A Call for Customer Loyalty in Indian Telecom Market

This paper aims to study and identify the determinants of customer loyalty in the dynamically changing telecom market in India. In the present cellular market structure the cellular service providers are facing a big problem of churning the mobile phone subscribers. As mobile number portability facilitates the users to change the operator without changing the number. This study based on the various happenings in the Indian telecom market. The data is also collected by discussion with the experts in the field of telecom and the secondary data played a major role in attaining the objectives of the study. The telecom industry is shifting its strategic focus on retaining existing customers than attracting new ones. This paper investigates the relationship between customer satisfaction&loyalty, the various dimensions of customer loyalty through its types like behavioural loyalty&attitudinal loyalty and degree of loyalty.