ABSTRACT
The paper addresses the analysis of critical factors influencing the selection of mobile service providers (MSP) by the public as per the preferences based on socioeconomic conditions. Broadly, seven factors comprising cost, communication, service, network, customer care, innovativeness, and advertisement were studied and analyzed using a developed rotated factor matrix followed by in-depth analysis through factor loadings, communality (h2 ), and Cronbach’s alpha (α). The cost has a maximum influence on the selection of MSPs followed by communication and innovativeness with α values of 0.817, 0.753, and 0.749. The variable, call rates have a maximum h2 value of 0.936 which shows the maximum influence on MSPs selection followed by unlimited calls with a h2 of 0.897, roaming charges (0.873), ISD charges (0.859), and customer-oriented promotion (0.825). Out of the three MSPs (Jio, Airtel, and VI) under study, Jio was a winner with the best offering and customer support to the customers.
