Adoption Factors of Mobile Service Providers

Somorjit Yambem Cha, W. C. Singh, Dr. Salam Shantikumar Singh

Abstract: With the tremendous growth in the fields of information and telecommunication technology, the demands for telecommunication and Internet services increase rapidly with the passing of time. In the state of Manipur, India, currently, four Mobile Services Providers, namely Bharti Airtel, Reliance Jio, BSNL and Vodafone Idea, are providing these services. A stiff competition is prevailing between these providers for attracting new customers and retaining existing customers. Providers take an appropriate strategy to retain existing customers and build intimate long-term customer relationships. The objective of the present study is to measure the adoption factors of mobile service providers in Imphal valley. Primary data was collected through a questionnaire. A sample of 330 respondents was selected from mobile subscribers of Imphal Valley. The collected data is analyzed using appropriate statistical tools and 2nd order confirmatory factor analysis. The result showed that these six factors, namely Network Quality, Reference group, Tariff, Convenience, Promotion and Seasonal Offerwere statistically correlated; however, five factorsexcept Promotion, have significantly influenced mobile service adoption. The result of the study shows that it established the adoption factor of mobile service providers. The service providers should note these factors and draw attention towards these factors in their marketing strategy.

Keywords: Mobile Service Provider, 2nd order Confirmatory Factor Analysis, Mobile Service Adoption, Consumer Behaviour

How to Cite?: Somorjit Yambem Cha, W. C. Singh, Dr. Salam Shantikumar Singh, "Adoption Factors of Mobile Service Providers", Volume 14 Issue 10, October 2025, International Journal of Science and Research (IJSR), Pages: 834-841, https://www.ijsr.net/getabstract.php?paperid=SR251015132542, DOI: https://dx.doi.org/10.21275/SR251015132542