Influence of brand oriented factors on customer loyalty of prepaid mobile services

Abstract

The Indian telecom industry is a very dynamic industry with very stiff competition amongst existing service providers in the telecom market. One of the major drivers of this industry has been mobile telephony. But due to increasing competition, maintaining a loyal consumer base seems to be a challenge for the Indian cellular service providers. Customer loyalty and retention towards a specific brand have become important goals for them. In this context the present paper focuses on the influence of brand oriented factors to ensure customer retention and enhancing loyalty. Literature review was carried out covering the theoretical and empirical work. Exploratory interviews were conducted on 500 customers and factor analysis was conducted to determine the factors which influence customer loyalty towards a specific brand of prepaid cellular service provider. Regression analysis was further done to understand the relation of the identified branding factors to customer loyalty.