3G Users Perception of Service Quality:Indian Perspective

The aim of the research was to study the gap between the perceptions & the expectations of the users of 3G (third generation) wireless networks and its impact on the Indian Telecom Market by using the SERVQUAL framework. Depending upon the culture of India, demography and the heterogeneity of the people, various factors such as perceived cost of services and perceived cost of mobile phones (PC&PM), perceived usefulness (PU), speed of 3G service (S), social influence (SI), privacy and security (PS), perceived health risks (PHR) and vis-a-vis with the expectations are analyzed which has an effect on the Indian consumers decision not just to adopt 3G technology but also to continue using the same. This study will help the Service Providers to improvise their strategies and to target the apt market segment&to understand the customers' expectations and perceptions to increase the data base of satisfied customers.