IAETSD JOURNAL FOR ADVANCED RESEARCH IN APPLIED SCIENCES ISSN NO: 2394-8442

A Study on Customer Loyalty of Users towards Jio, Vijayawada, Andhra Pradesh

Dr. B.KISHORE BABU*1 Asso.Prof, Dept. of Management, Koneru Lakshmaiah Education Foundation, Vaddeswaram, Guntur, Andhra Pradesh, . [email protected]

Abstract: Competition in the telecommunications world in India is very firm, brand switching of customers is also very high. That’s why each provider trying to provide the best for its customers so that they can be loyal to the same provider. customer loyalty is defined a relationship between customer with a particular brand name, and company exemplified by their purchase of the customer or consumer buying behavior towards a consistent and profitable brand and measured as recommended to other consumers. In India, there are ten mobile telecom providers operating in the market (Vodafone-Idea, Airtel, Jio, BSNL, , , Telenor, Tata Docomo, MTS India, MTNL).

The rationale of this study is to know the customer loyalty of JIO customers towards JIO After free services time was over. Whether customers are continuing the JIO or not? to know overall satisfaction of customers towards services of JIO, factors which considered to select JIO This study uses data 300 respondents from the population was Reliance JIO users in Vijayawada, Andhra Pradesh, with a structured questionnaire. The questionnaires were scrutinized using MS-Excel. The results of this study show that 63% of the customers are highly satisfied with the performance of JIO services, 45% of the customers are highly agreed that, they will continue the JIO services in coming years and wants to be loyal to the JIO, 52% of the customers are highly agreed that they satisfied with the performance of JIO and suggest others to use JIO

Key Words: customer loyalty, telecommunication, satisfaction, Brand switching

INTRODUCTION

Reliance Jio Infocomm Limited, performing business operations as Jio, is A Long Term Evolution (LTE)mobile network operator in India. It is a wholly owned subsidiary of Reliance Industries, that make available wireless 4G LTE service network and is the only 100% VoLTE (Voice over LTE) operator in the country, with coverage across all twenty two Telecommunication circles in India.

The services were first beta-launched to Jio's associates and workforce on 27 December 2015 and later on services were commercially embarked on 5 September 2016. The company will launch its 4G broadband services all over India in the first quarter of 2016-2017 financial year. It will offer data and voice services with peripheral services like instant messaging, live TV, movies on demand, news, streaming music, and a digital payments platform.

The Reliance JIO has a network of more than 250,000 km of optic fiber cables in the country, over which it will be collaborating with local cable operators to get broader connectivity for its broadband services. With its multi-service operator licence, Jio will also serve as a TV channel distributor and will offer television-on-demand on its network. preceding to its pan-India commence of 4G data and telephone services, Jio has started providing free Wi-Fi hotspot services in cities throughout India including Surat, Ahmedabad in , and Visakhapatnam in Andhra Pradesh, Indore, Jabalpur, etc.

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In the telecommunication industry, the foremost form to protect subscriber base is to triumph customer loyalty, an important prerequisite for the long term safeguarding of the brands life. Customer enduring association with a service provider is of superior importance to the accomplishment of a company in an exigent and cutthroat market. Loyal consumers construct businesses by buying more, and providing new referrals through affirmative word of mouth in due course.

Research Problem The Telecom industry is one of the swift mounting industries in India. Consumers have all possibilities of purchasing and switching the mobile service provider due to industry expansion. Number of companies in this sector is increasing, so each one of them wants to overplay others to attract consumers. This research deals with customer loyalty of Reliance JIO users towards JIO. Objectives 1. To know who influenced the purchase of JIO. 2. To know which factors customers considered for purchase of JIO. 3. To study the customer loyalty of the JIO customers towards JIO. 4. To know the overall satisfaction levels of JIO customers towards JIO.

REVIEW OF LITERATURE

1. Kotler and Keller (2006) hold that companies be acquainted with the significance of gratifying and keep hold of customers. To them, the following are attention-grabbing truth about customer uphold, get hold of new customers can cost five times more than the cost occupied in satisfying and retaining present customers, the average company loses10 percent of its customers each year, and the customer profit rate tends to increase over the life of retained customers. 2.(Eshghi et al., 2007; Heskett & Sasser, 2010). There is a glut of definitions of loyalty and/or customer loyalty in the present literature. Customer loyalty is customer repeating purchase intention to some particular products or services in the future 3. According to Uncles et al. customer loyalty can be classify as (a) attitudinal-loyalty to the brand whereby customers have a constructive set of affirmed conviction towards the brand purchased, (b) behavioral-loyalty to the brand where loyalty to a firm brand is defined chiefly with reference to the prototype of past purchases, and (c) co-determinants of buying brand where loyalty is moderated by incident variables such as individual’s current circumstances, their characteristics, and/or the purchasing situation faced. In this study, the concept of customer loyalty is based on both user’s attitudinal-loyalty and behavioural-loyalty to the telecommunication service provider 4. According to Serkan and Gorhan, there are four dimension that influence customer loyalty in choosing desired telecommunication service providers. These dimensions are corporate image, perceived service quality, trust and switching cost. 5. According to Anderson and Narus , faith is a belief to another party’s word or pledge because the party is measured as integral, honest, truthful, and able to perform actions that will result in positive outcomes or prevent actions that will end in negative results. A customer who believes a definite brand is likely to form optimistic buying custody towards the brand 6. Oliver defines customer loyalty as a deep held commitment to repeat patronage from a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that may potentially cause switching behaviour. Customer loyalty has been found to be the key mediating variable in explaining customer retention, which is the likelihood of a customer returning, making business referrals, providing strong word-of-mouth, as well as providing references and publicity.

RESEARCH METHODOLOGY

RESEARCH METHOD: Descriptive Research Method In this study survey method is used.

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SAMPLING TECHNIQUE: A purposive-cum-convenient sampling method is used in selecting participants. Population: The target population for this research for this study is the customers who are using Reliance JIO in Vijayawada, Andhra Pradesh Sample Frame: Customers using Reliance JIO in Vijayawada SAMPLE SIZE: A purposive cum-convenient sampling method is employed. 300 sample respondents are chosen on the basis of their being readily available/accessible at Vijayawada DATA COLLECTION: It is a descriptive research, where the data is collected from both primary and secondary sources; the primary sources are collection of opinions and behaviors of the population using a structured questionnaire and secondary sources like previous researches in this field, various journals, books and websites. INSTRUMENTS USED: The researchers used the personally administrated and online survey questionnaires as a data collection method.

STATICTICAL TOOL: The data was analyzed using Ms Excel and presented in inform of chart and tables.

ANALYSES OF ATTITUDE AND OPINIONS OF RESPONDENTS Table: 1 Age (completed years) SI. No Age Number Percent 1 10-20 14 4.6% 2 20-30 108 36.0% 3 30-40 112 37.0% 4 40-50 36 12.0% 5 50-60 14 4.7% 6 60-70 8 2.7% 7 70-80+ 8 2.7% Total 300 100% Source: Field Survey Diagram:1 AGE DISTRIBUTION OF RESPONDENTS

120 108 112 100

80

60 Number 36.00 37.00 36 Percent 40 14 14 20 12.00 8 8 4.60 4.70 2.70 2.70 0 <20 21-30 31-40 41-50 51-60 61-70 71+

Source: Table 1

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An analysis of diagram 1 shows the age distribution of the respondents. The table reveals that out of 300 respondents, majority 112(37.0%) are in the age group of 31-40 years, followed by 108 (36.0%) between 21-30 years. 36(12.0%) between 41-50 years. The average of respondents is 34.46 and S.D. is 12.4 and mode is 30.5.

Tabl.2 Sex Sex Number Percent 1 Male 162 54.0% 2 Female 138 46.0% Total 300 100% Source: Field survey Diagram: 2 Sex distribution of respondents 180 162 160 138 140

120

100 Male 80 Female 54 60 46 40

20 0 Number Percent

Source: Table 2 An analysis of the diagram shows the sex distribution of the respondent. Out of 300 the respondent majority 162 (54 percent) are males and rest 138 (46 percent) are males. Generally males use to undertake purchase activities while females are busy with their work at home.

Place of Birth: The frequency distribution of the respondents in terms of their place of birth is presented in the table No. 3

Table 3: Place of birth SL. No. Place Number Total Percent Male Female 1 Rural 69 41 110 36.7 2 Urban 93 97 190 63.3 Total 162 138 300 100 Source: field survey

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Diagram:

PLACE OF BIRTH OF RESPONDENTS 200 Urban, 190 180 160 140 120 Rural, 110 100 Rural 80 Urban Urban, 63.3 60 Rural, 36.7 40 20 0 Number Percent

Source: Table 3 An analysis of the diagram shows the place of birth of the respondents. Out of 300 respondents majority 190(63.3%) respondent’s place of birth was urban area and 110 (36.7) respondent place of birth was rural.

Table 4 Religion of the Respondents SL. No Religion Number Percent 1 Hindu 178 59.3 2 Muslim 50 16.7 3 Christian 38 12.7 4 Others 34 11.3 Total 300 100 Source: Field survey Diagram:4 Religion of the Respondents in the study area

34, 11% 38, 13% Hindu

50, 17% 178, 59% Muslim Christian Others

Source: Table no. 4

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An analysis of the diagram shows the religion of the respondents. Out of 300 respondents’ majority 178(59%) are Hindus followed by 50(16.7) are Muslims, 38(12.7) are Christians. The study represents all major religions in the country state. Table: 5 State SL. No. State Number Percent 1 A.P. 189 63 2 Other than A.P. 111 37 Total 300 100 Source: Field Survey Diagram: 5 State of the respondents in the study area 200 189 180 160 140 120 111 100 A.P 80 Other A.P 63 60 37 40 20 0 Number Percent

Source: Table 5 An analysis of the table shows the state of the respondents belongs. Out of 300 respondents’ majority 189(63.0%) respondents belong to A.P. and remaining 111 (37%) belong other than AP. This is the general pattern usually observed in the Indian society.

Table: 6 Literacy and Education SL. No Education Number Percent 1 Primary 0 0 2 Secondary 11 3.67 3 High school 24 8.00 4 Intermediate 71 23.67 5 Graduation 88 29.33 6 Post-Graduation 87 29.00 7 Ph.D 19 6.33 Total 300 100

Source: Field Survey

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Diagram: 6 Literacy and Education 100 88 87 90 80 71 70 60 50 40 29.33 29 Number 24 23.67 30 19 Percent 20 11 8 6.33 10 0 0 3.67 0

Source: Table 6

An analysis of diagram shows the education of the respondents. Out of 300 respondents majority 88(29.331%) are studied graduation, followed by 87(29%) post-Graduation and 71 (23.67%) are intermediate, 24(8%) are high school, 19(6.33%) are ph.D, 11(3.67%) are secondary education.

Table 7 Marital Status SL. No. Marital Status Number Percent 1 Married 192 64.00 2 Unmarried 108 36.00 Total 300 100 Source: Field survey

MARITAL STATUS

108, 36% Married Unmarried 192, 64%

Source: Table 7 An analysis of diagram shows the marital status distribution of the respondents. Out of 300 respondents, majority 192(64.0%) are married 108(36.0%) are unmarried,

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Table 8 Occupation of the Respondents SL. No Occupation Number Percent 1 Farmer 12 4.00 2 Business 42 14.00 3 Private employee 69 23.00 4 Govt employee 32 10.67 5 Student 101 33,67 6 House wife 23 7.66 7 Retired employee 21 7.00 Total 300 100 Source: Field Survey

Diagram: 8 OCCUPATION OF THE RESPONDENTS 120 101 100

80 69

60 Number 42 40 32 33.67 Percent 23 23 21 20 12 14 10.67 4 7.66 7 0 Farmer Business Private Govt Student House wife Retired employee employee employee

Source: table 8 An analysis of the diagram shows occupation of the respondents. Out of 300 respondents majority 101(33.67%) respondents are students, followed by 69(23%) respondents occupation is private employment, followed by 42 (14%) are in business,32(10.67%) are Govt. employees,23(7.66%) are housewives,21(7.0%) are retired employees,12(4.0%) are farmers in the study area

Table 9 Income of the Respondent (P.A) SL. No. Income Number Percent 1 Below 1 lakhs 20 6.67 2 1-3 lakhs 92 30.67 3 3-5 lakhs 112 37.33 4 5-7 lakhs 41 13.67 5 7-9 lakhs 10 3.33 6 9-11 lakhs 13 4.33 7 11 lakhs+ 12 4.00 Total 300 100

Source: Field survey

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Diagram: 9 Income of the Respondent (P.A)

120 112

100 92

80

60 Number 37.33 41 40 30.67 Percent 20 20 13.67 10 13 12 6.67 3.33 4.33 4 0 Below 1 1-3 3-5 5-7 7-9 9-11 11 lakhs lakhs lakhs lakhs lakhs lakhs lakhs+

Source: Table 9 An analysis of the diagram shows the income of the respondents. Out of 300, majority 112(37.33%) are earning an income 3 lakhs – 5 lakhs, 92 (30.67%) earning between 1 lakhs – 3 lakhs, 41(13.67%) between 5 lakhs – 7 lakhs. 20(6.67%)respondents annual income s are below one lakh,13(4.33%) annual income s are 9 lakhs-11 lakhs, 12(4.0%) respondents annual income is 11 lakhs and more, 10(3.33%) respondents annual incomes are in between 7-9 lakhs in the study area Table: 10 Major buying influencer of JIO in the study area SL. No INFLUENCER Number Percent 1 Self 69 23.00 2 Spouse 42 14.00 3 Children 33 11.00 4 Elders 32 10.67 5 Friends 80 26.67 6 Relatives 21 7.00 7 Peers 23 7.66 Total 300 100 Source: Field Survey Diagram: 10 MAJOR INFLUENCER TO GO FOR JIO

23, 8% 21, 7% Self Spouse 69, 23% Children Elders 80, 27% 42, 14% Friends 32, 33, Relatives 10 11 Peers % %

Source: Table: 10

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An analysis of the diagram shows who influenced to take JIO connection of the respondents. Out of 300 respondents majority 80(26.67%) respondents are influenced by friends, followed by 69(23%) respondents are self-influenced, followed by 42 (14%) are influenced by spouse,33(11%) are influenced by children,32(10.67%) are influenced by elders,23(7.66%) are influenced by peers,21(7.0%) are influenced by relatives in the study area

Table 11 For how long you have been using JIO SL. No How long Number Percent

1 1-6 Months 95 31.67

2 7-12 Months 186 62.00

3 Above 1 year 19 6.33

Total 300 100

Source: Field survey Diagram: 11 For how long you have been using JIO 200 186 180

160

140

120

100 95 Number Percent 80 62 60

40 31.67 19 20 6.33 0 1-6 Months 6-12 Months Above 1 year

Source: Table 11

An analysis of the diagram shows the how long the respondents have been using JIO. Out of the 300respondents, majority 186(62.0%) are using JIO between 6months – 1 year, followed by 95(31.67%) between 0-6 months),19(6.33%) respondents are using from more than a year in the study area

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Table No. 12 Analysis of the opinions of the respondents behind the reasons to purchase Reliance JIO in the study area Rank the following factors RANK Pan-India Strong Relatively Advanta spe Valu Pro Establishe Strongest presence ecosyst cheaper ge of ed e moti d dealer fiber ems tariffs spectru for onal network backbone m mon activ ey ities Rank 1 99(33.00%) Rank 2 29(9 .66 %) Rank 3 81(27% ) Rank 4 19(6.34%) Rank 5 33(11.00% ) Rank 6 12(4.00 %) Rank 7 12(4 %) Rank 8 11(3 .67 %) Rank 9 4(1.33%)

Source: Field survey

Rank analysis of the table shows that out of 300 respondents, majority 99(33.00%) respondents are awarded rank 1 for relatively cheaper tariffs, followed by81(27.00%) respondents are ranked 3 for ecosystems(more features), 33(11.00%) respondents are ranked 5 for strongest fiber backbone,29(9.66%) are ranked 2 for speed,12(4.00%) are ranked 7 for value for money,11(3.60%) ranked 8 for promotional activities, 4(1.33%) respondents are ranked 9 for strong dealer network in the study area.

Table No. 13

Loyal customer for JIO factor Highly disagree Average agree Highly Total disagree agree I will continue as a loyal 8(3%) 12(4%) 55(18%) 91(30%) 134(45%) 300 customer for JIO Source: Field survey

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Diagram: 13

I will continue as a loyal customer for JIO

12, 4% 16, 5%

Highly disagree

38, 13% disagree 135, 45% Average

99, 33% agree Highly agree

Source: Table 13

An analysis of the diagram shows the how many respondents will continue as a loyal customer to JIO. Out of the 300respondents, majority 134(45.0%) are highly agree that they will continue as a loyal customer to JIO, followed by 91(30%) respondents will continue as a loyal customer to JIO, 55(18.%) respondents are neutral,12(4%) are disagree and 8(3%) strongly disagree in study area

Table 14 JIO is first choice factor Highly disagree Average agree Highly agree Total disagree I consider JIO 12(4.00%) 8(3.00%) 48(16.00%) 89(30.00%) 143(47.00%) 300 is my first choice in this category

Source: Field survey

Diagram: 14 I consider JIO is my first choice in this category

12, 4% 8, 3%

48, 16% Highly disagree disagree 143, 47% Average agree

89, 30% Highly agree

Source: Table 14

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An analysis of the diagram shows the how many respondents first choice is JIO in this category. Out of the 300respondents, majority 143(47.0%) are highly agree that JIO is their first choice in this category, followed by 89(30%)respondents first choice is JIO ,48(16.%) respondents are neutral,8(3%) are disagree and 12(4%) strongly disagree that JIO is not their first choice in this category in the study area

Table 15

Positive things about JIO

factor Highly disagree Average agree Highly Total disagree agree I say positive things about JIO 2(1%) 4(1%) 33(11%) 107(36%) 154(51%) 300 to other people Source: Field survey

Diagram: 15 I say positive things about JIO to other people

2, 1% 4, 1%

33, 11%

Highly disagree disagree Average 154, 51% 107, 36% agree Highly agree

Source: Table 15 An analysis of the diagram shows the how many respondents say positive things about JIO to other people. Out of the 300respondents, majority 154(51.0%) are highly agree that they say positive things about JIO to other people. followed by 107(36%) are agree, 33(11. %) respondents are neutral, 4(1%) are disagree and 2(1%) strongly disagree in the study area

Table 16 Recommend JIO Highly disagree Average agree Highly Total factor disagre agree e I recommend JIO to 9(3%) 11(4%) 18(6%) 104(34%) 158(53%) 300 someone who seeks my advice

Source: Field survey

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Diagram: 16 I recommend JIO to someone who seeks advice

9, 3% 11, 4% 18, 6%

Highly disagree disagree Average 158, 53% 104, 34% agree Highly agree

Source: Table 16

An analysis of the diagram shows the how many respondents recommend JIO to someone who seeks advice. Out of the 300respondents, majority 158(53.0%) are highly agree that they recommend JIO, followed by 104(34%) are agree, 18(6. %) respondents are neutral, 11(4%) are disagree and 9(3%) strongly disagree in the study area

Table 17 Intend to recommend JIO

factor Highly disagree Average agree Highly Total disagree agree I intend to recommend JIO to 0 9(3%) 22(7%) 114(38%) 155(52%) 300 other people Source: Field survey

Diagram: 17 I recommend JIO to other people

0, 0% 9, 3%

22, 7%

Highly disagree disagree Average 155, 52% 114, 38% agree Highly agree

Source: Table 17

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An analysis of the diagram shows the how many respondents recommend JIO to other people. Out of the 300respondents, majority 158(53.0%) are highly agree that JIO is their first choice for next few years, followed by 104(34%)t their first choice is JIO for coming years,18(6.%) respondents are neutral,11(4%) are disagree and 9(3%) strongly disagree that JIO is not their first choice in coming years in the study area

Table 18

factor Highly disagree Average agree Highly agree Total disagree I consider JIO 12(4.00%) 16(5.00%) 38(13.00%) 99(33.00%) 135(45.00%) 300 is my first choice in the next few years

Source: Field survey Diagram: 18 I consider JIO is my first choice in the next few years

12, 4% 16, 5%

Highly disagree 38, 13% disagree 135, 45% Average agree

99, 33% Highly agree

Source: Table 18 An analysis of the diagram shows the how many respondents first choice is JIO in the next few years. Out of the 300respondents, majority 135(45.0%) are highly agree that JIO is their first choice for next few years, followed by 99(33%)respondents first choice is JIO for coming years,38(13.%) respondents are neutral,16(5%) are disagree and 12(4%) strongly disagree that JIO is not their first choice in coming years in the study area

Table 19 0verall satisfaction on JIO

factor Highly dissatisfie Average Satisfied Highly Total dissatisfied d satisfied Overall satisfaction 0 5(2%) 15(5%) 91(30%) 189(63%) 300 on JIO

Source: Field survey

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Diagram: 19 Overall satisfaction on JIO 5, 2% 0, 0% 15, 5%

Highly dissatisfied dissatisfied 91, 30% Average

189, 63% satisfied Highly satisfied

Source: Table 19 An analysis of the diagram shows the overall satisfaction of customers to JIO. Majority 189(63.0%) are highly satisfied with the JIO network, followed by 91(30%) respondents are satisfied, 15(5. %) respondents are neutral, 5(2%) are disagree and in study area

FINDINGS

Majority 112(37.0%) are in the age group of 31-40 years, followed by 108 (36.0%) between 21-30 years. 36(12.0%) between 41-50 years. majority 162 (54 percent) are males and rest 138 (46 percent) are males. Majority 190(63.3%) respondent’s place of birth was urban area and 110 (36.7) respondent place of birth was rural. Majority 178(59%) are Hindus followed by 50(16.7) are Muslims, 38(12.7) are Christians. The study represents all major religions in the country state. Majority 189(63.0%) respondents belong to A.P. and remaining 111 (37%) belong other than AP. Majority 88(29.331%) are studied graduation, followed by 87(29%) post-Graduation and 71 (23.67%) are intermediate, 24(8%) are high school, 19(6.33%) are ph.D, 11(3.67%) are secondary education. majority 192(64.0%) are married 108(36.0%) are unmarried, Out of 300 respondents majority 101(33.67%) respondents are students. followed by 69(23%) respondents occupation is private employment, followed by 42 (14%) are in business,32(10.67%) are Govt. employees,23(7.66%) are housewives,21(7.0%) are retired employees,12(4.0%) are farmers in the study area Majority 112(37.33%) are earning an income 3 lakhs – 5 lakhs, 92 (30.67%) earning between 1 lakhs – 3 lakhs, 41(13.67%) between 5 lakhs – 7 lakhs. 20(6.67%)respondents annual income s are below one lakh,13(4.33%) annual income s are 9 lakhs-11 lakhs, 12(4.0%) respondents annual income is 11 lakhs and more, 10(3.33%) respondents annual incomes are in between 7-9 lakhs in the study area Majority 80(26.67%) respondents are influenced by friends, followed by 69(23%) respondents are self-influenced, followed by 42 (14%) are influenced by spouse,33(11%) are influenced by children,32(10.67%) are influenced by elders,23(7.66%) are influenced by peers,21(7.0%) are influenced by relatives in the study area Majority 186(62.0%) are using JIO between 6months – 1 year, followed by 95(31.67%) between 0-6 months), 19(6.33%) respondents are using from more than a year in the study area Majority 99(33.00%) respondents are awarded rank 1 for relatively cheaper tariffs, followed by81(27.00%) respondents are ranked 3 for ecosystems(more features), 33(11.00%) respondents are ranked 5 for strongest fiber backbone,29(9.66%) are ranked 2 for speed,12(4.00%) are ranked 7 for value for money,11(3.60%) ranked 8 for promotional activities, 4(1.33%) respondents are ranked 9 for strong dealer network in the study area.

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Majority 134(45.0%) are highly agree that they will continue as a loyal customer to JIO, followed by 91(30%) respondents will continue as a loyal customer to JIO, 55(18.%) respondents are neutral,12(4%) are disagree and 8(3%) strongly disagree in study area majority 143(47.0%) are highly agree that JIO is their first choice in this category, followed by 89(30%)respondents first choice is JIO ,48(16.%) respondents are neutral,8(3%) are disagree and 12(4%) strongly disagree that JIO is not their first choice in this category in the study area Majority 154(51.0%) are highly agree that they say positive things about JIO to other people. followed by 107(36%) are agree, 33(11. %) respondents are neutral, 4(1%) are disagree and 2(1%) strongly disagree in the study area Majority 158(53.0%) are highly agree that they recommend JIO, followed by 104(34%) are agree, 18(6. %) respondents are neutral, 11(4%) are disagree and 9(3%) strongly disagree in the study area Majority 158(53.0%) are highly agree that JIO is their first choice for next few years, followed by 104(34%)t their first choice is JIO for coming years,18(6.%) respondents are neutral,11(4%) are disagree and 9(3%) strongly disagree that JIO is not their first choice in coming years in the study area Majority 135(45.0%) are highly agree that JIO is their first choice for next few years, followed by 99(33%)respondents first choice is JIO for coming years,38(13.%) respondents are neutral,16(5%) are disagree and 12(4%) strongly disagree that JIO is not their first choice in coming years in the study area Majority 189(63.0%) are highly satisfied with the JIO network, followed by 91(30%) respondents are satisfied, 15(5. %) respondents are neutral, 5(2%) are disagree and in study area

CONCLUSION

Customer loyalty is an important element for a brand’s long-term feasibility. It helps a company face many vagueness problems in a severe competitive market. The success or failure of company depends upon the long-term associations with the customers. In order to maintain the long term relations companies has to create better competitive environment for customers.

Based on the research results, majority of the customers are satisfied with the performance of Reliance JIO when compare to other competitors. As per the analysis of the study, Reliance JIO mobile telecom provider paying more attention to providing relevant quality service elements (strongest fiber network, pan India presence, relatively cheaper tariffs, advantage of broad spectrum and speed, call clarity ) to meet customers’ needs. That’s why majority of the customer’s first choice is Reliance Jio in this category and want to be loyal for Reliance Jio for coming years. It is also recommended that, Reliance JIO should ensure that their network is reliable and convenience so that their customers can remain loyal to them. Reliance JIO is adopted by majority of the customers for competent tariffs, wide coverage, speed, and more features. These things have to be maintained in the near future to keep the customer as loyal customer.

ACKNOWLEDGEMENTS

The authors wish to thank all the general public who voluntarily participated in the study. The authors also wish to thank K L University Business School students who visited doctor’s premises and collected the information. This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

References

1. Kotler, P., & Keller, K. L. (2012). Framework for marketing management. Pearson Education India. 2. Eshghi, A., Haughton, D. & Topi, H. (2007) “Determinants of customer loyalty in the wireless telecommunications industry”, Telecommunications Policy. 31: 93-106 3. Uncles, M. D., Dowling, G. R., and Hammond, K. (2003). Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, 20, 294-316.

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