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2023 www.ijifr.com Copyright © IJIFR 2015 Research Paper International Journal of Informative & Futuristic Research ISSN (Online): 2347-1697 Volume 2 Issue 7 March 2015 Abstract Mobile phone services are becoming more and more significant throughout the world due to technological changes. In today’s life mobile phone companies are offering new services to customers daily. The success of the mobile phone service providers depends upon satisfaction level of consumers. So it has become more important for the mobile phone companies to meet the current market conditions and expectations of the customers. Customers perceive services in terms of the quality of the service and how satisfied they are overall with their experiences. Therefore, the perception is to be studied so that their preferences may be known and their desires may be fulfilled. Keeping this fact in mind, the present study has been made to analyse the perception of customers towards mobile phone services. Five major mobile phone service providers Airtel, BSNL, Tata, Vodafone, and Idea have been chosen for the study. The study reveals the high satisfaction level of customers towards mobile phone services. 1. Introduction It has been said that the mobile phone have become an integral part of human everyday life. In particular, unlike other technologies, mobile phones are being used without any training in every place and every situation, even on move. This makes it essential that mobile phone interface be built to be intuitive and usable to users. This has been seen as an effective tool in growing and developing economies. This sector has shown impressive growth during the past decade. The rapid growth can be attributed to the various pro-active and positive policy measure taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. Perception Of Customers Towards Cellular Phone Services Paper ID IJIFR/ V2/ E7/ 044 Page No. 2023-2033 Subject Area Commerce Key Words Perception, Service providers, Satisfaction, Customers, Mobile Phone Services Pinki Gupta 1 Assistant Professor Department of Commerce G.M.N. College, Ambala Cantt (Haryana)

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Page 1: Perception Of Customers Towards Cellular Phone  · PDF fileKarthik ,(2009), in his research,” Customer Satisfaction on Mobile Service Provider Networks”

2023 www.ijifr.com

Copyright © IJIFR 2015

Research Paper

International Journal of Informative & Futuristic Research ISSN (Online): 2347-1697

Volume 2 Issue 7 March 2015

Abstract

Mobile phone services are becoming more and more significant throughout the world due to technological changes. In today’s life mobile phone companies are offering new services to customers daily. The success of the mobile phone service providers depends upon satisfaction level of consumers. So it has become more important for the mobile phone companies to meet the current market conditions and expectations of the customers. Customers perceive services in terms of the quality of the service and how satisfied they are overall with their experiences. Therefore, the perception is to be studied so that their preferences may be known and their desires may be fulfilled. Keeping this fact in mind, the present study has been made to analyse the perception of customers towards mobile phone services. Five major mobile phone service providers Airtel, BSNL, Tata, Vodafone, and Idea have been chosen for the study. The study reveals the high satisfaction level of customers towards mobile phone services.

1. Introduction

It has been said that the mobile phone have become an integral part of human everyday life. In

particular, unlike other technologies, mobile phones are being used without any training in every

place and every situation, even on move. This makes it essential that mobile phone interface be built

to be intuitive and usable to users. This has been seen as an effective tool in growing and

developing economies. This sector has shown impressive growth during the past decade. The rapid

growth can be attributed to the various pro-active and positive policy measure taken by the

government as well as the dynamic and entrepreneurial spirit of the various telecom service

providers both in private and public sector.

Perception Of Customers Towards

Cellular Phone Services Paper ID IJIFR/ V2/ E7/ 044 Page No. 2023-2033 Subject Area Commerce

Key Words Perception, Service providers, Satisfaction, Customers, Mobile Phone Services

Pinki Gupta 1 Assistant Professor Department of Commerce G.M.N. College, Ambala Cantt (Haryana)

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ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2023-2033

Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

Perception is the cognitive process which involves the organism selecting, organizing and

interpreting the stimulus. Thus perception is the process of selecting, organizing and interpreting or

attaching meaning to the events happening in the environment. According to Robbins, “Perception

may be defined as a process by which individuals organize and interpret their sensory impressions

in order to give meaning to the environment.”

Customer perception is the process to assess how customers perceive services, how they assess,

whether they have experienced quality service and whether they are satisfied or not. Customer

perception is directly related to customer expectation. Due to the dynamic nature of expectation

perception of any person may also shift over time, person, place or culture. Customers perceive

services in terms of the quality of the service and how satisfied they are overall with their

experiences. For understanding customer perception 3 main features of customer perception should

be understood:

• Intellectual process: Customer perception is an intellectual process through which a person

selects the data from the environment, organizes it and obtains meaning from it.

• Cognitive and psychological process: Perception is the basic cognitive and psychological

process. The manner in which a person perceives the environment affects his behavior. Thus

perception of surrounding of a customer also effects customer‟s actions, emotions, thoughts or

feelings.

• Intellectual & Psychological process: Perception is a subjective approach which differs

from person and time to time and according to changing situations.

Mobile Phone Company‟s Strategies for influencing customer perception are

i. Measure and manage customer satisfaction and service quality

ii. Aim for customer quality and satisfaction in every service encounter

iii. Plan for effective recovery

iv. Facilitate adaptability and flexibility

v. Encourage Spontaneity

2. Review of Literature

Zahari Ahmad Suffian Mohd, Momani Khaled Al, Nor Azila Mohd (2011), in their research

“The influence of perceived privacy on customer loyalty in mobile phone services: An Empirical

Research in Jordan “investigated the issue of customer loyalty within the context of mobile phone

service subscribers who are directly experience using the services. The analysis shows that privacy

was positively significant towards customer loyalty. Base on the results, it can be concluded that

the mobile service provider has to ensure their services fully satisfied their customer privacy.

Petzer D. J. and Meyer C. F. De (2011), in their research paper “The perceived service quality,

satisfaction and behavioural intent towards cell phone network service providers: A generational

perspective” aimed to determine different generations‟ perceived service quality of services and

satisfaction levels with services provided by cell phone network service providers, as well as their

behavioural intentions towards these providers. Significant correlation was found between the

generations‟ perceived level of service quality they experience, their perceived level of satisfaction

with, and their behavioural intent towards providers.

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Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2023-2033

Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

Doherty Kieran, Rao Sally, Mackay Marisa Maio (2005), in his research “Young Australians‟

perceptions of mobile phone content and information services – an analysis of the motivations

behind usage” aimed to identify and understand the motivational factors that influence the

purchase of mobile phone content among young Australian consumers using a qualitative

methodology. The findings show that young consumers perceive the mobile phone as essential to

modern life. The analysis suggested that there is a high level of resistance to purchasing content for

the mobile phone because the mobile phone is not viewed as a media or an entertainment channel.

Leisen B, Vance C,(2001), in their research paper “Customer satisfaction, Globalisation,

International Trade, Service Quality, Strategy, Telecommunication Industry” examined the

strategic implications of service quality dimensions in relation to customer satisfaction in a cross-

cultural study of telecommunication service provision in Germany and the USA. Significant

differences were found between the two countries in terms of the relative importance of particular

service dimensions.

Dixit Sanjay, Shukla Harish et. al.(2008), in their study “A Study to Evaluate Mobile Phone

Dependence Among Students of a Medical College and Associated Hospital of Central India” tried

to find out the prevalence of nomophobia in the Indian scenario considering the tremendous

increase in the number of mobile phone users in the past decade. The result of the study shows that

this disorder is equally prevalent among the study group irrespective of gender. No statistically

significant association was observed in relation to gender, place of stay and academic sessions with

nomophobia score.

Karthik ,(2009), in his research,” Customer Satisfaction on Mobile Service Provider Networks”

aimed at understanding the customer satisfaction in mobile service providers to find out the

customer satisfaction level in mobile service provider players in the market and to know the

customer perception towards other mobile service providers, this survey was done in twin cities.

From the analysis it was found that the choice of mobile handset and services cannot be separated

if the customers are classified in to eight group each with some special requirement service wise

and handset‟s attribute wise.

Catoiu Iacob, Gardan Daniel Adrian, (2010), conducted a research on the topic, “Romanian

Consumer Perception towards Mobile Marketing Campaigns”. The qualitative research was

regarding future trends of mobile marketing and mobile media. According to findings the

perception of the Romanian consumers towards specific mobile marketing techniques is influenced

primarily by perceptions towards mobile services in general, and there are still no brand images

being associated with this new advertising channel. Yet there is consumers' willingness to use new

communication channels if the messages are highly personalized and with a great extent of

addressability depending on user characteristics.

Rahman Sabbir, Haque Ahasanul, Ahmad Mohd Ismail Sayyed( 2011), in their study “Choice

Criteria for Mobile Telecom Operator: Empirical Investigation among Malaysian Customers “

investigated the choice criteria for a mobile phone operator in the Malaysian Mobile Telecom

market by the customers. The outcome of this research shows a comprehensively integrated

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Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

framework in which to understand the vibrant relationships among several dimensions of service

quality, price, and brand image to have a handful idea on the consumers‟ perceptions.

Rajpurohit Prof. R.C.S., Vasita Dr. M.L. (2011), in their research on the topic “Consumer

preferences and satisfaction towards various mobile phone service providers: an exploratory study

in Jodhpur City, Rajasthan” concentrated on consumer preferences and their satisfaction level

towards the mobile phone service providers available in Jodhpur city, Rajasthan. It is concluded

from the study that consumers prefer prepaid plans and all most every consumer treat their mobile

phone as a necessity. The study reveals that BSNL is the most preferred mobile phone service

providers among consumers followed by Airtel and Vodafone.

Rahman Dr.Muhammad Sabbir,(2012), in his study “Service quality, corporate image and

customer‟s satisfaction towards customers perception: An exploratory study on telecom customers

in Bangladesh” aimed at the determinants that are significantly influencing telecom customer‟s

perception in Bangladesh. The results of the statistical analysis reflected that most of the telecom

customers are highly concerned about service quality followed by corporate image.

Pandit Richa, Upadhyay Devina (2012), in their study “Consumer perception towards 3G

mobile technology gives some positive and some negative influences Attitude towards Using

(ATU) 3G services” tried to find out consumer perception towards the usage of 3g mobile

technologies and to study the consumer‟s usage pattern of 3G mobile Technologies in Ahmedabad.

The study revealed that speed of 3G mobile technology is higher than other generations of

technologies in India; Smart phones are more suitable for using 3G technologies than mobile

phones in India. There are no differences in the consumers` usage pattern of 3G mobile

technologies in Ahmedabad. Consumers` perception towards 3G mobile technologies does not

change as per their age, income and occupation in India.

3. Objectives of the Study

The main objectives of the study are:

I. To identify the different perception and expectation of customers towards mobile phone

services.

II. To inform and guide manufacturers about the quality of services a consumer wants and how he

can be satisfied.

III. To know what helps them to set priorities for the usage of mobile phone services.

4. Methodology

The primary data for the study has been collected from 121 respondents on the basis of 32-item

Standardized Questionnaire. Generally, 5- point Likert Scale was used but some general questions

may also be included. Besides, personal interview with the respondents were held to validate the

information. Studies undertaken in the past were also be consulted by the researcher. Simple statistical

tools & techniques were used to analyses the responses will collect from all types of questionnaires in

order to draw the inferences. The elementary statistical tools like simple arithmetic mean and

percentages were applied in carrying out the analyses. The data has been analysed using SPSS

statistical package version 20.

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5. Scope of the Study

Consumers of cellular phones are large one spread ever length and breadth of the country so we are

constrained to limit our study to only five cellular service providers i.e., Airtel, BSNL, Tata,

Vodafone, Idea. A sample of 121 respondents on random basis includes consumers from different

service providers. For the present study respondents were drawn from the various service providers

located at Ambala, Jind in Haryana State.

6. Limitations of the Study

The limitations related to the present research work are:

I. Due to the limited resources, time and money, the universe of the study has been

restricted to the Jind district in Haryana.

II. Only 5 mobile phone companies have been covered- Airtel, BSNL, Tata, Vodafone, Idea.

7. Analysis of Data and Interpretation

The data for the present study was collected from121 respondents were selected from the total

population of consumers of top five cellular service provider companies through standardized

questionnaire. The item-wise mean scores of the total sample are presented in Table-1.Since the

questionnaire used a five- point scale, average scores of 3 and around indicate a moderate tendency on

that dimension existed in all the companies. Scores around 4 indicate a fairly good degree of

satisfaction among the consumers. In order to make interpretations easy, the mean scores were

converted into percentage scores using the formula:

Percentage Score= (Mean Score-1) x 25

This was done assuming that a score of 1 represents 0 per cent, a score of 2 represents 25 per cent, a

score of 3 represents 50 per cent, score of 4 represents 75 per cent and a score of 5 represents 100 per

cent. Thus, percentage scores indicate the degree to which the particular dimension exists in that

company of the ideal 100.Further, it is explained that mean score of 1 indicates „extremely low‟

satisfaction and 5 indicates „extraordinarily high‟ satisfaction on that dimension. Scores around 3

indicates „average‟, whereas mean score of 4 indicates „high degree‟ and 2 indicates „low degree‟

satisfaction on that dimension.

The mean scores for each item could theoretically range from1.0 to 5.0 where 1.0 indicates extremely

low degree of satisfaction and 5.0 indicates extraordinarily high degree of satisfaction on that

dimension. Scores around 3 indicate an „Average‟ degree of satisfaction on that dimension giving

substantial scope for improvement. Scores around 2 indicate a low degree of satisfaction on that

dimension. Scores around 4 indicate a high degree of satisfaction where most of the consumers have

positive attitudes to the services provided by their service provider. Mean scores around 4 are

indicative of a satisfaction level of a desirable level. The same interpretation could be offered to the

overall mean score across all items (computed by adding mean scores on all 32 items for that

company and dividing by 38). Similar interpretations could be offered for percentage scores. A mean

score of 1 corresponds to 0 per cent, 2 corresponds to 25 per cent, 3 corresponds to 50 per cent, 4

corresponds to 75 per cent and 5 corresponds to100. It is certainly desirable for service providers to

have percentage scores above 50 on each item as well as overall. Companies having percentage scores

above 60 are indicative of reasonably good service providers. An overview of the item-wise mean and

percentage for all the 32 items as classified in three parts mentioned above are given in the Table-1.

The description of the items is given in Annexure-1. A scrutiny of the mean scores explains that on

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Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

various items (18 items) the mean score was more than or equal to 3.36 which indicate that good

services are provided to the consumers by these companies. In all 16 items showed a mean score >

3.36 which have helped in creating customer satisfaction in the five main companies (overall mean

score > 3.36).

(a) High Mean Value Items (Mean> 3.96): A close scrutiny of the table shows that updating of new

pricing scheme (item no.13) was assigned highest weightage in with mean score of 4.03, followed by

item no. 8 and 9 i.e. „Free call service provided to same operator‟ and „Facility of long duration

recharge‟ (Mean=3.98), it indicates that consumers are attracted most by the new pricing schemes

launched by the service providers if timely updated. Long duration recharge facility also gives them

relax in their busy schedule. The consumers also enjoy the free call facility using the same service

operator. In all, the consumer is highly affected by the money spent by him for availing services.

(b) Mean Value >3.76 but ≤ 3.96: In the study, a mean score of 3.95 was assigned to item no. 7

„Different Value added schemes‟ which means the consumers not only buy the talk time but they want

some other extra facilities too for consideration of money. Further, item no. 24 (Mean=3.94) „Advice

of family/ friends while selecting a service‟, item no. 2 (Mean=3.93) „Prompt response of queries‟,

item no.10 (Mean=3.86) „Cheap roaming facility.‟ Similarly, a mean score of 3.78 was allotted to item

no. 5 „Selection of lowest price scheme‟.Consumers of different services are very rational and they

compare their services with the money spent for them. They want comparatively greater utility of their

money and to do this they take advice of their family and relatives.

(c) Mean Value >3.56 but ≤ 3.76: In the table, a mean score of 3.69 was obtained by item no.25

„Use of own knowledge while selecting schemes‟; item no.23 (Mean=3.6) „Advice of service provider

for selection of scheme‟ indicate that the consumer consults his service provider for selection of a

scheme according to his requirements. After evaluating the alternatives provided by the service

provider he makes his own decision. Similarly item no 1(Mean=3.68) „Explanation of new features

added‟, item no. 14(Mean= 3.67) „Best price match‟ and item no 11(Mean=3.61) „Proper billing

system‟ shows that consumers want to be analytical in nature in terms of services and their

explanation.

(d) Mean Value >3.36 but ≤3.56: Variables contributing higher than overall mean value of 3.36

including item no.4 (Mean=3.53) „Selection of scheme after evaluating alternatives‟ shows that the

customer is a rational buyer, item no. 28 and 29 (Mean=3.44 and 3.47 respectively) „Satisfaction with

songs and radio facility respectively‟ indicates the customers satisfaction with these two particular

services and item no.16 (Mean=3.42) „The impact of ambassador image while selecting services‟ tells

the service providers that the selection of Brand Ambassador should be a careful process. Item no.

3&12 (Mean=3.41) „Satisfactory billing system of post-paid services‟ and „attention of service

provider towards complaints of consumers represents the customers satisfaction with post-paid

services as well as their grievance redressal.

However, variables contributing less than or equal to overall mean value of 3.36 including item

no.26&27 (Mean=3.36) „satisfaction with Customer care facility and Internet facility respectively‟.

Item no. 21,18,20,19 and 31having mean values 2.92, 2.74, 2.71, 2.62 and1.83 respectively are all

related to problems faced by customers while using services like „Cross talk‟ , „Difficulty in

connection while in roaming‟, „Problem of message sent but not delivered‟ , „Problem of busy

network‟ and „Range of mobile network‟ respectively. The customer do not seem to be loyal to a

particular service provider in Item no. 32 (Mean=2.04) „Loyalty of customers‟.

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Table 7.1: Item-wise Mean, SD & Percentage of the Total Sample

8. Conclusion and Suggestions

The following conclusions can be drawn from the above study:

i. The consumers are highly satisfied with the long duration recharge facility which saves their

valuable time Item no.9.

ii. The free call facility given to the customers having same mobile service connection is the

main attraction for them which facilitates them long talk having minimum cost (Item no.8).

Items Mean Standard Deviation Percent

1 3.68 0.87 66.94

2 3.93 0.68 73.35

3 3.41 1.06 60.13

4 3.53 0.8 63.22

5 3.78 1.09 69.42

6 2.81 1.12 45.25

7 3.95 0.86 73.76

8 3.98 1.11 74.38

9 3.98 0.91 74.59

10 3.86 1.07 71.49

11 3.61 1.08 65.29

12 3.41 0.97 60.13

13 4.03 0.85 75.83

14 3.67 0.98 66.74

15 3.26 1.14 56.41

16 3.42 1.26 60.54

17 3.33 1.21 58.27

18 2.74 1.12 43.39

19 2.62 1.32 40.5

20 2.71 1.14 42.77

21 2.92 1.11 47.94

22 2.76 1 44.01

23 3.6 0.84 64.88

24 3.94 0.99 73.55

25 3.69 0.86 67.36

26 3.36 0.9 58.89

27 3.36 0.96 59.09

28 3.44 0.97 60.95

29 3.47 1.05 61.78

30 3.26 1.13 56.61

31 1.83 0.99 20.66

32 2.04 0.95 26.03

TOTAL 107.38 32.39 1884.15

AVERAGE 3.36 1.01 58.88

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iii. Price is a very considerable factor for selecting any service like cheap roaming facility, lowest

price scheme, different value added schemes and different features added with existing price

level. So the price should be fixed very carefully.

iv. The customer is a rational buyer who does not select any service randomly but the selection is

done with the advice of friends and family after evaluating all alternatives.

v. The extra facilities provided like songs, radio and internet are only for their comfort but they

do not form any base for selecting a particular service provider.

vi. The service provider should concentrate on the problems which are to be faced by the

consumers like busy network, range of mobile connectivity, cross talk, message sent but not

delivered etc. so that the customer‟s loyalty may be maintained.

vii. The service provider should take regular feedback from the consumers to have their

suggestions and try to implement them.

References

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campaigns”, Annales Universitatis Apulensis Series Oeconomica, 12(2), 2010.

[2] Dixit Sanjay, Shukla Harish et. al. “A Study to Evaluate Mobile Phone Dependence Among Students

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positive and some negative influences Attitude towards Using (ATU) 3G services”, 2012.

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Management Review Vol. 7 No. 1 2011.

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mobile phone service providers: an exploratory study in Jodhpur City, Rajasthan” ,2011

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Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

[20] Raju M. S., “Consumer Behaviour : Concept, Application, Cases”. ,Vikas Publishing House,2011.

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Annexure

(QUESTIONNAIRE)

Please give your correct opinion as user of one of the Cellular Phone Services on the following

statements to help the researcher to analyse ‘Perception of Customers towards Cellular Phone

Services’. The information supplied by you shall be used only for research purposes.

Please Tick in the appropriate box

Questions Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

1. The mobile service provider gives sufficient time

to explain the features of services provided by

him.

2. The mobile service provider gives your prompt

response of your quarries.

3. The mobile service provider attends complaints

quickly.

4. I choose a scheme after considering all the

alternatives provided by the service provider.

5. I choose a scheme which has lowest price.

6. I choose a scheme randomly.

7. The service provider provides different value added

schemes (only validity, validity+ talk time) regularly.

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Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2023-2033

Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

8. I like to use the service of free calls to the mobiles

using the same operator provided by the service

provider.

9. In case of prepaid service I like that I get long

duration recharge which prevents the bother of recharge

frequently.

10. I like the cheap roaming facility provided by the

service provider.

11. I like that I don‟t get erroneous bills (I am not over

charged).

12. In case of post paid service the billing system is

satisfactory.

13. I like that my mobile service provider updates me

on a regular basis about new pricing schemes.

14. The service provider provides the best price or at

least match the best price provided by competitors.

15. The service provider takes the customer feedback

on a regular basis and implements them in their new

scheme.

16. The brand ambassadors‟ overall impression affects

you while selecting a service.

17. The brand ambassador instills you a sense of faith

and truth in the product.

18. You face any problem in connection while in

roaming.

19. Network becomes busy in peak hours( 6 p.m.to 10

p.m.)

20. How often do you face the problem „Message sent

but not delivered‟

21. How often do you face the problem „Cross Talk‟

22. How often do you face the problem „Noise‟

23. I value the advice of mobile service provider while

making a purchase of mobile phone Service.

24. I take the advice of family/friends before making a

purchase decision.

25. I rely on my own knowledge while making a

Page 11: Perception Of Customers Towards Cellular Phone  · PDF fileKarthik ,(2009), in his research,” Customer Satisfaction on Mobile Service Provider Networks”

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ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2023-2033

Pinki Gupta :: Perception Of Customers Towards Cellular Phone Services

purchase decision.

26. The customer care services provided by the service

provider are satisfactory.

27. You are satisfied with the internet services provided by the service provider.

28. You are satisfied with the songs facilities provided

by the service provider.

29. Radio facility provided by the service provider is

satisfactory.

30. The service provider gives you a proper news or

finance facility.

31. What is the range of mobile connectivity.

32. I have no problem in changing to a new service

provider if I get a better offer.