The rationale of this paper is to explore the factors that influence customer loyalty of BSNL mobile customers. The samples were collected from 100 consumers who have BSNL mobile services in Jaipur city. BSNL being the pioneer in mobile sector still have a strong customer base, but over the past few years a steady thinning is happening in the customer base. The paper investigates the reasons behind the hard core customer loyalty even in an environment with high quality alternatives. The results indicated that network quality, customer service along with value added services provided by BSNL enhanced the loyalty of the customers. It is recommended that the BSNL mobile services enterprises should work on its problems related to servers. This will further strengthen the customer satisfaction and loyalty. The findings indicate that telecommunication service providers should look beyond price wars to keep their customers satisfied and loyal. The paper is an attempt to analyze the variables that influence the perception of the mobile phone users to remain loyal to their existing service providers that is, why they are loyal to the company.
Key word: Customer loyalty.
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