Prasanna Mohan Raj and Akanksha Choubey
India’s telecommunication network is one of the largest in the world providing wide-ranging services such as basic, cellular, internet, radio paging, VSAT. The Research findings of Ovum, the reputed international agency, say that Indian mobile industry is a major contributor to the social and economic growth of the country. It is quite evident that competition is increasing among players in mobile industry. The increased competition has reduced the price of service and customers are bombarded with various services and changing tariff plans. Differentiation from competitors is the need of the day for service providers to lead the market. So, it is momentous for mobile service brands to understand the gap between expectations and perceptions of quality among customers, so that they can retain them as well as attract new customers. This paper tries at identifying the key factors responsible for customer preferences for Mobile service brands by using factor analysis. This study analyzes satisfaction level for four major brands (BSNL, Vodafone Idea, Airtel and Jio) in above key factors. This paper also captures the Importance-satisfaction matrix for four major brands which will offer valid suggestions.