Published Paper Details:

The telecommunication Industry was started almost in 1800 B.C through pigeons and beacons. In India, telecom authority was under government in earlier stage, later private organizations comes into the telecom Industry. Innovations in the telecommunication Industry keep on changing the current practices of the sector. The growth of the telecom business is followed with the innovations of smartphones, laptops, tablets and other teleservices. As the growth rate increases, more employment opportunities available for skilled people. Bharath Sanchar Nigam Ltd. is a public sector organization came into existence in India. BSNL created its own image in the telecom industry. BSNL has its main head office at New Delhi. It has 4 major circles in cities such as Bangalore, Pune, Mumbai and Noida. It is important to investigate the factors that influence customer loyalty and necessary to understand the psychological commitment towards the brand. It may helpful to understand the intention and feeling of customers towards the service offered. It also clearly defines that customer loyalty is depending upon organization actions to hold the customers for repeat purchase in long term. The study clearly indicates the Organization responsibility is very much important to understand the demands of customers as well by getting feedback about their products and services. The study mainly deals with the customer loyalty towards broadband services offered by Bharat Sanchar Nigam Limited, Vijaynagar, Bangalore. The research will helpful in order to identify the customer base who are loyal to the service offered and also identify the factors that are influencing the customers in all the way. It specifies the importance of customer acquisition and retention in long run. The study also covers the customer perception towards the service by understanding their intention as well as feeling towards the broadband service. It also explains the efforts/customer loyalty and retention programs an organization can put forth to retain its customers. The study gives an insight about the customer opinion towards loyalty programs and suggest the ways to attract new customers inorder to survive in the competitive marketing environment.