摘要：The present study examines the perception of Indian customers and retailers towards cellular service providers. The study which was conducted in a South Indian state revealed that Bharat Sanchar Nigam Limited (BSNL) accounted for majority of the market share. Customers and retailers were satisfied with BSNL’s tariff plans. However they were unhappy with BSNL’s service. Even though the tariffs of the private players like Idea, Vodafone etc. were higher, they offered better service to the consumers and retailers as compared to BSNL. The study further gives suggestions to the giant conglomerate BSNL to improve customer service, strategies for customer retention, strategies to handle customers complaints and strategies to win back customers and retailers confidence
关键词：BSNL; Customer; Retailer; Satisfaction; Service
