This present research is a construct on studying the effect of mobile data services on customer loyalty, retention and satisfaction in the Indian market. It revolves around mobile data service usage pattern of the customers. It includes the study of reasons of customers for using the mobile data services. Factors pertinent to mobile data services are included in this study to study their impact on customer loyalty, satisfaction and retention in the Indian market. The research adopts quantitative analysis wherein survey was conducted among the customers in Delhi NCR (National Capital Region), Delhi, Faridabad, Noida and Gurgaon among mobile data service users of different service providers like BSNL, Airtel, Vodafone, Idea and Jio to determine the factors which influence customer loyalty, retention and satisfaction in the Indian market. The findings of the usage pattern of the customers are that most of the customers use mobile data services multiple times a day and for a shorter duration of time that is less than half an hour. The study also found significant impact of factors included in the study on customer loyalty, retention and satisfaction in the Indian market. Customers’ ability to access information whenever needed and to connect to friends and peers using mobile data services are two important independent factors, the study found. This research will benefit the mobile data service providers to understand the factors on which they have to focus more on metro cities of the Indian market. The results can also be utilized by the mobile data service providers to improve upon their services for increasing customer loyalty, retention and satisfaction in the Indian market.
Volume 11 | 10-Special Issue
Pages: 1260-1271
DOI: 10.5373/JARDCS/V11SP10/20192971