International Journal of Research and Review

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Original Research Article

Year: 2016 | Month: May | Volume: 3 | Issue: 5 | Pages: 31-38

Determining Customer Preference Glassy of Prepaid Cellular Services Users in Civic Area of Gujarat State

Dr. G. M. Purani

Associate Professor, Arts & Commerce College, Piparia, Vadodara.


The study goals to measure and relate the actual preference and superficial expectation level of prepaid cellular services users in Gujarat Telecom Circle. In this study 235 respondents were randomly considered for investigation in civic area of Gujarat State by consisting the variables like; superficial quality superficial value, perceived expectations; repurchase likelihood, Customer complaints and price tolerance. Our research model is based on American Customer Satisfaction Model (ACSM) the collected data conclude customers’ high level of perceived expectations, superficial quality and superficial value. The findings also conclude on positive attitude of highly satisfied customers on repurchase likelihood and willingness to pay more money to sustain the services where as customer complaints are negatively correlated with customer satisfaction in Gujarat Tèlecom Circle. In conclusion, the findings suggest that customers have high expectations that are fulfilled by the mobile phone services providers to some extent in Gujarat Telecom Circle.

Key Words: Superficial quality superficial value, perceived expectations, repurchases likelihood, customer complaints and price tolerance.

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