Influence of Marketing Strategies of Telecom Operators on Customers’ Buying Decisions

Authors

  • Shreyasee Das
  • Kushal De

DOI:

https://doi.org/10.33516/rb.v49i1.92-108p

Keywords:

Buying Decision, Customer, Loyalty, Marketing Strategy, Telecom Operators

Abstract

The Telecom industry in India is the second largest industry in the world and the marketing strategies adopted by telecom operators have an influence on the customer’s decisions in choosing the network. The present study tries to analyze the marketing strategies of mobile telecom operators that significantly influence the buying decision of customers and assess if location or choice of operators have any influence on those strategies. Based on a primary study on 150 respondents residing in urban, semi-urban and rural parts of South Bengal it is observed that buying decision is influenced by Customer Retention, People-Process Mix, Four-P Mix and Physical Evidence Mix and they are significantly different across regions. The influence of Customer Loyalty, People- Process Mix and Physical Evidence Mix are different across the choices of mobile telecom operators. The study also identifies that some differences in buying behaviour of customers exist between two groups across regions as well as the choice of mobile telecom operators.

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Published

2024-03-23

How to Cite

Das, S., & De, K. (2024). Influence of Marketing Strategies of Telecom Operators on Customers’ Buying Decisions. Research Bulletin, 49(1), 92–108. https://doi.org/10.33516/rb.v49i1.92-108p

Issue

Volume 49, Issue 1, April 2023

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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