IDENTIFYING FACTORS INFLUENCING SATISFACTION AND HENCE SELECTION OF MOBILE SERVICE PROVIDERS AMONG YOUTH: A STUDY OF STUDENTS OF DELHI UNIVERSITY

This study aims to assess customer preferences and the effect of various variables, namely, call quality, customer service, plans and tariffs (prices), store experience (offline and online) etc. among Delhi university students towards a particular mobile telecommunication service provider. A structured questionnaire was used to collect the primary data from the consumers. A total of 307questionnaires were closely analysed. The study disclosed that the students do give immense importance to customer care service quality, the store experience and infrastructure, base talk plans and how far the service providers customize the talk plans. Inter circle connectivity is also critical while deciding a service provider and sticking to them. Demographic factors like gender, course pursuing and monthly family income were hypothesised to study the impact on factors and found that gender does give different importance to inter-circle connectivity. The course pursued by the students have the impact on the ease of activation and the base talk plans offered to them. Further the results of ANOVA suggestedno impact of family income on the importance given to different factors and the choice of a mobile service providers by the respondents. This study will provide implied insights to mobile service providers while designing their service offerings for this particular cohort.