Drivers of Customer Satisfaction for Mobile Service Provider in Maharashtra (India)

Abstract

Mobile Companies also talk about their customers being their most noteworthy assets, much the same as organizations in different business spaces. In the present aggressive versatile mobile service industry, customers have numerous alternatives accessible. Therefore, it is indispensable in the present market situation to interpret the way that the possibility of customer being an organization's most significant resources isn't only an administration hypothesis, yet is an extremely pivotal economic reality. Hence focus on customer satisfaction from all dimensions is extremely important. As the Mobile Service business in India is one of the biggest developing divisions, it is significant and fascinating to investigate the drivers of consumer satisfaction in this industry especially when all are given Free Internet and calling. With this objective, a research is carried out in Maharashtra (India). From the examination on this report it is seen that after the launch of free Internet and unlimited calling by all most all the companies the customers are relatively happy and satisfied. Further it was found that the drivers that empower a Mobile Service Providers to pull in and hold a client are Competitive, Trustworthy and Network Coverage.

Full text

The Journal of Research on the Lepidoptera Volume 51 (1): 708-720
The Lepidoptera Research Foundation. March 2020
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Drivers of Customer Satisfaction for Mobile Service Provider in Maharashtra
(India)
DR. SOHAIL IMRAN KHAN1*, DHUHA SAAD ISMAEL2 AND ROHAT ZADA3
1*Assistant Professor, Business Administration Department, Lebanese French University, Kurdistan
Region, Iraq.
2Northern Technical University, Center for Continuing Education, Mosul- Iraq.
3Business Administration Department, Lebanese French University, Kurdistan Region, Iraq.
1*sohailkhan@lfu.edu.krd, 2Dudu_alhamadany@yahoo.com, 3rohat@lfu.edu.krd
Abstract.
Mobile Companies also talk about their customers being their most noteworthy assets, much the same as
organizations in different business spaces. In the present aggressive versatile mobile service industry,
customers have numerous alternatives accessible. Therefore, it is indispensable in the present market
situation to interpret the way that the possibility of customer being an organization's most significant
resources isn't only an administration hypothesis, yet is an extremely pivotal economic reality. Hence
focus on customer satisfaction from all dimensions is extremely important.
As the Mobile Service business in India is one of the biggest developing divisions, it is significant and
fascinating to investigate the drivers of consumer satisfaction in this industry especially when all are
given Free Internet and calling. With this objective, a research is carried out in Maharashtra (India). From
the examination on this report it is seen that after the launch of free Internet and unlimited calling by all
most all the companies the customers are relatively happy and satisfied. Further it was found that the
drivers that empower a Mobile Service Providers to pull in and hold a client are Competitive, Trustworthy
and Network Coverage.
Keywords. Customer, Mobile Users, Satisfaction.
Received: 08 February 2020
Accepted: 28 February 2020
DOI: 10.36872/LEPI/V51I1/301065

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INTRODUCTION
Customer is the point of convergence part of the country's financial cycle as other development exercises
focus on him. In this competitive economy the consumers choose the achievement or disappointment of a
business either by procure or not procure the cellular service. Customer has always been considered as the ‘King’
and its satisfaction is very important. Therefore, all companies try to put their best in front of the customers. In an
extremely short period, mobile communications have become an undeniably required help with a high infiltration
rate. With the broad versatile mobile communications utilization, the cellular services market is currently
perceived as the most aggressive piece of the telecommunication segment.
Customer Satisfaction has become an important research area specially for the organization, service
provider, professional and researchers. Any organization/service provider aim to achieve high profits with high
volume sales with the minimum cost. This aim of earning high profits can be achieved with high sales, High sales
is possible only when a customer is happy. Consumer happiness is one of the most crucial components that can
help organizations or service providers to expand financially, consumer happiness prompts client dedication
which in turn prompts repeat buying and referrals (Wilson, Zeithaml, Bitner and Gremler, 2008). At the point
when customers are happy with the presentation of a service, they frequently become faithful to it (Mashwama,
Chiliya & Chuchu, 2019). As per Johnson and Gustafsson (2000) the way toward fulfilling and holding current
clients is far more affordable than continually replacing consumers. Consequently, in the contemporary business
condition keeping consumers happy saves money just as expanding benefits for organizations. Moreover,
consumer loyalty makes regular buying and referrals (Johnson and Gustafsson, 2000).
After the launch of 4G services, all mobile services providers are offering similar base plan of Free
Internet and Free Calling. However, the question arises that is it only free internet or free calling which satisfy the
customer or is their any other more drivers which satisfy them apart from free internet and free calling. With this
problem the research had survey in Maharashtra (India) and tried to find the other drivers of customer satisfaction
in mobile service industry.
MOBILE SERVICE IN INDIA
India is a big country with second biggest cellular network in the world. The telecom services, especially
mobile services have been recognized the world-over as a significant instrument for financial improvement for a
country and henceforth telecom framework is treated as an essential factor to understand the financial goals in
India. The Government of India had set up Telecom Commission vide the Resolution dated 11th April, 1989 with
authoritative and money related forces of the Government of India to manage different parts of
Telecommunications. The Government, vide Resolution dated 22nd October,2018 has re-assigned the 'Telecom
Commission' as the 'Computerized Communications Commission'. and therefore, has a big potential to grow. In
India, the communication sector is drastically growing, therefore making the idea of service quality and

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satisfaction as key priorities to satisfy the customers. As in 2019 India’s total mobile subscriber rose to 1.18
billion. And alone Maharashtra state has more than 0.094 billion of mobile subscribers.
LITERATURE REVIEW
In this study literature on customer satisfaction and service quality is discussed separately. This section
will commence with the discussion about customer satisfaction followed by the discussion on service quality.
Customer Satisfaction
As such there is not any fixed and standard meaning of consumer satisfaction in writing since various
authors conceptualize the idea in an unexpected way. Khan and Abdullah (2019) found that customer satisfaction
and technology are linked with each other. Parasuraman (1988) opined that Satisfaction of consumer is dependent
on many drivers related to service quality viz., Trustworthy, Reliability, Price, responsiveness etc. Tahir, Waggett
and Hoffman (2013) suggested that consumer satisfaction is a client's perspective dependent on the client's desire
and afterward the client's resulting post buy understanding. This suggestion is bolstered by Nguyen (2014), who
contended that the clients' degree of fulfillment is a consequence of aggregate customer encounters. Maziriri and
Madinga (2015) are of the view that if consumer satisfaction isn't met, the client will encounter purchaser's regret,
and this legitimizes the need of consumer loyalty for retailers. Moreover, consumer loyalty is commonly a result
of innovation in the product or service (Chuchu and Venter de Villiers, 2019) (Riyadh, Alfaiza, & Sultan, 2019).
A constructive outcome of market image on consumer satisfaction and loyalty was affirmed in a study of
customers using cell phone in Turkey (Turkyılmaz, Ozkan 2007)
Service Quality
There are many concepts which explains the definition of service. Kotler and Keller (2009) characterize
service as any impalpable demonstration or execution that one group offers to another. Services as indicated by
Kotler and Keller don't bring about possession. According to Caruana, A. (2006)., Improving customer support,
upgrade market image and promote customer loyalty in the telecommunication sector. He further added that if
more features are offered to the customer it will be more fruitful. Kofi, Martin, and Deborah (2014) conducted a
survey using 163 respondents on Expresso Telecom in Ghana and found that variables of service quality like
trustworthy, Assurance, Cellular quality, Empathy and support are the major factors that leads to customer
satisfaction. Kristensen et al. (2000) found that the nature of communication with clients by the executives had an
immediate positive effect on faithfulness and customer satisfaction. Taha et. Al (2013), Okazaki and Mendez
(2013) Li and Yeh (2010) found that some of the drivers for customer satisfaction with mobile service providers
are system quality, customer service, Trust, mobility coverage, convenience, mobile device functionality, features,
security and Privacy. They found that these are the prime drivers for customer satisfaction for mobile users.

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Tamanna, Sadia and Nazmur (2015) concluded in their research work in Bangladesh that Value Added Services
(VAS) offered by Cellular Service suppliers can increment both consumer loyalty and all out utilization, which
thus can lessen rate of churn, increment in income and repurchase of whole benefits in future. They further added
that perceived value and quality, corporate image are the main thrust for accomplishing consumer loyalty in the
Bangladeshi mobile services. An investigation carried by Sukumar (2007), on an example of 104 mobile phone
subscriber and measure the preference of selection of an mobile service provider. The aftereffects of the
investigation found significant measurements as brand picture, care for customer, facility of credit, cellular
quality, and costs in a specific order of need.
RESEARCH METHODOLOGY
A questionnaire was prepared, that includes service related 32 variables and few variables related to
customer satisfaction to collect the raw data. Data on 32 service-related variables was reduced using factor
analysis whose factor scores were used as Independent variables and customer satisfaction as dependent variables
in the regression analysis in order to find the drivers of customer satisfaction. Email, social media, personal
contacts were used to collect data of current mobile users. Before drafting the final questionnaire, a pilot survey
was administered to revise and complete survey questions. All the above said variables to be marked on a likert
scale ranging from 1 to 5. Questions were segregated into 2 sections. First sections questions were related to
understand the demography of the respondents, which include age, gender, education, income level, occupation,
mobile network name, monthly usage, etc. Second section consist of questions related to service quality and
satisfaction. Random sampling technique was used to reach the respondents. The respondents were from the
different parts of Maharashtra state (India). In all 140 questions were distributed, out of which 131 were received
and all of them were usable, thus making the sample size to be 131. The data was collected during the month on
July 2019. SPSS 23.0 for windows was used for analysis of data.
RESULTS AND INTERPRETATION
Section 1: Demographic Profile of Respondents
This section consists of brief profile of mobile users. The Demographic attribute consist of age, gender,
education, income level, mobile operator, monthly usage
Table 1: Statistics of Demographic Profile
Age
Gender
Education
Income
Mobile Operator
Monthly Usage
N
Valid
131
131
131
131
131
131
Missing
0
0
0
0
0
0

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Table 2: Demographic Profile of Respondents
Age
Age Group (In
Years)
Frequency
Percent
Valid Percent
Cumulative
Percent
Less than 15
11
8.4
8.4
8.4
15 to 25
34
25.9
25.9
34.3
26 to 35
47
35.9
35.9
70.2
36 to 45
23
17.6
17.6
87.8
More than 46
16
12.2
12.2
100
Gender
Gender
Frequency
Percent
Valid Percent
Cumulative
Percent
Male
79
60.3
60.3
60.3
Female
52
39.7
39.7
100
Level of Education
Education
Frequency
Percent
Valid Percent
Cumulative
Percent
Non-Graduate
11
8.4
8.4
8.4
Graduate
81
61.8
61.8
70.2
Masters and
Above
39
29.8
29.8
100
Income Level
Income (In Rs)
Frequency
Percent
Valid Percent
Cumulative
Percent
Less than Rs
10000
11
8.4
8.4
8.4
10000 - 25000
47
35.8
35.9
44.3
25000 - 40000
73
55.7
55.7
100
Mobile Operator (Name)
Name of Mobile
Operator
Frequency
Percent
Valid Percent
Cumulative
Percent
Jio
46
35.1
35.1
35.1
Airtel
37
28.2
28.2
63.3
Vodafone
25
19.1
19.1
82.4
Idea
17
13.0
13.0
95.4
BSNL
6
4.6
4.6
100
Monthly Usage
Monthly Usage
(In Rs)
Frequency
Percent
Valid Percent
Cumulative
Percent
Less than 200
117
89.3
89.3
89.3
Less than 500
11
8.4
8.4
97.7
Less than 1000
3
2.3
2.3
100
Source: Survey Interpretation

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Section 2: Analysis of Service related and Customer Satisfaction related Variables
Table 3: Service-Related Variables
Sr. No
Variable Name
Mean
Variance
1.
Call & Internet Quality
3.2019
1.232
2.
Network Quality
3.0000
1.322
3.
Geographical Presence
3.4787
1.102
4.
Remote area coverage
3.6669
1.082
5.
Confidence
3.3873
0.786
6.
Authenticated and consistent
3.6579
0.728
7.
Promises fulfilled
3.3659
0.836
8.
Caring staff
3.6080
0.818
9.
Customer care support
3.3761
1.022
10.
Capable Staff
3.4321
0.845
11.
Kind Employees
3.6304
0.823
12.
Cooperative Employees
3.5119
0.788
13.
Sometimes Rude while talking
2.8821
0.887
14.
Perfect data maintained
3.3665
0.777
15.
Precise Information
3.6048
0.948
16.
Specific needs of consumer
3.3444
0.939
17.
Prompt Services
3.2121
1.131
18.
Personal Attention
2.9422
0.987
19.
Neat and Well Dressed Staff
3.6638
0.688
20.
Physical facilities in office
3.7012
0.724
21.
Problem solving skills
3.2063
0.977
22.
Fast tract problem identification and its solution
3.0467
0.949
23.
Easiness to avail services
4.1303
0.951
24.
Competitive Prices
3.7811
0.928
25.
Competitive Services
3.8741
0.667
26.
Choice in Plan
3.8698
0.778
27.
Official Hours
3.7259
1.765
28.
Recharge Facility
4.0489
0.837
29.
Image and reputation
4.0043
0.707
30.
Value Added Service (VAS)
3.7733
0.868
31.
Advertisement and Promotions/Schemes
3.8171
0.956
32.
Innovation
3.7600
0.777
Source: Authors Calculation

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Table 3 reflects the use of 32 variables used for this research work. The calculated mean and variance are
shown in the table. Table gives a clear evidence of mean value to be close to 3 for almost all the variables. Mobile
users are concurring with the vast majority of the service-related variables being available in a positive way
among the service providers. Sr. no 23 with mean value 4.1303 indicates that it is easy to avail the mobile service.
Sr. no 27 with mean value 4.0489 indicates that there is availability of easy recharge facility and Sr. no 29 with
mean value 4.0043 indicate that the mobile operator is having good Image and reputation in the market. However,
lower mean of sr. no 13 indicates that staff is sometimes very rude while talking to the customers and sr. no 17
indicates that no personnel attention is being paid to the customers. Variance of all the variables was found to be
more or less the same.
Table 4: Satisfaction Related Variables
Sr. No
Variable Name
Mean
Variance
1.
Overall Satisfaction
3.5167
0.889
2.
Correct Decision to select
3.7321
0.861
3.
Nearness to expectation
3.4949
0.879
4.
Intention to repurchase
3.6219
1.443
5.
Recommend to others
3.5779
1.548
Source: Authors Calculation
Table 4 is of variables related to customer satisfaction. Mean and Variance is calculated on these 5
variables. All of them are above 3. Variance are same in all case of variable.
FACTOR ANALYSIS
Results of KMO (0.884) and Bartlett’s Test of Sphericity indicates that factor analysis done with the 32
service-related variables is found to be effective.
Table 5 Eigen Values after rotation
Factors
Eigenvalues
Percentage of
Variance
Cumulative
Percentage
1
5.541
17.332
17.332
2
3.237
11.026
28.358
3
2.621
8.198
36.556
4
2.482
7.745
44.301
5
2.463
7.669
51.970
6
2.138
6.583
58.553
7
1.756
5.436
63.989
Source: Authors Calculation

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Seven factors were extracted using Principle Component Analysis and Rotation Method of Varimax with
Kaiser Normalization, with condition of eigenvalues greater than 1. The factors were labeled according to the
variable under them. Table below shows the highest loading of variables into factors (after rotation).
Table 6: Factor Loading
Sr.
No
Variables
Factors
1
2
3
4
5
6
7
1.
Call & Internet Quality
0.766
2.
Network Quality
0.815
3.
Geographical Presence
0.483
4.
Remote area coverage
0.706
5.
Confidence
0.677
6.
Authenticated and consistent
0.651
7.
Promises fulfilled
0.751
8.
Caring staff
0.748
9.
Customer care support
0.733
10.
Capable Staff
0.555
11.
Kind Employees
0.721
12.
Cooperative Employees
0.802
13.
Sometimes Rude while talking
0.411
14.
Perfect data maintained
0.647
15.
Precise Information
0.469
16.
Specific needs of consumer
0.614
17.
Prompt Services
0.515
18.
Personal Attention
0.572
19.
Neat and well Dressed Staff
0.792
20.
Physical facilities in office
0.791
21.
Problem solving skills
0.644
22.
Fast tract problem identification
and its solution
0.558
23.
Easiness to avail services
0.636
24.
Competitive Prices
0.760
25.
Competitive Services
0.740
26.
Choice in Plan
0.681
27.
Official Hours
0.412
28.
Recharge Facility
0.635
29.
Image and reputation
0.507
30.
Value Added Service (VAS)
0.679
31.
Advertisement and
Promotions/Schemes
0.552
32.
Innovation
0.523

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Reflection of above table indicates that 7 factors were extracted. These factors can be labelled as
1. Customer Support (Caring staff, Customer care support, Capable Staff, Kind Employees, Cooperative
Employees, Sometimes Rude while talking, Precise Information, Specific needs of consumer, Prompt
Services, Personal Attention, Problem solving skills, Fast tract problem identification and its solution)
2. Competitive (Competitive Prices, Competitive Services, Choice in Plan, Value Added Service (VAS)
and Innovation)
3. Trustworthy (Confidence, Authenticated and consistent and Fulfilment of promises)
4. Network Coverage (Geographical Presence and Remote area coverage)
5. Market Image (Perfect data maintained, Neat and well-dressed Staff, Physical facilities in office, Official
Hours, Image and reputation and Advertisement and Promotions/Schemes)
6. Cellular Quality (Call & Internet Quality and Network Quality)
7. Value Added Features (Easiness to avail services and Recharge Facility)
Table 7: ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
11.458
4
2.853
79.08
6
.000a
Residual
67.784
187
.349
Total
79.242
191
a. Predictors: (Constant), Customer Support, Competitive, Trustworthy, Network
Coverage, Market Image, Cellular Quality and Value Added Features
b. Dependent Variable: Customer Satisfaction
Source: Authors Calculation
Table 7. reflects the result Analysis of Regression of dependent variable used (Customer Support,
Competitive, Trustworthy, Network Coverage, Market Image, Cellular Quality and Value Added Features).
Calculated F – value shows that when the result was compared to F-Tabulated was significant: F (4/187) =
79.086, p<0.005, which directly implies that the selected independent variables were a significant variable that
affects the Customer Satisfaction.
These seven variables are explaining 79.1% of variance in customer satisfaction.

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Table 8: Coefficients of Regression a
Model
Unstandardized
Coefficients
Standardize
d
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
.406
.151
2.679
.010
Customer Support
-.018
.055
0.065
1.709
0.077
Competitive
.182
.041
0.443
13.483
0
Trustworthy
.198
.047
0.411
11.702
0
Network Coverage
.167
.066
0.361
9.521
0
Market Image
.124
.056
0.306
6.016
0
Cellular Quality
.131
.058
0.317
8.035
0
Value Added Features
.145
.073
0.117
2.979
0.005
a. Dependent Variable: Customer Satisfaction
Regression analysis is carried out with factor scores of the above said seven variables and used as
independent variables. As depicted in the table above the dependent variable is Customer satisfaction. The result
of Regression confirms the result of ANOVA. From the table it can be interpreted that out of 7, 6 factors are
significant and only 1 factor (Consumer Support) is not significant at 5%. It is further interpreted that
Competitive, Trustworthy and Network Coverage are the high impacting factor than others with t values 13.483,
11.702 and 9.521 respectively. However, it was found that Value Added Features is the least significant factor
with t value = 2.979 on customer satisfaction.

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CONCLUSION
The findings indicate that cellular companies have occupied a strong market position with cut-throat
competition. Gone are the days when mobile customers satisfaction depends on the how much money a consumer
is getting for a recharge. These days almost all the companies have the same base plan of giving free internet and
unlimited calling and thus this research work exhibits the same. Competitive, Trustworthy and Network Coverage
are driving all dimensions of Customer Satisfaction more than Market Image, Cellular Quality and Value Added
Features. Thus, the three most differentiating factor for Indian Cellular user are Competitive, Trustworthy and
Network Coverage. This may be because, the other three factors viz., Market Image, Cellular Quality and Added
Features are provided more or less by all companies. Mobile service providers should begin to look for viable and
innovative approaches to draw in, hold or cultivate a more grounded association with customers.
LIMITATIONS
1. Due to constrain of time and money, the study was restricted to 131 responses only.
2. Few respondents were hesitating to share their views about their use of mobile.
3. This research work is limited to Maharashtra state only.
4. Collecting data was difficult as it has to cover the entire state.
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