CASE STUDY ON CUSTOMER LOYALTY DETERMINANTS: BHARAT SANCHAR NIGAM LIMITED IN INDIA'S TELECOM MARKET

Authors

  • Rajesh Kumar Jain Maharshi Arvind Institute of Science and Management, Jaipur, India.

Keywords:

Indian mobile phone service market, Customer loyalty, Value-added services, Service quality Bharat Sanchar Nigam Limited (BSNL)

Abstract

The rapid expansion of information technology and mobile device usage has intensified competition within the Indian mobile phone service markets. To sustain growth in the telecom sector, Bharat Sanchar Nigam Limited (BSNL), a leading public sector mobile service provider in India, must implement strategic measures to retain existing customers and attract new ones. While it is commonly assumed that value-added services enhance customer loyalty, questions arise regarding whether these services adequately address customer needs and whether they are the sole determinant of customer loyalty. Additionally, Lee et al. (2001) propose that mobile providers should prioritize customer commitment through the delivery of high-quality services. This study examines the multifaceted factors influencing customer loyalty in the Indian mobile phone service market, with a particular focus on the role of value-added services and service quality in fostering customer retention and satisfaction.

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Published

2024-07-10

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Section

Articles