DO CUSTOMER VALUE SERVICE QUALITY AS A MEASURE OF SERVICE BRAND IMAGE IN A SERVICE WITH LESS ENCOUNTERS?-A STUDY OF THE INDIAN CELLULAR AIRTIME MARKET.

In any service what is most critical to the marketer, service provider as well as the customer is the stage of service encounter. This is the point wherein the production and consumption of service takes place. On an average this is the stage wherein the customer forms the opinion about future consumption of the same service and a feeling of satisfaction or dissatisfaction. Cellular airtime service is one exception wherein there is no service encounter. Indian cellular airtime market is one of the fastest growing markets of the world. Thus this market is the best to study such a topic. This paper delves into available theory of Service and service quality. Finally this study looks into the customer preference for airtime service provider and the influencing role of service quality and its various facets. [ABSTRACT FROM AUTHOR]