Analysis and Measurement of Sales Orientation - Customer Orientation (Soco) Of Frontline Sales Executives with Reference to BSNL (Bharat Sanchar Nigam Limited) Services in Western Uttar Pradesh (U.P West Region)

Abhinav P. Tripathi, Anju Tripathi


The recent telecommunication market of India is a buyer’s paradise. No firm can survive in this market without understanding the requirements of consumers. Over the period of time it is also quite obvious that the growth prospects of executives in telecom sector or firm largely depend on their ability to become customer oriented rather than limiting themselves to remain sales oriented. This study was undertaken to analyses the variance of sales orientation –customer orientation, SOCO scale of front line sales executives, of BSNL (Bharat Sanchar Nigam Limited), which is one of the largest & leading public-sector units providing comprehensive range of telecom services in India. This deductive research study follows the descriptive research design since the research problem and theoretical part is widely researched and stated. It contributes with information to various managers by stating what consequences might lead to various other competitive brand owners in telecom sector


BSNL (Bharat Sanchar Nigam Limited), sales oriented, customer oriented, customer satisfaction

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