An Empirical Research on Factors Affecting Mobile Subscriber Intention for Switching between Service Providers in India 1
IJMBs Vol. 1, Issue 3, septeMBer 2011
Dept of M.B.A., Auroras’ Pg College, Moosarambagh, Hyderabad, Andhra Pradesh, India. 3 Auroras Pg College, Ramanthapur, Hyderabad, Andhra Pradesh, India. at present there are around 15 service providers in this market among them including Bharti, Reliance India Mobile (RIM), Vodafone, Bharat Sanchar Nigam Limited (BSNL), Idea Cellular Limited (Idea) are major players in this sector. Indian Telecommunication sector is divided into fixed service providers and Cellular service providers. Cellular service providers are further divided into Global System for Mobile communication (GSM) and Code Division Multiple Access (CDMA). In India the GSM sector is dominated by Airtel and Vodafone where as CDMA is dominated by Reliance and Tata Indicom. Bharti leads the Indian telecom market share with 20.27% followed by Reliance (16.70%) and Vodafone (16.52%). The Indian mobile phone market is growing at a tremendous speed ranging from 13 million (2003) to 167 million (2007) and reached 752 million subscribers in 2010 this growth can be contributed by booming Indian economy, increase user comfort with basic mobility services and personalization of content and devices. The launch of advanced telecom services like third generation mobile (3G) and Internet Protocol Television (IPTV) will also drive the growth in Indian telecom subscriber base and further more mobile handset market is also expected to register a robust growth in near future. The Mobile service providers in India has transitioned from offering mere voice connectivity to providing value added services to their customers such as Multimedia Message Service (MMS) and internet connectivity. The mobile phone features are also ranging from normal cell phones to Personal Digital Assistant (PDA) features, so the mobile subscriber are finding it increasingly difficult to choose the right service provider. TRAI has announced on 20th November 2009, that Mobile Number Portability (MNP) will be introduced in India on 31st December 2009. Through MNP mobile subscribers can change their service provider within 7 days and they can retain their mobile number at a cost no more than Rs 19. Due to many technical reasons from service providers MNP was delayed for long time and at last it was launched on 20th January 2011. It was estimated that around 200000 subscribers has requested from Mobile Number Portability within the first ten day from the launch of MNP. This analysis shows how serious the subscribers are to switch the service provider according to their need. II. Literature Review And Conceptual Framework As reported by Internet and Mobile Association of India (2008), Tele Communication in India has moved beyond providing just voice calls. The mobile subscriber are expecting more services from their service providers apart from just making or receiving calls from their mobile phones. This research framework consists of three major factors which are influencing mobile user intention for switching of service providers they are Service Quality, Service Affordability and Promotional Offers. InternatIonal Journal of ManageMent & BusIness studIes
G. N. Satish Kumar, 2H. Vani, 3S. Vandana
Abstract This empirical study has investigated the factors influencing the mobile subscribers Intention to switch mobile service providers in India based on Structured Equation Model (SEM). Due to huge growth in mobile subscribers, heavy competition between service providers and Mobile Number portability facility given to the mobile subscribers there is a need to study the impact of various factors influencing mobile subscribers Intention to switch service provider. The study was conducted on 361 Mobile phone subscriber for a period of 3 months. The data analysis was...