Trust, Image and Association, affecting loyalty towards telecom service providers in India: A study on BSNL
India has come out as one of the youngest and fastest growing economies in the world. Telecommunication industry is one of the sectors that has shown the sign of profitability and contributed significantly to the country’s economy. India is one of the fastest growing mobile markets in the world due to this; many foreign players are entering in Indian Market. In recent years there are many changes in Indian telecom industry because of which product development and Market development is constantly changing and hence there is a situation of hyper competition. In this situation customer retention is assuming more importance then customer acquisition as former provides platform for later. The biggest cost to any company is “customer switch”. Bharat Sanchar Nigam Limited, first PSU to start providing telecom services to market and has enjoyed leadership position in market for long. With rise of competition and entry of private multinationals scenario is changing. This paper is an attempt on exploring the factors which are influencing the loyalty of customer of BSNL in today’s environment. The paper tries to investigate the variables that influence the perception of the mobile phone customers to remain them loyal with existing service providers