Customers’ Perceptual Analysis Of Cellular Operators In Northern India | Alka Sharma Mandeep Singh

In Indian context, telecommunication has emerged as one of the fastest growing services, as it has witnessed phenomenal growth from 22.8 million subscribers in 1999 to 746.77 million by the end of November 2010 (Ministry of Finance, Govt. of India, 2011). However, despite this unparalleled growth, few critical issues have emerged which affect the growth in a negative manner. These are decreasing ARPU, undifferentiated services, increased competition, rapid evolution of technology and highly dynamic customers. The present study has been undertaken to analyse the customers? perception about the following aspects of key telecom providers the value added services (VAS), service quality, customer satisfaction and loyalty. The results suggest that value added services are perceived to be a strategic tool to differentiate service of one provider from the other. Further, a comparative analysis of the leading service providers has been undertaken from customers? perspective to understand the variations in satisfaction and loyalty levels of their customers.