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Service Quality Service in Cellular Mobile Service an Empirical Study of Cellular Mobile Service

The telecom industry of India is witnessing a surge like never before - since August 2009, about 15 million new subscribers are getting added every month. According to TRAI estimates, the number of subscribers will exceed 500 million by December 2009. The number of telecom players per circle is averaging six (earlier it was 4-5 players). A fierce battle is poised to take place between the already established biggies like Airtel and Vodafone and the new and unheard of ones like S-Tel, Swan Telecom and Unitech Wireless. The companies that will stand firm on their feet will be the ones that will be able to distinguish themselves distinctly on the basis of service quality. The telecom players need to understand well, the perceptions of service quality of customers and their aspirations. The battle will get nasty and rewards will be enormous, but the major chunk will be taken up and retained by the companies that understand the dynamics and implications of quality in services to the best and take to the helm. The study is an attempt to identify the factors constituting service quality and their relative importance