Effect of Mobile Number Portability on Customer Retention in Madhya Pradesh Circle of Bharat Sanchar Nigam Limited a State Owned Telecommunication Company | Original Article

ABSTRACT:

The Government announced the guidelines for Mobile Number Portability (MNP) Service in the country on 1st August 20081 and has issued a separate license for MNP service from 20.03.2009. As per these guidelines Mobile number Portability states implementation of facility for porting of mobile number from one service provider to another which is operating in same circle. This analytical study enables BSNL in understanding trend of customer retention and defection as per prevailing socio-economic conditions in Madhya Pradesh. Most of the population in Madhya Pradesh is sustained by agro income or derive their living from similar source. Hence emphasis is to be paid in studying the trends of customer defection pertain in class of people. Data as collected from TRAI2 and BSNL3 till date is analyzed to understand correlation between Mobile Number Portability and Customer retention. The data as collected and published by TRAI, available in public domain, is used for understanding the general trend followed by customers in Madhya Pradesh4. Analytical study of correlation of MNP facility with customer retention is made. This analysis states hypothesis which can be used by state owned company BSNL which will enable it in better customer satisfaction and retention. The major factors applicable to Madhya Pradesh keeping in view the socio economic conditions are Offered Service Quality, Economic Status of Customer, Offer by Service Providers and to a large extent Mobile Number portability which enable customer to switch between operators without having to care about change in mobile number.