The Indian cellular services market is growing at a rapid pace and the competition has also increased many folds. It has become imperative for the service providers to adopt such technologies and strategies which ensure their success in such a dynamic situation. As a result, the service providers are trying to develop an understanding about the customers in terms of enriching their experience by providing quality services resulting into a higher satisfaction and ultimately loyalty. With constantly decreasing Average Revenue Per User (ARPU) per month in a low tariff regime, the cellular operators in India are looking towards value added offerings for their customers in order to increase their ARPUs and survive in the coming tough times as they are unable to rely solely on the conventional voice services.
The fact that the majority of cell-phone users are prepaid customers indicates towards a tendency for higher customer churn rate and thin profit margins to the mobile service providers despite a phenomenal increase in subscriber base. However, the situation has further been complicated with the instigation of mobile number portability, as it is going to enhance the customer churn rate due to the intense competition being faced by the operators in this market on the one hand and on the other very demanding customers. In such a scenario, the challenge for Indian cellular operators is to understand the preferences of their customers better and then to successfully offer the services that foster greater customer retention, as the entry of new global players in telecom market has further resulted in mounting customer acquisition and retention costs.
Thus, all these facts highlight the relevance of value added services in an ever growing telecom market as a key strategic tool, not only for differentiation of services but also as a factor responsible for developing satisfaction and loyalty among the customers.
Therefore, the present research study attempts to study the effects of Value Added Services (VAS) on Service Quality vis-à-vis Customer Satisfaction and Customer Loyalty in wireless telecommunication market. The findings of the present study convey that the service providers must concentrate their efforts not only on improving the core services but also the quality of Value Added Service (VAS) offered, as they have a potential to act as a strategic tool in order to enhance the customers’ satisfaction which will ultimately result in higher customer loyalty.
Inhaltsverzeichnis
- Acknowledgement
- List of Tables
- List of Figures
- List of Acronyms Used
- Chapter 1: Introduction
- 1.1 Relevance of Services Sector in Economy
- 1.2 Telecommunication Services: Importance and Evolution
- 1.3 Evolution of Telecom Services in India
- 1.4 Value Added Services (VAS): Concept and Evolution
- 1.5 Categories of Mobile Value Added Services
- 1.5.1 Entertainment VAS
- 1.5.2 Information VAS
- 1.5.3 mCommerce VAS
- 1.5.4 Mobile Applications
- 1.6 Key Value Added Services
- 1.6.1 Short Message Service (SMS) or Text Messaging
- 1.6.2 Instant Messaging
- 1.6.3 Multimedia Messaging Service (MMS)
- 1.6.4 Mobile E-mail
- 1.6.5 Video Service and Mobile TV
- 1.6.6 Caller Ring Back Tones (CRBT)
- 1.6.7 Wireless Internet
- 1.7 Market Size of Indian Mobile Value Added Services (VAS) Sector
- 1.8 Marketing of Telecom Services
- 1.8.1 Service Quality
- 1.8.2 Perceived Value
- 1.8.3 Customer Satisfaction
- 1.8.4 Customer Loyalty
- 1.9 Need For Study
- 1.10 Outline of the Study
- References
- Chapter 2: Review of Literature
- 2.1 Research Papers and Articles in Journals
- 2.2 Published Books
- 2.3 Industry Reports
- 2.4 Thesis and Dissertations
- 2.5 Other Miscellaneous Papers/Articles
- 2.6 Research Gap
- References
- Chapter 3: Profile of Companies
- 3.1 Introduction to Indian Cellular Market
- 3.2 Bharti Airtel Limited
- 3.2.1 Company Background
- 3.2.2 History
- 3.2.3 Recent Initiatives
- 3.2.4 Corporate Vision and Promise
- 3.2.5 Management Team
- 3.2.6 Milestones
- 3.3 Vodafone Essar Limited
- 3.3.1 Company Background
- 3.3.2 History
- 3.3.2.1 Vodafone Group PIC
- 3.3.2.2 Vodafone Essar Limited
- 3.3.3 Recent Developments
- 3.3.4 Corporate Vision and Strategy
- 3.3.5 Milestones
- 3.4 Reliance Communications Limited
- 3.4.1 Company Background
- 3.4.2 History
- 3.4.3 Recent Initiatives
- 3.4.4 Corporate Vision and Mission
- 3.4.5 Board of Directors
- 3.4.6 Milestones
- 3.5 Bharat Sanchar Nigam Limited (BSNL)
- 3.5.1 Company Background and History
- 3.5.2 Corporate Mission and Vision
- 3.5.3 Board of Directors
- 3.5.4 Milestones
- References
- Chapter 4: Research Methodology
- 4.1 Research Purpose
- 4.2 Research Hypotheses
- 4.3 Research Objectives
- 4.4 Questionnaire Design and Development
- 4.4.1 Quality Of Value added Services
- 4.4.2 Service Quality
- 4.4.3 Perceived Value of Services
- 4.4.4 Customer Satisfaction
- 4.4.5 Customer Loyalty
- 4.5 Pretesting and Final Instrument
- 4.5.1 Value Added Services
- 4.5.2 Perceived Value of Services
- 4.5.3 Overall Service Quality
- 4.5.4 Customer Satisfaction
- 4.5.5 Customer Loyalty
- 4.6 Sampling
- 4.7 Data Tabulation, Statistical Tools and Techniques Used for Processing
- 4.7.1 Measure of Central Tendency (Mean)
- 4.7.2 Measure Of Dispersion (Standard Deviation)
- 4.7.3 Regression Analysis
- 4.7.4 Percentage Analysis
- 4.7.5 Analysis of Variance (ANOVA)
- 4.7.6 Factor Analysis
- 4.7.7 Reliability Analysis of Measurement Scales
- References
- Chapter 5: Data Analysis and Interpretations
- 5.1 Demographic Profile
- 5.2 Factor Analysis
- 5.3 Descriptive Statistics for Various Measurement Items
- 5.4 Regression Analysis
- 5.4.1 Objective 1: Impact of Value Added Services (VAS) otTered on the Perceived Service Quality.
- 5.4.2 Objective 2: Relationship between Perceived Service Quality and Perceived Value of the Services.
- 5.4.3 Objective 3: Relationship between Perceived Value of Service and Customer Satisraction.
- 5.4.4 Objective 4: Relationship between Customer Satisfaction and Customer Loyalty.
- 5.4.4.1 Relationship between Customer Satisfaction and Customers' Intention to Use services in Future.
- 5.4.4.2 Relationship between Customer Satisfaction and Customers' Intention to recommend services to others.
- 5.4.5 Relationship between Value Added Services (VAS) offered and Perceived Value of Service.
- 5.4.6 Relationship between Value Added Services (VAS) offered and Customer Satisfaction.
- 5.4.7 Relationship between Value Added Services (VAS) offered and Customers' Intention to Use Services in Future.
- 5.4.8 Relationship between Value Added Services (YAS) offered and Customers' Intention to Recommend Services to others.
- 5.4.9 Relationship between Perceived Service Quality and Customer Satisfaction
- 5.4.10 Relationship between Perceived Service Quality and Customers' Intention to Use Services in Future
- 5.4.11 Relationship between Perceived Service Quality and Customer's Intention to Recommend Services to others
- 5.4.12 Relationship between Perceived Value of Services and Customers' Intention to Use Services in Future
- 5.4.13 Relationship between Perceived Value of Service and Customer's Intention to Recommend Services to others
- 5.5 HYPOTHESES TESTING
- 5.6 ANALYSIS OF VARIANCE (ANOVA)
- 5.6.1 ANOVA for Value Added Services
- 5.6.2 ANOVA for Perceived Service Quality, Perceived Value Of Services and Customer Satisfaction
- 5.6.3 ANOVA ror Customer Loyalty
- References
- Chapter 6: Summary, Conclusions and Suggestions
- 6.1 Synoptic View
- 6.2 Objectives of the Study and Their Achievement
- 6.3 VALIDITY OF HYPOTHESES TESTED
- 6.4 ANALYSIS OF VARIANCE OF MEANS
- 6.5 CONCLUSION AND SUGGESTIONS
- 6.6 LIMITATIONS OF THE STUDY
- 6.7 RESEARCH CONTRIBUTION, MANAGERIAL IMPLICATIONS AND DIRECTION FOR FUTURE RESEARCH
- BIBLIOGRAPHY
Zielsetzung und Themenschwerpunkte
Die vorliegende Dissertation befasst sich mit der Untersuchung der Auswirkungen von Value Added Services (VAS) auf die Servicequalität, die wahrgenommene Wertschöpfung, die Kundenzufriedenheit und die Kundenloyalität im indischen Mobilfunkmarkt. Die Arbeit analysiert, inwiefern VAS als strategisches Instrument eingesetzt werden können, um die Kundenzufriedenheit zu steigern und die Kundenbindung zu erhöhen. Angesichts der zunehmenden Konkurrenz und des sich ständig verändernden Marktumfelds ist es für Mobilfunkanbieter unerlässlich, innovative Strategien zu entwickeln, um Kunden zu gewinnen und zu binden. Die Dissertation untersucht, wie VAS als Differenzierungsmerkmal eingesetzt werden können, um die wahrgenommene Servicequalität zu verbessern und die Kundenloyalität zu fördern. Die Ergebnisse der Studie zeigen, dass VAS eine bedeutende Rolle spielen, um die Kundenzufriedenheit und die Kundenbindung im indischen Mobilfunkmarkt zu beeinflussen.
- Auswirkungen von Value Added Services (VAS) auf die Servicequalität
- Zusammenhang zwischen Servicequalität und wahrgenommener Wertschöpfung
- Beziehung zwischen wahrgenommener Wertschöpfung und Kundenzufriedenheit
- Einfluss von Kundenzufriedenheit auf die Kundenloyalität
- Strategische Optionen für Mobilfunkanbieter zur Entwicklung von Value Added Services (VAS) zur Steigerung der Kundenloyalität
Zusammenfassung der Kapitel
Kapitel 1 gibt einen Überblick über den Dienstleistungssektor und die Bedeutung von Telekommunikationsdiensten in einer Volkswirtschaft. Es werden die Entwicklung von Telekommunikationsdiensten in Indien sowie die Bedeutung und die Entwicklung von Value Added Services (VAS) im Mobilfunkmarkt diskutiert. Das Kapitel beleuchtet auch die Bedeutung von VAS als strategisches Instrument zur Steigerung der Kundenloyalität. Die wichtigsten Konzepte, die in der Studie verwendet werden, werden ebenfalls erläutert.
Kapitel 2 befasst sich mit der Rezension der relevanten Literatur. Die Rezension umfasst verschiedene Bereiche: Forschungsarbeiten und Artikel in Fachzeitschriften, veröffentlichte Bücher, Branchenberichte, Dissertationen und andere relevante Dokumente. Das Kapitel identifiziert auch Forschungslücken, die durch die vorliegende Studie geschlossen werden sollen.
Kapitel 3 beschreibt die Profile der in der Studie untersuchten Unternehmen: Bharti Airtel Limited, Vodafone Essar Limited, Reliance Communications Limited und Bharat Sanchar Nigam Limited (BSNL). Das Kapitel beleuchtet die Marktanteile, die wichtigsten Erfolge der Unternehmen und die jeweiligen Value Added Services, die sie anbieten.
Kapitel 4 behandelt die Forschungsmethodik der Studie. Es werden die Forschungsziele, die Forschungsfragen, die Forschungsmethodik, die Stichprobenerhebung, das Fragebogen-Design, die Pretests, die endgültige Datenerhebung und die Datenerfassung erläutert. Das Kapitel beleuchtet auch die statistischen Methoden, die für die Analyse und Interpretation der Daten verwendet wurden.
Kapitel 5 befasst sich mit der Analyse und Interpretation der Ergebnisse, die durch die Anwendung verschiedener relevanter statistischer Methoden und Techniken auf die Daten gewonnen wurden. Die wichtigsten Methoden, die verwendet wurden, sind: Faktorenanalyse, Reliabilitätsanalyse mit der Cronbach's Alpha-Methode, Regressionsanalyse und ANOVA.
Kapitel 6, das letzte Kapitel der Studie, fasst die Forschungsergebnisse zusammen und hebt die Schlussfolgerungen und Empfehlungen hervor, die aus der Diskussion hervorgehen.
Schlüsselwörter
Die Schlüsselwörter und Schwerpunktthemen des Textes umfassen Value Added Services (VAS), Servicequalität, Kundenzufriedenheit, Kundenloyalität, Mobilfunkmarkt, Indien, Strategisches Management, Marketing, Telekommunikationsindustrie.
- Quote paper
- Mandeep Singh (Author), 2011, Building Customer Loyalty through Value Added Services, Munich, GRIN Verlag, https://www.grin.com/document/179126
