A Research Paper entitled:

An Empirical Study on Customer Satisfaction Index in Mobile

Telecom Sector in India:
With Special Reference to Rural Market

*Dr. Urvashi Makkar

**Harinder Kumar

Abstract:

Objective- This paper is an attempt to find the variables/factors that affect Customer

Satisfaction Index for Rural Mobile Telecom Subscriber in India. The impact of various

service parameters like Service Quality, Service Performance, Support services, Billing

Services etc on Customer Satisfaction Index has been analyzed.

Design/Methodology/Approach- The aim is to find out the factors, which affect the

customer satisfaction in Mobile Telecom Sector in India in Rural Markets. American

Customer Satisfaction Index (ACSI) Model has been used as the Research Model and

accordingly various factors affecting the Customer Satisfaction in Mobile Sector in India in

Rural Markets have been defined. The study is based on primary data collected from the

rural areas adjoining National Capital Region of New Delhi, India. The questionnaire used

for the sample survey is based on the ACSI Research Model. Data analysis was done

using SPSS software. The statistical analysis method employed was Factor Analysis.

Findings- Since use of the mobiles is continuously growing in India, it is important for the

mobile service providers to understand the different factors affecting the extent of

Customer Satisfaction. The factor analysis results indicate that Service Parameters is

seen as a primary driver.

Electronic copy available at: http://ssrn.com/abstract=2623406

Research Limitation/ Implications- In the absence of any specific Indian case study in

Telecom Sector, the possible impact could only be conjectured or deduced. Telecom

Customer Satisfaction Index (TCSI) Model Adopted from American Customer Satisfaction

Index (ACSI) Model has been proposed that can be tailor-modified by any Telecom

Service Provider globally for providing better services & value to the Customers.

Originality/Value- In the absence of evidence of the application of TCSI Model Adopted

from ACSI Model, the current paper may be a beginning in this direction, which may

initiate an era where the strategies to implement TCSI can be formulated.

Key Words:-Customer Satisfaction Index, Telecom Service Providers, mobile telecom

sector, Rural Markets

1. Introduction

Indian Telecom Scenario – Past & Present

The infrastructure in India that has really grown by leaps and bounds is surely none

other than telecom infrastructure. Plain Old Telephone Services (POTS) have changed

to Pretty Amazing New Services (PANS). Voice Centric Circuit Switched Networks have

given way to Packet Switched Data Networks and 3rd Generation Evolving Mobile GSM

Networks. Huge Waiting Lists have simply vanished and telephones are available on

demand. Indian Telecom Market has Witnessed Dramatic Transformation

The Huge Potential for Future Growth

Besides this encouraging success story, there are miles to be achieved. If we compare

the penetration of landlines and of mobile phones in India as on March 2010 with that in

other Asian countries like Korea, Chine, Thailand etc, India is far behind. The recent

yearly growth rate of 45.5% as on March, 2010, has to be sustained for at least a

decade to achieve that level of penetration. The telecommunication sector in India has
2

Electronic copy available at: http://ssrn.com/abstract=2623406

witnessed the tremendous growth both in urban and rural areas, 39.36% & 56.41%

respectively. The growth figures and story is quite impressive in quantitative terms. But

there is lot of scope for increasing the customer satisfaction. (Source:

http://www.dot.gov.in/network)

Untapped Rural Potential

It is generally felt that the potential for growth in telecom field lies only in urban areas,

but if the demographic facts are analyzed; there is a huge potential, waiting in rural

areas. More than 50% of Indian GDP comes from villages. Nearly half of very rich and

well-off households lie in rural area. But it is amazing that telephone density in India in

Rural Markets is only 24.31%, while in urban India, it is 119.45% as on June, 2010. It is

perhaps due to vast area to be accessed to meet this market. With the choice of

appropriate technology and encouragement from Government, the India in Rural

Markets can also witness the impact of communication in all around development. The

future growth will be marked by two fast expanding trends – First, in terms of broadband

Internet access and second, the ever-growing mobile networks.

Focus on Customer Satisfaction

Huge success in telecom policies has shown results towards urban telecommunications

and perhaps a failure in replicating the same for rural areas in India. Total phone

connections in India are 621 million (out of which 584 millions are mobile connections)

as on June 2010, out of which only 200 millions are in Rural Segment. (Source:

http://www.dot.gov.in/network)

The growth figures and story is quite impressive in quantitative terms. But there is lot of

scope for increasing the customer satisfaction. The customer satisfaction can become a

strategic tool to capture, retain and sustain the market share.

Electronic copy available at: http://ssrn.com/abstract=2623406

Overview of Indian Telecom Sector

Major players in the Telecom sector are BSNL, MTNL, Bharti Teleservices, Hutchison

Essar, BPL, Tata, Idea, Vodafone, Reliance etc. With the growth of telecom services,

telecom equipment and accessories manufacturing has also grown in a big way. Indian

Telecom sector, like any other industrial sector in the country, has gone through many

phases of growth and diversification. Starting from telegraphic and telephonic systems

in the 19th century, the field of telephonic communication has now expanded to make

use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology

in mobile phones. Day by day, both the Public Players and the Private Players are

putting in their resources and efforts to improve the telecommunication technology so as

to give the maximum to their customers.

2. Literature Review on Customer Satisfaction in Mobile Telecom Sector

(http://www.scribd.com/doc/24304465/Project-Report-Reliance-Communications-

Customer-Satisfaction)

 Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its

“Performance Analysis of Companies (April-June 2008)” has analyzed the Indian

telecom industry in the awake of recent global recession and its overall impact on

the Indian economy. With almost 5-6million subscribers are being added every

month, and the country is witnessing wild momentum in the telecom industry, the

Indian telecom industry is expected to maintain the same growth trajectory.

 The role of technology in the emergence of the information society in India,

Singh (2005), describes the role that information and communication

technologies are playing for Indian society to educate them formally or informally

which is ultimately helping India to emerge as an information society.

4
 T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in

India has been bungled. Shaped by legislation dating back to the colonial era and

post Second World War socialist policies, by the mid-1980s India realized that its

poor telecommunications infrastructure and service needed reform. At the heart

of the problem lay the monopoly by the government’s Department of

Telecommunications (DOT) in equipment, networks and services. The National

Telecom Policy 1994 spelt out decent objectives for reform but tragically its

implementation was entrusted to the DOT. This created an untenable situation in

which the DOT became policymaker, licenser, regulator, operator and also

arbitrator in disputes between itself and licensed competitors.

 Thomas (2007), in his article describes the contribution made by

telecommunications in India by the state and civil society to public service, this

article aims to identify the state’s initial reluctance to recognize

telecommunications provision as a basic need as against the robust tradition of

public service aligned to the postal services and finds hope in the renewal of

public service telecommunications via the Right to Information movement. The

article follows the methodology of studying the history of telecommunications

approach that is conversant with the political economy tradition.

 Despite few researches conducted the research in the area of Telecom

Sector in India as mentioned above, not many have focused on Customer

Satisfaction in Mobile Telecom Sector. The current research paper

becomes more significant in this light, as its focus is to find out the factors

affecting customer satisfaction in mobile telecom sector in India in Rural

Markets. The findings of the current research may be the basis of product

5
 & promotional strategies to be designed by the telecom service providers

for achieving success.

3. Research Model

American Customer Satisfaction Index (ACSI) has been adopted as the Research

Model base in the current research paper and accordingly various factors affecting the

Customer Satisfaction in Mobile Sector in India in Rural Markets have been defined.

American Customer Satisfaction Index (ACSI)

The American Customer Satisfaction Index uses customer interviews as input to a multi-

equation econometric model developed at the University of Michigan's Ross School of

Business. The ACSI model is a cause-and-effect model with indices for drivers of

satisfaction on the left side (customer expectations, perceived quality, and perceived

value), satisfaction (ACSI) in the center, and outcomes of satisfaction on the right side

(customer complaints and customer loyalty, including customer retention and price

tolerance).

The indices (shown in the diagram below) are multivariable components measured by

several questions that are weighted within the model. The questions assess customer

evaluations of the determinants of each index. Indices are reported on a 0 to 100

scale. The survey and modeling methodology quantifies the strength of the effect of the

index on the left to the one to which the arrow points on the right. These arrows

represent "impacts." The ACSI model is self-weighting to maximize the explanation of

customer satisfaction (ACSI) on customer loyalty. Looking at the indices and impacts,

users can determine which drivers of satisfaction, if improved, would have the most

effect on customer loyalty. Refer to Fig. 1

6
 Figure 1: ACSI Model

(Source- Morgeson,Forrest; Trends In Customer Satisfaction with the U.S. Federal

Government – Findings of the ACSI, National Quality Research Center Ross
School of Business, University of MichiganWashington, D.C., December 15, 2005)

Few highlights of American Customer Satisfaction Index (ACSI) are:

 Established in 1994, the only standardized measure of customer satisfaction in

the U.S. economy, covering approximately 200 companies in 41 industries -

roughly one-third of the total U.S. economy.

 A quarterly measure of the national economy’s health; complementary to

measures such as GDP, PCE, CPI, productivity and unemployment.

 Nearly 100 segments of departments/agencies of the U.S. Federal Government

measured on an annual basis.

 Results from all surveys are published quarterly in various media and on the

ACSI website at www.theacsi.org

4. Objectives of Research Paper

7
In the backdrop of the facts discussed, the following are the objectives of the current

research:

1. To find the variables/factors affecting Customer Satisfaction Index for Rural

Mobile Telecom Subscriber.

2. To Help Service Providers to focus attention to the areas which are key to

Customer Satisfaction

3. To provide insights in formulation of the further strategies by the company to

their advantage enabling them to convert their potential customers to the

users.

5. Research Methodology

5.1 Research Design

This study involves Exploratory Research involving gathering of preliminary information

that helped in identification of the various factors affecting Customer Satisfaction Index

for Rural Mobile Telecom Subscriber.

5.2 Data Collection Instrument

 The data for the study was gathered through an undisguised questionnaire

during the period November 2010- January 2011. It was pretested several times

among various sample units in order to verify face validity of the items.

 For this study, a pilot survey was also conducted in rural areas of Delhi, NCR

region and Western UP to explore all the factors which can be contributing

directly or indirectly towards customer satisfaction in telecom sector.

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  Based on this pilot survey & pre-tests, a highly structured, closed ended

questionnaire was formulated on a Likert scale (Refer Annexure – I).The primary

data was collected by personally contacting the respondents from these areas.

 Demographic Profile of respondents: The respondents from rural areas are in

the age group ranging 18-60 years, who are exposed to any kind of mobile

telecom services.

 The questionnaire used for the sample survey is a structured and non-disguised

questionnaire and consisted of five major sections (Annexure I). The

questionnaire has been based on the ACSI Research Model. The first section

intended to capture the Service Performance Behaviour, the second section

captures the Support Services, the third section consists of opinion on Value

Added Services, fourth section highlights the Tariff Plan and the fifth section

shows the Customer Expectation Behaviour of the mobile telecom services. The

different statements regarding factors affecting mobile telecom services were

generated based on literature review as well as expert opinion in an iterative

manner. It could be therefore said that the itemized scale in this case actually

asks the respondents to rank their expectations in a decreasing order of

importance.

 Data analysis was done using SPSS software. The statistical analysis method

employed is Factor Analysis.

5.3 Sampling Design

 Simple Random Sampling without Replacement (SRSWOR) was selected for

the current paper.

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  Sampling Unit - The sampling unit is the Customer in the rural areas of Uttar

Pradesh, who is the user of mobile services provided in that area.

 Sample Size - Primary data was collected with a sample size of 250

respondents living in and around the rural areas in National Capital Region of

New Delhi & villages of Western UP in North India. The choice of this

geographical area has been done with this assumption that Delhi in India has

respondent’s population, exposed to Mobile Telecom Services of various telecom

players.

6. Data Analysis

6.1 Descriptive Profile of Respondents

The study entailed data collection during the period November 2010- January 2011 with

the help of a questionnaire from in and around rural areas of Northern India and

National Capital Region (NCR). Data was collected by personally contacting the

respondents and explaining in detail about the survey. A total of 500 customers from

different areas were contacted and 486 correctly completed the questionnaires, the

break-up of which is given in Table 1.

Table 1: Descriptive Profile of Respondents (n=486)

18-25 11%

26-35 39%

Age 36-45 36%

46-55 12%

>56 2%

Gender Male 79%

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 Female 21%

Airtel 22%

Service Vodafone 30%

Provider BSNL 39%

Idea 9%

6.2 Factor Analysis of the factors affecting services provided by mobile telecom

sector in India in Rural Markets

Factor analysis was performed to identify the key dimensions affecting adoption of

services provided by different mobile telecom services. The respondent ratings were

subject to principal axis factoring with varimax rotation to reduce potential

multicollinearity among the items and to improve reliability on the data (see Table 2:

Rotated Factor Matrix). Varimax rotation (with Kaiser Normalization was converged in

sixteen iterations. Thirty items were reduced to nine orthogonal factor dimensions which

explained 75.183% of the overall variance (Table 2) indicating that the variance of

original values was well captured by these nine factors.

Reliability of Data

Kaiser-Meyer-Olkin

Measure of sampling adequate – 0.582

[Index for comparing the magnitudes of the observed co-relation coefficient to the

magnitude of the partial correlation coefficients. Large value for the KMO measure

indicates factor analysis of the variables. KMO >= 0.5 is acceptable.]

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 “Bartlett’s Test of Sphericity”

Strength of relationship among variables is strong. It presents good idea to proceed for

factor analysis of the data. 9 Factors have been extracted as a result of Factor

Analysis. Each number represents the correlation between the item and the unrotated

factor. These correlations help to formulate an interpretation of the factors or variables.

This is done by looking for a common thread among the variables that have large

loadings for a particular factor or Variable. It is possible to see items with large loadings

on several of the unrotated factors, which makes interpretation difficult. In these cases,

it can be helpful to examine a rotated solution.

Rotated Component Matrix

Rotated Component Matrix has been generated using Varimax with Kaiser

Normalization procedure. All 30 variables along with the 9 extracted factors are given

below in Table 2.

Table 2: Rotated Factor Matrix

Variabl
e Component

1 2 3 4 5 6 7 8 9

V1 My call connects at the first - .17 -

.248 .100 .139
attempt .811 0 .185

V2 I have to try more than once - -

- -
before my call connects .865 .11 .11 .131
.270 .102
9 5

V3 Call gets disconnected in the .12 - -

.655 .102 .112
middle of conversation 5 .201 .151

12
V4 There is no problem of signal
- .29 .14 -
dropping when moving from .509
.366 2 0 .277
one place to another

V5 I don't have problems in -

- -
making calls and don't face .132 .10 .522 .220 .140
.583 .296
busy network most of time 0

V6 I don't have problems in -

- .40 - -
sending and receiving SMS .28 .526 .288
.210 3 .179 .353
6

V7 Often I face problems with -

-
voice quality .365 .108 .18 .702 .142
.212
8

V8 There is minimal level of -

- - -
disturbance of call .28 .134
.782 .185 .122
0

V9 I am satisfied with the quality - .19 .14 -

.170
of my service .812 8 7 .151

V10 When service provider

.51 .29 -
promises to do something by a .330 .156 .488
6 6 .123
certain time, it does so

V11 When I have problems, service

.73
provider is sympathetic and .187 .200
8
reassuring

V12 Customer care centres are not -

always willing to help .431 .66 .113 .272
customers 8

V13 Customer service staff are too - - -

.137 .111
busy to respond to customer .82 .137 .193

13
 requests promptly 1

V14 I can trust customer service - - .34

.754 .218
staff .223 .151 9

V15 I do not receive prompt service - -

from customer service staff .204 .839

V16 Value added services is very -

- -
important to me .170 .15 .100
.826 .117
6

V17 I regularly receive information .80

.264 .146 .159
about new offers/schemes 9

V18 I receive news through my - .84

.200 .272
service provider .158 2

V19 I don't like to subscribe to ring - .18 -

.847
tunes by my service provider .180 3 .101

V20 I am satisfied with the value

- .24 -
added services that my cellular .175 .165
.803 5 .127
service provides

V21 I am satisfied with the tariff - -

- -
that my cellular service .19 .27 .175 .224 .778
.126 .126
charges 5 9

V22 I will switch to other services if .28 -

.146 .475 .238 .196
they have lower tariff 8 .516

V23 My service provider charges .19

.111 .138 .151 .824
accordingly as per rules 4

V24 I obtain correct information

.16
about the call costs from the .859 .103
9
service provider

14
V25 Network Coverage should be .17 - -
.599 .388 .106
widened 5 .292 .255

V26 Tariff charges should be -

.69 -
reduced .214 .18 .211
1 .153
3

V27 Voice quality should be .25 -

.142 .481 .313 .151 .205
improved 1 .102

V28 I want new type of Services - .69 - - -

.149 .280
.161 4 .242 .108 .209

V29 I prefer to know about new - .28 -

.771 .170
offers/schemes .268 5 .126

V30 Customer service should be -

- - -
24*7, whenever required .126 .19 .490
.429 .536 .136
9

Extraction Method: Principal Variable Analysis. Rotation Method: Varimax with Kaiser

Normalization. A Rotation converged in 16 iterations. From the Table 2, we can

categorize the statements accordingly. Nine Factors have been extracted as shown in

Table 3.

Table 3: Nine Extracted Factors

Factors Variables

V1 - My call connects at 1st attempt

Factor 1 V2 - I have 2 try more than once before my call
connect
Service Parameters
V3 - Call gets disconnected in the middle of
conversation
V5 - I don’t have problems in making calls & don’t

15
 face busy n/w most of time
V9 - I am satisfied with the quality of my service
V25 - Network coverage should be widened
V16 - VAS is very important to me
V19 - I don’t like to subscribe to ringtones by my
Factor 2 service provider

Value Added Service V20 - I am satisfied with VAS that my cellular

service provides
V27 - Voice quality should be improved

V10 - When service provider promise to do

Factor 3
something by a certain time, it does so
Upcoming Information V17 - I regularly receive information about new
offers/ schemes
V18 - I receive news through my service provider
V26 - Tariff charges should be reduced
V28 - I want new type of services
V11 - When I have problems, service provider is
sympathetic & reassuring
Factor 4 V12 - Customer care centre are not always willing

Attitude towards Customer Care to help customer

V13 - Customer service staff are too busy to
respond to customer request promptly

V4 - There is no problem o f signal dropping when

Factor 5 moving from one place to another

Network Strength V7 - Often I face problems with voce quality

V8 - There is minimal level of disturbance of call

V6 - I don’t have problem in sending & receiving

Factor 6
SMS
Belief on Customer Service V14 - I can trust customer service staff
V15 - I do not receive prompt service staff
Factor 7 V23 - My service provider charges accordingly as

16
 Call Charge Information per rules
V24 - I obtain correct information about the call
casts from the service provider
V29 - I prefer to know about new offers & schemes

Factor 8 V30 - Customer service should be 24*7 whenever

required
Customer Expectations

Factor 9 V21 - I am satisfied with the tariff my cellular

service charges
Tariff
V22 - I will switch to other services if they have
lower tariff

Refer to Fig. 2 for Variance of 9 Factors

Figure 2: Variance of 9 Factors

Va ria nce Se rvice Pa ra me te r

Va lue Adde d Se rvice

5%
Upcoming Informa tion
5%
24%
8% Attitude tow a rds
Custome r Ca re
8% Ne tw ork Stre ngth

Be lie f On Custome r
9% Se rvice
16%
Ca ll Cha rge s
Informa tion
11%
14% Custome r Ex pe cta tion

Ta riff

7. Telecom Customer Satisfaction Index (TCSI) Model

A modified version of ACSI Model has been evolved as TCSI Model, based on the

Factor Analysis done, which has been shown below. (Refer to Fig. 3)

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 Figure 3

7.1 ACSI Methodology

As per ACSI Methodology, in TCSI Model (Fig. 3) each of the Variables is converted

into quantitative data with the help of Eigen Values in the Variable Score Coefficients.

The most prominent (maximum) impact Eigen Values are considered and taken as ratio

proportion with respect to each variable. Then the average of the variables are taken in

each case, subsequently each parameter is given weightage on the basis of the

responses of the sample (on the scale of 0-5).

•Customer satisfaction (ACSI) is embedded in a system of cause and effect

relationships

•Measures are general enough to be comparable across

agencies, companies

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 •ACSI is measured using multiple indicators

8. Findings

Since use of the mobiles is continuously growing in India, it is important for the mobile

service providers to understand the different factors affecting the extent of Customer

Satisfaction. The factor analysis results indicate that Factor 1- Service Parameter is

seen as a primary driver causing variance of 5.549 (18.496%), Factor 2- Value Added

Services causes variance of 3.570 (11.93%). Factor 3- Upcoming Information also

has strong impact on the Customer Satisfaction Index. Factors- 4,5,6,7,8 & 9 (Table 3)

i.e. Attitude of the customer care/ customer service providers, Network strength, Belief

on customer service, Information about call charges, Customer expectation & Tariff

respectively also affect up to a certain limit showing variance of 2.41, 2.03, 1.813,

1.733, 1.179 and 1.062 respectively.

Even though all the nine factors contribute to the total customer satisfaction up to

certain limit, the most prominent of them is the service being provided by the mobile

telecom service providers. Thus, if mobile telecom service providers improve the quality

of service to customers along with value added services and upcoming information

about the new offers and schemes, the customer would be more satisfied.

Mobile telecom-services should also increase the network coverage and increase the

strength of the network up to a certain limit. Contrary to the general belief, tariff is not

one of the most influencing factors even in rural areas & level of price sensitivity is very

low. Tariff charges and call charges are not affecting the customer which indicates that

service is more important than call charges. From the TCSI model, we can analyse and

interpret the customer satisfaction index. By analysis and interpretation, 69% of the

customers are satisfied by the service provided by the mobile telecom operators.

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9. Marketing Implications & Significance of Research

These findings are highly useful for the service providers in mobile telecom sector, as

they can be used by them to devise and design the marketing mix strategy for Rural

Markets. Pricing strategy & product features can be evolved efficiently based on TCSI

Model.

As the expectation levels of customers is spiraling high with each passing day, because

of the availability of multiple players in the mobile sector, it is imperative for service

providers to be on their toes to create Customer Satisfaction. Rural Markets are no

expectation in this regard. With the huge untapped rural potential in our country, no

service provider can ignore the importance of rural market for the revenue generation &

for creating a strong visibility & corporate image.

References:
 Beri, G.C.(2004), Marketing Research,Tata McGraw Hill ,8th edition
 Blackwell, RD (2007), Consumer Behavior, Thomson South-10th edition
 Boyd, Harper W.(1996), Marketing Research, Richard D.Irwin
 Green, Paul E (1995), Research for Marketing Decisions, Prentice Hall
 Malhotra, NK. K.( 2008), Marketing Research-Pearson Education,5th edition
 Najundar, R.( 1995),Marketing Research,Wiley

 Schiffman, LG (2007) , Consumer Behavior, Pearson Education-9th edition

 Hom, Willard;(2000) An Overview of Customer Satisfaction Models, RP Group
Proceedings
 http://www.dot.gov.in/network, June 15, 2011
 http://www.scribd.com/doc/24304465/Project-Report-Reliance-Communications-
Customer-Satisfaction, June11, 2011
 Morgeson,Forrest; (2005)Trends In Customer Satisfaction with the U.S. Federal
Government – Findings of the ACSI, National Quality Research Center Ross

20
 School of Business, University of MichiganWashington, D.C., December 15,
2005
 www.theacsi.org, June 12, 2011
 www.trai.gov.in, June 11, 2011

Annexure I
Opinion Survey Questionnaire
Customer Satisfaction Index in Mobile Telecom Sector in India in Rural Markets

Personal Details
Name
……………………………………………………………………..Gender………..............
Age………… Occupation…………………..Address
…………………………………………...

Opinion Regarding Services Being Provided By Mobile Telecom Services in India

in Rural Markets
A. Service Performance Parameter
Strongly Agree Undecided Disagree Strongly
Agree Disagree

1. My call connects at the

first attempt

2 I have to try more than

once before my call
connects

3. Call gets disconnected in

the middle of conversation

4. There is no problem of
signal dropping when
moving from one place to

21
 another

5. I don’t have problems in

making calls and don’t
face busy network most of
time

6. I don’t have problems in

sending and receiving
SMS.

7. Often I face problems with

voice quality

8. There is minimal level of

disturbance of call

9. I am satisfied with the

quality of my service

B. Support Services

Strongly Agree Undecided Disagree Strongly

Agree Disagree

10. When service provider

promises to do something
by a certain time, it does
so

11. When I have problems,

service provider is
sympathetic and
reassuring

12. Customer care centre are

not always willing to help

22
 customers

13. Customer service staff are

too busy to respond to
customer requests
promptly

14. I can trust customer

service staff

15. I do not receive prompt

service from customer
service staff

C. Value Added Services

Strongly Agree Undecided Disagree Strongly

Agree Disagree

16. Value added services is

very important to me

17. I regularly receive

information about new
offers/schemes

18. I receive news through my

service provider

19. I don’t like to subscribe to

ring tunes by my service
provider

20. I am satisfied with the

value added services that
my cellular service
provides

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 D. Tariff Plan

Strongly Agree Undecided Disagree Strongly

Agree Disagree

21. I am satisfied with the tariff

that my cellular service
charges

22. I will switch to other

services if they have lower
tariff

23. My service provider

charges accordingly as
per rules

24. I obtain correct information

about the call costs from
the service provider

E. Customer Expectation

Strongly Agree Undecided Disagree Strongly

Agree Disagree

25. Network Coverage should

be widened

26. Tariff charges should be

reduced

27. Voice quality should be

improved

28. I want new type of

24
 Services

29. I prefer to know about new

offers/schemes

30. Customer service should

be 24*7, whenever
required

25