A Study about the Factors Influencing customer mobile service switchover to

Reliance Jio mobile service with reference to Chidambaram Town

Dr Gomathi Sankar Kandappan, Dr MG Loganthan
Assistant Professors, Dept. Of Business Administration, Annamalai University

Abstract
Customer complaint and switching behaviour has become a critical issue facing mobile
service firms. Data on customer complaints and switching behaviour provides us vital
information about customer relationship dynamics. If customer complaints are not properly
redressed, it has a substantial impact on the customers attitude towards the service provider as it
was ostracized and unaccepted concept one decade back, because companies thought it was more
important to gain new customers than retain the existing ones. The purpose of this paper is to
examine the complaint behaviour of customer and specific factors towards switchover of mobile
service provider. Several hypotheses are extracted from the research framework and are tested
using chi-square and ANOVAanalysis. The area covered under this study was Haridwar and
Dehradun due to availability of well mixed population base in Uttarakhand. A well structured
questionnaire was designed. A sample of 300 respondents (customer of prepaid or post paid
mobile services) was used and cluster sampling method was applied for the purpose. The study
concluded that most of the customers are satisfied with their service providers but they are
interested in switching over and claim that network problem such as poor connectivity and high
prices are the main reasons which influence and force them to switch to another operator who is
perceived better offers/schemes and value added service plays the least important role.