Paradoxes of customer satisfaction in telecommunication industry in Goa, India

Abstract

Telecommunication industry in Goa is a classic example of customer dissatisfaction with respect to the services offered by the mobile service providers having little substantive evidence to support. This study measures the satisfaction level among the customers of North and South Goa about the quality of services offered by the mobile service providers. Study was carried out using structured questionnaire among 193 telecom customers. Result revealed that only income among all other demographic variables is significant with respect to North and South Goan customers. Exploratory factor analysis (EFA) identified seven motivational factors which influence the buying behaviour. Finally, importance-performance analysis (IPA) showed that overall dissatisfaction is high among customers which need to be rectified. Entrepreneurs from India may resort to re-learning the entrepreneurial characteristics being practiced by Indonesian entrepreneurs, namely the intention of having overall development by providing what is promised to the customers at an affordable price.