Service Branding through Quality Practices in Public and Private Telecommunication Organization

This chapter focuses on comparative analysis of service branding of two telecommunication organisations–one in the public and one in the private sector–through the implementation of quality initiatives. This case was designed after extensive interviews with senior managers to understand the practical issues and challenges involved in improvement of service branding of an organisation through the implementation of quality initiatives, such as benchmarking, leadership, service orientation, continuous improvement, and knowledge management, and their subsequent impact on organisation culture and organisation effectiveness. Even though the public sector organisation has taken several measures to improve service branding through quality in its services, it is engulfed in its own internal issues as compared to the private sector organisation. The real life scenarios of both the organisations presented in the case could facilitate young managers to address the challenges involved in improving the service branding of the organisation through the implementation of quality practices in the future. Archana Krishnan University of Delhi, India Service Branding through Quality Practices in Public and Private