This study tries to understand behavior of customers and identify factors that could increase customer satisfaction.
Authors
Kishore Gangwani, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Vippa Dhingra, Assistant Professor, NMIMS, Indore Campus, India.
Sarika Keswani, Assistant Professor, Gitarattan International Business School, Rohini (Delhi) India.
Summary
With the changing technology customers are more aware of services available to them. They access wide range of information of available products and services which has lead to change in their perception about services and service providers. This has made telecom a hard sector to survive for telecom service providers.
These changes in behavioral intentions has made it necessary to us understand what all services customers feel a mandatory part of telecom service and what attract them to reuse the service. To study these customers needs Kano model was applied to category services of SERVQUAL model on four quadrant – attractive, one dimensional, must-be and indifferent.
The result stated that network performance attract telecom customers the most and tangibility factors are the ones which service providers can minimize as customers are indifferent about them. Safety and security in transaction is one dimensional factor that can increase customer satisfaction. Must be attributes need to be continued to maintained customers stay with the telecom brands. This study tried to understand behavior of customers and identify factors that could increase customer satisfaction.
Published in: International Journal of Innovative Technology and Exploring Engineering
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