Osmania Journal of International Business Studies
  • Year: 2010
  • Volume: 5
  • Issue: 1and2

Buyer's Expectations, Perceptions and Satisfaction on the Process Mix of Cellular Services Marketing (A case study of Tata Indicom in Chittoor District of Andhra Pradesh)

  • Author:
  • A.N.V. Durga Anupama1, Mamilla Rajasekhar2, C. Saradamma3
  • Total Page Count: 12
  • Page Number: 154 to 165

1Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh. E-mail: nvdurgaanupamaalle@yahoo.in

2Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh. E-mail: mamillarajasekhar@yahoo.com

3Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh.

Online published on 12 June, 2012.

Abstract

Arithmetic growth of number of customers, cut-throat competition, mega mergers and takeovers and flexible TRAI regulations are the common phenomenon in the Indian cellular services right from its inception in 1996. At this juncture, the authors of the present research-based article measured the level of customer's expectation, perception and satisfaction with Tata Indicom's cellular services on its process mix of 7Ps of services marketing, through a survey on various parameters using factor analysis and then suggested measures to improve the same.

Keywords

Cellular services, Customer expectations, Customer perceptions, Customer satisfaction, Process, 7Ps of services marketing