Preference of Mobile Service Providers Important Factors and their Impact on Customer Satisfaction

Abstract

The Indian telecom sector is growing at a fast pace and haschanged the market dynamics in a revolutionary way. Over thepast few months, there has been competition among mobile serviceproviders like Reliance Jio, Bharti Airtel, Idea Cellular andVodafone in providing attractive offers to delight customers. Each
of the major players is trying to differentiate themselves from theother by connecting with the customers at different levels. Theprimary objective of this study is to analyze factors affecting thepreference of mobile service providers and their effect on overallcustomer satisfaction. The study used exploratory and conclusive
research design. The data were collected from the existing usersof mobile service of various telecom service providers. In thepresent study brand image, promotion, value for money and trustwere found to be the most important factors associated with thechoice of mobile service operators. But when these factors wereassessed in terms of overall customer satisfaction, it was foundthat promotion is the most important factor followed by brandimage, value for money and trust because promotion is moreinfluential in customer’s decision making.