * SignlJicanl ar (1.05 level
-- Switching may result in loss of present
identity which is inconvenient.
Table IV-66 gives the perceptions of the different occupations of customers on
switching costs. ANOVA is conducted to test the significance at 0.05 level and it is found
from the test that the opinions of the customers are similar and no significant difference is
found. Based on the observations, it can be concluded that there is no significant
difference on the views of customers on switching costs across occupation.
z
0.48
1.34
--* "--. - .-- ""--
Statement
Switching to a new operator causes
monetary cost
Switching involves lot of information
search and comparison of different
operators on account of services,
coverage area, billing, etc.
3.29 1.02
-"" -- -" " " --
Gender Male
(N=318) Mean
2.98
3.00
Female (N= 167 )
S.D
1.25
1.33
Mean
3.07
3.15
S .D
1.32
1.32
Table IV -65 Respondent customers' perceptions on switching c o s t s Across age
F
I 1.06
1.34 !
50 and above S.No Statement
Mean SD 1 Switching to a new operator
1 3.02 1.25 2.82 1.29 3.02 1.42 causes monetary cost
2
' 1
Switching involves lot of i
i I
! j
I
I I information search I and l
I i / comparison of different operators 3 -04 1 1.28
area, billing. etc.
I I on account of services. coverage
i 3 I
3.17 1
1.06
2.77
I
1.36 1 3.10 ( 1.27
0.58 3.23
Switching may result in loss of / i
present identity which is 3.37 I 1.09 1.22 1 0.97 3.30 I 1.00
1.48
I i
/ inconvenient. -- 1 ! I I 1
I Switching may require
1 I i 3.40
I ! learning of operation 1 Responses on a 5-point scale of agreement 5-strong!? agree 1 -- Strongly disagree * SigniJcant at 0.05 level
1.28 1.32 1 1 -00 1.19 / 3.55 1.05 , 1.52 1.07
Table IV-66 Respondent customers' perceptions on switching costs - Across occupation
(N=4851
Statement
Student (N=99) 1
I 1 1 Switching to a new operator causes
monetary cost
1 search and comparison of different 1 / 3.20 / 1.32 1 2.95 / 1.27
3-02 1 1.29 1 3.17 1.27
i * I i / Switching involves lot of information I I I i
1 operators on account of services, I I i f
i
/ coverage area, billing. etc. I
3 1 Sw-itching may result in loss of present t ( 1 identity which is inconvenient.
/ of operation
4
Occupation Housewife
(N=97) I
I
nz3cant at 0.05 lev
Switching may require new learning
Business
3.38
Responses on a 5-point scale of agreement 5-strongly agree I - - Srrongly disagree * 5
F i
1.22
Others (N =42)
1.16
s cd
f 2.67
I
3.39 1.18
n V;
2.26
2-83
3.00
1
3.36 1.07 1 1.57 i I
1 2-30
i
1.18 2.00
Table IV-67 examines the perceptions of urban and rural customers on switching
costs. ANOVA is conducted to test the significance at 0.05 level. These customers- area
wise, have similar views, do not vary signiticantly in their opinions on switching costs.
Table IV-67 Respondent customers' perceptions on switching costs - Across Area
--""-
1 Area Statement Urban Rural
(N=286 ) (N= 1 99 )
--- " - Mean S.D Switching to a new operator causes
monetary cost 3.05 1.29 0.76
1 identity which is inconvenient.
Switching involves lot of information
search and comparison of different
operators on account of services,
coverage area, billing, etc.
I I 1 I I I
Responses on u .5-poinl scale of agrpc~rnen~ 5 strongly ugrcJr I -- Slrongly disugrca * S1gnlfificunl ut 0.05 level
Switching may result in loss of
3.09
4
Table 1V-68 examines whether the views of customers on switching costs differ
with period of usage of services. F values were calculated to find out the level of
significance at 0.05 level. Significant difference found only in respect of one statement -"
Switching may require new learning of operation". Remaining statements do not differ.
Based on the observations, it can be said that period of usage has some influence on the
views of customers on switching costs.
1.34
Switching may require new learning
of operation
3 -00
3.51
1.31
1.23
0.55
3.37 1.02 1.93
Table IV-68 Respondent customers' perceptions on switching costs - Across period of usage
Trust
S,No
1
2
3
4
Responses
Table IV-69 presents the opinions of respondents on Trust. The respondents have
expressed trust in BSNL by agreeing with the statements. They consider the policies and
Period of usage --- Below 5 yrs 5- 10 yrs 10 yrs & above
Statement F C
CI G n E
8 .; 3 wi 4 wi Q
.- -----.. Switching to a new operator
causes monetary cost 2.98 1.29 3.05 1.33 3.04 1.08 0.15 -- .-__l__l____ __ - -- "--A- -- -. - A - - -- .----
Switching involves lot of
information search and
comparison of different
operators on account of' 3.07 1.34 3.05 1.23 3.00 1.45 0.08
services, coverage area,
billing, etc. - -
switching may result loss of
present identity which is 3.31 1-05 3.32 1.04 3.21 1.02 0.32
inconvenient.
Switching may require new
practices are trustworthy (3.41). service process provided is secure (3.83) and billing
learning of operation ---
system is transparent and trustworthy (3.73). Further they agree that the reputation of
BSNI. as an operator is trust worthy (3.75).
on u 5-porn1 scale of ugrvemenl 5 slrongly agree I - - Slrmng(v drsugre~ * Srgnficanl ut 0 05 level
3.54 1.07 3.44 1.18 3.15 1 1.31 1 3.28*
---
Table IV-69 Perceptions on Trust
Influence of demographics
-- S.No
1 -- 2
3
4
Table 1V-70 shows that gender has some influence on the view of respondents on
Trust. 'The opinions of the customers have significant difference at 0.05 level on two
statements and their views do not differ on remaining two items.
Table IV-70 Respondent customers' perceptions on Trust - Across Gender
(N=485)
Responses on u S-point scuie of agreement 5-strongly ugrec7 1-- Strong/.~ disugree
Gender
SD
I .OI
0.72
0.75
0.89
- .A_--_ " L - - Statement
Policies and practices of BSNL are trustworthy
grvice process provided by BSNL is secure
Reputation of the operator is trustworthy ---
Billing system of the BSNL is transparent and
trustworthy ----... - - --
Mean*
3.4 1 --
3.83
3.75
3.73
I trustworthy
S.NO Statement
1 and practices of USNL are
.. * - - . - ---- T r o c e s s provii(d by BSY I..,
Reputation of the operator is
trustwarthy
Male (74-3 18 )
I 1 I I I
Response.~ on a 5-poinl Lvcule o f a g r ' e e ~ 5--$lrongfy agree I - - Sti'ung!~ di.sagri~e * Sign@c8unf at I).
Female (N=167 )
Mean
3.45
4
----- Mean
3.34
S.D
0.93
S. I)
1.14
Billing system of the BSNL is
transparent and trustworthy
- -..--..
3.75 r 0 . 9 8 1 3.71
Table IV -71 Respondent customers' perceptions on Trust- Across age
(N=485)
F
2.66*
1-09
0.58
1.03 -
Responses on a 5-point scale of agreement 5-stronglv agree I -- Strongl-y disagree * Significant at 0.05 level
S.No
1
2
Statement
Policies and practices of BSNL
are trustworthy
Service process provided by
AGE
3
4
Below 30 yrs (N=191 )
30 - 39 yrs (N= 134)
/ transparent and trustworthy i
1 3-84 BSNL is secure
3.80 0.78
40 - 49 yrs (N= 100 )
0.71 ' 3.77 r 0.71 i i 1 t
3.97 1 0.69
50andabove O\J= 60 )
Mean 1 SD
3.57 0.97
SD
1.06
Mean I SD ] Mean
OX9 1
! ! I
3.29
o-82
Mean
3.62 1.02 3.37
3.82 Reputation of the operator is
trustworthy
SD
0.85
O-G2 3 -70 0.79 1 3.78 i
Billing system of the BSNL is 0.90 3 -66
3.78 0.77
3.74
0.72
1 1
3.72 0.94 3 -90
Table IV -72 Respondent customers' perceptions on Trust - Across occupation
(N=485)
F S.No
I
! Occupation 1 Employee I
Statement (N =173)
3
Student (N=99)
n ui
0.96 Policies and practices of BSNL
are trustworthy
Responses on a 5-point scale of agreement 5-strongly agree I - - Strongly disagree * Significant at 0 05 level
I= a
5 3.51
2
3
4
I
1.17
Housewife (N=97)
a iri
1
Service process provided by
BSNL is secure
Reputation of the operator is
trustworthy
Billing system of the BSNL is
transparent and trustworthy
3
3-86 10.82 0.30
0.37
0.74
c a
r" 3.58 3.41
3-65
3.40
3.73
3.75
3.85
I
3.62
n uj
0.91
3.81
Business (N =74)
0.93 1 3.01
0.78
0.95
3-62
Others (N =42)
0.73
C a
2
0.77
0.87
0.84
1
C a
5 a vj
0.88
4.05
4.13
3.52
a v,
3.88
3.78
5.43*
0.73 5-01.
0.67
0.81
14.99*
2.26
0.771 3.48
1.05 3.69
Table IV-71 analyses influence of age on the views of customers in respect of
trust. From the F values calculated, it is clear that they are similar in their views on all
other factors except on the "Policies and practices of BSNL are trustworthy". Their
opinion on this factor has varied significantly at 0.05 level of significance.
Table IV-72 examines the influence of occupation on the opinions on trust. It can
be said that occupation has significant influence on the respondents' opinions as F values
are significant on three out of four statements.
The analysis across area shown in the Table 1V-73 indicates that urban and rural
customers have similar opinions about thc trustworthiness of their service provider by
showing similar levels of agreement on three of the trust indicating statements.
Table IV-73 Respondent customers' perceptions on Trust - Across Area
(N=485)
S.No
I
2
- Billing system of the BSNL is
transparent and trustworthy
Statement
Policies and practices o f B ~ ~ 1 . are
trustworthy
of the operator is
trustworthy
I 1 I I - Responses on u 5-point scale ql'ugreement 5,- --strongly ugree I -- Strong?,, disagree * SigniJiconr at 0.05 level
Service process provided by RSNL
is secure
3.78
z
4.36*
Area
3.84
0.81
Urban (N-286 )
0.75
Rural (N= 1 99)
Mean
3.49
3.7 1
Mean
3.30
S.D
1.01
3.8 1
S.D
0.99
0.67
0.69
1.05
0.20
Influence of period of usage
Table IV-74 examines the differences in the perception of customers on trust
across period of usage. There is no significant difference in the opinions of the customers
across period of usage.
Table IV-74 Respondent customers' perceptions on Trust- Across period of usage
,-. .--.
Customer satisfaction
S.No
1
--- .
Table 1V-75 shows the opinion of customers on customer satisfaction.
Respondents have taken neutral stance (2.98) as shown in the table. How are the
respondents distributed on this aspect? About 34 per cent of the customers are satisfied
with overall services of BSNL,. About 32.58 per cent of the customers have taken neutral
stance on the services of BSNL. they are neither satisfied nor dissatisfied about the
services. About 5.78 per cent of the customers are very dissatisfied whereas 27.62 per
cent of respondents are dissatisfied with the services of BSN L..
--
Statement
Policies and practices of
BSNL, are trustworthy
2
F
0.27
-
- -".\ , period of usage
Service process provided
by BSNL is secure 0.2 1
1.55
0.07
level
Reputation of the operator
is trustworthy
BSNL is transparent and
--- - Rr.c/)onses on (I 5-porw sculu ofugrcernen~ 5
Below 5 yrs (N=262)
3.81
3.74
3.75
s~ronglj~
S f 3.44
" - --
0.75
0.75
0.91
ugrtJe 1 --
3.83
3.70
3.72
Sirong1.v
a vi
0.96
-- -
5-1 0 yrs (N=151)
10 yrs & above (N=72)
E: Q
2 3.36
0.73
0.84
Q C
S c! V)
1.06
a vj
discrgree * Sign!Jicant at 0 05
1 3.89
3.40
0.80
1.06
I 3.72 0.97
From this it is clear that BSNL has a task of converting about one-third of its
customers into satisfied and remove dissatisfaction in about one -third of its respondents.
Table IV-75 Perceptions on customer satisfaction with overall BSNL services
S.No I Satisfaction level f YO - -
1 1 Very dissatisfied 1 I I
2 I Dissatisfied 134 27.62 1 I I I
3 I Neutral 158 32.58 1 I I I
4 I Satisfied 148 30.52
Ana[vsis across demographics
5
Who are more dissatisfied? Table IV-76 shows the views of customers of
different categories. Differences are found across occupation and period of usage.
Very satisfied
Ilousewives and those who have been using BSNL for more than 5 years are more
Overall mean and( SD)
satisfied.
2.98 (0.98)
17
Table IV-76 Perceptions on overall services of BSNL- Across demographics
Responses on il?-point scale of satisfaction 5-very satisfied I -- Very dissatisfied
3.50
Testing of relationships of hypothesized model
The proposed model has variables like service quality, price perception, value
offers, and brand image as inputs resulting in intermediate variables consumer
satisfaction and trust and final outcome variable consumer loyalty. Another variable
switching costs is proposed as a causal factor of loyalty. The following hypotheses
describe the relationships and hence are brought to focus for testing here.
The relationships are tested by using Pearson Correlation coefficients.
H 1 a: High service quality perceived by customers is positively related to customer satisfact ion.
H I b: High service quality perceived by customers is positively related to customer trust.
i-12~: Fair price perceived by customers is positively related to customer satisfaction.
H2b: Fair price perceived by customers is positively related to customer trust.
H3u: The value offers perceived by customers is positively related to customers' satisfaction.
H3h: The value offers perceived by customers is positively related to customers' trust
H4a: Positive brand image perceived by customers is positively related to customer satisfaction.
H4b: Positive brand image perceived by customers is positively related to customer Trust.
H5: Customer satisfaction is positively related to customer loyalty.
H6: Customer trust is positively related to customer loyalty.
H7: High switching costs perceived by customer is positively related to customer loyalty.
Method of analysis
Analysis is done and presented as follows:
(i) Correlations among variables
(ii) Correlations among variables taking items
(iii) Regression equations
Correlations
First, the relationships of different variables taken for building a model are
examined in Tables IV-77,78 and 79. It is found that there are correlated.
Table IV-77 Relationship marketing tactics and Relationship Quality -
Service Quality
I l 1 Price ( Pearson Correlation I 0.25** 0.26" I
I 1
perception 1- p-value O .OO 0.00
'Pearson or re lac on p-value 0.00 0.00
Customer trust
0.27**
Brand Image
Customer satisfaction --
0.39**
I I
I I I _11111_---) ** Correlation is significant at the 0.01 level (2-tailed).
Pearson Correlation -- ?-----.----. - ~ m *
p-value
Value Offers I I
Table IV-78 Relationship Quality and Customer Loyalty
Pearson Correlation 1 0.17**
p-value
I I Customer Loyalty
0.47** -- ---------------.-
0.00
0.25** - - " - * * "- ----
0.00
I ----. ~ustorner 1- pearson Correlation 0.22** I
0.00
I Customer Trust 1 I
I -- -7 I satisfaction I p-value 0.00 I
Pcarson Correlatj on
t I
Pearson Correlation -0.12**
0,40**
Lb---. I
** Correlation is s~gn~ficant at the 0.01 level (2-tailed)
I Switching cost
Table IV-79 Relationship between different variables and customer loyalty.
p-value t
Customer Satisfaction
0.22**
Loyalty - pvalue o 00 0.00 0.00 0.00 0.0 I 0.00 0.00 [.-I_"I I 21 ----.. L ---I --/- "----.-A -A"---
** Correlation is sigrlifictint at the 0.01 level (2-tailed).
Customer Trust
0.40**
Switching Cost
-0.12**
Brand lmage
0.40**
Value Offers
0.28**
Price perception
0.35'.
Service Quality
0.32** - --.-
Customer data
customer correlation
Service quality leads to satisfaction and trust
H la: High service quality perceived by customers is positively related to customer satisfaction
Tables IV-80 and 81 indicate that the correlations are significantly positive and
regression results validate hypotheses.
Table 1V-80 Relationship between Service quality and Customer satisfaction
I I Modem looking equipment -- -." - - - . -- 0 . 1 8 * * 1 -
N=485)
Descriptors Customer
Tangibility
I / BSNL services are reliable I 0.16** I
- Satisfaction
Reliability
Responsiveness
Visually appealing physical facilities
I Timelv deliverv of services I 0.09* I
0.06
Neat and professional appearance BSNL products available at retail outlets BSNL keeps its promises. -
, BSNL is dependable
Pamphlets, displays showing tariffs 0.18** --- 0.14"" 0.16** 0.23** 0.20**
Timely receipt of telephone bills Attention on customer needs ----- Polite response over telephone - "- -.,- Approachable and easy to contact Talks to a coworker while serving
- 0.28** 0.25** 0.32** 0.15**
0.0 1
Assurance
** C brreiation is sign~ficunl at the 0.01 level (2-tailed).
Empathy
Hurries customers to go at break time .- - ---- BSNL provides value adbed - services lnstills confidence in customers Knowledge to answer customer questions Staff communicates in customers known
-0.0 1 0.07
0.28**
0.26** - 0.2 1 **
* Correlation is significant at the 0.05 level (i%iled}.
language. *-- .- - -- u s t o l n e r s best interest at heart Efforts to understand customer specific needs Apologize for hconven ience
-.--- 0.30**
0.25**
0.27**
According to results of regression analysis shown in Table IV-8 I , the value of R
square is 0.452 means that 45.2 percent variation in customer satisfaction is explained by
service quality through this linear model. 'F' value shown in the table gives the statistics
for the variance ratio test of the regression model. The significance of F which is given as
0.00 is the p value of F test carried out in ANOVA. Since p value is < 0.01. we can
conclude that regression is statistically significant at 1 % level that means the relationship
is not an occurrence by chance.
Table IV-81 Regression Results
R~ = 0.452
Model
I I I I
Total 1 1367.616 1 485 1
ANOVA
Regression Residual
Sum of Sauares
1-1 1 b: High servicc quality perceived by customers is positively related to customer trust.
1
208.102 1 159.5 14
. .- Coefficients (a) Standardized
llnstandardized Coefficients Coefficients -- ..-.- It-value p-value
Tubles IV-82 and 83 indicute that the correlutions are sign[ficanrly posilive and
d f
regression results validate hvvp!vpotheLsc.s.
1 484
(Constant)
Table IV-83 presents regression outcomes. The value of R square is 0.632 means
that 63.2 percent variation in customer satisfaction is explained by service quality
through this linear model. 'F' value shown in the table gives the statistics for the variance
ratio test of the regression model. The significance of F which is given as 0.00 is the p
value of F test carried out in ANOVA. Since p value is < 0.01, we can conclude that
regression is statistically significant at I % level that means the relationship is not an occurrence
s e r v i c 1 0.069 0 . 0 0 d . 3 9 0 12.311** 1 0.000 1 Qual it Predictors: (Constant), Service Quality Dependent Variable: Customer Satisfaction ** .sign(ficunt at 0.01 level.
B 1.505
by chance.
p-value Mean Square
208.102 2 -40 1
Std. Error 0.5 17
F-value
2.91 3"" Beta
86.686"
0.004
.- .000(a)
Table 1V-82 Relationship between Service quality and Customer Trust - (N=485)
Customer Trust
Variable Descriptors Trustworthy Secured Good Transparent Policiesand service Reputation billing practices process
Tangibles Modern looking equipment 0.15** 0.28** 0.28** 0.15**
Visually appealing physical facilities 0.29** 0.23** 0.26** 0. IS**
Pamphlets, displays showing 0.08 tari ffs 0.31 * * 0.21** 0.08
I Neat and professional appearance 1 0.19** 1 0.12** 1 0.09* 1 0.24** 1 Reliability BSNL products available at retail
outlets 0.22** 0.23** 0.26** 0.1 0*)
I RSNL. keeps its promises. I0.14** /O.IS** /0.17** O * ) ( BSNL, is dependable 0.16** 0.2 1 ** BSNL services are reliable 0.26** 0.22** 0.26** 0.23**
Responsiveness Timely delivery of services 0.02 0.03 0.03 0.09*
F-i;mely receipt of telephone bills I
-0.18**
Attention on custolner needs r-----..lolr..1 Polite response over telephone - - - - -75~~--~BI; . l Approachable and easy to contact
0.29**
b t o a coworker while serving customers
.- - Hurries customers to go in break t
-- Assurance BSNL provides value added
Instills confidence in customers 0.00 0.22** 0.23** 0.07 -- -...--
Knowledge to answer customer 0.09* 0.08 0.78** -0.04 questions .-
Empathy Staff communicates in customers -0.04 0.08 0.07 -0.00 known language.
Customers best interest at heart O.l7** 0.25** 0.24** 0.12** -- Efforts to understand customer 0.05 0,14** 0.23** 0.05 specitic needs ."
Apologize for inconvenience -0.12** 0.15** 0.14** -0.14** -----
Table IV-83 Regression results I I -- --
ANOVA
/ Model I Sum of Squares / df I Mean Square 1 F-value I p-value
Price perception and customer satisfaction and trust
H2a: Fair price perceived by customers is positively related to customer satisfaction.
2 208.088 38.005** 483
- 485 ---- -
1
Tables IV- 84 and 85, indicate that the correlations ure signtficunily positive and
regression results validate hypotheses.
Regression Residual
Total
The value of R square is 0.546 means that 54.6 %t variation in customer
satisfaction is explained by Price perception through this linear model. 'F' value shown in
the table gives the statistics for the variance ratio test of the regression model. The
significance of F which is given as 0.00 is the p value of F test carried out in ANOVA.
Since p value is < 0.0 I , we can conclude that regression is statistically significant at I %
level that means the relationship is not an occurrence by chance.
208.088 2639.1 10 2847.198
--- Coefficients - (a) ---
Unstandardized Coefficients
Predictors: (Constant), Service Quality Dependent Variable: Customer Trust * * significanl at 0.01 level.
B
-
Qua1 ity
p-val ue
.OOO
.OOO -
Standardized Coefficients
Beta
0.270 --..
Std. Error 0.782 "- -- -------
0.01 1
t-value
12.750**
6,165** -- "
Table IV-84 Relationship between Price perception and Customer Satisfaction
Price perception of BSNL
I Flexible pricing for services
I Economical credit loading
Table 1V-85 Regression results I I
Cheaper call charges 1 pulse rate 0.14** ** Correlulion is sign!flc*unl at the 0.01 level (2-foiled)
Model
Regression Residual
1 1 0.236 1 .040 1 0 2 6 1 5.919** 1 ,000 erce tion -- .----
(Constant)
Predictors: (Constant), Price perception Dependent Variable: Customer Satisfaction ** significant at 0 . 0 1 level.
--
Sum of Squares
92.480 1275.137
H2b: Fair price perceived by customers is positively related to customer trust.
Total I 1367.616 -- ---."-
B
--- 3.957
Tables IV-(16 and (17 shows that positive correldions exist and regression resulis
are indicative of such relationship.
d f
I 484 485
Std. Error 0.398
1- Coefficients (a)
p-val ue
.000(a)
Mean Square 92.480 2.640
Standardized Coefficients
Beta
---
F-value
35.030**
t-value --T p-value
9.95 I ** --
.OOO
T'he value of R square is 0.521 means that 52.1 percent variation in customer
satisfaction is explained by Price perception through this linear model. 'F' value shown in
the table gives the slatistics for the variance ratio test of the regression model. The
significance of F which is given as 0.00 is the p value of F test carried out in ANOVA.
Since p value is < 0.01, we can conclude that regression is statistically significant at 1%
level that means the relationship is not an occurrence by chance.
Table IV-86 Relationship between Price perception and Customer Trust
- (N=485) Customer Trust
Price perception Trustworthy Secured Gwd Transparent Policies and service
practices Reputation billing process
Flexible pricing for services 0.25** .017** 0.29** 0.19*'
Economical credit loading 0.03 0.16** 0.1 1 -0.07
Cheaper call charges / pulse rate 0.13** 00.13** 0.16** 0.15** .-- -...---
* * Correlation is signifi&nt uf lhc 0.01 Irvel(2-tnilcd). * Correlation is significant ut the 0.05 level(2-[ailed).
Table IV-87 Regression results I--?zL;l 1 ANOVA
df I Mean Square I F-value I p-value I Model Sum of 7 I -- Sauares
Coefficients Unstandardized Standardized
Coefficients Coefficients
Regression Residual
Total
-. 172.572 5.549
(Constant) Price
perception
I .-
172.572 2674.626 2847.1 98
-.-- 31.100**
"" - . 2
483 483
Predictors: (Constant), Price perception Dependent Variable: Customer Trust ** si~wifrunt at 001 level.
1 1.564
0.324
.000(a)
,579
,058 ,246 --*-"..A
19.956**
5.577""
,000
.000
Value offers and customer satisfaction and trust
H3a: The value offers perceived by customers is positively related to customers' satisfaction.
Tables IV-88 and 89 indicate that positive correlations are signnificant and hypotheses are proved
Table IV-88 Relationship between Value offers and Customer Satisfaction
Value offers 1 Customer S~fisfaetioo
Worthy promotional offers 0.35** 1
Benefits from Road show offers
1 -- '* * Correlation is siinnrficant at the 0.01 level (2-tailed) I
0,2 I * * .-m--
Attractive schemes and tariffs
The value of R square is 0.534 means that 53.4 % variation in customer satisfaction is
----- 0.30'" ------I
explained by value offers through this linear model. 'F' value shown in the table gives the
statistics for the variance ratio test of the regression model. The significance of F which is
given as 0.00 is the p value o i F test carried out in ANOVA. Since p value is < 0.01, we
can conclude that regression is statistically significant at 1 % level that means the
relationship is not an occurrence by chance.
--- Table IV-89 Regression results -- R" 0.534
Model --
Rcgressi on Residual
Total Coefficients (a)
llnstandardized Coefficients
(Constant) Value Offers
I " -I-- - L. -1 -- ----- -. -4
ANOVA
Standardized tvalue p-val ue 1
a Predictors: (Constant), Value (Myers b Dependent Variable: Customer Satisfaction ** significant at 0.01 level.
B
3.534
0.274
1 367.6 16 485
F-value .- P
74.476**
- -"--
Mean Square
1 82.707 2.453
Sum of' Squares -
182.707 1184.910 -- -
Std. Error
,325
.032 - -- -
p-value
.000(a)
df --
1 484
10.874**
.366 8.630** .000 --- .- -
H3b: The value offers perceived by customers is positively related to customers' trust.
Tables IV-90 and 91 indicate that pusitiw correkutions are sign[fican~ and
hypotheses ure pmved.
-- Benefits from Road show offers -0.05 0.15**
Table IV-90 Relationship between Value offers and Customer Trust
(N=485)
Value offers
Worthy promotional offers
--"-- I --------1_--_. I ----I I
* * Correlation is signifirun/ at the 0.01 l t~ l~el (2-tailed). * Correlation is signtficunt ut the 0.05 level (2-lailed).
Attractive schemes and tariffs - 7 - - 7 0 5
Table IV-91 Regression results I 1 1
Customer Trust
0.18**
The value of R square is 0.601 means that 60.1 percent variation in customer trust
is explained by Value offers through this linear model. 'F' value shown in the table gives
the statistics for the variance ratio test of the regression model. The significance of F
Transparent billing
-0.03
Trurtworthy Policies and practices
-0.09*
C o n s t a n t ) value Offers
0.2 1 **
Secured service process
0.19**
0.1 I *
Predictors: (Constant), Value Offers Dependent Variable: Customer Trust ** signiJcan~ ut 0.01 level.
Good Reputation
0.20**
Coefficients .- - - Coef'ficients - .- ---
Beta
0.168
£3
1 2.9 1 7
0.182
Std. Error -- .499
,049
t-value
25.882**
3.743**
p-value
-.- 0.000
0.000
which is given as 0.00 is the p value of F test carried out in ANOVA. Since p value is <
0.01, we can conclude that regression is statistically significant at 1 % level that means the
relationship is not an occurrence by chance.
Brand Image and customer satisfaction
H4a: Positive brand image perceived by customers is positively related to
customer satisfaction
Tables IV-92 and 93 indicuie thui positive correlations are signrfcant and
hypotheses are proved.
Table IV-92
/ BSNI, is reputed
Relationship between Brand Image and Customer Satisfaction (N=485)
Brand Image
BSNI, is successful
I BSNL is socially responsible 1 0.34** I
Customer Satisfaction
' Satisfied with overall services of BSNL
0.1 I *
RSNL has brand image
I 1 I
* Correlation is significunt at the 0.05 level (2-tuiled). * * Correlarion is significant ai the O.CIl level (2-tailed).
0. I S * * ]
The value of R square is 0.495 means that 49.5 percent variation in customer
satisfaction is explained by Brand image through this linear model. 'F' value shown in
the table gives the statistics for the variance ratio test of the regression model. The
significance of F which is given as 0.00 is the p value of F test carried out in ANOVA.
Since p value is < 0.01, we can conclude that regression is statistically significant at 1%
level that means the relationship is not an occurrence by chance.
Table IV-93 Regression results I I
R* = 0.495
Model
Regression -7
Residual Total
Dependent Variable: Customer Satisfaction ** significant at 0.01 level.
Coefficients (a)
H4h: Positive brand image perceived by customers is positively related to customer
Trust.
ANOVA
(Constant) Brand Image
Tabks IV-94 and Y5 indicate t h a positive correlation.s are significant and
hypo~heses are proved.
Sum of Squares 82.286
1285.33 1 1367.61 6
Table IV-94
Predictors: (Constant), Brand Image
df
2 -- - 483 485
llnstandardized Coefficients
Standardized Coefficients Beta
.245
B - -. 4.002
1 7 0
Relationship between Brand Image and Customer Trust (N=485)
Mean Square
.--...-.---- 82.286 ----- ---- 2.66 1
Std. Error .415
.030
Image
BSNL is successful
BSNL is reputed
t-value ----
9.65 1 ** .---
5.561 **
F-value
30.92 1 ** ----- -
p-val ue
0.000
0.000
RSNL has brand image -.-*:*3%1 BSNL is socially responsible 0.36** - "-
"-- -- - --
** Correluiion i s siRnifimnt at the 0 01 level (2-tailed) * Correlution is sign!ficunt at the 0.05 level (2-tailed).
Customer Trust -
p-value
.000(a)
Transparent billing
0.22**
0.23**
Good Reputation
0.25**
0.15**
Trustworthy Policies and practices
0.27**
0.33"
Secured service process
0.22""
00.17**
The value of R square is 0.62 1 means that 62.1 percent variation in customer trust
is explained by Brand image through this iinear model. 'F' value shown in the table gives
the statistics for the variance ratio test of the regression model. The significance of F
which is given as 0.00 is the p value of F test carried out in ANOVA. Since p value is <
0.01, we can conclude that regression is statistically significant at I % level that means the
relationship is not an occurrence by chance
Table IV-95 Regression results .--_ __-- --- F O X - ANOVA 1 I Model I Sum of Squares I df I Mean Square I F-value I p-value I
I 1 I I I
Regression I 626.354 1 626.354 1 135.940** 1 .000(a) f I Residual I 2220.845 484 4.608 1 I
Total 2847.198 1 485 1 - " -- - i -- -A- - - .
Coefficients (a) I
Customer satisfaction and customer IoyoNy
H 5 : Customer satisfaction is positively related to customer loyalty.
Ima e I
Table IV-96 and 97 indicuie that positive correlalions ore significant and
hypothesis is proved.
(Constant)
Standardized Coeficien - ts
Beta
---.
Predictors: (Constant), Brand Image Dependent Variable: Customer Trust * * signiJicun1 at 0.01 level.
0.468
Unstandard ized Coefficients ..-
0 . 0 4 4 0 . 4 4 i .659** 1 0.000 I
t-value
15.542"" -- ..
B
---. 8.480
p-value
- 0.000
Std. Error
"-.-. 0.546
Table IV-96 Relationship between customer satisfaction and Loyalty
(N=485) Loyalty
Use BSNL Willing to Encourages BSNL Customer Satisfaction services only say positive others to use provides best
thaugh others things to BSNL services provide at others services cheaper rates
Satisfied with overall services of BSNL 0.08 0.17** 0.23** 0.29* * * * Correlation is sign[ficant ut the 0.01 level (2-tailed).
The value of R square is 0.481 means that 48.1 percent variation in loyalty is
explained by customer satisfaction through this linear model. 'F' value shown in the table
gives the statistics for the variance ratio test of the regression model. The significance of
F which is given as 0.00 is the p value of F test carried out in ANOVA. Since p value is
< 0.01, we can conclude that regression is statistically significant at 1% level that means
the relationship is not an occurrence by chance.
Table IV-97 Regression results
R~ = 0.48 1 ANOVA -7
customer 1 0 . 5 1 0.070 1 0.224 1 5.04** 1 0.000 Satisfaction -
Predictors: (Constant), Customer Satisfaction Dependent Variable: Customer Loyalty * * sign~$icant at 0.0 1 level.
Model
Regression Residual
Total
Sum of Squares 170.07 1
3227.00 1 3397.072
df Mean p-value -. -- -- -- Square
2 483 6.68 1 485 Coefficients (a
(Constant)
Standardized Coefficients
Beta
---
Unstandard ized Coefficients t-value
24.735**
B
1 1.222
--
p-val ue
0.000
Std. Error 0.454
Customer trust related to loyalty
H6: Customer trust is positively related to customer loyalty.
Table IV-98 and YY indicates rhat posiiive corrc.1ation.s are significant and hypothesis is proved.
Table 1V-98 Relationship between customer Trust and Loyalty
Loyal Use BSNL Willing to
Customer Trust services only say others to provides best though others positive provide at things to services. cheaper rates others
Trustworthy Policies and practices 0.08 0.3 1 ** 0.23 * *
Secured service process I 0.08 1 0.20** / 0.25** 1 0.21 ** 1 Good Reputation / 0.17** 1 0.19** 1 0.33** 1 0.32** 1 Transparent billing I 0.10* 1 0.26** 1 0.28** / 0.25** 1
..A- "A I
** ('orrclaticln is significant ut thc 0. O/ lel~l(2-tailed). * C'orrc~lation is significant ut the 0.05 level (2-tailed).
The value of R square is 0.552 means that 55.2 percent variation in loyalty is
explained by customer trust through this linear model. 'F' value shown in the table gives
the statistics for the variance ratio test of the regression model. The significance of F
which is given as 0.00 is the p value of F test carried out in ANOVA. Since p value is <
0.0 1 , we can conclude that regression is statistically significant at I O/O level that means the
relationship is not an occurrence by chance.
Table IV-99 Regression results I - I -.-.--- --.-
ANOVA
Model
Regression
Residual
-- -me. -..--..--"L.- I I ----- Coefficients (a) I
Total
Unstandardized Standardized
Coefficients Coefficients
Sum of Squares
547.16 1
2847.45 1
3394.6 12
Trust .I-> _.-- 1 ---- 1 predictors: (Constant). Custorncr Trust Dependent Variable: Customer Loyalty * * significunt at 0.01 level.
df
2
483
-- (Constant)
Switching Costs and customer lo-yal[v
485
H7: High switching costs perceived by customer is positively related to customer loyalty.
Mean
Square
547.1 6 1
5.908
. i-
6*968 --.t--.68ij-"
Table IV-I 00 and 101 indicate negative correlutiuns between loyalty statements
and statemenrs expressing difficulty in switching, but they are nor significant at 0.05
level. Only one uspecr -new learning has significon1 negative influence on loyalty. Table
IV-1 01 shows regression resulls.
1:-value
92.620**
10.241 **
p-value
.000(a)
,000
Table IV-1001 Relationship between switching costs and Loyalty
Switching cost
-- Switching is costly affair
Switching involves information search and comparison of services with others Switching loses present identity
Switching requires new learning of overat ion
Use BSNl, services only though others provide at cheaper rates
w i l l i n : F u r a g e s to say others to provides positive use BSNL things to I services I services
** Correlation is sign~fificant ut the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-toiled).
Table --.- IV-101 Regression results
Dependent Variable: Customer Loyalty * * significant al 0.01 level.
Summary of the Regression Results
The results of regression are placed together in Table IV- 102.
Table IV-102 Regression equations obtained for the model
Model Customer satisfaction = 1.5 1 + 0.07*(Service quality).
-.. -- --- ubtomer Trust = 9.97+ 0.07*(Service quality). l(b) -7-
I ----- a4 I Customer satisfaction = 3.96+ 0.24*(Price perception).
- - -
ustomer Trust = 1 1.56+ 0.32*(Price perception).
303) I Customer Trust = 12.17+ 0.18*(Value offers).
3(a)
I Customer satisfaction = 4.00-t 0.17*(Brand image).
Customer satisfaction = 3.53 + 0.27*(Value offers).
- 4(b)
I Customer Loyalty = 1 1.22+ 0.35*(Customer satisfaction).
---.-
Customer Trust = 8.48-t- 0.47*(Brand image).
5 --
Customer Loyalty=6.97+ 0,44*(Customer trust).