ABSTRACT

The project entitled, ‘A Study on Customer Defection in Landline and Broadband

Services of BSNL in Tuticorin’ was undertaken with the motive of analysing the reason behind
customer attrition in the Landline and Broadband services of BSNL in Tuticorin. The customers
within the city limits of Tuticorin were contacted for the purpose of getting data. Corrective
measures that BSNL could adopt and strategies that would help retain customers and prevent
customer churn are provided based on the insights got from the project.
Questionnaires for customers who had defected from the Landline services of
BSNL and those who had defected from the Broadband services of BSNL were designed
separately and a pilot test with 20 samples was done, based on the responses obtained few
improvisations were done and the finalised questionnaire was used to obtain data, with which
statistical analysis on the 311 samples comprising of 228 landline customers and 73 Broadband
customers was done.
It was observed that customer satisfaction plays a pivotal role in customer
Loyalty, other factors like Service Attributes, Service Recovery, Customer Feedback, Customer
Responsiveness, Rewards & Recognition and Emotional Labour affect the satisfaction level of
customers.
Suggestions are offered based on the inferences and observations made through
the analysis.