Research Paper

Volume 2

Issue 7

March 2015

International Journal of Informative & Futuristic Research

ISSN (Online): 2347-1697

Perception Of Customers Towards

Cellular Phone Services
Paper ID

IJIFR/ V2/ E7/ 044

Page No.

2023-2033

Subject Area

Commerce

Key Words Perception, Service providers, Satisfaction, Customers, Mobile Phone Services

Pinki Gupta

Assistant Professor
Department of Commerce
G.M.N. College, Ambala Cantt (Haryana)

Abstract

Mobile phone services are becoming more and more significant throughout
the world due to technological changes. In todays life mobile phone
companies are offering new services to customers daily. The success of the
mobile phone service providers depends upon satisfaction level of
consumers. So it has become more important for the mobile phone
companies to meet the current market conditions and expectations of the
customers. Customers perceive services in terms of the quality of the service
and how satisfied they are overall with their experiences. Therefore, the
perception is to be studied so that their preferences may be known and their
desires may be fulfilled. Keeping this fact in mind, the present study has
been made to analyse the perception of customers towards mobile phone
services. Five major mobile phone service providers Airtel, BSNL, Tata,
Vodafone, and Idea have been chosen for the study. The study reveals the
high satisfaction level of customers towards mobile phone services.
1. Introduction
It has been said that the mobile phone have become an integral part of human everyday life. In
particular, unlike other technologies, mobile phones are being used without any training in every
place and every situation, even on move. This makes it essential that mobile phone interface be built
to be intuitive and usable to users. This has been seen as an effective tool in growing and
developing economies. This sector has shown impressive growth during the past decade. The rapid
growth can be attributed to the various pro-active and positive policy measure taken by the
government as well as the dynamic and entrepreneurial spirit of the various telecom service
providers both in private and public sector.

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Copyright IJIFR 2015

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ISSN (Online): 2347-1697

International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
Perception is the cognitive process which involves the organism selecting, organizing and
interpreting the stimulus. Thus perception is the process of selecting, organizing and interpreting or
attaching meaning to the events happening in the environment. According to Robbins, Perception
may be defined as a process by which individuals organize and interpret their sensory impressions
in order to give meaning to the environment.
Customer perception is the process to assess how customers perceive services, how they assess,
whether they have experienced quality service and whether they are satisfied or not. Customer
perception is directly related to customer expectation. Due to the dynamic nature of expectation
perception of any person may also shift over time, person, place or culture. Customers perceive
services in terms of the quality of the service and how satisfied they are overall with their
experiences. For understanding customer perception 3 main features of customer perception should
be understood:

Intellectual process: Customer perception is an intellectual process through which a person

selects the data from the environment, organizes it and obtains meaning from it.

Cognitive and psychological process: Perception is the basic cognitive and psychological
process. The manner in which a person perceives the environment affects his behavior. Thus
perception of surrounding of a customer also effects customers actions, emotions, thoughts or
feelings.

Intellectual & Psychological process: Perception is a subjective approach which differs

from person and time to time and according to changing situations.
Mobile Phone Companys Strategies for influencing customer perception are
i.
Measure and manage customer satisfaction and service quality
ii.
Aim for customer quality and satisfaction in every service encounter
iii.
Plan for effective recovery
iv.
Facilitate adaptability and flexibility
v.
Encourage Spontaneity

2. Review of Literature
Zahari Ahmad Suffian Mohd, Momani Khaled Al, Nor Azila Mohd (2011), in their research
The influence of perceived privacy on customer loyalty in mobile phone services: An Empirical
Research in Jordan investigated the issue of customer loyalty within the context of mobile phone
service subscribers who are directly experience using the services. The analysis shows that privacy
was positively significant towards customer loyalty. Base on the results, it can be concluded that
the mobile service provider has to ensure their services fully satisfied their customer privacy.
Petzer D. J. and Meyer C. F. De (2011), in their research paper The perceived service quality,
satisfaction and behavioural intent towards cell phone network service providers: A generational
perspective aimed to determine different generations perceived service quality of services and
satisfaction levels with services provided by cell phone network service providers, as well as their
behavioural intentions towards these providers. Significant correlation was found between the
generations perceived level of service quality they experience, their perceived level of satisfaction
with, and their behavioural intent towards providers.

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International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
Doherty Kieran, Rao Sally, Mackay Marisa Maio (2005), in his research Young Australians
perceptions of mobile phone content and information services an analysis of the motivations
behind usage aimed to identify and understand the motivational factors that influence the
purchase of mobile phone content among young Australian consumers using a qualitative
methodology. The findings show that young consumers perceive the mobile phone as essential to
modern life. The analysis suggested that there is a high level of resistance to purchasing content for
the mobile phone because the mobile phone is not viewed as a media or an entertainment channel.
Leisen B, Vance C,(2001), in their research paper Customer satisfaction, Globalisation,
International Trade, Service Quality, Strategy, Telecommunication Industry examined the
strategic implications of service quality dimensions in relation to customer satisfaction in a crosscultural study of telecommunication service provision in Germany and the USA. Significant
differences were found between the two countries in terms of the relative importance of particular
service dimensions.
Dixit Sanjay, Shukla Harish et. al.(2008), in their study A Study to Evaluate Mobile Phone
Dependence Among Students of a Medical College and Associated Hospital of Central India tried
to find out the prevalence of nomophobia in the Indian scenario considering the tremendous
increase in the number of mobile phone users in the past decade. The result of the study shows that
this disorder is equally prevalent among the study group irrespective of gender. No statistically
significant association was observed in relation to gender, place of stay and academic sessions with
nomophobia score.
Karthik ,(2009), in his research, Customer Satisfaction on Mobile Service Provider Networks
aimed at understanding the customer satisfaction in mobile service providers to find out the
customer satisfaction level in mobile service provider players in the market and to know the
customer perception towards other mobile service providers, this survey was done in twin cities.
From the analysis it was found that the choice of mobile handset and services cannot be separated
if the customers are classified in to eight group each with some special requirement service wise
and handsets attribute wise.
Catoiu Iacob, Gardan Daniel Adrian, (2010), conducted a research on the topic, Romanian
Consumer Perception towards Mobile Marketing Campaigns. The qualitative research was
regarding future trends of mobile marketing and mobile media. According to findings the
perception of the Romanian consumers towards specific mobile marketing techniques is influenced
primarily by perceptions towards mobile services in general, and there are still no brand images
being associated with this new advertising channel. Yet there is consumers' willingness to use new
communication channels if the messages are highly personalized and with a great extent of
addressability depending on user characteristics.
Rahman Sabbir, Haque Ahasanul, Ahmad Mohd Ismail Sayyed( 2011), in their study Choice
Criteria for Mobile Telecom Operator: Empirical Investigation among Malaysian Customers
investigated the choice criteria for a mobile phone operator in the Malaysian Mobile Telecom
market by the customers. The outcome of this research shows a comprehensively integrated

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Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
framework in which to understand the vibrant relationships among several dimensions of service
quality, price, and brand image to have a handful idea on the consumers perceptions.
Rajpurohit Prof. R.C.S., Vasita Dr. M.L. (2011), in their research on the topic Consumer
preferences and satisfaction towards various mobile phone service providers: an exploratory study
in Jodhpur City, Rajasthan concentrated on consumer preferences and their satisfaction level
towards the mobile phone service providers available in Jodhpur city, Rajasthan. It is concluded
from the study that consumers prefer prepaid plans and all most every consumer treat their mobile
phone as a necessity. The study reveals that BSNL is the most preferred mobile phone service
providers among consumers followed by Airtel and Vodafone.
Rahman Dr.Muhammad Sabbir,(2012), in his study Service quality, corporate image and
customers satisfaction towards customers perception: An exploratory study on telecom customers
in Bangladesh aimed at the determinants that are significantly influencing telecom customers
perception in Bangladesh. The results of the statistical analysis reflected that most of the telecom
customers are highly concerned about service quality followed by corporate image.
Pandit Richa, Upadhyay Devina (2012), in their study Consumer perception towards 3G
mobile technology gives some positive and some negative influences Attitude towards Using
(ATU) 3G services tried to find out consumer perception towards the usage of 3g mobile
technologies and to study the consumers usage pattern of 3G mobile Technologies in Ahmedabad.
The study revealed that speed of 3G mobile technology is higher than other generations of
technologies in India; Smart phones are more suitable for using 3G technologies than mobile
phones in India. There are no differences in the consumers` usage pattern of 3G mobile
technologies in Ahmedabad. Consumers` perception towards 3G mobile technologies does not
change as per their age, income and occupation in India.

3. Objectives of the Study

The main objectives of the study are:
I. To identify the different perception and expectation of customers towards mobile phone
services.
II. To inform and guide manufacturers about the quality of services a consumer wants and how he
can be satisfied.
III. To know what helps them to set priorities for the usage of mobile phone services.

4. Methodology
The primary data for the study has been collected from 121 respondents on the basis of 32-item
Standardized Questionnaire. Generally, 5- point Likert Scale was used but some general questions
may also be included. Besides, personal interview with the respondents were held to validate the
information. Studies undertaken in the past were also be consulted by the researcher. Simple statistical
tools & techniques were used to analyses the responses will collect from all types of questionnaires in
order to draw the inferences. The elementary statistical tools like simple arithmetic mean and
percentages were applied in carrying out the analyses. The data has been analysed using SPSS
statistical package version 20.

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International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
5. Scope of the Study
Consumers of cellular phones are large one spread ever length and breadth of the country so we are
constrained to limit our study to only five cellular service providers i.e., Airtel, BSNL, Tata,
Vodafone, Idea. A sample of 121 respondents on random basis includes consumers from different
service providers. For the present study respondents were drawn from the various service providers
located at Ambala, Jind in Haryana State.

6. Limitations of the Study

The limitations related to the present research work are:
I.
Due to the limited resources, time and money, the universe of the study has been
restricted to the Jind district in Haryana.
II.
Only 5 mobile phone companies have been covered- Airtel, BSNL, Tata, Vodafone, Idea.

7.

Analysis of Data and Interpretation

The data for the present study was collected from121 respondents were selected from the total
population of consumers of top five cellular service provider companies through standardized
questionnaire. The item-wise mean scores of the total sample are presented in Table-1.Since the
questionnaire used a five- point scale, average scores of 3 and around indicate a moderate tendency on
that dimension existed in all the companies. Scores around 4 indicate a fairly good degree of
satisfaction among the consumers. In order to make interpretations easy, the mean scores were
converted into percentage scores using the formula:
Percentage Score= (Mean Score-1) x 25
This was done assuming that a score of 1 represents 0 per cent, a score of 2 represents 25 per cent, a
score of 3 represents 50 per cent, score of 4 represents 75 per cent and a score of 5 represents 100 per
cent. Thus, percentage scores indicate the degree to which the particular dimension exists in that
company of the ideal 100.Further, it is explained that mean score of 1 indicates extremely low
satisfaction and 5 indicates extraordinarily high satisfaction on that dimension. Scores around 3
indicates average, whereas mean score of 4 indicates high degree and 2 indicates low degree
satisfaction on that dimension.
The mean scores for each item could theoretically range from1.0 to 5.0 where 1.0 indicates extremely
low degree of satisfaction and 5.0 indicates extraordinarily high degree of satisfaction on that
dimension. Scores around 3 indicate an Average degree of satisfaction on that dimension giving
substantial scope for improvement. Scores around 2 indicate a low degree of satisfaction on that
dimension. Scores around 4 indicate a high degree of satisfaction where most of the consumers have
positive attitudes to the services provided by their service provider. Mean scores around 4 are
indicative of a satisfaction level of a desirable level. The same interpretation could be offered to the
overall mean score across all items (computed by adding mean scores on all 32 items for that
company and dividing by 38). Similar interpretations could be offered for percentage scores. A mean
score of 1 corresponds to 0 per cent, 2 corresponds to 25 per cent, 3 corresponds to 50 per cent, 4
corresponds to 75 per cent and 5 corresponds to100. It is certainly desirable for service providers to
have percentage scores above 50 on each item as well as overall. Companies having percentage scores
above 60 are indicative of reasonably good service providers. An overview of the item-wise mean and
percentage for all the 32 items as classified in three parts mentioned above are given in the Table-1.
The description of the items is given in Annexure-1. A scrutiny of the mean scores explains that on

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International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
various items (18 items) the mean score was more than or equal to 3.36 which indicate that good
services are provided to the consumers by these companies. In all 16 items showed a mean score >
3.36 which have helped in creating customer satisfaction in the five main companies (overall mean
score > 3.36).
(a) High Mean Value Items (Mean> 3.96): A close scrutiny of the table shows that updating of new
pricing scheme (item no.13) was assigned highest weightage in with mean score of 4.03, followed by
item no. 8 and 9 i.e. Free call service provided to same operator and Facility of long duration
recharge (Mean=3.98), it indicates that consumers are attracted most by the new pricing schemes
launched by the service providers if timely updated. Long duration recharge facility also gives them
relax in their busy schedule. The consumers also enjoy the free call facility using the same service
operator. In all, the consumer is highly affected by the money spent by him for availing services.
(b) Mean Value >3.76 but 3.96: In the study, a mean score of 3.95 was assigned to item no. 7
Different Value added schemes which means the consumers not only buy the talk time but they want
some other extra facilities too for consideration of money. Further, item no. 24 (Mean=3.94) Advice
of family/ friends while selecting a service, item no. 2 (Mean=3.93) Prompt response of queries,
item no.10 (Mean=3.86) Cheap roaming facility. Similarly, a mean score of 3.78 was allotted to item
no. 5 Selection of lowest price scheme.Consumers of different services are very rational and they
compare their services with the money spent for them. They want comparatively greater utility of their
money and to do this they take advice of their family and relatives.
(c) Mean Value >3.56 but 3.76: In the table, a mean score of 3.69 was obtained by item no.25
Use of own knowledge while selecting schemes; item no.23 (Mean=3.6) Advice of service provider
for selection of scheme indicate that the consumer consults his service provider for selection of a
scheme according to his requirements. After evaluating the alternatives provided by the service
provider he makes his own decision. Similarly item no 1(Mean=3.68) Explanation of new features
added, item no. 14(Mean= 3.67) Best price match and item no 11(Mean=3.61) Proper billing
system shows that consumers want to be analytical in nature in terms of services and their
explanation.
(d) Mean Value >3.36 but 3.56: Variables contributing higher than overall mean value of 3.36
including item no.4 (Mean=3.53) Selection of scheme after evaluating alternatives shows that the
customer is a rational buyer, item no. 28 and 29 (Mean=3.44 and 3.47 respectively) Satisfaction with
songs and radio facility respectively indicates the customers satisfaction with these two particular
services and item no.16 (Mean=3.42) The impact of ambassador image while selecting services tells
the service providers that the selection of Brand Ambassador should be a careful process. Item no.
3&12 (Mean=3.41) Satisfactory billing system of post-paid services and attention of service
provider towards complaints of consumers represents the customers satisfaction with post-paid
services as well as their grievance redressal.
However, variables contributing less than or equal to overall mean value of 3.36 including item
no.26&27 (Mean=3.36) satisfaction with Customer care facility and Internet facility respectively.
Item no. 21,18,20,19 and 31having mean values 2.92, 2.74, 2.71, 2.62 and1.83 respectively are all
related to problems faced by customers while using services like Cross talk , Difficulty in
connection while in roaming, Problem of message sent but not delivered , Problem of busy
network and Range of mobile network respectively. The customer do not seem to be loyal to a
particular service provider in Item no. 32 (Mean=2.04) Loyalty of customers.

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Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
Table 7.1: Item-wise Mean, SD & Percentage of the Total Sample

Items
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
TOTAL
AVERAGE

Mean
3.68
3.93
3.41
3.53
3.78
2.81
3.95
3.98
3.98
3.86
3.61
3.41
4.03
3.67
3.26
3.42
3.33
2.74
2.62
2.71
2.92
2.76
3.6
3.94
3.69
3.36
3.36
3.44
3.47
3.26
1.83
2.04
107.38
3.36

Standard Deviation
0.87
0.68
1.06
0.8
1.09
1.12
0.86
1.11
0.91
1.07
1.08
0.97
0.85
0.98
1.14
1.26
1.21
1.12
1.32
1.14
1.11
1
0.84
0.99
0.86
0.9
0.96
0.97
1.05
1.13
0.99
0.95
32.39
1.01

Percent
66.94
73.35
60.13
63.22
69.42
45.25
73.76
74.38
74.59
71.49
65.29
60.13
75.83
66.74
56.41
60.54
58.27
43.39
40.5
42.77
47.94
44.01
64.88
73.55
67.36
58.89
59.09
60.95
61.78
56.61
20.66
26.03
1884.15
58.88

8. Conclusion and Suggestions

The following conclusions can be drawn from the above study:
i.
The consumers are highly satisfied with the long duration recharge facility which saves their
valuable time Item no.9.
ii.
The free call facility given to the customers having same mobile service connection is the
main attraction for them which facilitates them long talk having minimum cost (Item no.8).

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Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
iii.

iv.
v.
vi.

vii.

Price is a very considerable factor for selecting any service like cheap roaming facility, lowest
price scheme, different value added schemes and different features added with existing price
level. So the price should be fixed very carefully.
The customer is a rational buyer who does not select any service randomly but the selection is
done with the advice of friends and family after evaluating all alternatives.
The extra facilities provided like songs, radio and internet are only for their comfort but they
do not form any base for selecting a particular service provider.
The service provider should concentrate on the problems which are to be faced by the
consumers like busy network, range of mobile connectivity, cross talk, message sent but not
delivered etc. so that the customers loyalty may be maintained.
The service provider should take regular feedback from the consumers to have their
suggestions and try to implement them.

References
[1] Catoiu Iacob, Gardan Daniel Adrian, Romanian consumer perception towards mobile marketing
campaigns, Annales Universitatis Apulensis Series Oeconomica, 12(2), 2010.
[2] Dixit Sanjay, Shukla Harish et. al. A Study to Evaluate Mobile Phone Dependence Among Students
of a Medical College and Associated Hospital of Central India, Indian J Community
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[3] Dr. M. Chinnadurai, Dr.Mrs. Kalpana, , Promotional strategies of cellular Services: A customer
perspective, Indian Journal of Marketing, May 2006, p. 29.
[4] Khan Yasser, Ahmed Sayed Fayaz, at. el. Analysis of Consumer Perception towards
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[5] Karthik , Customer Satisfaction on Mobile Service Provider Networks, 2009 .
[6] Kothari C. R.(1986), Research Methodology, Viley Eastern Publications, New Delhi.
[7] Leisen B, Vance C, Customer satisfaction, Globalisation, International Trade, Service Quality,
Strategy, Telecommunication Industry, Managing Service Quality, Volume: 11 Issue: 5 pp.307-317,
2001.
[8] Liu, C.M. The Effects of Promotional Activities on Brand Decision in the Cellular Telephone
Industry, The Journal of Product & Brand Management, 11(1), 2002, 42-51.
[9] M J Etzel, B J Walker, William J Stanton, Fundamentals of Marketing Management, TMH, 13th
Edition, 2005.
[10] Majumdar Ramanuj(2011), Consumer Behaviour: Insights from Indian Market , Learning Private
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[13] O' Doherty Kieran, Rao Sally, Mackay Marisa Maio Young Australians perceptions of mobile
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[14] Pandit Richa, Upadhyay Devina Consumer perception towards 3G mobile technology gives some
positive and some negative influences Attitude towards Using (ATU) 3G services, 2012.
[15] Petzer D. J. and Meyer C. F. De The perceived service quality, satisfaction and behavioural intent
towards cellphone network service providers: A generational perspective,2011
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Telecom Operator: Empirical Investigation among Malaysian Customers, International
Management Review Vol. 7 No. 1 2011.
[19] Rajpurohi Prof. R.C.S. , Vasita Dr. M.L. Consumer preferences and satisfaction towards various
mobile phone service providers: an exploratory study in Jodhpur City, Rajasthan ,2011

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International Journal of Informative & Futuristic Research (IJIFR)

Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
[20] Raju M. S., Consumer Behaviour : Concept, Application, Cases. ,Vikas Publishing House,2011.
[21] Recklies Dagmar Understanding and Managing Customer perception,Effective Executive, ICFAI
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Annexure
(QUESTIONNAIRE)
Please give your correct opinion as user of one of the Cellular Phone Services on the following
statements to help the researcher to analyse Perception of Customers towards Cellular Phone
Services. The information supplied by you shall be used only for research purposes.
Please Tick in the appropriate box
Questions

Strongly
Agree

Agree

Neutral

Disagree

Strongly
Disagree

1. The mobile service provider gives sufficient time

to explain the features of
services provided by
him.
2. The mobile service provider gives your prompt
response of your quarries.
3. The mobile service provider attends complaints
quickly.
4. I choose a scheme after considering all the
alternatives provided by the service provider.
5. I choose a scheme which has lowest price.
6. I choose a scheme randomly.
7. The service provider provides different value added
schemes (only validity, validity+ talk time) regularly.

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19th Edition, Page No: 2023-2033
8. I like to use the service of free calls to the mobiles
using the same operator provided by the service
provider.
9. In case of prepaid service I like that I get long
duration recharge which prevents the bother of recharge
frequently.
10. I like the cheap roaming facility provided by the
service provider.
11. I like that I dont get erroneous bills (I am not over
charged).
12. In case of post paid service the billing system is
satisfactory.
13. I like that my mobile service provider updates me
on a regular basis about new pricing schemes.
14. The service provider provides the best price or at
least match the best price provided by competitors.
15. The service provider takes the customer feedback
on a regular basis and implements them in their new
scheme.
16. The brand ambassadors overall impression affects
you while selecting a service.
17. The brand ambassador instills you a sense of faith
and truth in the product.
18. You face any problem in connection while in
roaming.
19. Network becomes busy in peak hours( 6 p.m.to 10
p.m.)
20. How often do you face the problem Message sent
but not delivered
21. How often do you face the problem Cross Talk
22. How often do you face the problem Noise
23. I value the advice of mobile service provider while
making a purchase of mobile phone Service.
24. I take the advice of family/friends before making a
purchase decision.
25. I rely on my own knowledge while making a

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Volume - 2, Issue - 7, March 2015
19th Edition, Page No: 2023-2033
purchase decision.
26. The customer care services provided by the service
provider are satisfactory.
27. You are satisfied with the internet services provided
by the service provider.
28. You are satisfied with the songs facilities provided
by the service provider.
29. Radio facility provided by the service provider is
satisfactory.
30. The service provider gives you a proper news or
finance facility.
31. What is the range of mobile connectivity.
32. I have no problem in changing to a new service
provider if I get a better offer.

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