Antecedents Of Mobile Number Portability In Indian Telecommunication Sector | Monica Bedi

The Telecommunication Sector in India, for the last decade, has been a witness to several structural and regulatory changes that have resulted in a heightened level of competition among companies. Institutional changes, creation of extensive product/service portfolios, major changes in the ownership status, heavy use of modern technology, and globalization of the companies? activities are some examples of the changes identified in this sector. The intense competition among firms in the new global environment has made it inevitable for them to seek ways to create and maintain quality relationship with customers. The Indian telecommunication sector is no exception. In this context, the relationship among customer’s perceived service quality, employee quality, trust, corporate image, switching costs, and switching intention (through mobile number portability) have been analyzed by using regression analysis. The research indicated that service quality, employee quality, perceived value, trust, and switching costs appear to be most important dimensions influencing switching intention. Corporate image, however, was not found to be statistically significant in the purposed model. Service organizations should try to develop strategies that enhance positive behavioral responses and prohibit negative ones. Such strategies can include meeting the desired service levels as expected by customers, preventing service problems from occurring, dealing effectively with dissatisfied customers by solving their problems effectively, and positively confronting customers? complaints.