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India has the world's second largest telecom network, surpassed only by China. In the year 2015–16, India crossed the milestone of one billion telecom subscribers. India's total telecom subscription stands at 1209.96 million as on August 2017. The telecom sector in India is expected to witness a huge growth in the coming future. The Indian telecom sector is characterized by intense competition as a consequence of low switching costs and price sensitivity among customers. This is what makes the study of 'Customer Loyalty' very important as it guides the various stakeholders and help formulate effective customer retention strategies. The present study is based on developing a holistic model of 'Customer Loyalty' using the data collected from 770 prepaid telecom subscribers from Delhi and Haryana telecom circles in India. The Structural Equation Modelling technique with the aid of Analysis of Moment Structures (AMOS) statistical package is used for the purpose. The comparative impact of each of the drivers of customer loyalty is computed utilizing the standardized regression weights taken from the path model. Net Promoter Scores (NPS) of all the concerned telecom operators are calculated in order to compare customer loyalty amongst them. The study produces various findings and crucial insights that hold vital implication to the various stakeholders concerned. [ABSTRACT FROM AUTHOR]

The incidence of congruence among desired, actual, and perceptual positioning strategies of four Indian car brands (WagonR, Santro, Spark, and Figo) is examined. The triangulation research methodology (pilot survey, secondary data, and content analysis) is applied to examine the three populations (expert views, advertising strategies, and consumer perceptions) considered in the study. The results reveal the popularity of two positioning strategies (“visual artistic” and “basic features”) for three car brands, whereas Figo stands on the positioning of “cost and finance.” Regarding the congruence among experts' presumed strategies and the communication tactics used by selected car brands, it is observed that not all the communicated strategies are presumed and thus ambiguities prevail in the process. This report also calls corporate attention to the fact that even positioning strategies perceived by the customers are not presumed by experts, and hence there is need to reassess the brand positioning strategies to curtail these ambiguities. However, the positioning activities highlighted in communications are successfully recognized by the target customers to some extent. The author concludes with a discussion on managerial implications and limitations. [ABSTRACT FROM AUTHOR]