A Study on the Customer Perception of Mobile Phone Service Providers

 A Study on the Customer Perception of Mobile Phone Service Providers


Abstract 

India's mobile service industry is one of the fastest growing in the world, according to the International Telecommunications Union. Economic liberalization has increased competition in this field. Mobile phone usage in the country increased after private companies entered the market. When it comes to mobile services, it's a buyer's market today. Customer perceptions of mobile service providers and their offerings must be understood. Before designing any service or offering, a mobile service provider must identify customer needs and influencing factors. An attempt is made to determine which factors customers consider most important when using a mobile service provider's services. The study was conducted according to a well-planned schedule. The study was conducted in Haryana's Bhiwani and Hisar districts (as well as some of their villages) in the months of February and March 2007.

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Introduction

In India, the mobile service industry is one of the fastest growing. As the economy opens up, competition in this field is increasing. Mobile phone use in the country increased after private companies entered the market. Private companies provide mobile services in 19 Telecom Circles and 4 Metro Cities, covering 1500 towns across the country with 25 private companies currently providing mobile services across the country. Two types of mobile service networks exist: GSM and CDMA (Code division multiple access). BSNL, MTNL, Bharti Telecom, Hutch-Essar, and Aditya Birla Group are the major GSM players in India, while Tata and Reliance dominate the CDMA market. 

The industry is currently undergoing a fierce competition. In order to attract new customers and retain existing ones, mobile companies offer a wide range of services and products. A new mobile service provider's offer appears in the newspaper every day. When it comes to mobile services, it's a buyer's market today. A large customer base and a larger market share aren't always guaranteed by introducing a wide range of offers and programmers. Clients' needs must be understood by mobile service providers

For More Details About  A Study on the Customer Perception of Mobile Phone Service Providers
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Conclusion

In the present study, the relationship between four independent factors and the demographic characteristics of users was examined in order to determine how mobile users perceive their experiences. A comprehensive list of statements was used to extract these factors. Although the hypotheses proposed in the study received only partial support, they do suggest mobile users' perception is a multi-faceted phenomenon and a multilevel framework can be used to predict their perception. When it comes to customer care (interaction) and service features, as well as call rates and promotions/availability, mobile users divide the features into four categories: A mobile operator's customer service (explained variance of 13%) was found to be the most influential factor after making a purchase or availing services.

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