Customers Attitude toward Mobile Service Providers in Hyderabad

Abstract

Measuring customer attitude provides an indication of how successful the organization is at providing products and/or services to the marketplace. Indian mobile industry has witnessed a dramatic growth. Cheap mobile handsets, affordable airtime rates, low initial cost and affordable monthly rentals made it easy for anybody to go mobile. As per latest statistics India has around 160 million mobile subscribers. Le Roux (1994) defines attitude to be a positive or negative emotional relationship with or predisposition toward an object, institution or person. Customer satisfaction is a collective outcome of perception, evaluation, and psychological reactions to the consumption experience with a product or service. 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 are the four companies which are included in study. The sample of the study is 2600 customers that randomly selected. A questionnaire was developed and validated through pilot testing and administered to the sample for the collection of data. The internal consistency of the instrument was determined using Cronbach alpha method and the coefficient of internal consistency obtained was 0.82. The researcher personally visited respondents, thus 100% data were collected. The collected data were tabulated and analyzed by SPSS. Results showed 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. This study showed that most of the respondents need improvement in service. Majority of respondents gave an