International Journal of Management, IT & Engineering Vol. 7 Issue 8, August 2017, ISSN: 2249-0558 Impact Factor: 7.119 Journal Homepage: s, Email: editorijmie@gmail.com Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage as well as in Cabell’s Directories of Publishing Opportunities, U.S.A 11 International journal of Management, IT and Engineering http://www.ijmra.us, Email: editorijmie@gmail.com Customer Retention Strategies in Bharat Sanchar Nigam Limited – A Study with particular reference to Kerala Dr. Ajitharani Unnikrishnan * Prof (Dr.) B. Johnson ** Dr. Ajitharani Unnikrishnan *** Abstract Bharat Sanchar Nigam Limited (BSNL) incorporated in the year 2000 as a wholly owned Central Government Company has become one of the largest public sector companies in India. BSNL through its varied services targets all sorts of customers and provides offers for the entire customer group. Along with customer attraction the company also stresses on customer retention as the industry is highly volatile having high customer churn and low customer loyalty. The importance of customer service for capturing business in service companies has become a focus point and there is an intense need to study the Keywords: customised incentives; financial incentive; redressal; retention; social incentive; structural incentives. * HSST Commerce, Govt. Higher Secondary Secondary School, Pattikkad, Thrissur District, Kerala, India ** Professor and Head, Department of Commerce and Management Studies, School of Business Studies, Malappuram District, Kerala, India *** HSST Commerce, Govt. Higher Secondary Secondary School, Pattikkad, Thrissur District, Kerala, India