Effect of Occupation Status on Customer’s Perception for Smart Phone Mobile Services

Abstract

Indian mobile market is one of the fastest growing markets with total subscriber base of 996.49 millions (wireless & wire line) and overall tele density of 79.38. The growth of subscribers has witnessed intense competition among service providers and many innovations in service and price offerings. It is not exaggerating to say that the telecommunications sector has become dynamic and vital to the economic development of the nations. This is a result of the tremendous technical progress, as well as the emergence of many network operators and the ensuing intense competition among the service providers. The present study is based on extended TAM model in which the Occupation status effect on customers’ perception for Smart Phone mobile services has been studied. The findings of this research are very informative for Smart Phone service providers. The findings of the study revealed that irrespective of Occupation status respondents found the Smart Phone services useful, easy to use, willing to use and recommend to use Smart Phone services to their friends and relatives. However, some degree of differences in opinion of respondents was also observed. Private employees were agreed that usage of Smart Phone services provides an opportunity for relaxing to them and its use for multiple activities. Student respondents were agreed that it is interesting and enjoyable to use Smart Phone services. They were delighted with Smart Phone services. Thus, findings of the study can be incorporated in marketing plan and marketing strategy by the service providers by designing multipurpose usage that can target to a broad spectrum of customers need.