This article analyzes the service quality of the cellular service sector
with reference to the emerging competition from
the Code Division Multiple Access (CDMA) mobile service. The assessment of the quality of service is based on the available
SERVQUAL inventory. The basic telephone service has also been included to
draw a comparison of the existing services. Out of
the 63 respondents, 54 have been included for
further analysis. The overall assessment of the quality of
service (QoS) shows that Aircel has done well during the study
period, i.e., September-October 2004. In the BSNL
mobile service, responsiveness and empathy have been found as
the limiting factors for the deviations; whereas in the case of Airtel,
tangibility and responsiveness have good support for
QoS. The reliability, assurance and empathy have been the power of
Airtel in providing good quality of service.
The telecom sector is one of the fastest growing sectors. It offers three categories
of services, viz., fixed line service, wireless service and cellular service. The cellular
service is called as mobile service because of its nature of usage. There are two types of
mobile service networks—Global System for Mobile (GSM) and Code Division Multiple
Access (CDMA). The bandwidth of GSM varies from CDMA. The study revolves around
the operators of GSM service and the fixed line service.The service industry supports
the national economy with more than 55% growth rate. Its contribution to the GDP is
less than 20%. To hasten the growth and strengthen the Indian economy, it is essential
to study the nature of services offered. This study is limited to the service quality of
GSM network. Cellular service providers like DoT, BSNL Mobile, Airtel and Aircel, Have
been taken for the study. India's fastest growing cellular service, (along with prepaid
service) brings cellular telephony to the masses, through innovative technology and
strategic pricing. It uses the GSM technology to attain global excellence and leadership in
business. Its entry into this sector has made GSM cellular service available at an affordable
price. It is reported that BSNL has enrolled over 30 lakh cellular customers within ten
months of its launch, which is an unprecedented mark in the Indian cellular market. BSNL is
the only mobile service available throughout the country, including Jammu & Kashmir and
North Eastern states like Arunachal Pradesh, Nagaland, Mizoram, etc. Airtel is a private
cellular service provider under the corporate name, Bharti Telecom, with very good
connectivity. It holds the market share next to BSNL. Aircel is another player, which also holds a
sizeable market share with free SMS facility. |
