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Telecommunication is one of the fastest growing service industries in the world.
While the accent of growth is one of the value added service, such as e-mail,
cellular phones etc in the developed countries. This sector has a crucial role in
spurring growth, especially industrial and service, in the „
   as well.
Multinational companies are investing in India countries because of huge latest
demand. Telephone penetration has reached saturation levels in the developed
world, etc are seen as potential markets.

In India the Telecom density is only 2 per 100, which is less than that of China (4.5
per 100) and the world average (10 per 100). To improve penetration will require
an investment of over Rs. 600 billion in next 5 years. More than 125 million
telephone network is one of the largest communication networks in world, which
continues to grow at a blistering pace.

The rapid growth in the telecom sector can be attributed to the various pro-active
and positive policy measures taken by the government as well as the dynamic and
entrepreneurial spirit of the various telecom service providers both in private and
public sector. The telecom sector has shown impressive growth during the past
decade.

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Cellular Service provider:

Airtel
Vodafone
BSNL
Spice/Idea
Reliance
Tata Indicom
Aircel
MTNL


 

Wireless subscribers crosses 200 million mark, Tele density reaches 21.20%
India has become the second largest wireless network given the exceptional growth
in Mobile subscribers in India.

According to release by TRAI (Telecom Regulatory authority of India), the total

wireless subscribers base stood at 261.09 million at the end of March 2008,
compared to 255 million subscribers in U.S. A total of 10.16 million wireless
subscribers have been added in the month of March 2008 as against 8.53 million
wireless subscribers added in the month of February 2008.

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Previous research in British telecom industry has often quoted price,

quality, and service as the main factors considered in the purchasing
decision of buyers from competing suppliers (Financial Times, 1966;
Buckner, 1967; McBeth et al., 1972). In this research, an effort is made
to simplify the part of service as a competitive strategy by using a
variety of forces which drives an industry in the direction of competition
based on the support from some sources suggesting that the service
scope is now essential for every business. What is business strategy is all
about is, in a word, competitive advantage« The sole purpose of
strategic planning is to enable a company to gain, as efficiently as
possible, a sustainable edge over its competitors. Corporate strategy thus
applies an attempt to alter a company¶s strength relative to that of its
competitors in the most efficient way.

To exist and flourish in the today¶s competitive market a company needs

to have a basis of competitive advantage. The search for and
nourishment of such advantage may be found in superior products that
customer value, by effective cost or differentiation strategies or financial
aptitude. Customer satisfaction and service quality should be entrenched
within the principles of a business. This value enables an organization to
distribute the services to the client in a strategic and an incorporated
approach, and in a sustainable manner. Over the past decade, the nation
has moved into a service economy, and organizations everywhere are
becoming customer focused and customer driven.
The emphasis of relationship marketing, as ³customer care´ and slogans
like ³delight your customers´ tactics have been losing their
effectiveness, innovative companies are now trying a different approach:
they are providing customer with open, honest, and complete
information.

For any mobile service provider Customer service is a gradually

becoming more and more significant and it focuses on administration
attention, since it generates wealth for the company by adding together
at the same time value for the customers (Christopher, 1992; LaLonde et
al., 1994). Mobile service providers are now aware of the need to
preserve their existing customer and to create customer loyalty but first
there is a need to make a clear terminology. Customer may be loyal
because of the absence of substitutes, or due to of some incentives but,
given real and more numerous competitive alternatives; loyal customers
are best achieving by delivering customer satisfaction. Customer
satisfaction can be measured but it is not a management activity. Rather,
it is a measure of customer awareness to marketing stimuli in a known
competitive environment. Customer service can be defined as a seller
initiated attempt which has value for the buyers, therefore growing
customer satisfaction and encouraging patronage and loyalty. Through
better implementation of the similar strategy as of competitors a
company can go ahead its competitors. Sustainability is accomplish
when the advantage resists erosion by competitor behavior .A
competitive advantage can come into effect either from presenting
greater value or ``out-executing¶¶ major competitors .A competitive
advantage is constantly achieved when other firms are unable to copy
the benefits of this strategy. Because of its significance to the long
lasting success of firms, this body of literature has come out, which
concentrates on the content of sustainable competitive advantage as well
as its sources and different types of approaches that may be used to
attain it. In other words, the skills and resources underlying a business¶s
competitive advantage must oppose duplication by other companies to
discuss the precise mixture of skills and resources, which are exclusive
to service industries.

Quality of service in a cellular industry market is likely to become

especially prevalent as the global economy becomes increasingly service
oriented with competition well established. When competition exists,
customer can set aside old loyalties and choose the service provider
which best serves their need. Potential and actual competitors will have
a vital interest in identifying areas of quality where there is potential to
gain or sustain competitive advantage and subsequently set their quality
levels and prices accordingly. In this competitive environment, it will be
essential to ensure that each customer is getting value for money. The
concept of µvalue¶ has already been identified as being a major factor in
determining customers¶ purchasing preferences, and a major component
of value is quality. Customers are also beginning to realize that they
have a major role to playing setting quality levels within the cellular
industry and also in determining what new services should be
introduced. Customers are beginning to come together to form an
organization and thus increasing the volume and power of their voice
within the industry.