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Analyzing Customer Attitude towards BSNL Telecom Services Using ATO Model

Balakumar.V , Swarnalatha.C

Customer Satisfaction is the prime motto behind the business relationship between buyer and seller. In a non-deterministic environment like telecommunication sector, the perception of the customer about the services plays a vital role in customer satisfaction. Various attributes like Network Quality, Service Support, Price and Brand Value determine the attitude of the customer towards the service. In the telecommunication domain, there are lot of enterprise services like Internet Leased line, Mobile Closed User Group, Broadband, Primary Rate Interface etc. In this paper, the customer attitude towards the enterprise services, Mobile Closed User Group (CUG) and Internet Leased Line (ILL) are analyzed using the Attitude- Toward-Object (ATO) model. The customer may have a favourable or unfavourable attitude towards specific Telecom services. ATO model analyze the overall attitude of the customer towards the particular service, strength of belief that the particular service contains specific attribute, importance of the attribute in the service and the number of favourable attitudes for the customer. The product of the absolute differences between the desired telecom service and the attitude of the customer towards the particular service provider results in attitude index. In our study, the enterprise telecom services, Mobile CUG and ILL provided by the Indian public sector company – BSNL is taken for analysis and implementation is done using the ATO model. For an ideal service where in the beliefs and desired values are same, the attitude index should be zero. In the practical study, the Overall Customer Attitude (OCA) with respect to BSNL Mobile CUG and BSNL ILL are calculated and the interest of the enterprise customers in availing the services is presented. The positive direction in the customer satisfaction and thereby success in the customer relation management is indicated by the attitude index value nearing as close as to zero.