Service Quality Factors Characterizing Consumers' Perception Towards Mobile Service Providers’ Brand Image

Now organizations are adopting customer-centric approach as in this information age customers are well-informed and hence very conscious and rational in making purchase decision. This work is aimed at figuring the service quality factors influencing consumers' perception towards the brand image of mobile service providers along with their relative importance. The factors under study were: network strength, coverage, customer care, billing transparency, and complaint resolution and response time. Questionnaire was used to collect the data and these data were analyzed through multiple regression analysis. Five different equations were developed for use of mobile service providers to measure their brand image