CHAPTER 3 REVIEW OF LITERATURE

Literature review

As my project area is to find out the retailer satisfaction level of Aircel Cellular ltd, I
have gone through different articles and journals published for telecom sector. I have also
reviewed various websites, research papers, News articles and text books to enrich my
theoretical knowledge on retailer perception level. It provides me with an idea about the
current situation in terms of what has been done, and what I know. Sometimes it includes
suggestions about what needs to be done to increase the knowledge and understanding of a
particular problem.

Title: The Effects of Relational Benefits on Retail Satisfaction (Author: David Martin
Consuegra Arturo Molina)
In todays competitive world communication plays a very important role. Many
innovations have recently modified the concept of commercial distribution, due to new forms
of commercialization and distribution of goods and services as well as the 21st century
consumers. This study is justified by the commercial distribution, service quality and
consumer satisfaction as the key elements for the success of retail businesses facing
increasing competition and recent market changes. This paper intends to propose a model to
describe the relationship between two concepts: retailer satisfaction and relational benefits in
retailing. The central goal this research has identified and described the relational benefits
perceived by the retailers in commercial distribution, to define the main components of retail
satisfaction and determined what the relationship between relational benefits and satisfaction.

Title: The impact of brand trust and satisfaction on retailer repurchase intentions
(Author: Zboja, James J, Voorhees, Clay M) The Journal of Services Marketing (2006)
: 381- 390.
In an effort to shed new insight into the effects of Brands on consumer perceptions of
the retailer, this study has examined the role of consumer trust in and satisfaction with the
brand and their relationship to retailer trust and satisfaction and ultimately retailer repurchase
intention. This research provides an examination of the relationship between brands, retailers
and consumers. The results suggest that halo effects exist between customer perceptions of
brands and retailers satisfaction. The companies must realize that perceptions of brands are
transferred to retailers that carry their products. However, in order for customers to return, a
retailer must satisfy them and earn their trust, since the effects on retailers satisfaction will
have a direct impact in customers return.

Title: Benchmarking telecommunication service in India: An application of data

envelopment analysis (Author: Roma Mitra Debnath)
Technological modernization is increasingly viewed as a premeditated necessity in
todays era of growth and prosperity for any company. Telecommunications has entered a
new age of development with advanced technology and increased competition with
established players. The technological advances in the telecommunication sector are
associated with an uninterrupted growth of growth of mobile sector. The prime focus of the
service providers is to create a loyal customer base by benchmarking their performances and
retaining existing customers in order to benefit from their loyalty. The paper has addressed
these issues.

Title: Mobile Internet service: Assessment of quality and satisfaction from the
customers perspective (Author Jeon, Sunran The university of Nebraska Lincoln,
Proquest UMI Dissertations Publishing, 2008 3315206).

With the development of mobile technologies, the use of mobile internet service has
spread rapidly. The mobile internet can be considered from different perspective.
Specifically, this study is about mobile internet service from the customers perspective. The
findings were among attributes of mobile internet service, three attributes ubiquity,
reachability and instant connectivity were found to have significant effects on mobile
internet service quality influenced customer satisfaction, which in turn affected retailers
satisfaction. Moreover, mobile internet service quality also had a direct effect on continuance
intention. The major contributions of this study is that the roles of mobile internet service
quality and mobile internet service satisfaction are important factors in customers
continuance intention and retailers satisfaction with regards to mobile internet service.
Title: Customer respond and satisfaction against marketing strategies of selected
cellular service providers in Nanded City (Author: DR. SARIKA .R. LOHANA)

In the todays competitive world of communication plays a very important role. It is

like blood in the human body cellular phones have become an integral part of the growth,
success and efficiency of any business. This is the technology that gives a person the power
to communicate any time anywhere. Due to advancement in technology, now communication
becomes easy and faster. Delicate communication requirements are changing rapidly as our
society becomes more and more mobile. The client does not want to miss any of his calls.
Hence tremendous demand of cell phones exists in developing country like India. But to
study further the customers respond to the marketing strategies and their satisfaction level for
the same. This paper is empirical based study based customer respond and satisfaction against
marketing strategies of selected cellular service providers in Nanded City.

Title: Mobile Phone usage habits of students communicating from rural areas to town.
(Authors: Atul Patel, Dr. Harishchandra Singh)

Mobility, user- friendliness and convenience of communication have made mobile

phone an integral part of human life. Past research related to mobile phone reveals that
mobile usage pattern varies from one group to another. Hence, by considering these issues
relating to the usage pattern of different age groups, researchers have attempted to carry out
an exploratory study of rural youths pursuing graduation from educational institutions located
in a nearby town Visnagar in Gujarat State (India). Opinions of students regarding various
brands of internet service providers, mobile handsets and functions of mobile phones are
being investigated in this paper. This paper emphasizes on different influential factors
affecting mobile purchase and choosing a mobile operator. If different rural segments are
systematically studied and analysed, organizations willing to enter the emerging rural market
will be able to promote their products and services in a much better manner leading to higher
customer satisfaction and in an increasing market size.
News article:

Article title: RCOM-Aircel merger gets shareholders' approval (Date: April 24, 2017).

Reliance Communications BSE -1.21 % (RCOM) has received 99.99 per cent
shareholders approval for merger of its wireless business with Aircel, a company statement
said here on Monday. It was also approved by shareholders of RTL at their meeting held on
Monday pursuant to the order of the NCLT, the statement added. The shareholders of Aircel
have also approved the said scheme at their meeting held on April 22, 2017, convened under
the order of the NCLT. The company has already received approval from the Securities and
Exchange Board of India, BSE, National Stock Exchange of India Limited and Competition
Commission of India for the proposed Scheme of A. The statement said, the merged entity
will have the second-largest spectrum holding amongst all operators, aggregating 448 MHz
across the 850, 900, 1800 and 2100 MHz bands, and will enjoy enhanced business continuity
through extended validity of spectrum holdings till 2033-36. "It will be one of India's largest
private sector companies, with an asset base of over Rs 65,000 crore ($10 billion) and net
worth of Rs 35,000 crore ($5.38 billion)," the statement said.