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ABSTRACT
Customer service is the provision of service to customer, before, during and after a purchase. Zeithaml and Bitner (2003) defined customer service as a series of activities designed to enhance the level of customer's satisfaction that is, the feeling that a product or service has met customer's expectation. Competitive advantage is secured through intelligent identification and satisfaction of customers needs better and sooner than competitors and sustenance of customer's satisfaction through better customer service tools. This research focuses on various issues related to customer care and quality that customers consider as important as well as customers' intention to switch to other competitor networks. This study is helpful in recognizing the importance of customer care services and its overall impact on customer satisfaction and finally the switching intention of the mobile subscribers and what role MNP is going to play in this highly competitive market. To the management of mobile phone service providers, the findings and results of this study will provide a more reliable , scientific measure and perspective for describing and evaluating the level of their customer satisfaction with the services they deliver. This will provide empirical support for management strategic decisions in several critical areas of their operations, and above all, provide a justifiably valid and reliable guide for designing workable service delivery improvement strategies for creating and delivering customer value, achieving customer satisfaction and loyalty, building long- term mutually beneficial relationship with profitable customers and achieve sustainable business growth in Uttar Pradesh (East) circle. To policy makers such as the Ministry of Communications and Telecom Regulatory Authority of India, the findings and results of this study will provide invaluable insights and a more reliable guide to evaluate performance of service providers with special reference to customer care services. It will also help the TRAI to ensure that these operators are responsive to customer and community needs, and that customers' interest is protected.
Keywords: Customer service, Customers' satisfaction, Competitive advantage, MNP, Switching intention.
INTRODUCTION
Success in the market place rests on a firm's ability to attract, satisfy and retain its customers. Customer satisfaction is the primary determinant of customer loyalty and subsequent relation of customer. This is true for goods as well as services. Continued success rests on reinventing oneself in...