Preference of Mobile Service Providers: Important Factors and their Impact on Customer Satisfaction.

The Indian telecom sector is growing at a fast pace and has changed the market dynamics in a revolutionary way. Over the past few months, there has been competition among mobile service providers like Reliance Jio, Bharti Airtel, Idea Cellular and Vodafone in providing attractive offers to delight customers. Each of the major players is trying to differentiate themselves from the other by connecting with the customers at different levels. The primary objective of this study is to analyze factors affecting the preference of mobile service providers and their effect on overall customer satisfaction. The study used exploratory and conclusive research design. The data were collected from the existing users of mobile service of various telecom service providers. In the present study brand image, promotion, value for money and trust were found to be the most important factors associated with the choice of mobile service operators. But when these factors were assessed in terms of overall customer satisfaction, it was found that promotion is the most important factor followed by brand image, value for money and trust because promotion is more influential in customer's decision making. [ABSTRACT FROM AUTHOR]