Customer Perception and Expectation: A Comparative Analysis between Private & Public Cell Phone Service Providers

The telecommunication sector of India is now running in a dynamic challenge concerning both customer base and performance. Service quality, customer satisfaction, customer retention, customer loyalty and delight are now the major challenges in gripping this sector. Human element acts an important role in perceived service quality as well as satisfaction. Public sector cell phone service providers need to redefine the customer service parameter in order to compete with the nationalized private sector players both in profitability and brand image. This study is just a small step in understanding the gap between customer expectation and perception about the cell phone services and its implications in competitive environment.