Consumer Behavior towards Mobile Phone Service Provider – An Empirical Research on Mobile Number Portability in India

Malhotra Gunjan (), Mukherjee Amitava, Nandi Abhishek and Sinharay Soumyadeep
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Malhotra Gunjan: IMT, Rajnagar, Ghaziabad (U.P.), INDIA

Advances In Management, 2011, vol. 4, issue 6

Abstract: India is a developing economy and we are moving ahead compared to other similar economies in rapid speed. Communication is the key to growth and a mobile-phone is an essential part of this communication factor. This research paper focuses on the different purposes people use their mobile phones and their criteria of selection of a service provider in their region. Apart from that, with the new introduction of Mobile Number Portability (MNP) scheme there have been quite a lot of transitions of service-providers among the customers. This research paper focuses on specific factors pertinent to a service provider, which is fueling this transition, mapped to a service-provider level. 250 people in India from Delhi, NCR have been surveyed to conduct this research. The research is of strong significance to the existing mobile service providers, marketers, new entrants in mobile communication sectors, market analysts, policy makers and customers to understand the prevalent consumer perception and factors for future growth. Analysis of various factors and inputs collected in the study shows varying customer satisfaction levels across different mobile subscribers. The research suggests certain service aspects that the existing players should focus more closely to allure the customers with better services and at the same time to retain the existing customers.

Date: 2011
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