A Study On Perceived Reliability Of The Telecome Services In Kerala

Abstract

In Kerala, telecommunication sector has undergone radical changes in the form of technological advancement and cutthroat competition. There are however a number of different dimensions of service quality and reliability is one dimension that would largely influence the perception and satisfaction of customers. In the uses the SERVQUAL model to determine and evaluate the real reliability of the four leading telecom service providers in Kerala, namely: BSNL, Airtel, Vi and Jio. A pre-structured questionnaire was conducted to 600 respondents in various parts of the Kerala state and its main dimension is reliability i.e. can provide the specified service in a consistent and accurate way. The descriptive statistics, Chi-square tests, and Analysis of Variance (ANOVA), were applied in order to perform the data analysis. The results show that there exist a lot of differences in the perception of reliability in the providers, BSNL being ranked as the most reliable, followed by Airtel, Vi, and Jio. These learnings are indicative of the need to improve the level of service reliability in order to instill a sense of customer trust and loyalty in the highly competitive telecom market of Kerala.