Service Quality and Attitudinal Loyalty Preference towards Mobile Phone Service Providers

Abstract

An examination of the contributing aspects that influence Indian customers' selection of the mobile cellular telecommunications service providers they would contract with was the subject of a research study. There is a wide range of variations in the customers' impressions of the transmission links, call service, facilities, pricing, customer service, and characteristics of the service providers. Research opportunities abound in the mobile phone industry. On the other hand, there have been very few studies with findings that have been published that have focused on the influence that the bundle of advantages included in mobile phone contracts has on customer choice. It would be of added value for this paper to investigate why and how mobile phone service providers design their offerings. Additionally, gaining an understanding of how customers choose the most advantageous combination of benefits available in a single mobile contract purchase would be of interest. To add more, it is essential to investigate how mobile phone service providers build mobile phone services and choose a set of advantages to target various market categories, paying careful attention to the relative relevance of each contract perk from the point of view of the clients. The main intentions of the Study are i) to investigate the use patterns of the subscribers in the research area, and to determine the variables that influence the choice of mobile phone service providers. The study has been conducted in Krishnagiri district, Tamil Nadu. The service quality of the mobile phone service providers among the mobile phone users in Krishnagiri district is studied during May 2022. The smartphone users are considered as sample respondents. The size of the sample population is unpredictable. Hence, the convenience sampling method is used to select the sample respondents. 300 sample respondents have been selected from the Krishnagiri district. The primary data were collected using an interview schedule. The data were analysed using SPSS and AMOS software. Chi-Square test, Friedman ranking technique and SEM were used.