Abstract
Services are always unique from a marketing perspective due to their intangible nature. Especially in the case of a service like mobile airtime service where there is no service encounter, attributes required for brand loyalty become more complex. This article tests the relationship of customer loyalty and the approach of service providers in India. It looks into the airtime service market in India and delves into customer psyche.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
