See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/301516509

Customer’s Perception Towards Mobile Service Providers – An Analytical Study

Article · September 2007

CITATION READS
1 1,631

1 author:

Girish Taneja
DAV University
23 PUBLICATIONS   29 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Advertising in India View project

All content following this page was uploaded by Girish Taneja on 20 April 2016.

The user has requested enhancement of the downloaded file.

 CUSTOMER’S PERCEPTION
TOWARDS
MOBILE SERVICE PROVIDERS -
AN ANALYTICAL STUDY

By

GIRISH TANEJA
Lecturer,
Deptt of Management Studies,
TIT & S College, Birla Colony, Bhiwani
Correspondence address – 546, Sector 15A, Hisar, Haryana
Mobile – 09416252111
Email – tanejagirish@rediffmail.com

And

NEERAJ KAUSHIK
Sr. Lecturer,
Deptt of Management Studies,
TIT & S College, Birla Colony, Bhiwani
Mobile – 099996259725
Email – kaushikneeraj@gmail.com
Customer’s Perception towards Mobile Service Providers -
An analytical Study

ABSTRACT

Mobile service is one of the fastest growing industries in India. With opening up of

economy, competition in this sector is increasing. The entry of private companies

promoted the use of cellular phones in the country. Today it is buyers market in case of

mobile services. Mobile service providers must understand the customer’s perception

about the company and its various offerings. Mobile service provider must identify

customer needs and influencing factors before designing any service or offer. In this

context, research paper aims to deduce the factors that customers perceive most important

while utilizing the services of a mobile service provider. . Well-structured schedule was

developed for conducting the study. The study was conducted at Bhiwani and Hisar

districts (along with some of the villages of these districts) in Haryana state during the

months of Feb-March, 2007. Judgmental sampling method was followed. Data was

suitably tabulated on the basis of responses provided by 186 respondents and further by

calculating percentages, frequencies and factor analysis method. The mobile users

perceive the various features as 4 factors namely: Customer care (interaction), Service

features, Call rates and Promotion & Availability in the same order of importance.

Moreover hypothesis testing reveals that customers perceive these factors in similar order

of importance irrespective of sex, qualification, profession and marital status. Customers

having less than 20 years and income less than Rs 10,000/- are more sensitive to call rates

as compared to other respondents. Finally it can be said that better customer care services

and service features especially strong network range are most important for retaining the

customers in case of mobile services.

Keyword – Mobile service, Customer care, Call rates, Service features

Customer’s Perception towards Mobile Service Providers -
An analytical Study

INTRODUCTION

Mobile service is one of the fastest growing industries in India. With opening up

of economy, competition in this sector is increasing. The entry of private companies

promoted the use of cellular phones in the country. There are 25 private companies

providing mobile services in 19 Telecom Circles and 4 Metro cities, covering 1500 towns

across the country. There are two types of mobile service networks: GSM (Global System

for Mobile) and CDMA (Code division multiple access). Major players operating in India

in GSM sector are: BSNL, MTNL, Bharti telecom, Hutch-Essar, Aditya Birla Group

while those of CDMA sector are Tata and Reliance. Presently, industry is witnessing a

fierce competition. The mobile companies are offering various kinds of services and offer

to attract new customers and retain old customers. Everyday in newspapers we see a new

offer by a mobile service provider. Today it is buyers market in case of mobile services.

Introducing a range of offers and schemes may not always ensure a large customer base

and bigger market share. Mobile service providers must understand the customer’s

perception about the company and it’s various offerings. Mobile service provider must

identify customer needs and influencing factors before designing any service or offer.

This will lead to better and effective marketing strategies rather than focusing solely on

lucrative schemes. In this context, research paper aims to deduce the factors that

customers perceive most important while utilizing the services of a mobile service

provider.
RESEARCH METHODOLOGY

Objectives of the study

• To determine the factors that are considered more influencing by customers of

mobile services.

• To study about the customer’s perception towards various facilities provided by

government operator BSNL and the other private operators.

Null Hypotheses

• H0(1): Gender of respondents has no significant impact on the importance given

to factors that are considered more influencing for mobile services.

• H0(2): Age group of respondents has no significant impact on the importance

given to factors that are considered more influencing mobile services.

• H0(3): Education of respondents has no significant impact regarding the

importance given factors that are considered more influencing for mobile

services.

• H0(4): Profession of respondents has no significant impact regarding the

importance factors that are considered more influencing for mobile services.

• H0(5): Family income of respondents has no significant impact regarding the

importance factors that are considered more influencing for mobile services.

• H0(6): Background of respondents has no significant impact regarding the

importance factors that are considered more influencing for mobile services.

• H0(7): Marital status of respondents has no significant impact regarding the

importance factors that are considered more influencing for mobile services.

• H0(8): Mobile services operator have no significant impact on the factors that

are considered more influencing for mobile services.

Locale of the study

The study of respondents was conducted at Bhiwani and Hisar districts (along

with some of the villages of these districts) in Haryana state during the months of Feb-

March, 2007.

Sampling Method and Sample Size

Judgmental sampling method was followed. 200 respondents filled up the

schedule. 14 schedules were rejected due to inadequate information provided by them.

Data was analyzed on the basis of responses provided by 186 respondents.

Research Instrument and Method

Survey was conducted on respondents with the help of MBA students who were

trained for the purpose. Well-structured schedule was developed for conducting the

study. Schedule was divided into two sections. First part was designed to obtain

demographic information about respondent’s age, sex, educational qualification, marital

status, practicing status and state. Second part had a list of 20 features used by most of

the mobile service provider companies. Respondent has to just tick one parameter of each

promotional tool depending on whether that tool influences them to avail products of a

company always or mostly or sometimes or rarely or never.

Analysis of Data

Mean scores were calculated by allocating values of 1,2,3,4,5 respectively to the

responses ‘Strongly Disagree, ‘Disagree, ‘Undecided’, ‘Agree’, ‘Strongly agree’. The

data collected through schedules was coded and tabulated keeping in context with the

objective of the study. It was further suitably analyzed by calculating percentages,

frequencies and factor analysis method. The data was analyzed using SPSS version 14.0

for windows throughout the study.

Limitations of the study

The study was conducted only in two districts of Haryana.

 Total variance explained by extracted seven factors was 59 %.

DEMOGRAPHIC PROFILE OF RESPONDENTS

Majority of respondents (87.6%) were male (Table I). 53.8% of respondents

belong to the age groups of 20-30 years while 22% were in the age group of more than 40

(Table II). 44.3 % respondents were graduates (Table III) and approximately (30%)

equal numbers of respondents were students, businessman and serviceman (Table IV).

Rest of the respondents was having agriculture as their profession. Sample contained

respondents were from all income groups (Table V).Majority of respondents (75.8 %)

belong to the urban background (Table VI). Both single (47.3%) and married (52.7%)

respondents participated in the study (Table VII).

ANALYTICAL RESULTS

Researchers have applied factor analysis on the responses provided by

respondents. Factor analysis is a good way of identifying latent or underlying factors

from an array of seemingly important variables. In a more general way, factor analysis is

a set of techniques, which, by analyzing correlations between variables, reduces their

number into fewer factors, which explain much of the original data, more economically.

(Nargundkar, 2005).

KMO AND BARTLETT'S TEST

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .661

Bartlett's Test of Sphericity Approx. Chi-Square 653.831

Degree of Freedom 190

Significance .000

Measures of Sample Adequacy such as Bartlett’s test of spherecity (approx chi-

square is 653.831, degree of freedom is 190, significance is 0.000) and KMO value
(0.661) showed that data were fit for factor analysis. Principal Component analysis was

used for extracting factors and four factors were retained depending on eigenvalues and

variance explained. Eigenvalue represents the total variance explained by each factor.

The standard practice normally used is that all the factors with an Eigen value of

one or more should be extracted. Table IX and Scree plot clearly shows that there are

seven factors having eigen values more than 1 (in other words, a factor must explain at

least as much of the variance if not more, than a single original variable). Thus seven

factors have been extracted. The solution of factor analysis gave seven factors, which

explained 59.808% of the total variance. The results were obtained through orthogonal

rotations with Varimax method and all the factor loadings greater than 0.40 were

retained. The name of the factors, variable labels and factor loadings are summarized in

Table XI.

Table X clearly depicts that Factor 1 is linear combination of variable number

11,12,14,15,17 and 18 (α=0.7446). Factor 2 is linear combination of variable number 1,

2, 8, 9 and 10 (α=0.5956). Factor 3 is linear combination of variable number 3 and 4

(α=0.9522). Factor 4 is linear combination of variable number 13, 16 and 20 (α=0.4279).

(α denotes the degree of internal consistency). The last three factors were found very low

in Cronbach Alpha value, hence rejected from the further analysis. The remaining four

factors collectively explained 40.058% of the total variance.

After the number of extracted factors is decided, the next task of the Researchers

is to interpret and name the factors. This is done by the process of identifying the factors

that are associated with which of the original variables. The factor matrix is used for this

purpose. The factor matrix gives us the loading of each variable on each of the extracted

factors. This is similar to correlation matrix, with loadings having values between 0 and

1. Values close to 1 represent high loadings and those close to 0, low loadings. The
objective is to find variable which have high loading on one factor, but low loading on

other factors.

NAMING OF FACTORS

All the factors have been given appropriate names according to the variables that

have been loaded on each factor. The four factors depicted in table IX are discussed

below:

FACTOR-1: CUSTOMER CARE

The rotated matrix has revealed that respondents have perceived this factor to be

the most important factor (set of promotional tools) with the highest explained variance

of 13.384%. Six out of twenty service features load on significantly to this factor.

Researchers have named this factor as Customer Care as it includes willingness, ability of

customer care personnel to handle complaints, attention given by them, prompt reply &

number of customer care outlets. Hence it can be concluded that quality of Customer

Care is most crucial factor influencing the decision of mobile service customers during

choice of a particular service provider.

FACTOR-2: SERVICES FEATURES

It has been revealed to be the second most important factor with explained

variance of 10.12%. Five types of features were loaded on to this factor. Activation

formalities, network range, type of plans, value added services and waiting time for

customer care are highly loaded on this factor and thus researchers have named this factor

as Service Features.

Hence it can be concluded that Service Features is second most important factor

influencing customer’s choice of a particular service provider.

FACTOR-3: CALL RATES

 This is the next important factor, which accounts for 8.643% of the variance. Two

types of features were loaded on to this factor. Local & STD call rates load high on this

factor and thus researchers has named this as Call Rates. Drastic drop in call rates by any

service provider can help to attract customers.

FACTOR-4: PROMOTION & AVAILABILITY

Three types of features load on this factor and together account for 8.401% of the

variance. This factor includes option to move to another plan, availability of SIM cards &

disturbing promotional calls and thus the name Promotion & Availability has been

assigned.

COMPARATIVE DEMOGRAPHIC ANALYSIS & HYPOTHESIS TESTING

DECISION RULE

Decision for testing null hypothesis – If the significance value is less than 0.05 then the

null hypothesis is rejected. In case of unequal sample sizes we take into consideration the

value of weighted rather than combined.

1. ANOVA between FACTORS V/S GENDER

Null Hypothesis that Gender of respondents has no significant impact on the

importance given to factors (that are considered more influencing) for mobile services,

has been accepted (Refer Table XII). Hence, it can be concluded that all respondents

irrespective of their gender perceive the various factors in the same manner.
2. ANOVA between FACTORS V/S AGE

Null Hypothesis that Age group of respondents has no significant impact on the

importance given to factors (that are considered more influencing) for mobile services,

has been partially rejected in case of Call Rates as shown in table XIII. For the further

analysis, Post hoc analysis (refer table XIII a) is used which shows that respondents of

age group of Less than 20 gives greater importance to Call Rates as compared to

other age group respondents.

3. ANOVA between FACTORS V/S EDUCATION

Table XIV clearly depicts that null Hypothesis H0 (3) has been accepted. Thus it

can be said that education of respondents has no significant impact on the importance

given to factors (that are considered more influencing) for mobile services. It can be

concluded that respondents perceive the various factors in the same manner

independent of qualification.

4. ANOVA between FACTORS V/S PROFESSION

Null Hypothesis that Profession of respondents has no significant impact on the

importance given to factors (that are considered more influencing) for mobile services,

has been accepted as depicted in table XV. Hence it can be concluded that respondents

perceive the various factors in the same manner independent of profession.

5. ANOVA between FACTORS V/S INCOME

Null Hypothesis that Income of respondents has no significant impact on the

importance given to factors (that are considered more influencing) for mobile services,

has been partially rejected in case of call rates (refer table XVI). For the further analysis,

Post hoc analysis (refer table XVI a) is used which shows that respondents of income

group of Rs. 10,000 gives greater importance to call rates as compared to other age

group respondents.

6. ANOVA between FACTORS V/S BACKGROUND

 Null Hypothesis that background of respondents has no significant impact on the

importance given to factors (that are considered more influencing) for mobile services,

has been partially rejected in case of service Features (refer table XVII).

7. ANOVA between FACTORS V/S MARITAL STATUS

Null Hypothesis that Marital status of respondents has no significant impact on

the importance given to factors (that are considered more influencing) for mobile

services, has been accepted as shown in table XVIII. Hence it can be concluded that

respondents whether married or unmarried perceive the various factors in the same

manner.

8. ANOVA between FACTORS V/S MOBILE SERVICES OPERATOR

Null Hypothesis that Mobile Service Operator of respondents has no significant

impact on the importance given to factors (that are considered more influencing) for

mobile services, has been rejected (refer table XIX). For the further analysis, Post hoc

analysis (refer table XIX a) is used which clearly shows that the respondents of BSNL

clearly differ in their opinion regarding various factors as compared to respondents who

are using other mobile service operators.

Negative value of mean difference in case of customer care clearly shows that

customers of BSNL perceive that services provided by customer care department are

significantly lower as compared to customers of private service operators.

Positive values of mean difference in case of service features clearly shows that

customers of BSNL perceive that complicated activation formalities, poor network range,

inadequate plan options and inadequate value added services as compared to customers of

private service operators.

Negative values of mean difference in case of call rates clearly depicts that

customers of BSNL perceive that call rates are significantly lower as compared to the

customers of private mobile service players.

 Negative values of mean difference in case of promotion & availability clearly

depicts that customers of BSNL perceive that availability is significantly better and

promotional calls or messages are less frequent and less disturbing as compared to the

customers of private mobile service players especially Airtel, Hutch and Idea.

CONCLUSION

The perception of mobile users was studied in the present study through the

relationship between the four independent factors along with the demographic

characteristics of users. These factors were extracted from the factor analysis from the

exhaustive list of statements. In general, only partial support was found for the

hypotheses proposed in the study, suggesting that the perception of mobile users is a

multi-faceted phenomenon and that a multilevel framework can be applied in order to

predict the perception of users. The mobile users perceive the various features as 4

factors namely: Customer care (interaction), Service features, Call rates and Promotion &

Availability.

Customer care (explained variance of 13%) was found to be the most influencing

factor after making the purchase or after availing services from one particular mobile

operator. It includes six out of twenty service features viz. willingness, ability of

customer care personnel to handle complaints, attention given by them, prompt reply &

number of customer care outlets. Hypothesis testing shows that there is no significant

impact of any demographic variable on this factor. People of all age groups, any sex,

qualification, profession, background or marital status perceive this factor as the most

important. After purchasing the handset and availing services from one service provider

people seek constant help and guidance from customer care. While private players are

faring well on this front, the performance of state owned BSNL needs improvement. Post
hoc analysis of Mobile service provider shows clearly that the people perceive customer

care services better in case of private service providers than state owned BSNL.

Service features which is regarded as the second most influencing factor includes

activation formalities, network range, type of plans, value added services and waiting

time for customer care and it explained variance of 10.12%. Hypothesis testing shows

that null hypothesis in the case of background of people is rejected indicating that the

background of people significantly influence the respondents perception about mobile

services. It was observed that people of urban background give far more importance to

the service features than the people of rural background. Further, post hoc analysis

revealed that respondents perceive BSNL not doing well on this front also. While

network range in BSNL is always a problem, time taken to get a customer care executive

in BSNL is far more than any other service provider. No doubt people perceive private

players better on this factor also.

The third factor was Call Rates that explained 8.643% of the total variance. Two

types of features Local call rates & STD call rates were loaded on to this factor. When we

talk of call rates BSNL clearly emerges as leader on this factor. Primarily BSNL sets the

local call rates and all other service providers follow almost same pricing e.g. recently

BSNL has made local (intra-circle) call at 50 paisa/min. and 10 paisa/min. on any two

numbers. This made all other service providers to adapt to the same pricing schemes.

Null hypothesis was assumed that demographic variables have no significant impact on

the any of the factor. Contrary to the hypothesis it was found that Age group of

respondents and income level of people have significant bearing on this factor. It was

observed (during post hoc analysis) that people of age group less than 20yrs. gives far

more importance to the Call rates as compared to other age group respondents. This is a

typical teenage characteristic and with the rise of mobile phone in India, teenagers have

emerged out as one of the biggest users. Respondents of income level less than Rs.
10,000 were also found giving far more importance to call rates as compared to other

income level people. Thus it can be concluded that low-income and young age group is

more sensitive to call rates as compared to high-income and old age groups.

The fourth factor Promotion and Availability account for 8.401% of the

variance. This factor includes option to move to another plan, availability of SIM cards &

disturbing promotional calls. None of the demographic variable influenced the perception

of respondents and it was found that all respondents perceive this factor in the same

manner. Post hoc analysis reveals quite surprising results. It states that people perceive

BSNL as least disturbing, SIM card availability is OK and hence they are not inclined to

move to any another service provider. This factor explained how BSNL is able to hold

such a market share despite the fact that its services are not very competitive as compared

to private operators.

The authors are of the opinion that the present study can make its contribution in

two ways. First it indicates that customers perceive the various service characteristics and

variables under 4 factors. Secondly, it provides a comparative evaluation between state

owned BSNL and private service providers. The latter are performing better on some

factors like customer care, service features but state owned BSNL is performing well on

call rates. People still feel and perceive that BSNL promotional schemes are not

disturbing, SIM cards are available and they are less inclined to switch over to other

service providers. Authors are of the view that the category of scheme, whether prepaid

or postpaid, recently launched scheme of viewing TV on mobile phone, global

positioning system (GPS) are the other variables which need to be further analysed in

future studies.

Finally it can be said that better customer care services and strong network range

are most important for retaining the customers in case of mobile services. Though

attractive offers may help to attract certain customers yet it may not help to retain those
customers without proper customer care and service features. Thus mobile service

providers should strengthen customer care department and develop service features

especially strong network for satisfying and retaining customers in the long run.

Bibliography –

1. Kotler Philip (2003), Marketing Management, Prentice Hall of India Pvt. Ltd., New

Delhi.

2. Levin Richard I and Rubin David S (2005), Statistics for Management, Prentice Hall

of India Pvt. Ltd., New Delhi.

3. Malhotra Naresh K (2004), Marketing Research, Pearson Education, New Delhi.

4. Nargundkar Rajender (2005), “Marketing Research Text and Cases”, Tata McGraw

Hill, New Delhi.

5. Palkar Apoorva (2004), “Determinants of Customer Satisfaction for Cellular Service

Providers”, Udyaog Pragati, Vol. 28. No. 1, Jan – March.

6. Ray Subhasis and Sarkar Avishek (2006), Analyzing Influence of Brand vis-a- vis

Price in Indian Mobile Industry, The ICFAI Journal of Marketing Management, Vol.

V, NO. 4.

7. Selvarasu A et al (2006), “GSM Mobile Service in Telecom Sector: An Ontology of

Quality of Service”, The ICFAI Journal of Services Marketing, Vol. IV, NO. 4.
APPENDIX
TABLE-I SEX TABLE-II AGE
Frequency Percent Frequency Percent
Male 163 87.6 Less than 20 10.8
Female 23 12.4 20
Total 186 100.0 20-30 100 53.8
30-40 24 12.9
more than 42 22.6
40
Total 186 100.0

TABLE-III HIGHEST LEVEL OF EDUCATION TABLE-IV PROFESSION

Frequency Percent Frequency Percent
Upto matric 14 7.5 Student 55 29.6
Intermediate 41 22.0 Serviceman 57 30.6
Graduate 82 44.1 Businessman 56 30.1
Post 49 26.3 Agriculture 18 9.7
graduate Total 186 100.0
and others
Total 186 100.0

TABLE-V FAMILY INCOME PER MONTH TABLE-VI BACKGROUND

Frequency Percent Frequency Percent
Upto 10000 46 24.7 Urban 141 75.8
10000- 48 25.8 Rural 45 24.2
15000 Total 186 100.0
15000- 52 28.0 TABLE-VII MARITAL STATUS
20000 Frequency Percent
more than 40 21.5 Single 88 47.3
20000 Married 98 52.7
Total 186 100.0 Total 186 100.0

TABLE-VIII MOBILE SERVICE USED

Frequency Percent
Airtel 43 23.1
BSNL 44 23.7
Hutch 19 10.2
Idea 35 18.8
Reliance 13 7.0
Tata Indicom 32 17.2

Total 186 100.0

TABLE-IX TOTAL VARIANCE EXPLAINED

Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings

Loadings
Component Total % of Cumulative Total % of Cumulative Total % of Cumulative
Variance % Variance % Variance %
1 3.250 16.248 16.248 3.250 16.248 16.248 2.677 13.384 13.384
2 1.904 9.520 25.768 1.904 9.520 25.768 2.024 10.120 23.504
3 1.768 8.840 34.608 1.768 8.840 34.608 1.729 8.643 32.147
4 1.660 8.299 42.906 1.660 8.299 42.906 1.680 8.401 40.548
5 1.214 6.068 48.975 1.214 6.068 48.975 1.366 6.830 47.378
6 1.146 5.730 54.705 1.146 5.730 54.705 1.330 6.652 54.030
7 1.021 5.103 59.808 1.021 5.103 59.808 1.156 5.779 59.808
8 .981 4.903 64.711
9 .870 4.350 69.061
10 .829 4.143 73.204
11 .772 3.859 77.063
12 .677 3.387 80.449
13 .659 3.293 83.742
14 .629 3.146 86.887
15 .541 2.705 89.593
16 .512 2.561 92.154
17 .448 2.239 94.392
18 .431 2.156 96.548
19 .354 1.768 98.317
20 .337 1.683 100.000
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization.
.

Scree Plot
3.5

3.0

2.5

2.0

1.5

1.0
Eigenvalue

.5

0.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Component Number
Table X – Rotated Component Matrix

Component

Sr. Statements Customer Service Call Rates Promo &

No. Care Features Availability
1 Activation formalities are complicated -9.204E-02 .620 5.958E-02 2.698E-03
2 Network range is not good 6.330E-02 .588 1.084E-02 -.131
3 Local call rates are costly 5.312E-02 -3.523E-02 -.717 .155

4 STD call rates are high -5.134E-02 3.691E-02 .760 3.919E-02

5 ISD call rates are economical 2.666E-02 5.926E-02 -9.851E-02 4.714E-04
6 Roaming charges are high .241 -5.535E-02 .466 .439
7 SMS charges are economical .185 .143 -.151 8.423E-02
8 Plan option (schemes) are inadequate -.152 .593 .162 -.270
9 Value added services like internet, hello tunes are .121 .555 -9.922E-02 .136
inadequate
10 I have to wait for long when I call to customer care -.179 .636 -.172 .180

11 Customer care executives are willing and .733 -6.205E-02 -.134 -6.021E-02
enthusiastic to respond to customer Request
12 Customer care executives are able to handle .797 -2.429E-02 -2.333E-02 -4.336E-02
customer complaints directly and Immediately
13 If other company comes with a new and cheaper -.202 .246 .107 .671
scheme, I will switch over
14 Customer care executives provide personal attention .722 -.149 1.211E-02 .152
to the customer
15 Customer care executives provide complete .548 -4.483E-03 .217 -.126
information
16 Promotional calls and messages are quite frequent .140 -7.451E-02 1.365E-02 .652
and often disturbing
17 There are sufficient customer care shops of my .405 -.379 -.207 -1.999E-02
service provider company
18 Provide services at promise time (e.g. activation of .541 -.130 -.165 .311
GPRS etc.)
19 Sometimes extra charges are cut without -.153 -8.871E-02 .432 .164
information
20 SIM cards and recharge coupons are not easily 5.262E-03 -.160 -.146 .568
available
TABLE XI – NAMING OF FACTORS

Factor Name of Item Variables Factor

No. Dimension No. loading
F1 Customer 12 Customer care executives are able to handle 0.797
Care customer complaints directly and
Immediately
11 Customer care executives are willing and 0.733
enthusiastic to respond to customer Request
14 Customer care executives provide personal 0.722
attention to the customer
15 Customer care executives provide complete 0.548
information
17 Provide services at promise time (e.g. 0.541
activation of GPRS etc.)
18 There are sufficient customer care shops of 0.405
my service provider company
F2 Service 10 I have to wait for long when I call to 0.737
Features customer care
1 Activation formalities are complicated 0.666
2 Network range is not good 0.648
8 Plan option (schemes) are inadequate 0.514
9 Value added services like internet, hello 0.501
tunes are inadequate
F3 Call Rates 3 Local call rates are costly 0.717
4 STD call rates are high 0.647
F4 Promotion 13 If other company comes with a new and 0.671
cheaper scheme, I will switch over
&
16 Promotional calls and messages are quite 0.658
Availability frequent and often disturbing
20 SIM cards and recharge coupons are not 0.568
easily available.
TABLE-XII – ANOVA and F-Test between Sex and Factors

Sum of df Mean F Sig.

Squares Square
Customer 1.298 1 1.298 1.300 .256
Care
Service .019 1 .019 .018 .892
Features
Call Rates .229 1 .229 .228 .634
Promotion 2.153 1 2.153 2.166 .143
&
Availability

TABLE-XIII - ANOVA and F-Test between Age and Factors

Sum of df Mean F Sig.

Squares Square
Customer .303 3 .101 .099 .960
Care
Service .932 3 .311 .307 .820
Features
Call Rates 9.438 3 3.146 3.261 .023
Promotion 2.423 3 .808 .805 .493
&
Availability

TABLE- XIII (a) Post Hoc Analysis: Age and Call Rates
Mean Difference (I-J) Std. Error Sig. 95% Confidence Interval

(I) age (J) age Lower Bound Upper Bound

Less Than 20-30 .6385679 .24057744 .009 .1638883 1.1132474

20 30-40 .6634895 .29736168 .027 .0767699 1.2502091
more than 40 .8198185 .26683051 .002 .2933394 1.3462975

* The mean difference is significant at the .05 level.

TABLE- XIV - ANOVA and F-Test between Qualification and Factors

Sum of df Mean F Sig.

Squares Square
Customer .172 3 .057 .056 .982
Care
Service 3.104 3 1.035 1.035 .378
Features
Call Rates 4.481 3 1.494 1.506 .215
Promotion 1.956 3 .652 .648 .585
&
Availability
TABLE- XV - ANOVA and F-Test between Profession and Factors

Sum of df Mean F Sig.

Squares Square
Customer .279 3 .093 .092 .965
Care
Service 4.698 3 1.566 1.581 .196
Features
Call Rates 3.318 3 1.106 1.108 .347
Promotion 1.196 3 .399 .395 .757
&
Availability

TABLE- XVI - ANOVA and F-Test between Income and Factors

Sum of df Mean F Sig.

Squares Square
Customer 2.416 3 .805 .803 .494
Care
Service 4.615 3 1.538 1.552 .203
Features
Call Rates 25.034 3 8.345 9.494 .000
Promotion 3.450 3 1.150 1.153 .329
&
Availability

TABLE- XVI (a) Post Hoc Analysis: Income and Call Rates
Mean Std. Error Sig. 95% Confidence Interval
Difference (I-
J)
(I) family (J) family Lower Bound Upper Bound
income per income per
month month
Upto 10000 10000-15000 .7279670 .19343854 .000 .3462965 1.1096375

15000-20000 .7106361 .18976279 .000 .3362182 1.0850541

more than 1.0200479 .20268375 .000 .6201359 1.4199600
20000
* The mean difference is significant at the .05 level.

TABLE- XVII - ANOVA and F-Test between Background and Factors

Sum of df Mean F Sig.
Squares Square
Customer .002 1 .002 .002 .964
Care
Service 4.443 1 4.443 4.527 .035
Features
Call Rates 2.875 1 2.875 2.904 .090
Promotion .757 1 .757 .756 .386
&
Availability
TABLE- XVIII - ANOVA and F-Test between Marital Status and Factors

Sum of df Mean F Sig.

Squares Square
Customer 1.448 1 1.448 1.451 .230
Care
Service .569 1 .569 .567 .452
Features
Call Rates 1.193 1 1.193 1.194 .276
Promotion .037 1 .037 .037 .848
&
Availability

TABLE- XIX - ANOVA and F-Test between Mobile service provider and Factors
Sum of df Mean Square F Sig.
Squares
Customer Care 11.319 5 2.264 2.346 .043
Service features 30.233 5 6.047 7.033 .000
Call rates 10.830 5 2.166 2.239 .050
Promotion & Availability 20.368 5 4.074 4.454 .001
 TABLE-XIX (a) Post Hoc Analysis: Mobile Service Provider and Factors
Mean Std. Error Sig. 95% Confidence Interval
Difference
(I-J)
Mobile (J) mobile service you Lower Bound Upper Bound
service you are using
are using:
BSNL (I)
Customer Airtel -.6150160 .21063879 .004 -1.0306549 -.1993770
Care Hutch -.5541353 .26965373 .041 -1.0862244 -.0220463
Idea -.5502319 .22248077 .014 -.9892378 -.1112259
Reliance -.3007899 .31008353 .333 -.9126563 .3110765
Tata Indicom -.5784961 .22821530 .012 -1.0288176 -.1281746

Service Airtel 1.0880515 .19883898 .000 .6956963 1.4804067

Features Hutch .9057642 .25454795 .000 .4034823 1.4080460
Idea .4571865 .21001758 .031 .0427733 .8715996
Reliance .5494332 .29271291 .062 -.0281570 1.1270233
Tata Indicom .8270149 .21543087 .000 .4019200 1.2521097

Call rates Airtel -.4363707 .21093517 .040 -.8525945 -.0201469

Hutch -.8527578 .27003314 .002 -1.3855955 -.3199201
Idea -.4414289 .22279381 .049 -.8810525 -.0018053
Reliance -.3387106 .31051984 .277 -.9514379 .2740167
Tata Indicom -.3886722 .22853641 .091 -.8396273 .0622829

Promotion & Airtel -.7468729 .20507830 .000 -1.1515397 -.3422060

Availability Hutch -.5680785 .26253535 .032 -1.0861213 -.0500356
Idea -.5860623 .21660767 .007 -1.0134792 -.1586454
Reliance .1112817 .30189788 .713 -.4844325 .7069959
Tata Indicom -.0654558 .22219082 .769 -.5038896 .3729780

* The mean difference is significant at the .05 level.

View publication stats