Customer Relationship Management - A Study on BSNL

The successful functioning and survival of a Public Sector Enterprise (PSE), in the face of challenges posed by the private sector enterprises and changes demanded by global competitive markets, rests on the effectiveness of the employee services, marketing strategy and more specifically Customer Relationship Management (CRM). Customer is the king of the market and every attempt to woo and win the customers’ attention and render services to their satisfaction will ensure success and survival of a public sector enterprise. The book is based on the findings of an empirical study conducted in a District of the State of A.P, India with an aim to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increases customer loyalty of BSNL, India’s largest telecom public sector enterprise. It is hoped that suggestions made by the author, in the light of the findings of the study, will improve the customer satisfaction and loyalty, raise employee productivity, operational efficiency and profitability of public sector service organization. The book will serve as a practical handbook on CRM, a decisive factor of successful Business Management.