Service Quality and Customers Preference of Cellular Mobile Service Providers

Rajkumar Paulrajan; Harish Rajkumar

doi:10.4067/S0718-27242011000100004

Authors

Rajkumar Paulrajan Department of Management Studies, Anna University, Chennai, India
Harish Rajkumar Department of Industrial Engineering, Anna University

DOI:

https://doi.org/10.4067/S0718-27242011000100004

Abstract

A research study was conducted with an objective to understand the Indian consumers’ perception choice in selecting cellular mobile telecommunication service providers. Consumers’ perception is widely varied in accordance with the Communication quality, call service, facilities, price, customer care and service provider’s attributes. A structured questionnaire was developed to collect the required primary data from the consumers. Collected data were analysed, reliability and factor analysis were carried out. The outcome of this research shows a comprehensively integrated framework to understand the relationships among several dimensions. The study shows communication and price were most influential and most preferential factors in selecting telecommunication service provider. However, product quality and availability has a significant impact on consumer perception choice in selecting cellular mobile service provider.

Keywords:

Service Quality
Cellular
Mobile
Customer Preference

Downloads

Download data is not yet available.

References

COAL (2009). Cellular Operators Association of India's report 2009. Cellular Operators Association of India, http://www.coai.com/statistics.php (accessed June 19, 2011)

DANAHER, P.J, Mattsson, J. (1994). Customer Satisfaction during the Service Delivery Process. European Journal of Marketing, 28(5), 5-16.

DANAHER, P.J, Rust, R.T. (1996). Indirect Financial Benefits from Service Quality. Quality Management Journal, 3(2), 63-75.

FORNELL, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 36-44.

GRONROOS,C.(1984).AServiceQualityModelanditsMar-ketingl mplications. European Journal of Marketing, 18,36-44.

HAFEEZ, S., Hasnu, S. (2010). Customer Satisfaction for Cellular Phones in Pakistan: A Case Study of Mobilink. Business and Economics Research Journal, 1(3), 35-44.

HAQUE, A., Rahman, S., Rahman, M. (2010). Factors Determinants the Choice of Mobile Service Providers: Structural Equation Modeling Approach on Bangladeshi Consumers. Business and Economics Research Journal, 1(3), 17-34.

KIM, M., Park, M., Jeong, D. (2004). The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services. Telecommunications Policy, 28,145-159.

LEE, J., Lee, J., Feick, F. (2001). The impact of the switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.

LEHTINEN, U., LehtinenJ.R. (1991). Two Approaches to Service Quality Dimensions. The Service Industries Journal, 11 (3), 287-305.

PARASURAMAN, A., zeithaml, V.A, Berry, L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49, 41-50.

RANAWEERA, C, Neely, A. (2003). Some Moderating Effects on the Service Quality-customer Retention Link. International Journal of Operations & Production Management, 23(2), 230-248.

RAPERT, M., Wern, B. (1998). Service Quality as a Competitive Opportunity. The Journal of services Marketing, 12(3), 223-235.

SETH, A., Momaya, K., Gupta, H. (2005). E-Service Delivery in Cellular Mobile Communication: Some Challenges and Issues. Global Journal of e-Business and Knowledge Management, 2(2), 30-42.

TROI. (2006). Study Paper on Financial Analysis of Telecom Industry of China and India-June 2006. Telecom Regulatory Authority of India, New Delhi, India.

TROI. (2010). The Indian Telecom Services Performance Indicators April -June 2010. Telecom Regulatory Authority of India, New Delhi, India.