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A Study on Marketing Strategies of Bsnl in Telecommunication Services - a Comparative Study with Private Sector Telecommunication Service Providers in Kerala

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A Study on Marketing Strategies of Bsnl in Telecommunication Services - a Comparative Study with Private Sector Telecommunication Service Providers in Kerala A STUDY ON MARKETING STRATEGIES OF BSNL IN TELECOMMUNICATION SERVICES - A COMPARATIVE STUDY WITH PRIVATE SECTOR TELECOMMUNICATION SERVICE PROVIDERS IN KERALA Thesis submitted to Mahatma Gandhi University For the award of the Degree of Doctor of Philosophy in Management By SABU. V. G. Under the supervision and guidance of Dr. K. SREERANGANADHAN Professor & Director. SCHOOL OF MANAGEMENT AND BUSINESS STUDIES MAHATMA GANDHI UNIVERSITY KOTTAYAM - 686560 KERALA, INDIA OCTOBER 2013 SCHOOL OF MANAGEMENT AND BUSINESS STUDIES MAHATMA GANDHI UNIVERSITY Kottayam – Kerala – 686560 Ph: 0481 2732288, 0481-2732211 Dr. K. Sreeranganadhan Dated: 25/10/2013 Professor & Director Certificate This is to certify that the thesis entitled “A STUDY ON MARKETING STRATEGIES OF BSNL IN TELECOMMUNICATION SERVICES - A COMPARATIVE STUDY WITH PRIVATE SECTOR TELECOMMUNICATION SERVICE PROVIDERS IN KERALA ” is an authentic record of bonafide research carried out by Mr. Sabu. V. G., Research Scholar, School of Management and Business Studies, Mahatma Gandhi University, Kottayam under my guidance and supervision for the award of the Degree of Doctor of Philosophy in Management. I further certify that this research work has not been previously formed the basis for the award of any other degree, diploma, associateship, fellowship, title or recognition to any candidate of this or any other university. Prof. (Dr.) K. Sreeranganadhan (Supervising Teacher) DECLARATION I, Sabu. V. G., do hereby declare that the thesis entitled “A STUDY ON MARKETING STRATEGIES OF BSNL IN TELECOMMUNICATION SERVICES - A COMPARATIVE STUDY WITH PRIVATE SECTOR TELECOMMUNICATION SERVICE PROVIDERS IN KERALA ” submitted to Mahatma Gandhi University, for the award of Degree of Doctor of Philosophy in Management is a record of bonafide and independent work done by me under the supervision and guidance of Prof. (Dr.) K. Sreeranganadhan, Director, School of Management and Business Studies, Mahatma Gandhi University, Kottayam and it has not been previously formed the basis for the award of any other degree, diploma, associateship, fellowship, title or recognition to any candidate of this or any other university. Place: Kottayam Sabu. V. G. Date: 25/10/2013 (Research Scholar) Acknowledgements The great minds of many people have been extremely helpful and supportive during my research study at School of Management and Business Studies, Mahatma Gandhi University Kottayam. In this enduring task, with the feelings of satisfaction, happiness and humbleness I wholeheartedly express my sincere gratitude to one and all for their help, valuable support and motivation extended towards me. First and foremost, I respectfully express my heartfelt gratitude and indebtedness to my guide Dr. K. Sreeranganadhan, Professor and Director, School of Management and Business Studies, Mahatma Gandhi University for his inspiring guidance, support, affection and constant encouragement. I express my sincere gratitude to Dr. J. Rajan, Professor, Institute of Management in Kerala, University of Kerala and Dr. Mathew J. Manimala, Professor, Indian Institute of Management Bangalore, who have extended great help in utilizing the library facility of the respective institutes. I express my sincere thanks to the administrators and staff of library of Mahatma Gandhi University, University of Kerala, and Indian Institute of Management, Kozhikode for their valuable services during my research work. I gratefully acknowledge my debt to various academics from whose scholastic understanding has been used, with appropriate acknowledgement and citation, in review of literature and other portions of the thesis. I express my sincere thanks to management, officers and staff of Regional Telecom Training Center Trivandrum for their great help, moral support and co-operation in connection with my research work. I gratefully acknowledge the help and support of senior doctoral scholars, fellow researchers and all the staff members of School of Management and Business Studies, Mahatma Gandhi University Kottayam. I am very much thankful to all the respondents who have cooperated in the data collection process for the study. I remember with affection and respect, my father late Mr. K. K. Gopinathan Nair who extended liberty and freedom with care from my school days which helped molding my life. Most intimately, I am grateful to my mother Smt. C. Vijayalekshmi Amma who taught me ‘Vidhya Dhanam Sarva Dhanal Pradhanam’, the slogan still a guiding light in me. I thankfully remember my wife, Priyadevi. P. S., and two daughters, Bhaagyalekshmi and Suryalekshmi for their love, tolerance, acceptance, understanding and support. I am thankful to M/s v4u Computers, Priyadarshini Hills, Kottayam for the neat word processing and printing work of the thesis. I gratefully acknowledge the blessings of the Nature and those who nourished, taught and helped me in my life. Sabu. V. G. CONTENTS Chapter Title Page No. Introduction 1-70 1. Statement of the problem 2 2. Review of literature 4 3. Significance of the study 55 4. Scope of the study 56 5. Objectives of the study 57 6. Hypotheses of the study 58 7. Research methodology 58 8. Research design 59 9. Pilot study 60 10. Structure of the questionnaire 60 11. Collection of data 61 12. Reliability and validity 63 13. Data analysis 65 14. Chapterisation 69 15. Limitations of the study 70 Chapter – I The Telecommunication Services Industry – An Overview 71-91 1.1 Introduction 71 1.2 The evolution of telecommunication services 71 1.3 The mobile revolution 77 1.4 The developments of telecom services industry in Kerala 82 1.4.1 Landline telecom services sector in Kerala 82 1.4.2 Mobile telecom services sector in Kerala 84 1.5 Mobile number portability 89 1.6 Future developments of telecom services in India 90 Chapter - II Marketing Strategies of Telecom Service Providers 92-109 2.1 Introduction 92 2.2 Product strategies 94 2.3 Pricing strategies 95 2.4 Distribution (place) strategies 96 2.5 Promotion strategies 97 2.6 Service related marketing strategies – people, physical evidence and process 98 2.7 Review of marketing strategies practiced by the telecom service providers in Kerala 100 Chapter - III Analysis of Marketing Strategies of BSNL and Private Sector Telecom Service Providers in Kerala 110-303 3.1 Introduction 110 3.2 The descriptive statistics of the study sample 111 3.3 Analysis of product differentiation strategies of BSNL and private sector mobile telecom service providers in Kerala 116 3.3.1 Basic core service benefits of mobile telecom services 117 3.3.2 Supplementary core benefits of mobile telecom services 126 3.3.3 Customer support related to product availability of prepaid mobile telecom services 133 3.3.4 Customer support related to product availability of post-paid mobile telecom services 141 3.3.5 Customer care services of mobile telecom service providers 150 3.3.6 Quality of service of mobile telecom service providers 160 3.3.7 Brand value of mobile telecom service providers 169 3.4 Analysis of pricing strategies of BSNL and private sector mobile telecom service providers in Kerala 176 3.4.1 Tariff variety offered to prepaid customers 176 3.4.2 Tariff variety offered to post-paid customers 185 3.4.3 Competitive pricing offered by mobile service providers 192 3.4.4 Ethical pricing practices of mobile service providers 200 3.5 Analysis of promotion strategies of BSNL and private sector mobile telecom service providers in Kerala. 207 3.5.1 Effectiveness of advertisements of mobile telecom service providers 208 3.5.2 Attractiveness of website of mobile telecom service providers 211 3.5.3 Attractiveness of price reduction offers of mobile telecom service providers 213 3.5.4 Attractiveness of free trial offers of mobile telecom service providers 214 3.5.5 Attractiveness of free add-on SIM card offer of mobile telecom service providers 215 3.5.6 Attractiveness of extra talk time offer of mobile telecom service providers 216 3.5.7 Attractiveness of SMS package offer of mobile telecom service providers 217 3.5.8 Attractiveness of internet package offer of mobile telecom service providers 218 3.5.9 Attractiveness of call at zero balance offer for prepaid customers of mobile telecom service providers 219 3.5.10 Attractiveness of getting the services at bill not paid status of post-paid customers of mobile telecom service providers 220 3.5.11 Attractiveness of displays and demonstrations at point of sales of mobile telecom service providers 221 3.5.12 Attractiveness of customized offers of mobile telecom service providers 222 3.5.13 Opinion of respondents about the promotional phone calls of mobile telecom service providers 223 3.6 The effect of service related factors on customer satisfaction and customer loyalty of customers of mobile telecommunication services. 225 3.6.1 Customer satisfaction and customer loyalty of mobile telecom services 228 3.7 Third generation (3G) mobile telecommunication services: Analysis of marketing strategies of BSNL and private sector mobile telecom service providers in Kerala 229 3.7.1 Basic service benefits of 3G mobile telecom services 231 3.7.2 Quality of service of 3G mobile telecom service providers 236 3.7.3 Pricing strategies of 3G mobile telecom service providers 240 3.7.4 Promotion strategies of 3G mobile telecom service providers 244 3.7.5 Factors influenced to subscribe for the 3G mobile telecom services of a particular service provider 253 3.7.6 Adoption issues of 3G mobile internet services 258 3.8 Analysis of demographic profile of sample respondents and preference
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