Apr-Jun.12 - the Nitie

Buyers’ Expectations, Perceptions and Satisfaction on the People (Employees)
Mix of Cellular Services Marketing (A case study of Tata Indicom of Andhra Pradesh)
A.N.V. Durga Anupama *
Dr. Mamilla Rajasekhar **
C. Saradamma ***
Arithmetic growth of number of customers, cut-throat
services right from its inception in 1996. At this juncture, the
to improve the same.
Key Words: Cellular services, customer expectations,
customer perceptions, customer satisfaction, People, 7Ps of
services marketing, factor analysis.
* Ph.D scholar, Dept. of Commerce,
Sri Venkateswara University,
Tirupati-517 502,
Andhra Pradesh.
E-mail: nvdurgaanupamaalle@yahoo.in
mobile: 92485 48668
** Professor, Dept. of Commerce,
Sri Venkateswara University,
Tirupati-517 502, Andhra Pradesh.
E-mail: mamillarajasekhar@yahoo.com
mobile: 093470 36765
** PhD scholar, Dept. of Commerce,
Sri Venkateswara University,
Tirupati-517 502, Andhra Pradesh.
mobile:09290684806
Introduction:
To be successful in service business, people inside
and outside of your business are responsible for every
element of your sales and marketing strategy and
activities. In the jargon of services marketing,
refer to the customers, employees, sub-contractors,
agents, management and everybody else involved in it.
Service people are critical in their interactive marketing,
in the sense, that if promises are not kept, customers
Zeithaml, 2010). In services marketing, to the customer
the people involved are generally inseparable from
the business encounters. Understanding the customer
better allows designing appropriate products. Hence,
the role of plays a critical role in
recruiting the right persons who have the interpersonal
skills, attitude, service knowledge and abilities and in
providing proper training and motivation to obtain a
form of competitive advantage.
Indian Telecom Industry: India’s digital cellular
service network is one of the third largest in the
world after China and USA with nearly 300 million
connections. Telecommunication sector in India can
providers, and cellular services. Cellular services can
be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). The GSM sector is ruled by
Airtel, Vodafone, and Idea Cellular while the CDMA
sector is dominated by Reliance and Tata Indicom.
operators providing mobile services in 23 telecom
covering 3500 towns across the country. Table 1 shows
Vol. 36, No. 2, April-June, 2012
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