Determinants of Customer Based Brand Equity in Indian Telecommunication Sector

Bedi, Monica; Chopra, Pooja

doi:10.18843/ijms/v5i2(5)/02

Cited by 2 publications

(2 citation statements)

References 21 publications

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“…Customers always seek for viable deals and expect excellent service like network coverage; creative value-added services. (17) .…”

Section: About Indiamentioning

confidence: 99%

Study of Telecom Industry Ombudsman and its Regulatory Relevance for Customer Satisfaction

Mujumdar¹,

Prabhu²

2021

IJST

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Purpose: To study, analyse and compare telecom ombudsman functioning in Australia, the United Kingdom (UK), the United States of America (USA), in context of proposed telecom ombudsman in India. Methods: The study is both explanatory and analytical. Here, Qualitative Analysis is used for analysing primary and secondary data from last four years till 2019-20. Findings: There are rooted norms for how an Ombudsman's functioning runs and how it fits the regulatory/judicial framework. This research study highlights the functioning of an ombudsman in different countries. It also analyses primary data collected through an online questionnaire from Australia, the USA, and India. Also, it examines that the customer satisfaction is higher in markets where there is telecom ombudsman/alternate dispute resolution mechanism. Primary data analysis stresses that countries with telecom ombudsmen prove to be particularly useful in customer experience; however, India, despite being the second-largest telecom market, lacks customer satisfaction in telecom, and highlights the need to revisit some regulatory changes. Only around 8% of telecom consumers who made a complaint were satisfied with the overall experience. Scope of the Study: This study will be useful for regulators and policymakers of different countries, telecom consumers, public policymakers and think tanks. Novelty: This study proves importance of telecom ombudsman for having transparent grievance handling systems and higher customer satisfaction.

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“…Customers always seek for viable deals and expect excellent service like network coverage; creative value-added services. (17) .…”

Section: About Indiamentioning

confidence: 99%

Study of Telecom Industry Ombudsman and its Regulatory Relevance for Customer Satisfaction

Mujumdar¹,

Prabhu²

2021

IJST

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“…4. Bedi and Chopra [27], in their research of Determinants of Customer Based Brand Equity in Indian Telecommunication Sector has considered the customer based brand equity as a valuable asset for the firms The purpose of the study was to develop a model that will include perceived quality, brand association, brand loyalty and brand awareness and explain their impact on customer based brand equity in Indian Telecommunication industry from customers perspective. The author used Preliminary inspection of Pearson's correlation matrix for validity analysis and the internal consistency method (using Cronbach's coefficient alpha) to examine the reliability.…”

Section: H2: "There Is a Significant Impact Of Sponsorship On Brand Lmentioning

confidence: 99%

The Impact of Sponsorship on Brand Equity of Cellular Networks in Hyderabad Pakistan

Shah

Memon

Noor

et al. 2020

AJEBA

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Wireless and mobile networks are quickly becoming the consequential type of network access for telecommunication services and with the emergence of modern technologies the number of users has also increased numerously. Similarly, In Pakistan advance facilitating promotions and improved service quality of mobile networks have enormously raised 161.24 million users of mobile networks till july-2019. Due to the innovative advancement and Hi-tech competition in the market the networks use different strategies to retain and sustain the brand equity such as, Linking the brand with an event via sponsorship enables companies to reach consumers’ interest and attention by associating with the events that hold great importance to them. This research article is based on determining the effect of sponsorship on the components of brand equity such as brand loyalty, brand awareness and perceived quality. The methodology adopted for this using a survey questionnaire based on 5-likert scale, and the primary data collection source was sample of 160 respondents. The reliability and regression analysis were used to determine the effects of sponsorships. The results of the reliability shows that the Cronbach’s Alpha lies in the range of good and excellent, Furthermore, it indicate that the sponsorship have positive and significant impact on brand awareness, brand loyalty and perceived quality. Therefore, Managers need to increase the use of sponsorship as a tool, for effective marketing communication, sponsor events for which their customers are emotionally connected and use its attention for their brand and build strong brand equity. In a highly competitive environment, sponsorship activities can help telecom companies attain a completive edge over others.

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Determinants of Customer Based Brand Equity in Indian Telecommunication Sector

Abstract: The concept of Customer-based brand equity (CBBE)

Cited by 2 publications

References 21 publications

Study of Telecom Industry Ombudsman and its Regulatory Relevance for Customer Satisfaction

Study of Telecom Industry Ombudsman and its Regulatory Relevance for Customer Satisfaction

The Impact of Sponsorship on Brand Equity of Cellular Networks in Hyderabad Pakistan

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