ABSTRACT

In today’s business environment, service industry play an important role to increases the customer value in the field of telecommunication. In the recent time advance technology make easier and cheaper way to provides affordable services to the customer in telecom industry. The telecom industry is one of the fastest growing industries in India. India has nearly200 million telephone lines making it the second largest network in the world after China , With a growth rate of 45%. Indian telecom industry has the highest growth rate in the world. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China. History of Indian Telecommunications it was Started in 1851 ,when the first operational land lines were laid by the government near Calcutta (seat of British power).This paper focuses on research has been done in field of Mobile Number Portability[MNP] where various dimensions like customer satisfaction, consumer preferences and awareness ,service quality. Switching behaviour, switching cost and switching intention,call rates etc. play a vital role to fulfill  customer’s need and expectation.

Key words - service industry, telecommunication, ,service quality and Switching behavior.