Service quality in mobile telecommunication (A comparative study of airtel and reliance)

During the last few years, the Indian Telecom market has emerged as one of the fastest growing markets in the world. Due to the expansion of ICT in India and low prices of service, mobile phones have reached in the hands of common man. Quality of service is also one of the factors which help to expand the market and to plan the market strategy for future. A study has been carried out to know the status of service quality in Telecommunication Sector. In this study, an attempt has been made to measure the service quality provided by Airtel and Reliance on the basis of different dimensions. The primary data have been collected with the help of structured questionnaire administered to 160 customers of AIRTEL and RELIANCE in Agra city in totality. On the basis of mean difference the two companies have ranked. It has been observed that there is a significance difference in the service quality provided by both the companies. In the parameters like Image, Coverage Area, Continuity of Network, Customer Care, Promotional Offers, Price and Dealers Behavior, the Airtel has edge over Reliance. The study suggests when the use of mobile phones has become a necessity; the service quality would be the key of customers’ retention in the era of Mobile Number Portability (MNP).