Measuring Mobile Service Satisfaction: Factor Analysis Based Study on Mobile Users of Gujarat

Determination of customer satisfaction is one of the very important parameters for the telecom operators in India. This paper undertakes analysis of different factors, which enables to ear mark the major aspects that leads to satisfaction of mobile users. The study had been carried out among the mobile users of the state of Gujarat. The paper also tries to find out the gaps between customer expectation and their service satisfaction. The study also investigates the potentiality of the revenue generation and customer retention tools for telecom operators. Opinions of about 800 mobile users from 20 districts of Gujarat were captured through close ended questionnaire. Simple random sampling method was used, where the perception of individuals of various strata of the society were captured. Other than recording the personal data of the mobile users, in terms of name, age, gender, locality, profession, income and qualification, other useful information related to satisfaction from mobile services were also captured. Levels of satisfaction of the respondents were recorded using Likert 5-Point scale system. Statistical tool SPSS was used for the dimension reduction and identification of the significant factors using factor analysis. 19 attributes of satisfaction were grouped in 5 important factors with their respective factor loadings. These factors ensures enhancement of the customer experience as well as boosting service quality ,which helps in devising suitable sustainable strategies for the mobile market today. Further the levels of satisfaction of the mobile users of Gujarat were also analyzed with respect to various zones, urban-rural, age groups as well as income categories. These conclusive evidences may help the telecom players to enhance and retain their existing customer base as well as revenue.