A STUDY OF CUSTOMER SATISFACTION FOR IDEA CELLULAR IN EASTERN RAJASTHAN.

DIXIT, KAVALDEEP; JAIN, NEHA

Colossal budge in both technology and consumer behavior during the past two decades have taken a contemporary visage. The sustainable profitable growth has lead companies into head-to-head competition. The companies are fighting for customer satisfaction through differentiation. The imperative factors that may be accounted towards customer satisfaction be marketing communication, perceived quality, and customer loyalty. This study investigates the effect of marketing strategies espoused by Idea Cellular and its upshot on the consumers. It also attempts to study the expectations of the customers and the marketing strategies that have been taken by the organization to discharge them. A study of perception of employees has also been made to understand insights and identify factors of customer satisfaction that the organization is focusing on. The study highlights the factors that contribute to the hedonistic escalation in this dynamic competitive world.

INDIA; CUSTOMER satisfaction; IDEA Cellular Ltd.; CONSUMER behavior; QUALITY of service; CUSTOMER loyalty; MARKETING strategy; TELECOMMUNICATION; MARKETING

CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 7, p1

2249-4561

Academic Journal