A Study on Brand Analysis in Telecom Industry - MBA Marketing

A Study on Brand Analysis in Telecom Industry - MBA Marketing


Abstract

It is the purpose of this paper to examine the factors that influence BSNL mobile customers' loyalty to the company. 100 BSNL mobile customers in Jaipur were surveyed for samples. Customers are steadily leaving BSNL despite it being a pioneer in the mobile industry. The paper examines the reasons for customer loyalty that persists despite the availability of high-quality alternatives. BSNL's network quality, customer service, and value-added services, according to the study's findings, increased customer loyalty. 

On behalf of BSNL Mobile Services Enterprises, we recommend that they address their server-related problems. Thus, customer satisfaction and loyalty will be further improved. As a result of these findings, telecommunication service providers should look beyond price wars in order to keep their customers satisfied and loyal. The purpose of this paper is to analyze the variables that influence mobile phone users' perceptions of why they are loyal to their existing service providers.

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Introduction

Fast-paced technological advancements and rapid growth in mobile devices have heightened competitiveness in the Indian mobile phone service market. India's pioneer public sector mobile service provider BSNL must take drastic measures to maintain its current growth rate in the telecom sector as well as attract new customers. Customer loyalty is assumed to increase with value added services by all mobile service providers. In addition to meeting customer needs, do value-added services play a significant role in maintaining or increasing customer loyalty? While Lee and colleagues (2001) argue that mobile providers should build customer loyalty by providing high-quality service to their clients, we agree with them.

For More Details About A Study on Brand Analysis in Telecom Industry - MBA Marketing
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Conclusion

We set out to investigate the factors that influence BSNL customer loyalty. We found that the key factors influencing customer loyalty at BSNL were trustworthiness, relationship with the company and its image, as well as value-added services, as well as the inconvenience of switching phone numbers. In spite of BSNL's cost-effective service, it is losing customers. Customers expect BSNL to focus on improving network quality and customer service, rather than on cost.

For More Details About A Study on Brand Analysis in Telecom Industry - MBA Marketing
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