An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry

Domb Menachem,Arindam Roy,Sujata Joshi,Jyoti Saini,Sanjay Bhatia

doi:10.7603/s40706-015-0020-7

Abstract

Abstractas Indian Telecom industry matures itself, service providers understand the essence of Customer Experience as the prime differentiator towards business success. This paper will provide a rundown of the extant literature on customer experience studies done in Telecom industry. This research paper also attempts to identify the determinants of Customer Experience for Telecom operators in Indian Telecom industry. Also this research paper defines a yardstick called ACEI score to quantify customer experience in telecom industry

Highlights

The telecom industry has caught everyone’s attention and India has continued to be the second largest telecommunication industry after China
The operators are focusing on subscriber quality, companies are increasingly betting their money on cherishing and nurturing existing customer so as to win customer loyalty and build sustainable competitive differentiation
There is a rising need to have a yardstick to measure Customer Experience at all stages of Customer Life Cycle. Taking this forward, in this research paper we discuss the customer experience framework, major determinants for Cellular Service Providers (CSP) their scope and background, the difference in customer behavior across customer segments and how customer experience plays an influential role while customer behavior is in question

Summary

INTRODUCTION

The telecom industry has caught everyone’s attention and India has continued to be the second largest telecommunication industry after China. According to Telecom Regulatory authority of India (TRAI) Press release March, 2014 the total wireless subscriber base is 904.51Mn registering a monthly growth rate of 0.13%. There is a rising need to have a yardstick to measure Customer Experience at all stages of Customer Life Cycle. Taking this forward, in this research paper we discuss the customer experience framework, major determinants for Cellular Service Providers (CSP) their scope and background, the difference in customer behavior across customer segments and how customer experience plays an influential role while customer behavior is in question

Customer Experience

RESEARCH METHODOLOGY

DATA ANALYSIS

Findings

MANAGERIAL IMPLICATIONS AND SCOPE FOR FUTURE RESEARCH