A Study on Consumer Preferences, Satisfaction, and Switching Behavior in the Indian Cellular Services Market
DOI:
https://doi.org/10.63665/IJMEC.1105.02Keywords:
Consumer Preference, Customer Satisfaction, Switching Behavior, Cellular Services, Telecom Industry, Customer Retention, Mobile Number Portability, Indian Telecom Market.Abstract
The Indian cellular services market has emerged as one of the largest and most competitive telecommunications sectors in the world. Rapid technological advancements, affordable tariffs, mobile number portability, and the expansion of digital services have significantly transformed consumer behavior in the telecom industry. This study examines consumer preferences, customer satisfaction, and switching behavior among users of cellular services in India. The research explores the factors influencing customer choice of telecom operators, determinants of customer satisfaction, and reasons behind customer switching intentions. The study identifies network quality, pricing, internet speed, customer support, value-added services, and brand reputation as major determinants affecting customer decisions. Furthermore, the study highlights that customer dissatisfaction, attractive competitor offers, and poor service quality are the primary causes of switching behavior. The paper also discusses the implications for telecom operators in improving customer retention strategies and sustaining competitive advantage in the dynamic Indian telecom market.
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