An Empirical Evaluation of Service Quality and Trust in Navi Mumbai's Telecom Sector by IRJET Journal

An Empirical Evaluation of Service Quality and Trust in Navi Mumbai's Telecom Sector

Ms. Vanita Nital Sabharwal1 , (Prof.) Dr. Arvind Kumar2 , (Prof.) Dr. Pushpendu Rakshit3

1Research Scholar, Dept.of Electronics and Communication Engineering, Singhania University, Rajasthan, India. 2Research Supervisor, Dept.of Electronics and Communication Engineering, Singhania University, Rajasthan, India. 3Research Co-Supervisor, Director, KCSA, Maharashtra, India.

Abstract - This study explores the dynamics of service quality and customer trust in the context of India’s competitive telecommunications sector, focusing on key service providers in Navi Mumbai. Drawing from a mixed-methods approach, the research evaluates user perceptions, service satisfaction, brand image, and connectivity quality. With 864 consumer responses and insights from industry officials, this empirical study highlights significant variances in how customers perceive and respond to telecom giants such as Reliance Jio, Bharti Airtel, Vodafone Idea, and BSNL. The findings reveal a strong correlation betweenserviceperformanceandcustomer loyalty, with implications for business sustainability and strategic innovation.

Key Words: Telecommunication Services, Service Quality, Customer Satisfaction, Brand Image, Network Availability, Customer Loyalty.

1. INTRODUCTION

India has one of the largest telecom sectors in the world, withmorethan1.1billionpeopleusingmobilephones.This industryisveryimportantforthecountry'sgrowthbecause ithelpspeoplestayconnectedandsupportsdigitalservices like online banking, education, and e-commerce. Because therearesomanyusers,telecomcompaniesarecompeting hardtogetnewcustomersandkeeptheirexistingones.

NaviMumbaiisagrowingcitywithmoderninfrastructure andamixofpeoplefromdifferentbackgrounds.Itisagood placetostudyhowpeoplefeelabouttelecomservicesand what makes them stay loyal to a company. This research looksathowcustomersinNaviMumbaiviewthequalityof servicesprovidedbytoptelecomcompanies.Italsostudies how much they trust these companies and how that trust affects their decisions like which company they choose, howoftentheyusetheservices,andwhethertheyplanto staywiththesameproviderinthefuture.

The telecommunication sector has emerged as a critical enabler of economic growth, digital transformation, and customer connectivity in urban India. In cities like Navi Mumbai an evolving socio-economic and commercial hub telecom services are indispensable for daily communication, business operations, and access to digital platforms. As the competition among service providers

intensifies,customersatisfactionisnolongerdrivensolely bypriceoravailabilitybutalsobytheperceivedimageofthe brandandnetworkperformanceconsistency.

India's telecom industry is highly dynamic, with major playerssuchasRelianceJio,BhartiAirtel,VodafoneIdea,and BSNLcompetingonthefrontsofserviceinnovation,digital reach, and customer experience. While investments in technology and infrastructure are increasing, customer perceptions particularlyaroundbrandimageandnetwork availability play a defining role in customer satisfaction andretention.

2. LITERATURE REVIEW

The Cellular Operators Association of India (COAI), which represents Airtel, Vodafone Idea, and Jio, has stated that thesemeasureswillhelpattracthigh-qualityinvestments.

(Ojha, 2007). Rural customers’ innovativeness in mobile telecom services was significantly influenced by product involvement but not by the need for uniqueness (Jasrai, 2016).

Sinha (2011) says consolidations and acquisitions in the telecom business have developed by significant extents in India since the mid-1990s. Financial changes embraced duringthe1990sinIndiaopenedupthetelecomareawhich usedtobeadominatinglystatecontrolledone.

Mishra Arjyolopa, Pradhan Amruta, Bisht Oasis (2018) investigate the post-merger and acquisition dynamics of trusts,aswellasintegrationstrategyintheIndiantelecom sector, as variables that contribute to a successful merger and its beneficial influence on consumers, market, and company.

TheTRAIreport(2015&2019)illustratesthatavarietyof factorsinfluencethetelecomindustry'ssuccessandthata suitable framework is needed to improve the sector's performance.

Parsheera Smriti (2018) reveals that the Indian telecom sectorsareenteringanewperiodofdevelopment,according tothereport.

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AccordingtoBansal(2017)customerengagementstrategies hadamoderatelypositiveimpactoncustomerloyalty.This indicatedastarkimprovementincustomerloyaltywiththe enhancementofcustomerengagementexperiences.

Tyagi (2022) explored the mediating effects of brand recognition and recalled the relationship between service quali customer satisfaction, and customer loyalty in the Indiantelecomsector.

Bansal(2017)inhisstudyperformedparametrictestslike ANOVA to establish a relationship between customer retentionandcustomerengagementmarketing.

Customers' choice of mobile telecom service provider depends crucially on the operators' quality of service. Service quality influences the choice of Managed Service Provider(MSP)(Laxmi,2017).

Tyagi(2022)foundthatservicequalitypositivelyinfluenced brandawareness,brandimage,andcustomersatisfaction. All of these constructs influenced customer loyalty and retention.

Jeevapriya(2014)foundthattheservicequalitygapamong urbancustomerswashigherthanthatofruralcustomers.It had a negative influence on customer satisfaction and loyalty.

Jasrai (2016) found that after-sales service quality could have been better as there was no availability of the latest service plans, offers, recharge coupons, etc. The rural customers were satisfied with talk time, validity, and customercareservicesbutnotnetworkquality,reliability, andsignalstrength.

Rao (2013) found that customers preferred prepaid connections over postpaid connections. They trusted the telecomoperatorstoprovideaffordableproductscateringto their needs. As the users had trust in the retailers, they preferred to buy regular products from familiar places (Porwal,2014).

As per Paulasset, 2016 dependence jio is working as per Indian market; it gives best quality administrations at substantiallylesscost.DependenceJiolikewisegivingtestto in excess of 30 organizations since it moreover enters in otherassistanceareaconnectedwithtelecomarea.

Subsequentupontheconsolidationoflicenses,theabsolute rangeheldbytheresultantsubstanceshouldn'tsurpass25% oftherangeallocated(BusinessToday,July'2013).Babuand Sheriff (2012) made sense of that Dab, TRAI, SEBI, MRTP, FEMA and Rivalry Commission of India all play an administrativepartinM&Asinthetelecombusiness.

Theheighteningvaluewarcouldcomedownonthebusiness incomedevelopment.Further,thecontinuouscostwarand

thecorrespondingdecreaseintelecomtrafficcouldraisethe passage obstruction for new organizations (Dun and BradstreetIndiareport'2009).

Arora (2013) expressedthatclientwearingdown ishigh because of presence of close substitutes and almost zero exchanging expenses and specialist organizations are attempting to draw in clients from contenders by giving appealingoffers.Therecipientsofcontestbeingclients,the playersarestressedoversupportabilityandareexpectedto conveyclientdriventechniqueslike,clientrelationshipthe executives,notexclusivelytosnatchanofferonthelookout yettosupportoverthelonghaul.

AsperBurkeandLitwin(1992)changesinadministration practices,approachesandstrategies,changesinworkunit environment, change in task necessity, change in area, faculty, ability, group participation and states of administrationandsoonaretheconditionalchangeswhich canbringfirstrequestchange.

3. RESEARCH GAP

Although there is a wide range of secondary sources available on telecom services, customer loyalty, and retention,veryfewstudieshavespecificallyfocusedonNavi Mumbai, the location chosen for this research. This highlights a gap in the existing literature and creates an opportunitytoexploretheuniquedynamicsofthetelecom sectorinthisspecificgeographicarea.Thelackoflocalized researchmakesthisstudybothrelevantandtimelyIt’sbeen observedthatthereexistsagapinthestudyandthatmakes me further conduct a study in this area for my doctoral research.

Navi Mumbai being a socio-economic zone further needs suchstudieswhichwouldhelptounderstandthemindset andsatisfactionforboththestakeholderssuchasbusiness owners and customers regarding telecommunication servicesprovidedandtheimpactofsameintheirlives.Thus, Itrytomakeanattempttounderstandtheexploremorein this area for the location selected in the study. This study wouldbehelpingthehospitalitybusinessestounderstand theparadigmshiftfromtraditionalmodesofoperationsto currenttrendsofdigitalservices.Also,anattemptismadeto exploretheimpactofpandemiconthebusinessesandtheir survivalinstinctsandsustainabilityefforts.

4. OBJECTIVES

1. Tostudytheimpactoftelecommunicationservices industryinNaviMumbaioncustomer.

2. To examine the impact ofservices provided by telecommunicationgiantsoncustomersintermsof satisfactionlevel.

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

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4.1 Scope of the Research

The scope of study includes the analysis of impact of TelecomservicesoncustomerloyaltyandretentioninNavi Mumbai.

4.2 Type of Research

Research Type:

 Mixed-method–combiningqualitativeandquantitative approaches

 Useofprimaryandsecondarydatasources

Nature of Study:

 Exploratory–aimedatgainingdeeperinsights

Sampling Methods:

 Purposivesampling

 Self-selectionsampling

 Areasampling

Duration:

 Approximately3years

Data Collection Methods:

 In-depthinterviewswithtelecomrespondents

 Surveyswithstakeholders

 Online/offlinequestionnaires

 Delphimethodforexpertopinions

 Self-completion diaries to track industry issues and changes

Sample Size:

 864customers

 100–150telecomofficials/serviceproviders

 Data collected using structured and semi-structured formats

Study Location:

 NaviMumbai

Data Analysis Tools:

 SPSS

 Otherrelevantdataanalyticstools/packages

5. RESEARCH HYPOTHESES

Theresearchhypotheses aredesignedbasedonliterature reviewandobjectives.

1. There exists statistically significant correlation between Telecom service and satisfaction of customers with image of the service provider in market.

2. There exists statistically significant correlation between Telecom service and satisfaction of customers with the network connectivity availabilityaspromisedbyyourvendor.

5.1 Reliability Test

Table -1: Case Processing Summary

List wise deletion based on all variables in the procedure.

Table -2: Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on StandardizedItems NofItems .779 .789 21

Reliability analysis for each parameter was done using Cronbach’s Alpha and the calculated value is given above. Thevalueisfoundtobeabove0.779formostofthecasesfor 21 items in total. Hence, we conclude that the values of reliability are satisfactory, and we shall proceed with the furtheranalysisofdata.

5.2 Testing of Hypotheses

5.2.1 Hypothesis 1

H0 - There exists no statistically significant correlation betweenTelecomserviceandsatisfactionofcustomerswith imageoftheserviceproviderinmarket.

H1-Thereexistsstatisticallysignificantcorrelationbetween Telecomserviceandsatisfactionofcustomerswithimageof theserviceproviderinmarket.

Table -3: Case Processing Summary

Q7 Your Telecom Service Provider *Q21 Are you satisfied withimage oftheyour service providerin market

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Q7*Q21Crosstabulation

Table -4: Chi-Square Tests

4 cells (20.0%) have expected count less than 5. The minimum expected count is .67.

with the network connectivity availability aspromised by your vendor

Q7*Q22Crosstabulation Count

Table -5: Chi-Square Tests

3 cells (15.0%) have expected count less than 5. The minimum expected count is 1.33.

NofValidCases 864

As the Pearson Chi-Square significant level is 0.00< 0.05 fromtheresultsdriventhusnullhypothesisH0isrejected and alternate hypothesis H1 is accepted showing good fit. Thus,weconcludethatat90%confidencelevel,there,exists statisticallysignificantcorrelationbetweenTelecomservice and satisfaction of customers with image of the service providerinmarket.

5.2.2 Hypothesis 2

H0 - There exists no statistically significant correlation betweenTelecomserviceandsatisfactionofcustomerswith the network connectivityavailabilityaspromised byyour vendor.

H1-Thereexistsstatisticallysignificantcorrelationbetween Telecom service and satisfaction of customers with the network connectivity availability as promised by your vendor.

Table -5: Case Processing Summary

As the Pearson Chi-Square significant level is 0.00< 0.05 fromtheresultsdriventhusnullhypothesisH0isrejected and alternate hypothesis H1 is accepted showing good fit. Thus,weconcludethatat90%confidencelevel,there,exists statisticallysignificantcorrelationbetweenTelecomservice andsatisfactionofcustomerswiththenetworkconnectivity availabilityaspromisedbyyourvendor.

6. KEY OBSERVATIONS

 Network Reliability: Amongallproviders,Reliance Jioledincustomer-perceivednetworkstrengthand internet speed, reflecting its investment in advancedinfrastructure.Conversely,BSNLlagged significantly due to legacy systems and limited upgrades,particularlyinhigh-demandareas.

 Brand Image: Bharti Airtel received high ratings for brand trust, professionalism, and service transparency. In contrast, Jio was perceived as youthful, tech-driven, and disruptive, resonating stronglywithyounger,digitallyactiveusers.

 Customer Loyalty and Churn: Airtel and Jio demonstrated the highest user retention rates. VodafoneIdea(Vi)exhibitedthehighestchurnrate,

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

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indicatingservicedissatisfactionorweakerbrand engagement.

 Satisfaction Correlation: Both brand image and networkreliabilityhadstrongpositivecorrelations with overall customer satisfaction (Pearson’s r > 0.65).

7. FINDINGS

Thisstudyfoundthatpeopledon’tchooseamobilenetwork provider based only on price. While affordability is appreciated,whatmattersmoretocustomersistheoverall reliability of the network. Users value consistent performance,trustinthecompany,andwhetherthebrand feelsfamiliaranddependable.

Customersatisfactioniscloselylinkedtotheperceptionof reliability.Whencustomersbelievethatatelecomprovider keepsitspromisesanddeliversqualityservice,theytendto feelmoresatisfiedandloyal.Factorssuchasastrongbrand image, effective advertising, and clear, helpful communicationsignificantlyinfluencecustomerperception. Thoughtheseelementsareintangible,theyplayamajorrole inshapingcustomerloyalty.

Manyusers expressedfrustration not overprice, but over brokenpromises,poornetworkperformance,anddifficultto-use digital platforms such as apps or websites. These experiencesledtodissatisfaction,evenwhenthepricingwas competitive.

Thefindingssuggestthattelecomcompaniesshouldmove beyond focusing solely on promotions and discounts. Instead,theyshouldinvestinbuildinglong-termcustomer relationshipsthroughbetterservicequality,transparency, and honest, helpful interactions. A reliable, trustworthy experiencemattersmoretocustomersthanjustalowprice.

Jio and Airtel are ahead because they do both well:

 They provide good network coverage and fast internet.

 They also maintain a strong brand image, clear communication,andhighlevelsofcustomertrust.

Ontheotherhand,companieslike Vi and BSNL arefalling behind. To remain competitive, they must improve both theirnetworkperformanceandhowtheirbrandisperceived bycustomers.

8. RECOMMENDATIONS

Toenhanceservicequalityandfosterlong-termcustomer trust,thefollowingstrategiesareproposed:

1. Strengthen Network Infrastructure: Expandhigh-speed, reliablecoverage,particularlyinsuburbanandunderserved areastominimizeservicegapsandlatencyissues.

2. Invest in Brand Experience: Implementconsistentand value-driven brand messaging. Enhance corporate social responsibility(CSR)effortsandbuildbrandnarrativesthat resonatewithdiversecustomersegments.

3. Leverage AI and Automation: Utilize artificial intelligence for predictive maintenance, real-time troubleshooting,chatbots,andintelligentroutingtoreduce responsetimeandimproveissueresolution.

4. Enhance Customer Engagement: Improve digital platforms(e.g.,mobileapps,self-serviceportals),implement loyalty programs, and offer personalized service recommendationsbasedonuserdataandpreferences.

9. CONCLUSIONS

ThisstudyunderscoresthatintheurbanlandscapeofNavi Mumbai, customer satisfaction is a function of both measurable service quality and perceived brand value. Providers that ensure network reliability maintain highspeedconnectivity,andbuildapositivecorporateimageare more successful in earning customer trust and reducing churn.

RelianceJioandBhartiAirtelemergedasleadersduetotheir proactive approach in infrastructure deployment, digital transformation, and brand engagement strategies. Meanwhile,VodafoneIdeaandBSNLarefacingchallenges rootedinoutdatedsystemsandunderwhelmingcustomer experiencemodels.

The study confirms that both brand image and network reliability are statistically significant contributors to customersatisfactioninthetelecomsector.

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