service quality and customers preference of cellular mobile service providers

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.