Customer Perception & Brand Loyalty towards Mobile Number

IF: 4.125 SIT Journal of Management

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Customer Perception & Brand Loyalty towards Mobile Number Portability

(MNP) in Siliguri city of Northern West Bengal

Shomnath Dutta*

Abstract

The aim of this paper is to explore the Subscribers’ perception on Mobile Number Portability

and Brand Insistence for Porting for three brands Reliance - Jio, Airtel & Vodafone - Idea (VI) in

Siliguri & to investigate the drivers behind such Porting together with understanding of Brand

Loyalty status of current subscribers towards these three mobile network service providers.

Combination of Exploratory & Descriptive design were used where Random sampling technique

was adopted to select the sample of 100 Smartphone users of Siliguri city using the mobile

networks Jio, Airtel and VI. Here Semi-structured questionnaires containing five point Likert

scaled questions on motivational factors behind porting & preferred brands to switch in future.

Importance Performance Analysis and Colombo-Morrison Model were used to explore

customers’ perception towards MNP & measure Brand loyalty respectively. In Siliguri, the

overall attributes of Customer perception in favour of MNP are found to be very satisfying

(Customer Satisfaction Index value: 88.03%). IPA Diagram revealed that Complaint Resolution

& Remote area Coverage, Call-drop rate & Poor connectivity and Perceived ease of use for new

MNSP must be prioritized to enhance Customers’ satisfaction & delightment. Mobile subscribers

of Siliguri are inclined to Jio network as most favourable porting brand and in Overall Brand

Loyalty followed by Airtel & VI. The data was collected during the last quarter of 2019 from

field survey of 100 mobile users of Siliguri w during office hours in morning & evening.

Keyword: Mobile Number Portability (MNP), Mobile Service Provider, Brand Loyalty,

Importance Performance Analysis, Colombo-Morrison Model

*Shomnath Dutta, Assistant Professor, Department of MBA, Siliguri Institute of Technology

(SIT); H C Road, Darjeeling, West Bengal, Email: [email protected]


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I. INTRODUCTION

From the last two decades innovative changes in the mobile telephony segment of the telecom

sector had a substantial impact on the subscribers. Mobile number portability is the facility for

subscribers to retain their phone numbers when changing subscription from one service provider

to another & thereby rendering opportunity to increase acquisition and encourage healthy

competition among telephone operators.After the introduction of Mobile Number Portability

(MNP) service in India, the costs of switching networks had declined whereas propensity to port

started rising (BUEHIER & HAUCAP, 2004; LIN, CHLAMATAC & YU, 2003; REINKE,

1998).Consumer’s brand switching behaviour varies with the degree of satisfaction they perceive

or derive from the goods/service they buy from service providers or good sellers and whenever

their expectations do not match with reality which could have been received if tried competing

brands, the switching behaviour emerges. A firm’s failure to restrict consumer switching will

impose a serious threat to its survival in future as it will result in revenue drop.The cost of

switching between current & preferred brands will act like an exit barrier and forms an important

component in the buyer-seller dyadic relationship. In case of mobile telephony segment, MNP

facility had lowered the costs of switching networks and propensity of the consumer to switch

was on the rise (BUEHIER & HAUCAP, 2004; LIN, CHLAMATAC & YU, 2003; REINKE,

1998). In this study, attempts are made to unearth the perceptual context behind availing MNP

by the mobile subscribers of Siliguri city after launching of Reliance Telecom’s brand Jio. The

paper also has tried to investigate the current Brand Loyalty status of the prevailing big shots like

Airtel, VI (Vodafone-Idea) who are ruling the market outperforming BSNL in comparison to

trend setter Jio.

II. OBJECTIVES OF THE STUDY

The objective behind this study is basically two fold

1. To understand the perceptions of mobile subscribers/customers of Siliguri about Mobile

Number Portability (MNP) to have an idea about their readiness/proneness to port to other

network service provider relative to importance & satisfaction through performance dimensions.

2. To assess the relative Brand Loyalty status of the major mobile network service providers

having maximum market share after emergence of Jio in Siliguri through analyzing their Brand

Choice Score which will in turn help the Mobile Network Service Providers to sense the possible

switching/porting behaviour of the customers & to chalk out retention strategies.


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III. LITERATURE REVIEW

Mburu & Selapisa (2012), concluded from their research that in case of mobile telephony,

usage-satisfaction seems to be crucial towards subscriber’s propensity to switch & they also

pointed out the importance of studying the market factors for adaptation since the ultimate goal

for a mobile service provider is to ensure satisfaction and convenience to the customers. Appiah,

et al. (2017) presented theoretical insight into the phenomenon of the brand switching behavior

of consumers in the smart phone industry, with implications for how resistance could be built

from an identity theory perspective. Their findings include switching behaviors and

organizational responses to contexts affecting the strategic actions and interactions. In

theempirical study by Chen (2017) on five Taiwan-based mobile service providers regarding

influence of service quality upon perceived value and customer retention, concluded that, the

direct effect of service quality is positively related to perceived value, and perceived value is

also positively related to customer retention. Xavier and Ypsilanti in their study in 2008 found

that the motivation to switch (port) is generally a function of consumers’ estimate of the

Performance of their existing provider and whether or not they believe the rear better alternatives

available from other providers on the aspects of service that matter to them. According to

Lommeruda & Sørgard (2013), telecommunication services are like undifferentiated products.

Mohsin & Ernest (2009) recognized the four important components contributing to the

customers which are price, network coverage, customer service and ease of usage.

Customer satisfaction has positive effects on customer retention so Mobile operators should

shift focus on building corporate image and analyze more carefully the reason for

consumers to switch brands in this industry in order to increase loyalty among these

consumers. Yeh, et al. (2016) hypothesized four determinants of smart phone brand loyalty

based on the perspectives of consumer value and consumer-brand identification. Their study

also explores the moderating effects of age and gender differences in the determination process

of smart phone brand loyalty.

IV. RESEARCH METHODOLOGY

(i) Research Design - This study will utilize two types of research designs – (a) Exploratory

Research Design & (b) A Descriptive Research Design (in the form of Cross-Sectional Study)

(ii) Sampling - The target population of this study was Siliguri City of Darjeeling District of


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West Bengal. Randomsampling technique (Levy & Lemeshow, 2008) was used to select the

sample of 100 respondents or Smartphone users who are using the three mobile networks of Jio,

Airtel and VI (Vodafone-Idea) excluding BSNL for its insignificant smart phone subscriber base.

(iii) Research Instruments: Semi-structured questionnaires containing questions on a five point

Likert scale, open and closed questions on the motivational factors behind porting & preferences

of probable brands to switch in future.

V. DATA COLLECTION

The data was collected from the field survey of 100 smart phone users during the last quarter of

2019 from strategic busy areas of Siliguri town where pedestrian footfall was usually high during

office hours in morning & evening. Demographic profile of respondents in this study was

divided into 5 (five) categories: Age, Gender, Education, Occupation and Income. The number

of mobile network subscribers of three private brands JIO, Airtel & VI (Vodafone-Idea) in

Siliguri used as respondents is 100 people (Table 1).

[Insert here Table 1: Demographic Profile of Mobile Subscriber (Respondents) Surveyed]

VI. ANALYSIS & DISCUSSION

The data analysis of the findings from field survey are divided into two part - (A) Understanding

the Mobile Subscribers’ Perception on MNP facility using IPA framework & (B) Examining the

relative Brand Loyalty status of prevailing Mobile Network Service Providers (MNSPs) of

Siliguri after emergence of Jio.

(A) Analysis of Mobile Subscribers’ Perception on MNP

The Compatibility/Suitability level of Mobile Number Portability (MNP) in CSI-IPA Model

determines the priority ordering of the potential factors that influence MNP to increase

Satisfaction. This Compatibility level of satisfaction/performance and importance in favour of

MNP is calculated by formula (Santoso, 2011) below:

Where, CSi: Compatibility/Suitability Score for ith attribute

Sati: Satisfaction rating score of ith attribute; Impi: Importance rating Score of ith attribute

Compatibility/Suitability level of Brands with respect to Customers is calculated & given in

Table 2 below

[Insert here Table 2: Results of Compatibility Score (CS) in favour of MNP]


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Interpretation: Based on the calculation results of Table 2 above, minimum compatibility is

found jointly for Attribute No 7 with score 52.63% followed by Attribute No 5 with score

57.46%. Interestingly a close contest was found in attaining the highest level of

suitability/compatibility among the two attributes - Attribute No 2 (98.35%) & Attribute No 10

(99.39%). Hence as per Sukardi and Cholidis cited Anggraini (2015), Compatibility/Suitability

level is quite good for the Mobile Number Portability or Switching Mobile Service Provider

Brands in Siliguri city.

Next based on above Table 2, Average/Mean value of both Satisfaction Score of

Performance & Importance was found in order to identify and analyze the Gap with results

tabulated here under in Table 3

Mean Importance Score (MIS) and Mean Satisfaction Score (MSS) calculations are by -

MIS: Mean Importance ScoreMSS: Mean satisfaction (Performance) Score &n: No of respondents

[Insert here Table 3: Calculation of Mean Satisfaction & Importance Score s with Gap value]

Interpretation: The Table 3 results indicates that, out of the above major attributes of the

Brands that has a gap value above -1.23 need to get significant attention for improvement in

performance by respective Brand owners providing Mobile service/ISPs. Here in this study, four

attributes need to be prioritized for improvement to make customers more satisfied in future &

these are (a) Perceived ease of use and usefulness with new mobile service provider (Gap -1.94),

(b) Better complain resolutions, family pack preference, Network coverage at remote rural &

hilly areas induce people to go for MNP at first level (Gap - 3.60) & (c) High Call drop rate,

Poor connectivity, Poor after-sales service, even with switching cost are likely to be main reason

for porting/switching in case of low to medium earners (Gap -2.68) & (d) Voice Quality, Signal

Strength, Value Added Services (VAS),Promotional Offers, Large OTT Apps by competitor

prompts towards Mobile Number Porting at secondary level (Gap -2.74)

Weighted Factor (WF) of Mean Importance Score for each attribute is found as

Weighted Score (WS) for each attribute, WSi = MSSi x WFi

Weighted Average Total, WAT = Σ WSi


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Customer Satisfaction IndexWhere, HSC: Highest Scale Score

The criteria for classifying CSI values are given below-

CSI Value CSI Criteria

81% – 100% Very Satisfied

66% – 80% Satisfied

51% – 65% Quite Satisfied

50% & Less Poorly Satisfied

Now Mobile Customer (Subscriber) Satisfaction Index was calculated & tabulated below in

Table 4:

[Insert Here Table 4: Calculation of CSI (Customer Satisfaction Index) towards MNP]

Interpretation: From the results of the above Table 4, the CSI (Customer Satisfaction Index)

value is 88.03% and is included in the very satisfied category with an interval of 81% - 100%.

This means that in Siliguri, the overall attributes of Customer perception in favour of MNP can

be said to be very satisfying. The final stage is the description of each attribute in the Cartesian

diagram. The average score of Customers' satisfaction (MSS: 4.13) and Importance (MIS: 5.17)

presented in Table 3 is the input for preparing the Cartesian diagram.

Each quadrant in the Cartesian diagram illustrates different circumstances. The Cartesian

diagram of the Importance Performance Analysis (IPA) is portrayed below in the

following Figure 1

[Insert here Figure 1: IPA Diagram of Customers’ Perception on Mobile Number Portability]

Interpretation: Mapping on the Cartesian diagram based on the Mean level of Importance

(MIS) and Mean level of Performance, the above IPA Diagram revealed that 3 attributes

(Complaint Resolution & Remote area network Coverage, Call-drop rate, Poor connectivity &

after-sales service, Perceived ease of use & usefulness for new MNSP) appeared to be prime

important as belonged to 1st Quadrant but the performance shown by these attributes is

considered still low or not optimal. Hence these must be prioritized most by the brands in

improving performance so that it can improve customer satisfaction & end up with a delighting

experience. Attributes -Ease of Porting, Availability of Strong signal with VAS & OTTs, Large

set of choice for MNP belonging to 2nd Quadrant, are considered important by customers since

their performance is at par with customer expectations, therefore satisfactory performance of


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these attributes must be maintained.Rest of 4 attributes are in 3rdQuadrant indicating less

important to customers & the level of performance in reality is not very good. Thus priority

of improvement is low here. In this study there is no attributes in 4th Quadrant since no attributes

found to have Mean Importance Score (MIS) less than 5 & Mean Satisfaction Score (MSS) more

than 5 together.

(B) Assessment of relative Brand Preference & Loyalty status of prevailing Mobile

Network Service Providers (MNSPs)

In this research study, Expectancy-value model is used to measure Brand choice whereas Brand

loyalty is measured through Colombo-Morrison model (final loyalty) using Preference-Behavior

approach. Expectancy-Value model being a multi-attribute decision-making model is a

cognitively oriented model that assumes that buyers form a set of beliefs about where each brand

stands on each attribute on a conscious and rational basis and then combines those brand beliefs,

both positive and negative, according to their importance.

According to the research studies (Duarte& Raposo (2010), Malviya et.al (2013), Kinra

(2006), the following factors are considered as influential to choose Mobile Service Provider

Brand - (i) Network Signal strength & Coverage, (ii) Value Added Services (VAS), Promotional

Offers & OTT Apps, (iii) Call Quality & Rates with Varied Recharge Packs, (iv) Upgraded

Internet Connectivity spectrum with customized Data Packs, (v) Prompt After-sales service &

Better Complain Resolution. These factors are considered for calculation of the brand choice

score for different Mobile Network Service Provider (MNSP) Companies. Present

subscribers/customers were asked to assign values for these factors out of 100 in order to capture

the profile of their relative importance.The mean values for these 5 factors used as weights

assigned by the respondents&given below in percentage format

[Insert here Table 5: Brand Selection Weightage Score for 3 MSPs]

Smart phone users of Siliguri were asked randomly to rate their preference for 3 major individual

private brands of mobile network service provider (Jio, Airtel & VI) on all the above factors on a

five-point Likert scale (1: Least satisfied to 5: highly Satisfied). Calculation of the Mean Score of

brand ratings for 3 private players given by respondent-customers are tabulated below in table

[Insert here Table 6: Brand Choice Mean Score for MNSP Selection factors]

The Individual MNSP Brand Selection Score (Weighted) was calculated using the formula -

An ith Brand Selection Score = Σ (Mean Score in jth Attribute x Weight of jth Attribute)


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[Insert here Table 7: Overall Weighted Brand Selection Score for Private MSP Brands in Siliguri]

Interpretation The above Table 7 shows in Siliguri, selection factor wise Jio scored top in 2

factors (Network Signal strength & Coverage and Upgraded Internet Connectivity spectrum with

customized Data Packs); Airtel scored top in 2 factors (Value Added Services (VAS),

Promotional Offers & OTT Apps and Prompt After-sales service & Better Complain Resolution)

& VI (Vodafone & Idea) topped in one factor i.e. Call Quality & Call Rates with Varied

Recharge Packs. But in overall basis considering all selection factors together, Jio found as

topper among the 3 competing brands with 77.42 Overall Brand choice Score. This gives

indication that MNP seems to be favourable in favour of Reliance - JIO.

The Colombo-Morrison (C-M) brand loyalty model classifies consumers as per degree of

loyalty & switching pattern also. According to this model, based on the concept of an

asymmetric generalization, few non-switchers are committed to brand loyal customers whereas

other customers are represented by a zero-order symmetric switching probability. This model

classifies consumers as “Hard-Core Loyal” (consumers strictly indifferent to other brands) and

“Potential Switchers” (those who are flexible in brand choice while making a purchasing

decision). The mathematical equation proposed by this model to generate Brand loyalty Score is

given as: X = αi + (1- αi) x βi Where

Parameter αi (For ith Brand) = (All respondents who use & prefer only the ith brand i.e. no

switching)/ (sum of all those respondents who currently use ith brand & also prefer other brands).

Parameter βi (For ith Brand) = (Sum of all respondents who currently use other brands except ith

brand but have said they prefer ith brand i.e. may switch)/ (sum of all respondents who currently

use all brands including ith brand & have said they prefer ith brand i.e.: may switch).

To find the values of α and β, Obermiller, C. (2002) proposes Preference behavior model

that captures both behavioral and attitudinal components of brand loyalty. The brand last

purchased and the brand the consumer prefers are considered as input for developing a

Preference Behavior Model matrix.

[Insert here Table 8: Preference Behavior Matrix for 3 Mobile Network Companies in Siliguri]

αJio = 28/31 = 0.903 &βJio = 26/54= 0.481

Brand Loyalty Score, XJio = αJio + (i- αJio) βJio = 0.903 + (1 - 0.903)0.481 = 0.95

Similarly αAirtel = 2/31=0.064; βAirtel = 13/17= 0.764 &αVI = 1/31=0.032; βVI = 12/29= 0.414

XAirtel = αAirtel + (i- αAirtel) βAirtel= 0.064 + (1 - 0.064)0.764 = 0.78

XVI = αVI + (i- αVI) βVI = 0.032 + (1 - 0.032)0.414 = 0.43


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Final Brand Loyalty Score as per Colombo-Morrison (C-M) Model is tabulated below

[Insert here Table 9: Final Overall Brand Loyalty Score]

Interpretation Hence as per the result of Table 7 & 8, it has been found that mobile subscribers

of Siliguri are inclined to Reliance Jio network as most sought brand as Jio has topped in both

Brand choice for next porting/switching in terms of MNP and in Overall Brand Loyalty followed

by Airtel & VI. Table 9 shows that in Siliguri city, Jio subscribers are very much committed to

stick to Jio network while VI users are least loyal to their present network indicating high

proneness to switch to other brands preferable Jio.

CONCLUSION

From the analysis of all findings of the present study, it is observed that in Siliguri city the CSI

(Customer Satisfaction Index) value towards Mobile Number Portability (MNP) is 88.03%

indicating very satisfying attitude of mobile subscribers in favour of MNPinterms of major 10

attributes on Customer Perception.IPA Diagram revealed that attributes like Complaint

Resolution & Remote area network Coverage, Call-drop rate, Poor connectivity & after-sales

service, Perceived ease of use & usefulness for new MNSP appeared to be prime important

&must be prioritized most by the brands in improving performance so that it can improve

customer satisfaction & end up with a delighting experience. Mobile subscribers of Siliguri are

inclined to Reliance Jio network as most favourable porting brand as it has topped in both Brand

choice for next porting/switching in terms of MNP and in Overall Brand Loyalty followed by

Airtel & VI. In Siliguri cityas per Colombo-Morrison (C-M) brand loyalty model, Jio subscribers

are very much committed to stick to their current network while VI users are least loyal to their

present network indicating high proneness to switch to other brands preferable Jio.

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LIST OF TABLES & FIGURES

Table 1: Demographic Profile of Mobile Subscriber (Respondents) Surveyed

No. Age (Yrs) Number of

Respondent Percentage (%)

1 15 - 25 27 27

2 26 - 40 46 46

3 41 - 60 19 19

4 > 60 8 8

No. Occupation Number of


1 Not employed

(Housewife/Unemployed/School student) 28 28

2 Job Holder (Private & Govt) 18 18

3 Self Employed 12 12

4 Retired Pensioner (Senior Citizen) 8 8

5 Student (UG & PG) 34 34

No. Monthly Income (Rs) of Employed Number of


1 < 20000 6 15.79

2 20000 - 35000 17 44.74

3 36000 - 50000 9 23.68

4 > 50000 6 15.79

No. Education Number of


1 Only High School (10th& 12th) 38 38

2 Graduate Only 47 47

3 Only Post Graduate & Higher 11 11


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4 Only Upto 8th Standard & Drop-outs 4 4

No. Gender Number of


1 Male 43 43

2 Female 56 56

3 Trans Gender/3rd Gender 01 01

Table 2: Results of Compatibility Score (CS) in favour of MNP

Attribu

te no Description of Attribute under Study

Satisfaction

Score

Importance

Score

CS %

1 Customer’s Attitude towards switching

(Preparedness for MNP) has become highly positive 188 192 97.92

2 Porting enables consumer to select from a large pool

of alternatives (mobile service providers) 358 364 98.35

3 The process of porting has become easier with less

contact & less documentation requirements 265 300 88.33

4

Relational Quality (i.e., Goodwill, trust, and

commitment) dimension is given huge priority by the

Mobile Service Providers for Customer Retention &

pulling the new ones as well

146 152 96.05

5

High Call drop rate, Poor connectivity, Poor after-

sales service, even with switching cost are likely to

be main reason for porting/switching in case of low

to medium earners

181 315 57.46

6 Porting makes mobile service providers innovative in

offers & in customer servicing 149 165 90.30

7

Better complain resolutions, family pack preference,

Network coverage at remote rural & hilly areas

induce people to go for MNP at first level

200 380 52.63

8

Voice Quality, Signal Strength, Value Added

Services (VAS),Promotional Offers, Large OTT

Apps by competitor prompts towards Mobile

Number Porting at secondary level

233 370 62.97

9 Perceived ease of use and usefulness with new 185 282 65.60


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mobile service provider

10 Customers after MNP are generally found to be

happy & satisfied 162 163 99.39

Table 3: Calculation of Mean Satisfaction & Importance Scores with Gap value

Attrib

ute N

o

Description of Attribute under Study

Sa

tisfactio

n S

core

Imp

orta

nce S

core

Mean

Satisfacti

on Score

(MSS)

Mean

Importa

nce

Score

(MIS)

Ga

p F

ou

nd

1

Customer’s Attitude towards switching

(Preparedness for MNP) has become highly

positive

188 192 3.76 3.84 -

0.08

2

Porting enables consumer to select from a

large pool of alternatives (mobile service

providers)

358 364 7.16 7.28 -

0.12

3

The process of porting has become easier with

less contact & less documentation

requirements

265 300 5.3 6 -

0.70

4


commitment) dimension is given huge priority

by the Mobile Service Providers for Customer

Retention & pulling the new ones as well

146 152 2.92 3.04 -

0.12

5

High Call drop rate, Poor connectivity, Poor

after-sales service, even with switching cost

are likely to be main reason for

porting/switching in case of low to medium

earners

181 315 3.62 6.3 -

2.68

6 Porting makes mobile service providers

innovative in offers & in customer servicing 149 165 2.98 3.3

-

0.32

7

Better complain resolutions, family pack

preference, Network coverage at remote rural

& hilly areas induce people to go for MNP at

200 380 4 7.6 -

3.60


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first level

8

Voice Quality, Signal Strength, Value Added

Services (VAS),Promotional Offers, Large

OTT Apps by competitor prompts towards

Mobile Number Porting at secondary level

233 370 4.66 7.4 -

2.74

9 Perceived ease of use and usefulness with new

mobile service provider 185 282 3.7 5.64

-

1.94

10 Customers after MNP are generally found to

be happy & satisfied 162 163 3.24 3.26

-

0.02

To

tal

41.34 53.66 -

12

.32

Avera

g

e 4.13 5.37 -

1.23

Table 4: Calculation of CSI (Customer Satisfaction Index) towards MNP

Attribute

No Description of Attributes under Study MSS MIS

WFi

(MIS)

WS

(MSS x WFi)

1

Customer’s Attitude towards switching

(Preparedness for MNP) has become highly

positive

3.56 3.84 7.16 26.91

2

Porting enables consumer to select from a

large pool of alternatives (mobile service

providers)

7.16 7.28 13.57 97.14

3

The process of porting has become easier

with less contact & less documentation

requirements

5.3 6 11.18 59.26

4


commitment) dimension is given huge

priority by the Mobile Service Providers for

Customer Retention & pulling the new ones

as well

2.92 3.04 5.67 16.54

5 High Call drop rate, Poor connectivity, Poor

after-sales service, even with switching cost 3.62 6.3 11.74 42.50


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are likely to be main reason for

porting/switching in case of low to medium

earners

6 Porting makes mobile service providers

innovative in offers & in customer servicing 2.98 3.3 6.15 18.33

7

Better complain resolutions, family pack

preference, Network coverage at remote

rural & hilly areas induce people to go for

MNP at first level

4.36 7.6 14.16 56.65

8

Voice Quality, Signal Strength, Value

Added Services (VAS),Promotional Offers,

Large OTT Apps by competitor prompts

towards Mobile Number Porting at

secondary level

4.66 7.4 13.79 64.26

9 Perceived ease of use and usefulness with

new mobile service provider 3.46 5.64 10.51 38.89

10 Customers after MNP are generally found to

be happy & satisfied 3.24 3.26 6.08 19.68

WAT

440.17

CSI 88.03

Table 5: Brand Selection Weightage Score for 3 MSPs

No Factors for Selecting Mobile Service Provider Brand (W: Weightage) Score (%)

1 Network Signal strength & Coverage (W1) 34.2

2 Call Quality & Rates with Varied Recharge Packs (W2) 18.3

3 Latest Internet Connectivity spectrum with customized Data Packs (W3) 26.4

4 Value Added Services (VAS), Promotional Offers & OTT Apps (W4) 14.1

5 Prompt After-sales service & Better Complain Resolution (W5) 07.0

Total 100


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Table 6: Brand Choice Mean Score for MNSP Selection factors

Table 7: Overall Weighted Brand Selection Score for Private MSP Brands in Siliguri

MSP Brand

Selection Factors

Brands Jio Airtel VI

(Vodafone-Idea)

Weight

Mean

Rating

Score

Factor

Score

Mean

Rating

Score

Factor

Score

Mean

Rating

Score

Factor

Score

Network Signal

strength & Coverage 0.342 78 26.68 73 24.97 68 23.26

Call Quality & Call

Rates with Varied

Recharge Packs

0.183 72 13.18 75 13.73 76 13.91

Latest Internet

Connectivity

spectrum with

customized Data

Packs

0.264 81 21.38 74 19.54 75 19.80

Value Added

Services (VAS),

Promotional Offers

& OTT Apps

0.141 79 11.14 82 11.56 72 10.15

Prompt After-sales

service & Better

Complain Resolution

0.070 72 5.04 74 5.18 70 4.90

Overall Brand Selection Score 77.42

74.98

72.02

Mobile Subscriber/Customer Rank 1st 2

nd 3

rd

MSP Brand Selection factors Jio Airtel VI

Network Signal strength & Coverage 78 73 68

Call Quality & Rates with Varied Recharge Packs 72 75 76

Latest Internet Connectivity spectrum with customized Data Packs 81 74 75

Value Added Services (VAS), Promotional Offers & OTT Apps 79 82 72

Prompt After-sales service & Better Complain Resolution 72 74 70


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Table 8: Preference Behavior Matrix for 3 Mobile Network Companies in Siliguri

Table 9: Final Overall Brand Loyalty Score

Figure 1: IPA Diagram of Customers’ Perception on Mobile Number Portability

Preference Behavior Model

Matrix

Existing Brand (Last Subscribed)

Total Reliance Jio Airtel

VI

(Vodafone & Idea)

Preferred

Brand (May

switch)

Reliance Jio 28 12 14 54

Airtel 2 17 10 29

VI

(Vodafone & Idea) 1 12 4 17

Total 31 41 28 100

Brand (Mobile Network Service Provider) Composite Brand Loyalty Score

Reliance Jio 0.95

Bharati Airtel 0.78

VI (Vodafone-Idea) 0.43

Documents

Customer Perception & Brand Loyalty towards Mobile Number