1Assistant Professor, Faculty of Management, DIMAT, Raipur, India
2Assistant Professor, School of Business, ITM University, Gwalior, India
3Professor & Head, School of Management & Research, ITM University, Raipur, India
Online published on 24 October, 2017.
The main purpose of the study is to identify and rank the antecedents which are critically important for constructing a positive customer experience in Indian Telecom Industry.
To achieve the objective a detailed literature review was carried out and Antecedents of Customer experience were identified through literature. A questionnaire survey method was adopted collect the data and Descriptive statistical tools such as mean, standard deviation were applied on the collected data.
The findings of the study suggest some 15 factors which are critically important for Customer experience namely, Convenience, Physical Environment, Employees, Service Process, Speed, Trust, Influence of other customers, Marketing Mix, Affordability, Emotional Aspect, Service Quality, Customization, Telepresence, Online services, Technology.
The study will help Managers to understand the Antecedents responsible for constructing customer experience. The study will also help the managers to determine which strategies and practices will have the most positive influence on customers’ perceptions and behavior in Indian telecom industry.
Customer Experience, Antecedents, Indian Telecom Industry
