Measuring and Assessing the impact of perceived service quality on customer intention to switch in Telecom Industry in India

Abstract

The purpose of the study is to investigate first, the relationship between the perception of service quality and brand switching in telecom industry in india . it is a common saying that customers compare their expectations with the actual product performance. The customers will not be satisfied. They will look for other alternatives, including switching to the competitive brands. The impact of different variables on customer satisfaction has been researched and became an important subject when related to marketing techniques and strategy. In different countries around the world, lacking customer satisfaction induce the customer to change the brand. All people are becoming busy and more professional than previous. The business world and general life is becoming more complex day by day. They need to share more information to each other because of globalization. Mobile phone has introduced a tremendous change in the Communication sector in all over the world.. Customer loyalty is important for both the firm and the customer. As regards the firm, loyal customers are willing to make repeat purchases in the business that delivers value beyond their expectation. Loyal customers often will, over time bring substantial revenues and demand less attention from the firms they patronize. The determinants of customer loyalty such as service quality, perceived service value, customer satisfaction, customer trust and commitment. Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs such as service quality, customer perceived value, customer satisfaction, perceived switching costs, corporate image, and customer loyalty is of vital to the different industries in the market.