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 valueadded services and service quality in fostering customer retention and satisfaction
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