Cross Usage of Mobile Network Services

Abstract

India is one of the fastest growing & largest telecom marketplaces in the world with a huge mobile subscriber's base over in millions. It is witnessing an Era wherein consumers select their network operator on the basis of mobile value added services they offer. With the cut throat competition in telecom and internet service operators, experts argue that brand and customer satisfaction are critical elements for success. However, without understanding what value consumers place on what is being offered, it’s difficult for operators to effectively build and modify their strategies for the future. While a fair amount of research has been done on brands and customer satisfaction, little meaningful research exists on core consumer value and consumers preferring cross usage of mobile network services(e.g., individuals using mobile and internet services of different network operators) Overall, the empirical findings from exploratory factor analysis support to the claim that perceived value for money, task definitions, perceived value for time, quality of service, price conscious motive, customer service, access to information,lifestyle,household income,education,age, are the significant predictors for patronage loyalty with respect to mobile and internet network services. Also, the results indicate that broad cast media is the most preferred information source used by respondents in adopting operator services. Operators need to adopt the new paradigm in promotion mix in particular digital media

Keywords: consumer behaviour, cross- usage, mobile network, internet network, cherry picking, switching behavior, values, exploratory factor analysis.