Customer Satisfaction as Mediating Role in Telecom Sector: With Special Reference to DSL Service

Abstract

Broadband is the key innovative tool to drive the modem economy, because it has given a news shape of globalization i.e. digital globalization. On the one hand though it has created a great challenge for the service providers, in specific the wire line service providers who are experiencing a negative growth and on the other hand it services as a boon for them to make use of it to increase their revenue. Though a wide wired infrastructure was established by 1970's it was in a significant phase only for a period of two to three decades. It was by the end of 1990's the emergence of broadband as one of the telecom services made use of all kinds of infrastructures for its promotion. The wire line which serves as the dominant infrastructure could be beneficiary only under proper utilization of it. Marketing strategies such as serves quality, customer satisfaction and customer loyalty are a must for its promotion in customer-centric marketing. Thus, the study aims to analyze the marketing strategies of the wire line service provider towards promotion of DSL service in Puducherry. Regression analysis was used as a data analysis tool.