A Qualitative Study On Service Channels In The Indian Telecom Industry

To measure the degree engagement, satisfaction with service channels and reason for dissatisfaction on the usage of digital self-service by telecom consumers. Design: To study the first objective purposive survey done with random sampling for customers were using the different types of the service channel. Service channels were explored through exploratory study. The second objective was determined using Net Promoter Survey (NPS) with promoter, detractor and passive analysis. The third objective was explored through qualitative research with multistage sampling, the analysis was done using semi-structured interviews to systematically collect and analyzed the data to generate a model for factors analyzing customer's reason for dissatisfaction towards the digital app. Grounded theory approach has been used to code the verbatim and used for the development of a model. Findings: study shows call centre is having highest users, NPS score of the digital channel was better over the call centre. Six influencing dissatisfaction factors of digital self -service factors identified through axial coding are app speed, unwanted information, Incomplete information, Information /service not available, App response failure rate, Difficult to navigate