Title: Paradoxes of customer satisfaction in telecommunication industry in Goa, India

Authors: Diksha Naik Gaonkar; Subhash Kizhakanveatil Bhaskaran Pillai; Jick Castanha; Ling-Chen Chang; Ruey Feng Chen

Addresses: Goa Business School, Goa University, Taleigao Plateau, Goa – 403206, India ' Goa Business School, Goa University, Taleigao Plateau, Goa – 403206, India ' Goa Business School, Goa University, Taleigao Plateau, Goa – 403206, India ' Department of Travel, Tourism and Leisure, College of Tourism and Hospitality, Hsing Wu University, No. 101, Sec.1, Fenliao Rd., LinKou District, New Taipei City 24452, Taiwan ' Department of Travel, Tourism and Leisure, College of Tourism and Hospitality, Hsing Wu University, No. 101, Sec.1, Fenliao Rd., LinKou District, New Taipei City 24452, Taiwan

Abstract: Telecommunication industry in Goa is a classic example of customer dissatisfaction with respect to the services offered by the mobile service providers having little substantive supporting evidence. This study measures the satisfaction level among the customers of North and South Goa about the quality of services offered by the mobile service providers. Study was carried out using structured questionnaires among 193 telecom customers. Results revealed that only 'income' among all other demographic variables is significant with respect to North and South Goan customers. Exploratory factor analysis (EFA) identified seven motivational factors which influence the buying behaviour. Finally, importance-performance analysis (IPA) showed that overall dissatisfaction is high among customers which need to be rectified. Entrepreneurs from India may resort to re-learning the entrepreneurial characteristics being practiced by Indonesian entrepreneurs, namely the intention of having overall development by providing what is promised to the customers at an affordable price.

Keywords: customer satisfaction; telecommunication; importance performance analysis; Goa; India.

DOI: 10.1504/IJLC.2021.115182

International Journal of Learning and Change, 2021 Vol.13 No.3, pp.264 - 288

Received: 29 Aug 2018
Accepted: 03 May 2019

Published online: 16 Apr 2021 *

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