A STUDY RELATED TO CUSTOMER SATISFACTION ON THE MOBILE SERVICE OPERATORS IN INDIA
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 6
Abstract
In today’s scenario the customer acquisition cost has increased whereas the retention cost is relatively cheaper, it’s important for every service industry to understand its consumer and cater to its needs in order to survive in this competitive market. With the emergence of so many mobile telecom networks and the mantra being “customer satisfaction”, it is important to know which mobile telecom network has the most favourable image and weather the customers are actually satisfied with the service quality provided. Customer satisfaction has gained a lot of importance in the last three decades. In the earlier days, this concept was not very popular because companies thought it was more important to gain new customers than retain the existing ones. In present times, organisations have gained better understanding of the importance of customer satisfaction (especially service producing companies) and adopted it as a high priority operational goal. This study aims at investigating the overall customer satisfaction of the mobile telecoms industry in India with reference to some of the telecom players such as Airtel, Vodafone, Tata Indicom, Reliance, and Idea. This survey is done with the intention of understanding the customer expectations from the mobile service operators, with the coming in of 3G technologies the demand of the customers are increasing. Through this study we have found that the customers are progressing towards wanting more and better facilities but still seem to have grievances with the quality of the basic features such as Network availability, connectivity, customer care services resulting in high switching cost. We in India are still price sensitive in nature therefore a reduction in the call charges and tariffs are always demanded.
Authors and Affiliations
Mr. Pradeep Narwal and Mr. Anil Kumar
Keywords
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