The telecommunication sector, especially the mobile phone sector, in India is one of the fastest growing business segments of the country which provide a lot of value addition to the society with its service and creation of employment opportunities. In dynamic global environment, every country is striving to bridge the digital divide and become competitive. Today, society is living with advance technology and everyone wants to keep pace with the new technologies. Mobile phone industry is growing larger because it has become a necessity. Parents are getting mobile phones for their teens because they want to communicate in case of an emergency and the wireless carriers have made it easy to add users to their existing plans. This increases buyers and increases market size worldwide. The competitive environment in mobile phone industry in the universe has become intense. Moreover, the forces of liberalization and globalization of telecommunication market have pressurized the companies to maintain their market share by focusing on retaining their current customer. They are being increasingly confronted with the challenges to attract their subscribers by providing high quality of services. With the increase in the cost of acquisition of new customers, cellular mobile companies continually seek new ways to acquire, retain and increase their subscriber base. Thus the ability to retain existing customer is increasingly crucial in this industry. This is possible only by providing quality services to the customers. Hence, quality of service from mobile phone users’ perspective needs to be studied with a view to facilitate its measurement. An evaluation of relative importance of mobile phone service quality dimensions is essential to identify the effects of these dimensions on customer perception of mobile phone service quality. It is essential that service quality of mobile phone users be evaluated on regular basis to identify weaknesses, and emerging trends in the service. In this Article, the quality of service provided by the mobile phone industry in Madurai District is probed.

The telecommunication sector, especially the mobile phone sector, in India is one of the fastest growing business segments of the country which provide a lot of value addition to the society with its service and creation of employment opportunities. In dynamic global environment, every country is...