CHAPTER 1
1.1 INTRODUCTION

Satisfying customers is one of the main objectives of every business.
The message is obvious – satisfied customers improve business and dissatisfied customers impair business.
Customer satisfaction is an asset that should be monitored and managed just like any physical asset.

Introduction to Customer satisfaction:
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 …show more content…
Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, 100 cell phone plan providers, because customer satisfaction would be far too low, and customers would easily have the option of leaving for a better contract …show more content…
 Wireless Local Loop (WLL) has been introduced to provide telephone connexions in urban, semi-urban and rural areas promptly.[when?]
 Two telecom PSUs, VSNL and HTL have been disinvested.[when?]
 Steps are being taken to fulfill Universal Service Obligation (USO), funding, and administration.[when?]
 A decision to permit Community Phone Service has been announced.[when?]
 Multiple Fixed Service Providers (FSPs) licensing guidelines were announced.[when?]
 Internet Service Providers (ISPs) have been allowed to set up International Internet Gateways, both Satellite and Landing stations for submarine optical fibre cables.[when?]
 Two categories of infrastructure providers have been allowed to provide end-to-end bandwidth and dark fibre, right of way, towers, duct space etc.[when?]
 Guidelines have been issued by the Government to open up Internet telephony