Page 1
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
23 | P a g e ISSN: 2278-9111; 11(1), 2021
Customer Perception & Brand Loyalty towards Mobile Number Portability
(MNP) in Siliguri city of Northern West Bengal
Shomnath Dutta*
Abstract
The aim of this paper is to explore the Subscribers’ perception on Mobile Number Portability
and Brand Insistence for Porting for three brands Reliance - Jio, Airtel & Vodafone - Idea (VI) in
Siliguri & to investigate the drivers behind such Porting together with understanding of Brand
Loyalty status of current subscribers towards these three mobile network service providers.
Combination of Exploratory & Descriptive design were used where Random sampling technique
was adopted to select the sample of 100 Smartphone users of Siliguri city using the mobile
networks Jio, Airtel and VI. Here Semi-structured questionnaires containing five point Likert
scaled questions on motivational factors behind porting & preferred brands to switch in future.
Importance Performance Analysis and Colombo-Morrison Model were used to explore
customers’ perception towards MNP & measure Brand loyalty respectively. In Siliguri, the
overall attributes of Customer perception in favour of MNP are found to be very satisfying
(Customer Satisfaction Index value: 88.03%). IPA Diagram revealed that Complaint Resolution
& Remote area Coverage, Call-drop rate & Poor connectivity and Perceived ease of use for new
MNSP must be prioritized to enhance Customers’ satisfaction & delightment. Mobile subscribers
of Siliguri are inclined to Jio network as most favourable porting brand and in Overall Brand
Loyalty followed by Airtel & VI. The data was collected during the last quarter of 2019 from
field survey of 100 mobile users of Siliguri w during office hours in morning & evening.
Keyword: Mobile Number Portability (MNP), Mobile Service Provider, Brand Loyalty,
Importance Performance Analysis, Colombo-Morrison Model
*Shomnath Dutta, Assistant Professor, Department of MBA, Siliguri Institute of Technology
(SIT); H C Road, Darjeeling, West Bengal, Email: [email protected]
Page 2
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
24 | P a g e ISSN: 2278-9111; 11(1), 2021
I. INTRODUCTION
From the last two decades innovative changes in the mobile telephony segment of the telecom
sector had a substantial impact on the subscribers. Mobile number portability is the facility for
subscribers to retain their phone numbers when changing subscription from one service provider
to another & thereby rendering opportunity to increase acquisition and encourage healthy
competition among telephone operators.After the introduction of Mobile Number Portability
(MNP) service in India, the costs of switching networks had declined whereas propensity to port
started rising (BUEHIER & HAUCAP, 2004; LIN, CHLAMATAC & YU, 2003; REINKE,
1998).Consumer’s brand switching behaviour varies with the degree of satisfaction they perceive
or derive from the goods/service they buy from service providers or good sellers and whenever
their expectations do not match with reality which could have been received if tried competing
brands, the switching behaviour emerges. A firm’s failure to restrict consumer switching will
impose a serious threat to its survival in future as it will result in revenue drop.The cost of
switching between current & preferred brands will act like an exit barrier and forms an important
component in the buyer-seller dyadic relationship. In case of mobile telephony segment, MNP
facility had lowered the costs of switching networks and propensity of the consumer to switch
was on the rise (BUEHIER & HAUCAP, 2004; LIN, CHLAMATAC & YU, 2003; REINKE,
1998). In this study, attempts are made to unearth the perceptual context behind availing MNP
by the mobile subscribers of Siliguri city after launching of Reliance Telecom’s brand Jio. The
paper also has tried to investigate the current Brand Loyalty status of the prevailing big shots like
Airtel, VI (Vodafone-Idea) who are ruling the market outperforming BSNL in comparison to
trend setter Jio.
II. OBJECTIVES OF THE STUDY
The objective behind this study is basically two fold
1. To understand the perceptions of mobile subscribers/customers of Siliguri about Mobile
Number Portability (MNP) to have an idea about their readiness/proneness to port to other
network service provider relative to importance & satisfaction through performance dimensions.
2. To assess the relative Brand Loyalty status of the major mobile network service providers
having maximum market share after emergence of Jio in Siliguri through analyzing their Brand
Choice Score which will in turn help the Mobile Network Service Providers to sense the possible
switching/porting behaviour of the customers & to chalk out retention strategies.
Page 3
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
25 | P a g e ISSN: 2278-9111; 11(1), 2021
III. LITERATURE REVIEW
Mburu & Selapisa (2012), concluded from their research that in case of mobile telephony,
usage-satisfaction seems to be crucial towards subscriber’s propensity to switch & they also
pointed out the importance of studying the market factors for adaptation since the ultimate goal
for a mobile service provider is to ensure satisfaction and convenience to the customers. Appiah,
et al. (2017) presented theoretical insight into the phenomenon of the brand switching behavior
of consumers in the smart phone industry, with implications for how resistance could be built
from an identity theory perspective. Their findings include switching behaviors and
organizational responses to contexts affecting the strategic actions and interactions. In
theempirical study by Chen (2017) on five Taiwan-based mobile service providers regarding
influence of service quality upon perceived value and customer retention, concluded that, the
direct effect of service quality is positively related to perceived value, and perceived value is
also positively related to customer retention. Xavier and Ypsilanti in their study in 2008 found
that the motivation to switch (port) is generally a function of consumers’ estimate of the
Performance of their existing provider and whether or not they believe the rear better alternatives
available from other providers on the aspects of service that matter to them. According to
Lommeruda & Sørgard (2013), telecommunication services are like undifferentiated products.
Mohsin & Ernest (2009) recognized the four important components contributing to the
customers which are price, network coverage, customer service and ease of usage.
Customer satisfaction has positive effects on customer retention so Mobile operators should
shift focus on building corporate image and analyze more carefully the reason for
consumers to switch brands in this industry in order to increase loyalty among these
consumers. Yeh, et al. (2016) hypothesized four determinants of smart phone brand loyalty
based on the perspectives of consumer value and consumer-brand identification. Their study
also explores the moderating effects of age and gender differences in the determination process
of smart phone brand loyalty.
IV. RESEARCH METHODOLOGY
(i) Research Design - This study will utilize two types of research designs – (a) Exploratory
Research Design & (b) A Descriptive Research Design (in the form of Cross-Sectional Study)
(ii) Sampling - The target population of this study was Siliguri City of Darjeeling District of
Page 4
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
26 | P a g e ISSN: 2278-9111; 11(1), 2021
West Bengal. Randomsampling technique (Levy & Lemeshow, 2008) was used to select the
sample of 100 respondents or Smartphone users who are using the three mobile networks of Jio,
Airtel and VI (Vodafone-Idea) excluding BSNL for its insignificant smart phone subscriber base.
(iii) Research Instruments: Semi-structured questionnaires containing questions on a five point
Likert scale, open and closed questions on the motivational factors behind porting & preferences
of probable brands to switch in future.
V. DATA COLLECTION
The data was collected from the field survey of 100 smart phone users during the last quarter of
2019 from strategic busy areas of Siliguri town where pedestrian footfall was usually high during
office hours in morning & evening. Demographic profile of respondents in this study was
divided into 5 (five) categories: Age, Gender, Education, Occupation and Income. The number
of mobile network subscribers of three private brands JIO, Airtel & VI (Vodafone-Idea) in
Siliguri used as respondents is 100 people (Table 1).
[Insert here Table 1: Demographic Profile of Mobile Subscriber (Respondents) Surveyed]
VI. ANALYSIS & DISCUSSION
The data analysis of the findings from field survey are divided into two part - (A) Understanding
the Mobile Subscribers’ Perception on MNP facility using IPA framework & (B) Examining the
relative Brand Loyalty status of prevailing Mobile Network Service Providers (MNSPs) of
Siliguri after emergence of Jio.
(A) Analysis of Mobile Subscribers’ Perception on MNP
The Compatibility/Suitability level of Mobile Number Portability (MNP) in CSI-IPA Model
determines the priority ordering of the potential factors that influence MNP to increase
Satisfaction. This Compatibility level of satisfaction/performance and importance in favour of
MNP is calculated by formula (Santoso, 2011) below:
Where, CSi: Compatibility/Suitability Score for ith attribute
Sati: Satisfaction rating score of ith attribute; Impi: Importance rating Score of ith attribute
Compatibility/Suitability level of Brands with respect to Customers is calculated & given in
Table 2 below
[Insert here Table 2: Results of Compatibility Score (CS) in favour of MNP]
Page 5
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
27 | P a g e ISSN: 2278-9111; 11(1), 2021
Interpretation: Based on the calculation results of Table 2 above, minimum compatibility is
found jointly for Attribute No 7 with score 52.63% followed by Attribute No 5 with score
57.46%. Interestingly a close contest was found in attaining the highest level of
suitability/compatibility among the two attributes - Attribute No 2 (98.35%) & Attribute No 10
(99.39%). Hence as per Sukardi and Cholidis cited Anggraini (2015), Compatibility/Suitability
level is quite good for the Mobile Number Portability or Switching Mobile Service Provider
Brands in Siliguri city.
Next based on above Table 2, Average/Mean value of both Satisfaction Score of
Performance & Importance was found in order to identify and analyze the Gap with results
tabulated here under in Table 3
Mean Importance Score (MIS) and Mean Satisfaction Score (MSS) calculations are by -
MIS: Mean Importance ScoreMSS: Mean satisfaction (Performance) Score &n: No of respondents
[Insert here Table 3: Calculation of Mean Satisfaction & Importance Score s with Gap value]
Interpretation: The Table 3 results indicates that, out of the above major attributes of the
Brands that has a gap value above -1.23 need to get significant attention for improvement in
performance by respective Brand owners providing Mobile service/ISPs. Here in this study, four
attributes need to be prioritized for improvement to make customers more satisfied in future &
these are (a) Perceived ease of use and usefulness with new mobile service provider (Gap -1.94),
(b) Better complain resolutions, family pack preference, Network coverage at remote rural &
hilly areas induce people to go for MNP at first level (Gap - 3.60) & (c) High Call drop rate,
Poor connectivity, Poor after-sales service, even with switching cost are likely to be main reason
for porting/switching in case of low to medium earners (Gap -2.68) & (d) Voice Quality, Signal
Strength, Value Added Services (VAS),Promotional Offers, Large OTT Apps by competitor
prompts towards Mobile Number Porting at secondary level (Gap -2.74)
Weighted Factor (WF) of Mean Importance Score for each attribute is found as
Weighted Score (WS) for each attribute, WSi = MSSi x WFi
Weighted Average Total, WAT = Σ WSi
Page 6
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
28 | P a g e ISSN: 2278-9111; 11(1), 2021
Customer Satisfaction IndexWhere, HSC: Highest Scale Score
The criteria for classifying CSI values are given below-
CSI Value CSI Criteria
81% – 100% Very Satisfied
66% – 80% Satisfied
51% – 65% Quite Satisfied
50% & Less Poorly Satisfied
Now Mobile Customer (Subscriber) Satisfaction Index was calculated & tabulated below in
Table 4:
[Insert Here Table 4: Calculation of CSI (Customer Satisfaction Index) towards MNP]
Interpretation: From the results of the above Table 4, the CSI (Customer Satisfaction Index)
value is 88.03% and is included in the very satisfied category with an interval of 81% - 100%.
This means that in Siliguri, the overall attributes of Customer perception in favour of MNP can
be said to be very satisfying. The final stage is the description of each attribute in the Cartesian
diagram. The average score of Customers' satisfaction (MSS: 4.13) and Importance (MIS: 5.17)
presented in Table 3 is the input for preparing the Cartesian diagram.
Each quadrant in the Cartesian diagram illustrates different circumstances. The Cartesian
diagram of the Importance Performance Analysis (IPA) is portrayed below in the
following Figure 1
[Insert here Figure 1: IPA Diagram of Customers’ Perception on Mobile Number Portability]
Interpretation: Mapping on the Cartesian diagram based on the Mean level of Importance
(MIS) and Mean level of Performance, the above IPA Diagram revealed that 3 attributes
(Complaint Resolution & Remote area network Coverage, Call-drop rate, Poor connectivity &
after-sales service, Perceived ease of use & usefulness for new MNSP) appeared to be prime
important as belonged to 1st Quadrant but the performance shown by these attributes is
considered still low or not optimal. Hence these must be prioritized most by the brands in
improving performance so that it can improve customer satisfaction & end up with a delighting
experience. Attributes -Ease of Porting, Availability of Strong signal with VAS & OTTs, Large
set of choice for MNP belonging to 2nd Quadrant, are considered important by customers since
their performance is at par with customer expectations, therefore satisfactory performance of
Page 7
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
29 | P a g e ISSN: 2278-9111; 11(1), 2021
these attributes must be maintained.Rest of 4 attributes are in 3rdQuadrant indicating less
important to customers & the level of performance in reality is not very good. Thus priority
of improvement is low here. In this study there is no attributes in 4th Quadrant since no attributes
found to have Mean Importance Score (MIS) less than 5 & Mean Satisfaction Score (MSS) more
than 5 together.
(B) Assessment of relative Brand Preference & Loyalty status of prevailing Mobile
Network Service Providers (MNSPs)
In this research study, Expectancy-value model is used to measure Brand choice whereas Brand
loyalty is measured through Colombo-Morrison model (final loyalty) using Preference-Behavior
approach. Expectancy-Value model being a multi-attribute decision-making model is a
cognitively oriented model that assumes that buyers form a set of beliefs about where each brand
stands on each attribute on a conscious and rational basis and then combines those brand beliefs,
both positive and negative, according to their importance.
According to the research studies (Duarte& Raposo (2010), Malviya et.al (2013), Kinra
(2006), the following factors are considered as influential to choose Mobile Service Provider
Brand - (i) Network Signal strength & Coverage, (ii) Value Added Services (VAS), Promotional
Offers & OTT Apps, (iii) Call Quality & Rates with Varied Recharge Packs, (iv) Upgraded
Internet Connectivity spectrum with customized Data Packs, (v) Prompt After-sales service &
Better Complain Resolution. These factors are considered for calculation of the brand choice
score for different Mobile Network Service Provider (MNSP) Companies. Present
subscribers/customers were asked to assign values for these factors out of 100 in order to capture
the profile of their relative importance.The mean values for these 5 factors used as weights
assigned by the respondents&given below in percentage format
[Insert here Table 5: Brand Selection Weightage Score for 3 MSPs]
Smart phone users of Siliguri were asked randomly to rate their preference for 3 major individual
private brands of mobile network service provider (Jio, Airtel & VI) on all the above factors on a
five-point Likert scale (1: Least satisfied to 5: highly Satisfied). Calculation of the Mean Score of
brand ratings for 3 private players given by respondent-customers are tabulated below in table
[Insert here Table 6: Brand Choice Mean Score for MNSP Selection factors]
The Individual MNSP Brand Selection Score (Weighted) was calculated using the formula -
An ith Brand Selection Score = Σ (Mean Score in jth Attribute x Weight of jth Attribute)
Page 8
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
30 | P a g e ISSN: 2278-9111; 11(1), 2021
[Insert here Table 7: Overall Weighted Brand Selection Score for Private MSP Brands in Siliguri]
Interpretation The above Table 7 shows in Siliguri, selection factor wise Jio scored top in 2
factors (Network Signal strength & Coverage and Upgraded Internet Connectivity spectrum with
customized Data Packs); Airtel scored top in 2 factors (Value Added Services (VAS),
Promotional Offers & OTT Apps and Prompt After-sales service & Better Complain Resolution)
& VI (Vodafone & Idea) topped in one factor i.e. Call Quality & Call Rates with Varied
Recharge Packs. But in overall basis considering all selection factors together, Jio found as
topper among the 3 competing brands with 77.42 Overall Brand choice Score. This gives
indication that MNP seems to be favourable in favour of Reliance - JIO.
The Colombo-Morrison (C-M) brand loyalty model classifies consumers as per degree of
loyalty & switching pattern also. According to this model, based on the concept of an
asymmetric generalization, few non-switchers are committed to brand loyal customers whereas
other customers are represented by a zero-order symmetric switching probability. This model
classifies consumers as “Hard-Core Loyal” (consumers strictly indifferent to other brands) and
“Potential Switchers” (those who are flexible in brand choice while making a purchasing
decision). The mathematical equation proposed by this model to generate Brand loyalty Score is
given as: X = αi + (1- αi) x βi Where
Parameter αi (For ith Brand) = (All respondents who use & prefer only the ith brand i.e. no
switching)/ (sum of all those respondents who currently use ith brand & also prefer other brands).
Parameter βi (For ith Brand) = (Sum of all respondents who currently use other brands except ith
brand but have said they prefer ith brand i.e. may switch)/ (sum of all respondents who currently
use all brands including ith brand & have said they prefer ith brand i.e.: may switch).
To find the values of α and β, Obermiller, C. (2002) proposes Preference behavior model
that captures both behavioral and attitudinal components of brand loyalty. The brand last
purchased and the brand the consumer prefers are considered as input for developing a
Preference Behavior Model matrix.
[Insert here Table 8: Preference Behavior Matrix for 3 Mobile Network Companies in Siliguri]
αJio = 28/31 = 0.903 &βJio = 26/54= 0.481
Brand Loyalty Score, XJio = αJio + (i- αJio) βJio = 0.903 + (1 - 0.903)0.481 = 0.95
Similarly αAirtel = 2/31=0.064; βAirtel = 13/17= 0.764 &αVI = 1/31=0.032; βVI = 12/29= 0.414
XAirtel = αAirtel + (i- αAirtel) βAirtel= 0.064 + (1 - 0.064)0.764 = 0.78
XVI = αVI + (i- αVI) βVI = 0.032 + (1 - 0.032)0.414 = 0.43
Page 9
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
31 | P a g e ISSN: 2278-9111; 11(1), 2021
Final Brand Loyalty Score as per Colombo-Morrison (C-M) Model is tabulated below
[Insert here Table 9: Final Overall Brand Loyalty Score]
Interpretation Hence as per the result of Table 7 & 8, it has been found that mobile subscribers
of Siliguri are inclined to Reliance Jio network as most sought brand as Jio has topped in both
Brand choice for next porting/switching in terms of MNP and in Overall Brand Loyalty followed
by Airtel & VI. Table 9 shows that in Siliguri city, Jio subscribers are very much committed to
stick to Jio network while VI users are least loyal to their present network indicating high
proneness to switch to other brands preferable Jio.
CONCLUSION
From the analysis of all findings of the present study, it is observed that in Siliguri city the CSI
(Customer Satisfaction Index) value towards Mobile Number Portability (MNP) is 88.03%
indicating very satisfying attitude of mobile subscribers in favour of MNPinterms of major 10
attributes on Customer Perception.IPA Diagram revealed that attributes like Complaint
Resolution & Remote area network Coverage, Call-drop rate, Poor connectivity & after-sales
service, Perceived ease of use & usefulness for new MNSP appeared to be prime important
&must be prioritized most by the brands in improving performance so that it can improve
customer satisfaction & end up with a delighting experience. Mobile subscribers of Siliguri are
inclined to Reliance Jio network as most favourable porting brand as it has topped in both Brand
choice for next porting/switching in terms of MNP and in Overall Brand Loyalty followed by
Airtel & VI. In Siliguri cityas per Colombo-Morrison (C-M) brand loyalty model, Jio subscribers
are very much committed to stick to their current network while VI users are least loyal to their
present network indicating high proneness to switch to other brands preferable Jio.
REFERENCES
1. Allen, D. R., & Rao, T. R. (2000). Analysis of customer satisfaction data (pp. 978-
0873894531).Milwaukee: ASQ Quality Press.
2. Buehler, S., &Haucap, J. (2004). Mobile Numbering and Number Portability in Irelaand.
Areport to the ODTR, Ovum: London. Journal of Industry, Competition and Trade, 4(3),223-
238.
3. Chiu, H.-C., Hsieh, Y.-C., Li, Y.-C. and Lee, M. (2005) 'Relationship marketing andconsumer
switching behavior', Journal of Business Research, vol. 58, no. 12, December,pp. 1681-1689.
Page 10
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
32 | P a g e ISSN: 2278-9111; 11(1), 2021
4. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of
customersatisfaction. Journal of Marketing research, 491-504
5. Dibb, S., and Meadows, M. (2001). The Application of a Relationship MarketingPerspective
in Retail Banking. The Services Industries Journal, 21, 1, pp.169-194
6. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American
customer satisfaction index: nature, purpose, and findings. The Journal of Marketing, 7-18.
7. Gunawan A and Iqbal I 2018 Quality measurement Customer Satisfaction Index (CSI)
Methodand Importance-Performance Analysis (IPA) Diagram PT. ASDP Indonesia Ferry
(Persero)Merak – Banten Journal of Engineering and Management in Industrial System 6 (1) pp
11-9
8. Hanif, M., Hafeez, S. & Raiz, A. (2010). Factors affectingcustomer satisfaction. International
Research Journal ofFinance and Economics, ISSN 1450-2887(60).
9. Hill, N., Roche, G., & Allen, R. (2007). Customer satisfaction: The customer experience
throughthe customer's eyes. The Leadership Factor.
10. Kunar, S.N.G., Vni H. & Vandana S. (2011). An empiricalresearch on factors affecting
mobilesubscriber intention forswitching for between service providers in India.
Internationaljournal of management & business studies, ISSN: 2231-2463.
11. Murthy, B. G. K. , Dr. Satish Babu, A. and Dr. Nagaraju, B. Consumer Perception
Towards Mobile Value Added Services . International Journal of Management (IJM), 6
(9), 2015, pp. 1 02 - 10 9
12. Makwana, K., Sharma, N., & Arora, S. (2014). Factors influencing brand switching behavior
in telecommunication industry: An Empirical Study. Prestige e-Journal of Management and
Research 1(1).
13. Oyeniyi, O.J. & Abiodun, A.J. (2009). Switching cost andcustomers’ loyalty in the
mobilephone market: the NigerianExperience. Business Intelligence Journal, 3 (1).
14. Silva F and Fernandes P 2010 Using importance-performance analysis in evaluating
institutionsof higher education: a case study IEEE 2010 ICEMT pp 121-123
doi:10.1109/ICEMT.2010.5657689
15. Saeedet al (2013). Factors Affecting Brand Switching inTelecommunication a Case Study of
Sahiwal District,Pakistan. World Applied Sciences Journal, 26 (5): 667-671.
Page 11
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
33 | P a g e ISSN: 2278-9111; 11(1), 2021
16. Westbrook, R. A., & Reilly, M. D. (1983). Value-percept disparity: an alternative to
thedisconfirmation of expectations theory of consumer satisfaction. Advances in consumer
research, 10(1), 256-261.
17. Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion
patternsand consumer satisfaction. Journal of consumer research, 84-91.
LIST OF TABLES & FIGURES
Table 1: Demographic Profile of Mobile Subscriber (Respondents) Surveyed
No. Age (Yrs) Number of
Respondent Percentage (%)
1 15 - 25 27 27
2 26 - 40 46 46
3 41 - 60 19 19
4 > 60 8 8
No. Occupation Number of
Respondent Percentage (%)
1 Not employed
(Housewife/Unemployed/School student) 28 28
2 Job Holder (Private & Govt) 18 18
3 Self Employed 12 12
4 Retired Pensioner (Senior Citizen) 8 8
5 Student (UG & PG) 34 34
No. Monthly Income (Rs) of Employed Number of
Respondent Percentage (%)
1 < 20000 6 15.79
2 20000 - 35000 17 44.74
3 36000 - 50000 9 23.68
4 > 50000 6 15.79
No. Education Number of
Respondent Percentage (%)
1 Only High School (10th& 12th) 38 38
2 Graduate Only 47 47
3 Only Post Graduate & Higher 11 11
Page 12
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
34 | P a g e ISSN: 2278-9111; 11(1), 2021
4 Only Upto 8th Standard & Drop-outs 4 4
No. Gender Number of
Respondent Percentage (%)
1 Male 43 43
2 Female 56 56
3 Trans Gender/3rd Gender 01 01
Table 2: Results of Compatibility Score (CS) in favour of MNP
Attribu
te no Description of Attribute under Study
Satisfaction
Score
Importance
Score
CS %
1 Customer’s Attitude towards switching
(Preparedness for MNP) has become highly positive 188 192 97.92
2 Porting enables consumer to select from a large pool
of alternatives (mobile service providers) 358 364 98.35
3 The process of porting has become easier with less
contact & less documentation requirements 265 300 88.33
4
Relational Quality (i.e., Goodwill, trust, and
commitment) dimension is given huge priority by the
Mobile Service Providers for Customer Retention &
pulling the new ones as well
146 152 96.05
5
High Call drop rate, Poor connectivity, Poor after-
sales service, even with switching cost are likely to
be main reason for porting/switching in case of low
to medium earners
181 315 57.46
6 Porting makes mobile service providers innovative in
offers & in customer servicing 149 165 90.30
7
Better complain resolutions, family pack preference,
Network coverage at remote rural & hilly areas
induce people to go for MNP at first level
200 380 52.63
8
Voice Quality, Signal Strength, Value Added
Services (VAS),Promotional Offers, Large OTT
Apps by competitor prompts towards Mobile
Number Porting at secondary level
233 370 62.97
9 Perceived ease of use and usefulness with new 185 282 65.60
Page 13
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
35 | P a g e ISSN: 2278-9111; 11(1), 2021
mobile service provider
10 Customers after MNP are generally found to be
happy & satisfied 162 163 99.39
Table 3: Calculation of Mean Satisfaction & Importance Scores with Gap value
Attrib
ute N
o
Description of Attribute under Study
Sa
tisfactio
n S
core
Imp
orta
nce S
core
Mean
Satisfacti
on Score
(MSS)
Mean
Importa
nce
Score
(MIS)
Ga
p F
ou
nd
1
Customer’s Attitude towards switching
(Preparedness for MNP) has become highly
positive
188 192 3.76 3.84 -
0.08
2
Porting enables consumer to select from a
large pool of alternatives (mobile service
providers)
358 364 7.16 7.28 -
0.12
3
The process of porting has become easier with
less contact & less documentation
requirements
265 300 5.3 6 -
0.70
4
Relational Quality (i.e., Goodwill, trust, and
commitment) dimension is given huge priority
by the Mobile Service Providers for Customer
Retention & pulling the new ones as well
146 152 2.92 3.04 -
0.12
5
High Call drop rate, Poor connectivity, Poor
after-sales service, even with switching cost
are likely to be main reason for
porting/switching in case of low to medium
earners
181 315 3.62 6.3 -
2.68
6 Porting makes mobile service providers
innovative in offers & in customer servicing 149 165 2.98 3.3
-
0.32
7
Better complain resolutions, family pack
preference, Network coverage at remote rural
& hilly areas induce people to go for MNP at
200 380 4 7.6 -
3.60
Page 14
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
36 | P a g e ISSN: 2278-9111; 11(1), 2021
first level
8
Voice Quality, Signal Strength, Value Added
Services (VAS),Promotional Offers, Large
OTT Apps by competitor prompts towards
Mobile Number Porting at secondary level
233 370 4.66 7.4 -
2.74
9 Perceived ease of use and usefulness with new
mobile service provider 185 282 3.7 5.64
-
1.94
10 Customers after MNP are generally found to
be happy & satisfied 162 163 3.24 3.26
-
0.02
To
tal
41.34 53.66 -
12
.32
Avera
g
e 4.13 5.37 -
1.23
Table 4: Calculation of CSI (Customer Satisfaction Index) towards MNP
Attribute
No Description of Attributes under Study MSS MIS
WFi
(MIS)
WS
(MSS x WFi)
1
Customer’s Attitude towards switching
(Preparedness for MNP) has become highly
positive
3.56 3.84 7.16 26.91
2
Porting enables consumer to select from a
large pool of alternatives (mobile service
providers)
7.16 7.28 13.57 97.14
3
The process of porting has become easier
with less contact & less documentation
requirements
5.3 6 11.18 59.26
4
Relational Quality (i.e., Goodwill, trust, and
commitment) dimension is given huge
priority by the Mobile Service Providers for
Customer Retention & pulling the new ones
as well
2.92 3.04 5.67 16.54
5 High Call drop rate, Poor connectivity, Poor
after-sales service, even with switching cost 3.62 6.3 11.74 42.50
Page 15
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
37 | P a g e ISSN: 2278-9111; 11(1), 2021
are likely to be main reason for
porting/switching in case of low to medium
earners
6 Porting makes mobile service providers
innovative in offers & in customer servicing 2.98 3.3 6.15 18.33
7
Better complain resolutions, family pack
preference, Network coverage at remote
rural & hilly areas induce people to go for
MNP at first level
4.36 7.6 14.16 56.65
8
Voice Quality, Signal Strength, Value
Added Services (VAS),Promotional Offers,
Large OTT Apps by competitor prompts
towards Mobile Number Porting at
secondary level
4.66 7.4 13.79 64.26
9 Perceived ease of use and usefulness with
new mobile service provider 3.46 5.64 10.51 38.89
10 Customers after MNP are generally found to
be happy & satisfied 3.24 3.26 6.08 19.68
WAT
440.17
CSI 88.03
Table 5: Brand Selection Weightage Score for 3 MSPs
No Factors for Selecting Mobile Service Provider Brand (W: Weightage) Score (%)
1 Network Signal strength & Coverage (W1) 34.2
2 Call Quality & Rates with Varied Recharge Packs (W2) 18.3
3 Latest Internet Connectivity spectrum with customized Data Packs (W3) 26.4
4 Value Added Services (VAS), Promotional Offers & OTT Apps (W4) 14.1
5 Prompt After-sales service & Better Complain Resolution (W5) 07.0
Total 100
Page 16
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
38 | P a g e ISSN: 2278-9111; 11(1), 2021
Table 6: Brand Choice Mean Score for MNSP Selection factors
Table 7: Overall Weighted Brand Selection Score for Private MSP Brands in Siliguri
MSP Brand
Selection Factors
Brands Jio Airtel VI
(Vodafone-Idea)
Weight
Mean
Rating
Score
Factor
Score
Mean
Rating
Score
Factor
Score
Mean
Rating
Score
Factor
Score
Network Signal
strength & Coverage 0.342 78 26.68 73 24.97 68 23.26
Call Quality & Call
Rates with Varied
Recharge Packs
0.183 72 13.18 75 13.73 76 13.91
Latest Internet
Connectivity
spectrum with
customized Data
Packs
0.264 81 21.38 74 19.54 75 19.80
Value Added
Services (VAS),
Promotional Offers
& OTT Apps
0.141 79 11.14 82 11.56 72 10.15
Prompt After-sales
service & Better
Complain Resolution
0.070 72 5.04 74 5.18 70 4.90
Overall Brand Selection Score 77.42
74.98
72.02
Mobile Subscriber/Customer Rank 1st 2
nd 3
rd
MSP Brand Selection factors Jio Airtel VI
Network Signal strength & Coverage 78 73 68
Call Quality & Rates with Varied Recharge Packs 72 75 76
Latest Internet Connectivity spectrum with customized Data Packs 81 74 75
Value Added Services (VAS), Promotional Offers & OTT Apps 79 82 72
Prompt After-sales service & Better Complain Resolution 72 74 70
Page 17
IF: 4.125 SIT Journal of Management
Vol.11 No.1 June 2021, Pp-23-39
39 | P a g e ISSN: 2278-9111; 11(1), 2021
Table 8: Preference Behavior Matrix for 3 Mobile Network Companies in Siliguri
Table 9: Final Overall Brand Loyalty Score
Figure 1: IPA Diagram of Customers’ Perception on Mobile Number Portability
Preference Behavior Model
Matrix
Existing Brand (Last Subscribed)
Total Reliance Jio Airtel
VI
(Vodafone & Idea)
Preferred
Brand (May
switch)
Reliance Jio 28 12 14 54
Airtel 2 17 10 29
VI
(Vodafone & Idea) 1 12 4 17
Total 31 41 28 100
Brand (Mobile Network Service Provider) Composite Brand Loyalty Score
Reliance Jio 0.95
Bharati Airtel 0.78
VI (Vodafone-Idea) 0.43