REVIEW OF LITERATURE

(Dr.M.Jyothsna 13, July 2015). According to the author, the study was taken to know the
brand preference of the customer to choosing the mobile phone operators service providers in
Visakhapatnam city. This study was conducted to achieve the objectives of the research. The
key components such as customer perception, tariff rates, service quality, service availability,
promotions and brand image. This study stated that the service quality and service availability
doesnt have a significant effect on the customer, the findings and recommendations help the
service provider to change their service operations and provide a better service to the
consumers.

(Prof. Dr. Muhammad Ehsan Malik 23, Dec 2012). The study was conducted to check
whether the customers were still loyal to their service and the companies achieving their high
satisfaction from the customer through the way which improving better service quality,
pricing and providing a good brand image to the customers. He stated that result is favourable
from the research it helps the providers maximize their customer satisfaction and maintain
their customer and also they achieve high market share.

(Dr. Maheswari, V February 2015). The study aims to analysis that customer prefers the
branded mobile product compared to prefers particular local players like Micromax, Lava,
Karbonn, Lemon, and Spice. He concluded that the local brands cover the small towns and
they quickly rethink their product, market and their strategy fresh according to put their house
in order. Due to the affordable price and a better quality, the target customers should more the
younger generation and the company attains a better market share.

(Rajkumar Paulrajan and Harish Rajkumar February 1, 2011). The aim of this study
was to understand the customer preference towards selecting the mobile telecom service
providers. Customer preference such as communication quality, service quality, facilities,
customer care, price etc. He stated that communication and price were preferable factors to
selecting telecom servicing and the product availability and quality has an impact on
selecting the telecom service.

(Jessy John - 14 December, 2010). According to the author, the results indicated that
network quality, customer service along with value added services provided by BSNL
enhanced the loyalty of the customers. He stated that the findings indicated that
telecommunication service providers should look beyond price wars to keep their customers
satisfied and loyal. The study is an attempt to analyze the variables that influence the
perception of the mobile phone users to remain loyal to their existing service providers that
were, why they were loyal to the company.

(Chintan Shah August 2012). He states that, the factor considered by the customers to
shape their preference for Mobile Service Providers. Further, the study evaluates the impact
of motivators on subscription decision for a particular service operator, and gives a guideline
to the marketers of Mobile Service Providers to increase their subscriber base.

(Hani Al-Dmour May 16, 2013). The aim of this study is to determine the marketing mix
on customer brand based equity and also the elements of the customer brand based through
mobile telecommunications services. The author suggested that in any sector the customer
based brand equity is a valuable asset, especially for marketing managers to assess the results
of their efforts by getting feedback from customers to diagnose any problem that can appear
in the provided service.

(W. Olatokun 4, June 2012). According to author, this study is evaluation of price, service
quality, service availability, promotion and brand image those were affected the customer
perception to selecting a telecommunication service providers. The result revealed that the
price, service quality and service availability were more significant in the users choice
process than promotion and brand image. It was recommended that mobile operators should
reduce their expenditure on promotional activities and brand building but rather invest on
network extensions, quality service delivery and product and services outlets infrastructural
development, while also concentrating on price reduction strategies as a way of increasing
subscribers base.

(Yousef Mehdipour June 2013). This research article investigated the attitude of
customers to mobile communication. All the customers of mobile in Hyderabad city (Andhra
Pradesh) constituted the population. Air Tel, Vodafone, Idea, Cell One is the four companies
which are included in study. According to the author, the result shows that Air Tel has major
share in market and among customers Vodafone has larger share than Air Tel. Reasons like
Packages offered by Vodafone are attracting, which makes it a have a larger share. Services
and network of Air Tel is good compare to the other players in the market but it is Vodafone
which offers better packages.
(Jairo Mufioz May 2008). The objective of this research is to establish factors and
managerial practices that promote success in the telecom service development process. The
measures are related with sales performance, cost performance, competitive performance,
time to market and development culture. The author concluded that adopting an official
methodology improves resource efficiency, reducing costs and time to market, skilled
resources in content management contribute towards sales, cost reduction, time to market and
enhance customer experience and also skilled technical resources in integration of telecom
platforms contribute to optimize the solution in terms of cost/efficient and development time.

(Jafar aman) - This study aims to study the impact of service quality, brand image, price
perception on customer satisfaction in telecom sector of Pakistan, satisfaction is available
which an out outcome of better service quality is and in return it gives customer zeal to study
with the service provider. He stated that the study can be practically implemented on service
firms and apart from that those business which give due importance to relational marketing.

(Vivek Agrawal Jan 2013). Telecommunication industry is one of the sectors that has
shown the sign of profitability and contributed significantly to the countrys economy. This
paper is an attempt on exploring the factors which are influencing the loyalty of customer of
BSNL in todays environment. The paper tries to investigate the variables that influence the
perception of the mobile phone customers to remain them loyal with existing service
providers.

REFERENCES

1. CUSTOMER PERCEPTION TOWARDS MOBILE OPERATORS (A Study undertaken in

Visakhapatnam, Andhra Pradesh) - Dr.M.Jyothsna - Associate Professor, GITAM Institute of
Management, GITAM, University, Visakhapatnam, Dr. S. Mahalakshmi - Assistant Professor,
GITAM Institute of Management, GITAM University, Visakhapatnam.

2. Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan
Telecommunication sector-Prof.Dr. Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor,
Hafiz Kashif Iqbal3

3. A STUDY ON BRAND PREFERENCE OF MOBILE PHONE USERS IN

CHIDAMBARAM TOWN - Dr. Maheswari, V. Department of Commerce, Annamalai
University, Annamalai Nagar-608002, Tamil Nadu, India.
4. Service Quality and Customers Preference of Cellular Mobile Service Providers -
Rajkumar Paulrajan and Harish Rajkumar.

5. An analysis on the customer loyalty in telecom sector: Special reference to Bharath

Sanchar Nigam limited, India - Jessy John, Maharshi Arvind Institute of Science and
Management, Jaipur, India - 14 December, 2010.

6. Consumer Preferences for Mobile Service Providers: An Empirical Study in Bardoli,

Chintan Shah August 2012.

7. The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An

Empirical Study on Mobile Telecom Service Recipients in Jordan Hani Al-Dmour, Zubi M.
F. Al-Zubi & Dana Kakeesh, Business School, University of Jordan, Amman, Jordan May
16,2013.

8. Determinants of Users Choice of Mobile Service Providers in the Nigerian

Telecommunications Market- W. Olatokun (Ph.D) & S. Nwonne Africa Regional Centre for
Information Science (ARCIS) University of Ibadan Ibadan, Nigeria 4, June 2012.

9. Customers Attitude toward Mobile Service Providers in Hyderabad - Yousef Mehdipour,

PhD Scholar, Institute of Advanced Study in Education, Osmania University, Hyderabad,
India and Hamideh Zerehkafi, MBA Student, College of Commerce and Business
Management, Osmania University, Hyderabad, India June 2013.

10. SUCCESS FACTORS IN TELECOM SERVICE DEVELOPMENT: A GROUNDED

THEORY Case Studies Research in the Latin American Telecommunication Sector by Jairo
Mufioz May 2008.

11. The impact of service quality, brand image and price perception on customer satisfaction
in telecom sector of Pakistan - Jafar aman, Ph.D scholar.

12. Trust, Image and Association, affecting loyalty towards telecom service providers in
India: A study on BSNL Vivek Agrawal, Research Scholar, GLA University, Mathura, U.P
,India. Vikas Tripathi, Associate Professor, GLA University, Mathura, U.P, India. Vivek K
Tripathi, Assistant Professor, Hindustan College of Sc and Tech., Mathura, U.P , India.

13. http://profit.ndtv.com/stock/reliance-communications-ltd_rcom/reports