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| Year | 2025 |
| Volume/Issue/Review Month | Volume-XVIII | Issue-II | Jul.-Dec. |
| Title | A Survey of the Factors That Impact Customer Satisfaction of Mobile Telecom Operators |
| Authors | Shreyasee Das, Dr. Kushal De |
| Broad area | Marketing |
| Abstract | The Indian telecom industry commands a huge subscriber base is continuously experiencing high growth. While choosing the telecom service provider, consumers are substantially influenced by telecom players’ marketing strategies. The study aims to find the impact of marketing strategies on customer satisfaction of the telecom subscribers. It also tries to validate if the sample exhibit the established SWOT model (as found from the literature related to the Indian telecom industry). A close-ended questionnaire was designed by the researchers, and a sample of 165 responses was collected from urban, suburban and rural areas of South Bengal. Statistical tools namely, factor analysis and regression modelling were conducted to find out the primary strategies that impact customer satisfaction of the telecom subscribers. The study discusses strength, weakness, opportunity and threat faced by the Indian telecom industry. It also elaborates on the 8Ps of service marketing mix strategies and tries to find the primary strategies that impact customer satisfaction of the Indian telecom industry. In the study it is observed that Product, Process and Performance mix impact the consumers more significantly than the other marketing mix strategies. This influences choice and loyalty of the consumers. The study emphasises the strengths that make the telecom industry the second largest industry globally. It also relates these strengths with the empirical exhibit to state the primary marketing strategies that contribute towards the growth of the subscriber base of the Indian telecom sector. |
| DOI | https://doi.org/10.63340/SAMT/10000004 |
| File |  |
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