Abstract
India, the rampant heading country in the telecommunication sector, shows predominant growth in mobile subscription through rigor rural penetration. Tangentially the rate of monthly customer churn is very high when compared with other countries across the globe. Mobile churn is very alarming particularly in prepaid segment against postpaid. This slowly triggers the mobile segment to endure the stage of saturation. Hence it is significantly emergent for the mobile operators to investigate the exact map of the customers’ perception to select the mobile operators based on the attributes of prepaid mobile services. This study focuses on the causes for the customers to select specific service providers and to gauge their level of satisfaction on the corresponding mobile services. This research will affirm the mobile operators to slot in the essential strategies to increase the level of customer loyalty.
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