Internet Access in India

INTRODUCTION
Awareness is the ability to perceive, to feel, or to be conscious of events, objects, thoughts,
emotions, or sensory patterns. People all over the world aware of the Internet and its uses .This become
aware soon after the introduction of Internet after a long period of time. Awareness is one basic ingredient
of building brand equity and high positive perception creates differences in response to brands. In
addition, awareness is also important in the adoption process. Consumers’ awareness of an innovation is
important in order for the consumers to adopt the innovation. The central concept of the study was
perception. Peoples’ reaction to a message depends mainly on their perception of it. In philosophy,
psychology, and cognitive science, perception is the process of attaining awareness or understanding of
sensory information. The word "perception" comes from the Latin words perceptio, percipio, and means
"receiving, collecting, action of taking possession, apprehension with the mind or senses. Perception is the
procedures that a person choose, format and interpret stimulation, these stimulation are separated and
confirmed to become a person’s view of the world. Two persons will never experience the same even to
the same thing which is displayed to the same environment. Every day, we are displayed to a millions
kinds of stimuli, smells, sound, tastes, sights and textures. But only a small amount of these stimuli are
taken in and processed by our brain. Perception is one of the oldest fields in psychology.
1.1 STATEMENT OF THE PROBLEM
The Internet has become an essential for large corporations and small businesses, government and
private organizations, educational institutions, consumers, and individuals. As users interact with a new
technology, they will learn theusefulness as well as the risks associated with the technology.In brief,
perceived risk may influence the attitude and behaviour ofconsumers towards the Internet services.. India
is also faced with the problem of being able toprovide only limited access to internet services. The main
cause for this is the limitedinfrastructure currently available in terms of telephone access. While
phenomenalgrowth is expected ISPs may face challenges in getting enough telephone lines inthe big
Indian cities. Past experience over the last three years has shown the requirement of access lines and their
quality to be the most significant limiting factor for the growth of Internet in India. It will need to be seen
how this will be overcome under the new liberalised scenario by merely increasing the number of ISPs.
India has less than 25 million telephones and 0.7 million Internet Access for 1000 million people while it
needs 150 to 200 million Telecom and Internet connections to meet the expected demand.There are

various internet based services providers in our country and they are playing an essential role in fulfilling
their needs.
In recent days, the customers are more dynamic and their taste and preferences are changing as per
the current scenario. Each service provider is positioning themselves properly in the market by providing
better quality of service to its users and aims to reduce risk perceived by the users. Internet service
providersoffer more technical advantage to the users in terms of speed, accessibility, cost privacy security
and the like. But, still many of the users unaware about the facilities and they have wrong perceptions
towards the service provider.So, the researcher would like to measure the awareness and perception of
users towards the internet service providers.
1.2 REVIEW OF LITERATURE

In this section the researcher discusses the literature related to the study which helps to formulate
hypotheses and framework for further investigation. Review of the previous studies help the researcher, to
know about the focus of the previous studies in this area and also it helps the researcher to identify the
research gap so that she can give a focus to it. In this research, the survey of literature has been classified
into two parts - studies related internet services providers and studies related to awareness and perception
of users.
Saranya and Chinnadorai (2014) in their study titled “ Customer Perceptions towards Internet
Service Providers” concluded that internet service providers must concentrate on every aspects of
customer needs rather than following strict rules and policies .The customer would also be satisfied when
the internet services providers deliver their services without any delay and diligence.
Monirul Islam and Bulbul Ahamed (2011) in their article made an attempt to measure the attitude
of customers towards the wireless Internet services providers in Bangladesh. It has been found from the
study that customers form more positive attitude towards WIMAX based Internet service than
EDGE/EVDO based service. The price of EDGE/EVDO modem is higher than WIMAX based modem
according to the customers’ belief, so EDGE/EVDO operators should sell the required modems at lower
prices.
Stefano Lamborghini (1997)conducted a report on “Code of conduct for internet service
providers”, Italy and the survey was aimed to analyse the creation of a proper cultural ,economical and
technical environment for the development of the internet market which deeply influence on the other
main aspects of the Internet such as E-Commerce, Education, Information and Telework .Further by
creation of some basics rules concerning the contents and the liability on the Internet are considered
essential in order to achieve the aim of the Code.
Research paper titled “Customers loyalty of Internet Service Providers in Singapore” stated that
Singapore telecommunication sector was liberalized on 1 st April 2000 and this has resulted in greater

competition for existing players in this sector. The result confirm the hypotheses that consumers are loyal
to their Internet Service Providers(ISPs).Authors concluded that pricing is not the sole factor for
subscribers to switches from one company to another..
Uchenna Nwanekezie and Jyoti Choudrie(2014) in their study “Developing a model of the
Behavioural Intentions of Older adults towards Internet Service Providers: a Uk perspective” with aims to
identify and evaluate factors that influence the older population’s of age grouper of above 50 years on
selection of an internet service provider (isp) as well as their continuous intention and behaviour to remain
with the ISP will be concluded.
According to Erevellesetal (2003) conducted a study on “Customer satisfaction for: An Analysis of
Underlying Processes” examined that processes involving consumer satisfaction and switching patterns
among ISPs. Satisfaction is the term used to describe people’s positive feeling of fulfilment derived from
the performance of a product or service. They argued that superior quality play an important role in
satisfaction processes and switching behavior. Customer service including technical support and
responsiveness of service staff is an important determinant factor in the selection of ISP. It suggests that
ISP market develops when the service providers pay attention to the affecting factors and construct the
relationships with their customers will have a competitive advantage in the marketplace of the future.
Jyh-She Chiou(2004) has examined the “Antecedents of consumer loyalty toward ISPs”. This
study showed that perceived value is very important in generating overall customer satisfaction and
loyalty intention toward an ISP. It incorporated the concept of expected technology change into the model
to examine its effects on the formation of ISP loyalty intention. However, the study demonstrated that
future ISP technology expectancy exerted a negative influence on a consumer’s overall satisfaction and
loyalty intention toward their ISP.
Saruta Tangjai (2011) concludes that tangible, reliability, responsiveness, assurance, empathy,
pricing, switching costs and trust are significant determinants which positively affect customer loyalty in
the Internet service industry in Thailand. In addition, trust is the most important determinant that is
associated with customer loyalty in the Thai Internet service industry.
Emmy Indrayani(2014) analyzed the antecedents of consumer’s loyalty toward ISPs in Indonesia. .
From the research it was found that there is a significant impact of perceived value on satisfaction. Result
reveals that there is a significant influence of satisfaction on loyalty intention and a significant impact of
loyalty intention on behavioural loyalty.However, there is no significant influence of involvement on
loyalty intention. The model also showed a significant influence of attribute of satisfaction on perceived
value which poses as an important antecedent in consumer’s satisfaction. In addition trust was found as
important variable to determine consumer’s perceived value and consumer’s satisfaction. However, the
model does not show the direct effect of trust on loyalty intention.
A study conducted by PapriShanchita Roy( 2013) regarding “Wireless Internet Service and
Customer Satisfaction: A Case Study on Young Generation in Bangladesh” this study examines whether

there is difference in satisfaction between male and female youngsters in respect of 14 variables .In this
paper he revealed that there are only three variables (availability 24 hours customer care centre , set-up
charge and promotional offer of service provider ) which there is difference in satisfaction between male
and female youngsters and they concluded that some of the customers want to change their present
internet service provider and some want to remain with present internet service provider.
Internet Service Providers-In the 21st Century (2003) describes the Internet Service Provider
industry is larger than it was in earlier 1997.The customer base will be a mix of business and residential
customers. While larger companies in the cable and telecommunications industry will dominate the less
profitable residential market, the business markets will be dominated by a more diverse mix of national
ISPs and well-niched smaller players. Internet Service Providers will expand and diversify the products
offered to consumers to include a more complete range of telecommunications products and services
namely VOIP telephony, Instant Messaging, cellular telephone services, satellite services and other
communications products in addition to the contemporary blend of web hosting and email. The small,
independent ISP will be particularly critical in serving rural and other areas where it is simply not cost
effective for larger national players to compete.
According to Kevin Chiu etal in their study they investigated the relationships among brand image,
brand awareness, brand trust, brand preference, and customer perceived value among the main ISPs in
northern Taiwan. Finding reveals that the essence of branding (i.e., brand awareness and brand trust) is the
forerunner of brand choice for ISP services. Besides, the relative impact of brand awareness and brand
trust on brand preference is also identified.
Research conducted in Iran ( Farnaz Saadat and Mohammad Soltanifar 2004) states that the role of
ISP companies in attracting and encouraging network users to use their internet services. It needed to
investigate the four ISP companies, that there was a significant difference among the four factors of
designing graphic logo and different parts of the website, ease of use of the website, interactivity and
intellectual and social capital. In general, it can be conclude that the websites of all of the four ISP
companies, having a significant relationship between the ease of use of websites and web users to visit the
websites to use its online.
Dissertation titled “Efficiency and Quality of Service of Internet Service Providers” by Oliver
Heckmann. Hence, efficiency and QoS are crucial for ISPs operating the networks that consist of Internet.
Author attempted to show that besides the network architecture, the interconnection structure also strongly
influences the efficiency and QoS of an ISP. The interconnection structure describes how the network is
connected with its peering and transit networks. Different approaches to optimizing the efficiency,
reliability and QoS of the structure are described as decision problems, and are then solved and evaluated.
Due to the steadily increasing traffic volumes, capacity expansion is the most important network
engineering task of a provider. New strategies for capacity expansion are therefore elaborated and
evaluated in this dissertation. They have significant advantages over the rules of thumb used today, since

they also consider the influence of different network architectures and traffic engineering. It found that
traffic engineering should be clearly taken into account when planning capacity expansions.
According to Technical Report of Laboratory for Computer Science by Govinda Shrestha and
Saman Amarasinghe (2001) and the purpose of this study is to examine ISP members' perspectives on
different aspects related to the use of computers and the Internet in Sri Lanka. It attempts to describe the
general nature of IT use in terms of the availability, access, familiarity and general conditions associated
with using computers and the Internet in the country. Questionnaires were e-mailed to 9448 ISP members
in Sri Lanka, using e-mail addresses available to them at that time. Altogether, 560 members completed
and returned questionnaires via e-mail to MIT's Laboratory for Computer Science .It has been found that
majority of the respondents were positive about conditions in the workplace, such as the number and
quality of opportunities for training and skill development, the quality of telecommunications facilities,
and the quality and reliability of Internet connections. An overwhelming majority of the respondents
indicated that ISP subscriber fees, computer hardware and software costs, and telecommunications charges
were generally high. It is crucially important to have faster access to information, increased
communication at low costs, online-education and training, and increased efficiency in business,
professional and organizational activities. Matters of considerable concern include the low bandwidth, the
high telecommunications charges, the low quality of Internet services, and the lack of organized
information and databases. Greatly needed is a raising of awareness, a change in the current regulatory
environment, an open government, and a set of local information resources to support commerce.
In his thesis titled “Internet Service Provider Network Evolution in the Presence of Changing
Environmental Conditions” by Aaron Sanchez (2010) results show that ISPs can improve performance
either by building network infrastructure and it highlights the value of knowing future customer demands.
In addition by minimize the cost of delivering traffic, such as minimizing network congestion, may also be
important.
A study done by Emad Masoud & Heba Awawde is opined Internet services providers should
focus on the dimensions of benefit and promotion factors in order to increase the level of customers’
adoption of internet services as the results of the study found that these factors were the most influential in
the customers’ adoption of internet services. The study sample was 384 internet users, who have been
selected from the main Malls in Amman city. Finally, internet service providers should continue to work
hard to improve the quality of internet services and continue the process of development and
modernization, particularly in the field of educating customers in using the internet and encouraging them
to use the internet, and familiarize them with the benefits of the internet because it was the most important
factor affecting the adoption.
Kavipriya and Rengarajan in their study “User’s level of satisfaction with mobile phone service
providers - with special reference to tiruppur district, tamil nadu stated that there are a number of mobile
service providers in the present market and they are offering various services for mobile users. But users
prefer to avail services from their favourite service providers due to various reasons. From the study it is

cleared that the coverage area, billing system, plans offered and lower service charge and the mobile users
are considered as the key factors to decide the service provider. They conclude that Aircel is the dominant
leading mobile service provider in Tiruppur District and other service providershas to improve their
services among the mobile users. It was observed that they are satisfied with the existing services but they
still they want more services to be provided.
From the study concluded that the company has wider scope in the market of cellular service by
extending its value added services, according to preference of the respondents. However the changing of
tariff rates and low awareness level is making it difficult for the company to maintain a constant growth
rate. It has been also observed that Aircel can gain more number of customers by widening its area of
coverage(Dr.R.PrakashBabu et al 2013).
Ahmad Syakir Bin Junoh and Mohd Rafi Bin Yaacob (2011)conducted in order to identify the
influencing factors of customers‟ Satisfaction towards Broadband Services in Malaysia” among the
different factors namely price ,speed and stability. The findings show that price, speed and stability have
no significant relationship with customer satisfaction level on broadband in Malaysia. However, there are
associations between education level and stability factors, monthly income level and price factors,
nationality and price factors, gender and acceptable price level, monthly income and internet broadband
usage period and gender and speed. This research may have implication for internet broadband service
providers in enhancing their pricing strategy and improving their service particularly in speed and
stability. Thus it will help Malaysian Government in encouraging and promoting the adoption and
utilization of internet broadband to boost the economy.
Elavarasi and Surulivel(2014) Points out that younger generation were using electronic banking
services are more as compared to older generation (above 60) because of new innovation in information
technology and their adoption level is high in e-banking. From customer point of view that private bank
provide better services as compared to public banks, But for secured transaction public banks will be
preferred by most of the respondents.SBI should try to maintain proper system of maintenance for internet
banking and increase awareness among people. SBI should advertise and conduct special awareness
programs to make E-Banking services more popular among customers.
SandhyaJoshi et al(2010) points out that quality of network, Responsiveness and Other factors
seem to be most important dimensions for influencing customer satisfaction with the telecom providers. It
has been found to be very important factor in determining service quality. So every telecom provider
should give emphasis on improving the Network coverage so that more and more customers can be
retained. So emphasis should be on strong Network Coverage. As per the study, strong differences were
found regarding service quality perception and different age groups, gender, education and income level.
Thus the telecom mangers can embark upon a strategy of targeting specific customers with specific
educational and income levels. They can also make special packages for different age group, for different
income group, etc.

Ogunlade, OyeronkeO et al (2013) in their study examined internet service quality and its effects
on customers’ satisfaction in University of Ilorin, Nigeria. The objective of this study was to find out the
awareness, technical difficulty and perception of internet users in the university. Majority of the
respondents were students and also stated that inadequate or insufficient bandwidth and poor electricity
were part of the challenges that delays the effective usage of internet. Based on the findings of the study
that perceived values and service quality are affecting the level of customers’ satisfaction and in turn,
customers’ satisfaction affects customers’ perception. The number of computers in the e-library should be
increased which minimize waiting time in the queue which will improve the efficiency in the service
delivery, hence, boosts customers’ confidence for those without laptop. These will allow for satisfaction
and retention of customers and optimize their limited resources.
The Australian ISP Industry has changed dramatically over the last few years. Services providers
need to provide good functional service in situations where technical support is required which include
key service quality dimensions such as tangibles, reliability, responsiveness, assurance and empathy.
Particularly issues like internet access problems, connectivity problems, password problems, search
engine problem, technical related problems emphasize that responsiveness nature of service providers to
customers is very important which will minimize customer migration (Meena Chavan etal ).
Kanaujia and Satyanarayana (2003) have done a study titled “A Study on Internet awareness and
web based learning among Science and Technology information community of Lucknow city”. The major
findings of the study revealed that 49.2% users browed the web for more than 2 to 4 hours and 14% for
more than 5 hours a day. The study further showed that 36.6% users consulted e-journals regularly on the
Internet, 40.4% used Internet for consulting technical reports, 24.8% to find online data bases and 10.4%
for telnet service.
The purposes of this study is to find out the relationship among service quality, customer
satisfaction and customer values on customer buying behaviour intention which could be one of the
critical issues in Malaysian mobile telecommunication industry. Stastical tool like Structure equation
modeling and multiple regression analysis were applied to analyze the data. Data were collected from
outlets of Maxis and DiGi which were located in Klang Valley area in Malaysia. The main findings of the
study shows that all service quality aspects has positive interrelationship with customer satisfaction and
value as well as which have positively affects on customer buying behaviour(Seyed Rajab Nikhashemi
etal 2013).
While choosing an ISP, pricing was the main differentiate factor in the mind of customers;
however, service quality has emerged as a major concern among users lately. Management of ISP has
discovered that service quality is important not only for attracting new customers but more important for
retaining existing customers who may otherwise be lured away by lower fees. Hence, it is essential to
develop a CRM system, which could help keeping existing customers and exploring further business
opportunities at the same time.

Since an Internet Service Provider is the gateway to the Internet it owns the point on the network
between a user’s and the Internet. This study aims to determined user perceptions regarding Internet
Service Providers’ assurance towards their online privacy. A vast amount of information, including basic
personal information of customers is, thus, known to Internet Services Providers. With this vast amount of
rich information, an Internet Service Provider may well be able to create customers’ patterns of thought,
profile of customers’ behaviour and even predict customers’ interests. This information, if unprotected,
could create a great threat to a customer’s privacy( Dayne Skolmen, Mariana Gerber 2013).
A cost model of Internet service providers is developed in this thesis says by Leida(1998) .The
model is used to gain insight into an ISP’s present costs and to quantify the impact on these costs of
Internet telephony.The model considers five cost categories of an ISP such as capital equipment, transport,
customer service, operations and other expenses (sales, marketing, general and administrative). The results
show an increase in total ISP costs that is more than double the increase in revenue. The costs are still
relatively evenly distributed among the five cost categories, but transport costs become the highest costs.
Each subscriber type’s cost increases differently, but transport and customer service costs have the largest
impact.
Chen and Barnes (2007) investigates on online trust as one of the key obstacles to vendors
succeeding on the internet medium. They declared that perceived usefulness, perceived security,
perceived privacy, perceived good reputation and willingness to customize are the important
antecedents to online initial trust. As per the research, both online initial trust and familiarity with online
purchasing have a positive impact on purchase intention.
The main results revealed that adopters perceive Internet services significantly more useful than
non-adopters. However, there is no significant difference between perceptions of male and female
adopters and the findings indicate that the perceived usefulness of using Internet services is similar for
both genders( Chi Bo and Wong 2013).
Krzysztof Kapera(2012) analyzed the consumers’ perception of mobile commerce in Poland and
the article summarized the results of 118 respondents of Cracow University of Economics students. The
study confirmed that the Polish mobile commerce market is still at an early stage of development. At
present, a small percentage of consumers use mobile phones to make purchases of goods or services. The
main reasons for this state of affairs include lack of awareness and knowledge among consumers about
this form of shopping and their negative attitude.
A study has done on “”Switching Behaviour in Cellular Service Provider” which shows that call
rates play the most important role in switching over to the other service provider followed by network
coverage, value added service, Consumer care and advertisement which plays the least imp
ortant
role. It is found that there is a relation between switching the service provider and the factors (Customer
service, service problem, usage cost, etc.). After analysing the findings of the study, they suggest that
cellular service providers concentrate more on increasing network stability and setting tariff rates

competitively. The findings also suggest that managers of these mobile operators should shift focus on
building corporate image and analyse more carefully the reason for consumers to switch brands in this
industry in order to increase loyalty among these consumers.
Ramanathan, K.V. (2011) research has resulted in the development of a reliable and valid
instrument for assessing customer perceived service quality, awareness level, and satisfaction level of
customers towards life insurance industry. Here, service quality needs to be measured using a six
dimensional hierarchal structure consisting of assurance, competence, personalized financial planning,
corporate image, tangibles and technology dimensions.
Siew-Phaik Loke etal (2011) in their article titled “Service Quality and Customer Satisfaction in a
Telecommunication Service Provider” More than 200 current users of a GSM provider were surveyed and
results indicated that reliability, responsiveness, assurance and empathy significantly positively influenced
customer attitudes in terms of satisfaction and loyalty.
Eddie Mombera in his paper titled “A case of Internet Service Providers in Malawi”. The objective
was to analyse the tariffs charged by different isps and to measure the speed of internet at various
locations at specific times using the same equipment against the specifications claimed by the providers. It
has been found that there are thirteen internet service providers in Malawi. Some of these companies are
Malawi telecommunications limited (MTL), airtel, access communications limited (ACL) and telekom
networks malawi (TNM) started as telephone services companies but are now offering internet
services.Respondents were came to know the price of their current isp and they could not make any
comparison on internet connectivity costs.
Asemi (2005) has done a study titled “A Study on Information searching habits of Internet users in
Medical Sciences University of Isfahan, Iran”. The study revealed that all respondents were using the
Internet frequently because all faculties were provided connection to the Internet. It was revealed that the
researchers of the university were getting quality information through the Internet. Fifty five percent of the
respondents searched for scientific information through the internet because the university library had
provided access to various databases and on-line journals for all students and staff.17
Engel et al, (1995) Price has always been one of the most important valuation criteria. The choice
of product and service depending on the price is a criterion that has been heavily evaluated. Within the
Telecommunication business studies have shown that customers are sensitive to the price, and often they
get tempted by lower prices from the competitors. The temptation might occur while being exposed to
marketing campaigns.
The study Perpustakaan Fakultas Ekonomi ( 2013 ) aimed to determine the effect of brand equity
on purchase decisions. A sample of 100 respondents took part in this study. Here the independent variable
consists of the variable Brand Awareness, Brand Association of variables, variable quality of Perception,
Brand Loyalty and variables influencing buying decision variables as the dependent variable.

Oyeniyi, Omotayo and Abiodun Abolaji Joachim (2008) find out the relationship between
Customer services on Customer retention in telecommunication industry in Nigeria. If retention is not
managed, Customer‟s loyalty may be lost. He examines the potential constructs in Customer retention by
investigating the chain of effects of retention from Customer service, satisfaction, value and behavioural
intention. The hypotheses are supported except that a higher level of Customer satisfaction does not lead
to Customer loyalty. Customer satisfaction does not necessarily lead to Customers‟ loyalty. It is assumed
that when the Customer is satisfied, then loyalty towards the telecom company is strengthened. Their
results, further show that the respondents in their study have a positive impression towards their telecom
company’s ability to meet their changing needs.
Recent study deals with consumer preferences and their satisfaction level towards the mobile
phone service providers in Jodhpur city, Rajasthan. A sample of 250 mobile phone users of various
mobilephone service providers such as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Indicom took part in
this study. Results indicate that the factor that induces the consumers to buy a particular mobile phone
operator is call tariffs followed by network coverage and brand image. Majority of respondents are
satisfied with the value added services offered by their service providers. The findings derived from the
study will be helpful for mobile operators in deciding and implementing their sales strategy for the
promotion of mobile phone services ( Rajpurohit and Vasita).
Rehana Kouser (2005) in their study investigates the factor influencing the customer’s satisfaction
and switching behavior in cellular services of Pakistan. From the study, it is clear that customer’s
satisfaction is highly dependent on the call rates (cost). Pricing is also considered a big reason due to
which the customer leaves from one service provider to another. Followed by call charges and SMS
charges are also considered as an important reason for switching the cellular service. Then Network
Service was also considered an important reason for customer switching behavior in this industry .Hence,
the hypothesis is proved that there is a relationship between the customer switching behavior, cost and
core service failure.
The results make obvious that the respondents would likely stay with their telecom service
providers as long as the companies are able to satisfy their changing needs and meet customer
requirements beyond expectations. With the increased competition in the Nigerian Telecommunications
industry and the ever increasing influence of the Nigeria Telecommunications Commission (NCC),
retaining customers is one major strategy that the companies must adopt to remain cost-effective. With
the introduction of Mobile Number Portability (MNP) which allows subscribers to port to a better
service provider while maintaining the existing mobile number, retaining customers should be a
smarter option than attracting new customers since it is less expensive.
In a study conducted by Bikram Jit Singh Mann and Sunpreet Kaur Sahni(2013)revealed that the
service providers need to offer unfailing superior customer service according to the customers' needs and
preferences which can result in greater levels of customer satisfaction, develop trust and customer loyalty.

Gustavo Quiroga Souki et al(2008) performed a study on“ Perceived quality, satisfaction and
customer loyalty: an empirical study” with the objective of examining perceived quality, satisfaction, and
customer loyalty in regard to mobile phone service providers. A survey was conducted with 434 customers
in Brazil. They found that perceived quality could be evaluated based on the quality of the product, quality
of the connection and network coverage followed by customer service.It was concluded that most of the
consumer prefer unlimited plan. By providing more technological upgradation and lowering tariff plans
are the remedial measures for the betterment of users.
The study undertaken by Chandan Kumar Singh (2005) “Consumer Preference and Preception
towards Internet Service Provider in Punjab” .It was concluded that most of the consumer prefer unlimited
plan. By providing more technological upgradation and lowering tariff plans are the remedial measures for
the betterment of users.
Heikki Almay(2003) in his article, dealt with the “Pricing in the Internet”and aimed to analyse the
pricing schemes for Internet connection and Internet access. On the whole the internet pricing can be flat
rate or it can be based on basic usage parameters such as time and traffic volume.It was highlighted that
flat rate pricing is currently widely used because of simplicity.
Mohamad Iqba l(2011) This study aims to determine the effect of perception of value, hope, and
belief in customer satisfaction in the Internet Service Providers (ISPs) in Greater Jakarta. Respondents are
selected on the basics of who use the services of ISPs with their own choices and decisions and with
regular use.From the results of the study variable values and beliefs act perceptions of satisfaction with the
ISP directly and signi_cantly. As for the expectations variables have a negative impact on customer
satisfaction.
Working paper of the Federal Communications Commission’s ( 2010 )“Broadband satisfaction”
and investigates to understand the users attitudes towards broadband service. The survey found that
broadband users report higher levels of satisfaction with the speed and reliability of their service than with
the cost of their service. However, when asked about the clarity of information on their bill about speed,
restrictions on service, or fees for terminating service, few users find this information is very clear.
Recently through internet access in South African homes analysis (Irwin Brown) found that control
beliefs relating to costs of access, and support and service were key influences on consumer choice of
Internet access option in South African homes.
The present study aims to measure customers’ perception towards life insurance service quality
sandhu(2011).from the study it was found that proficiency, physical and ethical excellence; and
functionality have significant impact on the overall service quality of life insurance corporation of india.
Vijit Chaturvedi analysed the awareness of internet banking. The article concluded that people
know about the services but still many people are unaware and many of them are non – users so the bank

should take promotional activities and try to retain the customers. Banks should look forward to have
some tie – ups with other financial institutions to increase the service base are the remedial measures.
Normalini Md Kassim and T. Ramayah in their study concentrate to identify the risk factors which
influence the intention to continue using Internet banking in Malaysia. The results show that social risk,
time loss risk, opportunity cost risk and perceived usefulness are significant factors influencing attitude
towards intention to continue using Internet banking which enhance the services in the most effective and
efficient way to increase bank business in the long run and encourage their bank customers’ to continue
using Internet banking.
Naser Mohammadoghli(2013) examined more than 384 internet users and the main aims of the
study is to determine contributing factors to customer loyalty towards ISP (internetservice provider) .In
addition this study concluded that the relationship between switching cost, trust, corporate image and
perceived service quality along with customer loyalty.
Millennium communication authority conducted a market survey on “Consumer Perception–
Broadband Internet. Reliability is the highest determining factor when choosing between Internet service
providers followed by Pricing is the second highest consideration.
Nila Renchal (2013) conducted an empirical analysis of customer perception towards Health
Insurance .It was found that because of low awareness and lack of financial tools are the major reasons for
not purchasing health insurance policy.
Beulah jehakumari and suganthi undertook a study entitled, “E-service quality in internet baking”
and the result indicates that the interrelationship between customer satisfaction and customer loyalty
which result through the measures of perceived e-quality.
Wisanan ouparamai in his thesis investigates the factors that influence customer’s intention to
select and stay with a particular high-speed internet providers in Thailand. Study shows that the first three
major factors that influence on customers’ selection namely corporate image, type of information sought,
and perceived risks in terms of wasted time and money and
there were four main factors which
influenced customer satisfaction. Those factors were network quality, empathy, reliability, and assurance,
correspondingly and last five factors that influence customer loyalty (customer satisfaction, perceived
value, corporate image, trust, and switching costs for unknown service standards, respectively). It
concluded that high-speed internet providers should take into consideration of these three main areas
which are capable of assisting high-speed internet providers to acquire new customers and to retain their
existing ones.The findings of this research provide direction for high-speed internet providers to determine
which attribute to focus on in order to enhance overall customer satisfaction and retention.
In a study of “Consumer preferences for wireless internet access networks and their affecting
factors: a conjoint analysis” (Changi Nam et al 2006) and this paper compares service characteristics and

analyses consumer preferences between the two current wireless internet access alternatives namely 3G
cellular networks and public wireless Local Area Network (LAN). A conjoint analysis was employed to
find significant service attributes behind consumers' preferences .On the other hand results are expected to
be of help to both government policy makers and telecommunications service providers in designing and
implementing industrial promotion and competition policies in the wireless industry. Furthermore, they
can also shed light on the decision-making regarding the commercial introduction of the mobile
broadband wireless services in the near future.
Gustavo Quiroga Souki and Cid Goncalves Filho(2008) in their article, dealt with the objective of
examining perceived quality, satisfaction, and customer loyalty in regard to mobile phone service
providers. A survey was done involving 434 customers in Brazil. It was highlighted that perceived quality
could be evaluated based on the quality of the product, quality of the connection, shops, coverage areas
and customer service. The result shows that a low level of loyalty was observed and, when the customers'
perceived quality increases, they will be more satisfied, more likely to remain with the service provider, to
recommend their current provider to others, and to express a lesser desire to switch providers.
Ramanathan, K.V. (2011) research has resulted in the development of a reliable and valid
instrument for assessing customer perceived service quality, awareness level, and satisfaction level of
customers towards life insurance industry. Here, service quality needs to be measured using a six
dimensional hierarchal structure consisting of assurance, competence, personalized financial planning,
corporate image, tangibles and technology dimensions.
Raman and Gayatri (2004) have observed the customers’ awareness towards new insurance
companies. They found that 53% of the respondents belong to the age group below 30, 24% to the age
group 31-40, 2% belong to the age group of 41-50 and the rest of the respondents belong to the group of
‘above 50’. They also observed that a large percentage of the insured respondents (32%) are professional,
and 56% of the respondents are married. It is also found that 52% of the respondents have taken a policy
to cover risk and 44% of them to avoid tax and the remaining to invest their surplus amount.
Judy Shaw-Er Wang Chiang† and Chun-Hsiung Liao(2005) in their thesis “Residential Demand
for Internet Access and ISPs” The present study discussed subscribers’ demand in Taiwan for Internet
access and the factors influencing their choice of Internet Service Providers. By means of a questionnaire
preference data were collected that revealed subscribers’ choice behavior regarding Internet access and
ISP. The model indicates greater variety of digital content, wider bandwidth, and higher service quality
increase the demand for Internet subscription.
By using the SERVQUAL model, this study( Anantha Raj et al 2013) attempts to examine the
impact of service quality dimensions on customer satisfaction. A sample of 225 current users of a GSM
provider participated in this study. Gap Analysis was used to determine the perceived and expected
satisfaction level on each of the service quality dimensions and regression analysis was conducted to test
the relationship between the SERVQUAL dimensions and customer satisfaction. Results indicated that all

5 service quality dimensions positively influenced customer satisfaction in terms of loyalty and attitudes.
In addition, t-test results showed that there was a significant gap between the perceived satisfaction and
expectation (P-E) on all of the service quality dimensions.
Peter Muteru(2013), in his article titled “Factors influencing cost of internet bandwidth access by
end
users in Kenya”. In early 1995 the internet came to Kenya. The objectives of the study were to find out
cost factors and the role of the regulator and establish areas where improvements can be made in input
cost application ,policy and increase access to the larger population of affordable internet services. He
concludes that speed of connection; global provider contracts and regulator are significant in explaining
the variations in the internet band width cost. The study recommends that companies should reduce
international bandwidth costs (or improving quality of service to users) so as to avoid unnecessary long
distance routings.
A study Made by Divya Singal and V. Padhmanabhan (2008) indicated that utility request, security, utility

transaction, ticket booking and fund transfer are major factors responsible for internet banking based on
respondents’ perception on various internet applications. Out of total respondents’ more than 50 % agreed
that internet banking is convenient and flexible ways of banking and it also have various transaction
related benefits. Thus, Providing Internet banking is increasingly becoming a “need to have” than a “nice
to have” service.
Jothiram et al(2013) examined the consumers perception choice in selecting cellular mobile
telecommunication service providers .The outcome of this study shows that relationship among several
dimensions of service quality namely price, quality of the product and promotion to have handful ideas on
the consumer’s perception.
Diksha Rajiva in her study “A study of Perception of Young People towards Online Shopping in
Punjab” analyzed the perception of the young people towards online shopping in punjab. Results of the
study revealed that majority of the respondents assumed that transaction security; personal privacy,
product price and quality, convenience, accessibility, promotions and advertisement, delivery time, quality
comparison and reputation of the company are the important variables in online shopping. With the
growth of online shopping, there are various opportunities and challenges to online business retailers and
consumers. if the online business retailers want to grow then they have to consider all these factors.
In order to examine the effect of perceived risks (financial risk, product risk, time risk, delivery
risk, and information security risk) on online shopping behavior in Jordan. From the survey it revealed
that financial risk, product risk, delivery risk, and information security risk have negatively affected online
shopping behavior. The results also showed that the other two dimensions such as perceived time risk, and
perceived social risk have no effect on online shopping. It provides marketers with the importance of
consumers risk perception in order to adopt adequate risk-reduction strategies in the internet shopping
environment in his study (Emad Y. Masoud 2013).

Seongil lee and Joo eun cho in the paper titled “Entertainment on Mobile Internet Services: From
the Korean Consumer Perspectives and this paper investigated young consumers’ preferences and attitudes
towards mobile entertainment services .the speed of services was never met to consumer expectation in
mobile entertainment services, while they never really cared about contents aspects such as volumes and
update rate of mobile internet services.
Singgih Santoso and Umi Murtini(2014)in the paper titled “Usage and Risk Perception of Internet
Banking: Case Study in Yogyakarta special region, Indonesia. For study, opinion of 401 respondents were
collected and aim to measure consumer awareness, usage , and risk perceptions towards internet banking
which based on information technology and communications. the result shows internet banking awareness
is low, lack of internet knowledge, and high administration cost are the main reason for not using internet
banking. In terms of risk perception, younger age groups of 18-24 years old have the courage to take
higher risk than upper age groups.
Bill Doolin et al (2005) investigated the importance of perceived consumer risk and the Internet
shopping experience in the online purchasing behaviour of Internet users. Both perceived consumer risk
and loss of social interaction in Internet shopping were found to be negatively associated with the amount
of online purchases made. The results of the study suggest that electronic retailing Web sites could
usefully include features that reduce perceived consumer risk and enhance online customer service.
Ratna Roostika wrote an article "Customer’s Perspectives on Mobile Internet Adoption”. Objective
of this study is to analyze the relationships between service quality, trust, and loyalty as perceived by
customers in the mobile internet context. Services quality is consisting of seven dimensions with the
samples of 186 respondents in yogyakarta, indonesia. Results reveal that there was an indirect relationship
between service quality and loyalty through trust. Among the seven dimensions of service quality,
contextual quality was found to be the strongest contributors of service quality while device quality was
the least.
In-depth Study on the Influence of Internet Perceived Risk on the E-WOM by Guoqing et
al()stated that internet perceived risk has positive effect on E-WOM. However, the high perceived risk will
lead to frequent information releasing. Authors concluded the information searching is still the most
important measure for consumers to reduce their internet perceived risks and consumers with high
perceived risk are more prone to search for E-word-of-mouth information actively.
Frank A Cowell and Guillermo Cruces undertook a study named “Perceptions of Risk: an
Experimental Approach using Internet Questionnaires” The results from the questionnaires provide an
evaluation of the similarity between individual perceptions of risk and theoretical axioms. They also help
to identify the individual characteristics that might affect such perceptions.

Chen Zhang and Janet et al (2009) carried out a study on “An empirical study of Cyber Security
Perceptions, Awareness and Practice” examined the perceptions, knowledge, and experience of security
practices of users. Due to the fact that most users are not familiar with the venues of such security threats
and therefore cannot fully understand the roles of different defense strategies and defense utilities in
enhancing cyber security.
In this study, “Internet Banking Security Strategy: Securing Customer Trust (Frimpong Twum and
Kwaku Ahenkora 2012)” they found that customer perception of internet banking security is significantly
related to usage and is significantly affected by trust of the system and trust of the provider. It concludes
that customer perception of internet banking security is influenced by customers’ trust of the bank and the
internet system and this subsequently influences usage intentions.
Nina Bhatti and Anna Bouch et al (2000) in study titled, “Integrating User Perceived Quality into
Web Server Design” The study was carried out to investigate users’ requirements for Internet QoS. From
the findings it has been able to show that users’ requirements can be integrated into server design. Through
this integration it is possible to achieve the customer satisfaction that will play a key role in the success of
any commercial system.
In-depth Study on the Influence of Internet Perceived Risk on the E-WOM by Guoqing et
al()stated that internet perceived risk has positive effect on E-WOM. However, the high perceived risk will
lead to frequent information releasing. Authors concluded the information searching is still the most
important measure for consumers to reduce their internet perceived risks and consumers with high
perceived risk are more prone to search for E-word-of-mouth information actively.
Chi Bo, et al conducted survey using questionnaire under titled “Perceived Usefulness of Internet
for Adopters and Non-adopters: An Empirical Analysis of Retired Senior Citizens in Hong Kong” .Internet
business companies are now focusing their attentions towards Senior Citizens in Hong Kong. The present
study is carried out to find out the perceived usefulness of Internet and he main results revealed that
adopters perceive Internet services significantly moreuseful than non-adopters. However, there is no
significant difference between perceptions of male and female adopters.
They surveyed about 100 respondents, out of which 50 were Telenor users and 50 were Ufone user.
They revealed the use of mobile phone providers is highly dependent on the price of their call and SMS
charges and then it depends on the voice quality and the network coverage the company is providing. They
said that the Ufone has adopted a better policy to retain its customers by lowering its call rates as
compared to other companies and Telenor.
Nidhi Phutela and Hirak Dasgupta( 2013)in their research paper “A study of customer perception
on service quality of online tourism companies” It has been found that one third of the population is
happy with the quality of services provided by online tourism companies which will not only attract
the new customers, but also helps to retain the existing customers. It will help in enhancing the

customer base on one hand and reduce the costs on attracting the customers on the other hand. So, the
online companies must focus on the SQ aspect, especially on Cancellation and Refund Policy to benefit
from word-of-mouth than spending vigorously on advertisements.
Mustapha Chibok et al(2013) examined the consumer perceptions and usage of mobile
telecommunication in Maiduguri Township, in Nigeria. A sample size of 500 was selected using purposive
sampling technique for the study. The demographic variables were important especially age and
educational background of consumer on knowledge about brand of mobile telecommunication have an
influence on choice of brands. Older people who are highly educated are more conscious of choice of
brands of mobile telecommunication. The study reveals that Mobile telecommunication was significantly
dominated by three companies with about 97% of market share where by only one company having more
than 50% of the market. Generally there was high and positive consumer awareness and perception
towards all the mobile telecommunication providers.
Numerous studies have been undertaken on the adoption of Internet banking service. According to
Marhana M. Anuar et al(2012) analyze the Muslim Consumers’ Perception on Internet Banking Services. .
The results revealed that the majority of Muslims consumers have not used the Internet banking and some
still questioned the security of this service. Therefore, extensive marketing strategy would help in
enhancing awareness and adoption of Internet banking service. Due to the fact that some people still not
having the opportunity to use the service and unsure of the security of such service. Banks officers need to
communicate to consumers about how the security features have been enhanced to ensure that consumers
will feel secure using Internet banking. In addition, the majority of the respondents also indicated that they
intent to use Internet banking service in the future.
The thesis titled “Older Adults' perceptions of Online Risk” by Vanessa Boothroyd(2014) examine
how older adults perceive risks involved in email and facebook and compare their perceptions to those of
younger adults. For this study he interviewed sixteen younger adults and fourteen older adults and found
that older adults had around the same perceptions of email risks, however particularly different perception
of facebook risks than the younger users. Further, older adults' understanding of available security and
privacy tools in both email and facebook was more limited than that of younger adults. it also determined
that family and the media are the most common sources of information regarding computer security for
participants in both age groups.
Chaarlas and R. Rajkumar(2014) investigate the perceptions of consumers on the components of
viral marketing.For this study the opinions of 100 respondents were selected. The success of viral
marketing depends on the level of Factor/component and study analyses the perceptions of the five
different components of viral marketing namely E-mails, Videos, Blogs, Social networks and Forums.
This study helps marketers and consumers to better understand and use the critical components of viral
marketing to their advantage.

Rejikumar and Sudharani Ravindran(2012) this paper examines the factors influencing the
continuance decisions of the early adopters of m-banking services in Kerala, India. The perceived service
quality emerged as the strongest predictor of satisfaction in this study. Perceptions about the risks involved
in m-banking had adverse impact on service quality and satisfaction. Continuance intentions were found
solely dependent on satisfaction in the m-banking context in Kerala.
Fahad (2009) has done a survey titled “A Students' Attitudes and Perceptions towards the
Effectiveness of Mobile Learning in King Saud University, Saudi Arabia” and investigates the students'
attitudes and perceptions towards effectiveness of mobile learning in their studies. Opinion of 186
undergraduate female students from different colleges at King Saud University took part in it. Result of
this survey clearly indicate that offering mobile learning could be our method for improving retention of
B.A ,and M.D. students, by enhancing their teaching/learning. the biggest advantage of this technology is
that it can be used anywhere, anytime and adopt their mobile learning systems with the aim of improving
communication and enriching students' learning experiences in their open and distance learning.
Recent studies by Noor Raihan abhamid and Aw YokeCcheng aimed to identify young adult’s
perception of e-payment risk and their behaviour towards different payment methods. A questionnaire
was distributed to students from tertiary institutions in a metropolitan city in Malaysia as the study sample.
The findings showed significant difference in perceived risk between cash and E-Payment but less
significant in terms of volume of purchase. In addition authors discuss the implications of the findings to
service providers and policy makers and offer some recommendations to improve the e-payment systems
quality.
The purpose of this study is to find out the customers awareness about Mobile banking, their
opinion regarding the problems faced and the reason for opting this technology .A questionnaire was
distributed among 249 respondents. Further it is concluded that there is no significant difference among
the education groups, monthly income in the average awareness score on Phone / Mobile banking usage.
Hence the Hypothesis is accepted in all these cases according to Yesodha Devi et al(2011).
Iacob Cătoiu and Daniel Adrian Gârdan (2010) in their research highlight the main aspects
concerning consumer perception towards mobile marketing campaigns. Results shows the perception of
the Romanian consumers towards specific mobile marketing techniques is influenced primarily by
perceptions towards mobile services in general, and there are still no brand images being associate with
this new advertising channel. Yet there is consumers' willingness to use new communication channels if
the messages are highly personalized and with a great extent of addressability depending on user
characteristics.
A Study conducted by Abdul Azeem and Zia ul Haq (2012) revealed that paper has provided
thorough information on the impact of various factors on internet advertising and the distinction of
internet advertising effectiveness among three demographically different variables. This study was also
able to give the insight of the various dimensions and their extent of influence on internet advertising.

The study done by Bindu et al(2008) is aimed to investigates the perception of tourists towards
Kerala as a preferred alternate health tourism destination. Study reveals that the most favourable factors
for Kerala as health tourism destination are its authenticity, rich ayurvedic heritage with multifaceted
attractions. The unique advantage of Kerala ought to be leveraged by the health resorts.
A cost model of Internet service providers is developed in this thesis says by Leida(1998) .The
model is used to gain insight into an ISP’s present costs and to quantify the impact on these costs of
Internet telephony.The model considers five cost categories of an ISP such as capital equipment, transport,
customer service, operations and other expenses (sales, marketing, general and administrative). The results
show an increase in total ISP costs that is more than double the increase in revenue. The costs are still
relatively evenly distributed among the five cost categories, but transport costs become the highest costs.
Each subscriber type’s cost increases differently, but transport and customer service costs have the largest
impact.
Paramaporn Thaichon et al (2013)“Marketing Communications: Factors Influencing Brand
Loyalty Of Internet Service Provider” this study investigates the relationship between marketing
communications and customer loyalty of the home Internet users in Southern Thailand and it focus on the
factors that influence brand loyalty intentions of the home Internet users. The elements which influence
brand trust and value are brand image, personality, awareness, and consumer satisfaction. It is found that
brand personality, brand image and brand awareness are created either by direct company marketing
communications mix or indirect contacts with customers. Marketing communications shape consumer
perceptions and consumer expectations while reinforcing brand trust. Consumers will be satisfied if the
brand can fulfil their promises and meet their expectations. In return, consumer satisfaction correlates with
brand trust and brand value, which eventually affect brand loyalty. In the case of the home ISP market in
Southern Thailand, brand loyalty leads to higher customer retention rate. By controlling the factors related
to brand loyalty, companies can minimise the customer tendency to switch to another brand, and as a
result, will be able to maintain their customer base. With lower customer turnover rate, the ISP can also
focus on increasing its market shares through customer acquisition.
Ganguli, S., (2008), conducted a study on “Drivers of Customer Satisfaction in Indian Cellular
Services Market” in which he discussed the impact of service quality and features on customer satisfaction
from the cellular users view point.
Monal Deshmukh and Girish Chourasia (2012) carried out a research on “The Impact of Perceived
Service Quality on Customer Loyalty in IT Sector of India”. The results of multiple regression analysis
shows that perceived service quality dimensions have a important impact on customer loyalty.
Power, J.D., (2009), conducted a study on “Customers increasingly want telecom services and
products to be bundled” based on responses collected from 11,911 customers nationwide and examined

the overall customer satisfaction on six factors – customer service, reliability, billing, brand image, cost of
service, and offers & promotions.
Kashif Farhat (2014) undertook a research to determine the components that form brand equity
amongst ISP subscribers in Pakistan. For this, the Aaker’s brand equity model was selected. a
questionnaire was served to 251 respondents . From the results, it’s concluded that brand loyalty, brand
awareness and perceived quality were found to have a positive significant impact on building brand
equity. It’s recommended that marketers and brand managers allocate maximum resources to brand loyalty
and brand awareness to gain higher brand equity of ISPs brands.
According to David N. Beede (2014) the report examines both fixed and mobile ISPs and it finds
that broadband competition across the U.S. varies by speed, with lower speeds seeing multiple providers
but a dwindling in available ISPs with higher speeds.
Many universities and other non- profit organizations started internet access as a value-added
service to their respective communities. By implementation and maintenance of these services become
more a nontrivial task, requiring large annual budgets to keep these systems running. These papers
propose a busiest-minute planning model (BMPM) for the non-profit ISPs to effectively solve the issues.
Results suggest that BMPM model is more effective in solving pricing and capacity expansion decisions
of non- profit internet service providers( cheng et al (2006) .
A Code for Internet Service Providers providing Email Services and it seeks to establish industry
wide practices and procedures relating to Electronic Messages, as defined by the Unsolicited Electronic
Messages Act 2007.Email are enormously beneficial to New Zealand businesses and End Users as a low
cost and rapid communications medium. Access to email remains a primary reason for many New
Zealanders going online. As well as Spam which contain illegal or malicious viruses and codes which is
offensive. This Code recognizes that action must be taken by Service Providers to minimise Spam and its
negative effects without unduly impeding legitimate business activities conducted over the Internet
reported by New Zealand Marketing Association Telecommunications Carriers’ Forum (2007)
Maran et al. (2004) studied the consumer perceptions about fixed telephone lines in Chennai. The
objectives of the study was to find out the most influencing factor in selection of service provider, and to
measure customer perception and satisfaction as regards the service provided. The study on a sample of
550 telephone users indicated that some problems exist that deserve the attention of the company. The
company needs to bridge the gap between the services promised and services offered. And to conclude,
“Delivering service without measuring the impact on the customer is like driving a car without a
windshield”
1.4 OBJECTIVES OF STUDY

The overall objective of the present study is to examine the awareness and perception of users
towards internet services providers in Madurai district. This study will focus on the following specific
objectives
1) To study the present scenario of the services offered by the internet service providers in India
particularly in Tamilnadu .
2) To ascertain the brand awareness of different service providers.
3) To identify the factors that influences the user preference of internet services.
4) To analyse user perception about the quality of service offered by the service providers.
5) To scrutinize the level of perceived risk among various internet services providers.
6) To offer valuable suggestions based on findings.
1.5 NEED FOR THE STUDY
It has gained importance because user group gets improvised services and fair competition among
the competitors. This study also makes an attempt to evaluate the users’ awareness and perception in
various dimensions like brand awareness, perceived quality, perceived risk, trust and other proprietary
services provided by the service providers.
1.6 SCOPE OF STUDY
In today’s scenario, communication has become much faster and unavoidable. Telecom services
are growing at an approximate rate around 5 percent per year in terms of revenue and mere 10 percent in
terms of subscriber base in the last five years. The present study highlights the consumer awareness and
perception towards the internet service providers. This study helps other researchers to measure the
awareness, perceived quality and risk perceived by the users towards internet service providers.
1.7 HYPOTHESIS
H1. Brand awareness significantly influences purpose of using internet
H2.There is no significant relationship between price and customer loyalty
H3: There is no significant relationship between customer trust and customer loyalty
H 4: The corporate image of the service provider positively influences customers’ selection of that
provider as their high speed internet service.

H1Tangibility positively influences customer satisfaction.
H 5: Reliability positively influences customer satisfaction.
H 6: Responsiveness positively influences customer satisfaction.
H7: Assurance positively influences customer satisfaction.
H8: Empathy positively influences customer satisfaction.
H 10: Trust positively influences customer loyalty.
H: Switching costs positively influence customer loyalty.
1.8 RESEARCH METHODOLOGY

This chapter discusses in detail the methodology adopted by the researcher to study the factors
influencing the Customer awareness and perception of user s towards internet service providers. This part
discusses the pilot study, research design, sampling selected for the study, the variables used for the study,
and also the tools used for analysis.

1.8.1 RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis in a manner that
aims to combine relevance to the research purpose with economy in procedure.
The research design is the conceptual structure within which research is conducted; It constitutes
the blueprint for the collection, measurement and analysis of data. Since the research problem is well
defined and an attempt is made to describe the existing phenomena relating to the measurement of brand
equity, this research fits well into the empirical research design.
Empirical research is a way of gaining knowledge by means of direct and indirect observation or
experience. Empirical evidence (the record of one's direct observations or experiences) can be analyzed
quantitatively or qualitatively. Through quantifying the evidence or making sense of it in qualitative form,
a researcher can answer empirical questions, which should be clearly defined and answerable with the
evidence collected (usually called data). The Research design also varies by field and by the questions
being investigated.

1.8.2 DATA COLLECTION
The study is based on the survey of the respondent. The data required for the research purpose have been
obtained from both primary and secondary sources.

1.8.1.2 THE PRIMARY SOURCES
The primary data are collected from the sample size of 400 Respondents living in Madurai north,
Madurai south, Tirumangalam, Peraiyur, Usilampatti, Vadipatti, and Melur of Madurai District. The
questionnaires were left with the respondents and given sufficient time to fill up.
The opinion of the respondents is the major source of information. This was collected by usingStructured questionnaire prepared for each category of the respondents and information (data) was
collected. Questionnaire comprises of both demographic and functional variables related to the study. The
appropriate scaling technique was applied in this instrument, which is the only source that decides the
reliability and validity. The Likert five point scales were applied to get the response from the respondents.

1.8.1 .3THE SECONDARY SOURCES
Information related to service providers, history of Madurai district, Revenue Taluks in madurai
district, operational definitions and profile of each taluks, Literatures related to the statistical techniques
were collected from various Secondary sources. The various sources of information are

Newspapers and Magazines



Company Literatures



Reports and Publications of National and International organisations.



Reports of TRAI.



Various Research Journals & Periodicals.



Various web sites on Internet.



E journals and reports available on Internet.

1.9 PILOT STUDY
The Pilot study report provides information about the trail survey. The Pilot study is used to test
the reliability and validity of the instrument, confirming the instrument for conducting research,
determining the sample size required for the research study and finally to confirm the research model
proposed to use for further research.

1. Measuring reliability for awareness and perception of users towards internet service
providers before variable deletion

Cronbach's Alpha

N of Items

.930
87
`The Cronbach’s alpha test is used to measure the reliability of the instrument being used to get the
response from the respondents. The above test refers to the reliability of the overall measurement to
measure the awareness and perception of users towards internet service providers. Brand awareness,
priority of using internet services, perceived quality, perceived risk and trustworthiness dimensions were
used to measure the awareness and perception of users towards internet service providers. There are
eighty seven functional variables apart from the demographic variables used to measure the reliability.
Minimum reliability for the instrument required is about .6 to .8 for attaining minimum reliability. This
study has 0.930 alpha (ie., 93% of reliability) values. It infers that this instrument has attained highest
standards of reliability. But researcher wants to standardize the instrument more. Hence, few variables has
been deleted to improve the reliability.
2. Measuring internal validity for awareness and perception of users towards internet service
providers before variable deletion
Sum of
Squares
1009.28

Between People

8
Within People

Between
Items
Residual
Total

Total

1148.908
6091.55
2
7240.46
0
8249.74
8

Grand Mean = 2.9113

Mean
df

Square
49

20.598

86

13.359

4214

1.446

4300

1.684

4349

1.897

F

9.242

Sig

.000

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring awareness and perception of internet service providers among the Respondents. Mean value
(2.911) infers to the moderate value gained by the overall constructs of this study.

3. Measuring reliability for awareness and perception of users towards internet service
providers after variable deletion

Cronbach's Alpha

N of Items

.940
80
The Cronbach’s alpha test is used to measure the reliability of the instrument being used to get the
response from the respondents. The above test refers to the reliability of the overall measurement to
measure the awareness and perception of users towards internet service providers. Brand awareness,
priority of using internet services, perceived quality, perceived risk and trustworthiness dimensions were
used to measure the awareness and perception of users towards internet service providers.

Eighty

functional variables have been selected for this study out of eighty seven variables. Seven variables have
been deleted to increase the reliability and validity of the instrument. Minimum reliability for the
instrument required is about .6 to .8 for attaining minimum reliability. This study has 0.940 alpha (ie.,
94% of reliability) values. It infers that this instrument has attained highest standards of reliability.
The following seven variables have been deleted to improve the reliability.
1.
2.
3.
4.
5.
6.

I am aware of this service provider
I know the various schemes offered by this service provider
I have seen a lot of advertisements of this service provider
Reading news paper
E-filing
In my opinion, it is difficult to ascertain the quality and other characteristic of the products on

internet
7. Internet may lead to laziness

4. Measuring internal validity for awareness and perception of users towards internet service
providers after variable deletion

Sum of
Between People
Within People

Between Items
Residual
Total

Total
Grand Mean = 2.8973

Squares
1114.182
1000.670
5323.918
6324.588
7438.770

Mean
df
49
79
3871
3950
3999

Square
22.738
12.667
1.375
1.601
1.860

F
9.210

Sig
.000

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring awareness and perception of internet service providers among the Respondents. Mean value
(2.897) infers to the moderate value gained by the overall constructs of this study.
5. Measuring reliability for Brand Awareness
Cronbach's Alpha

N of Items

.868
7
Seven functional variables have been used for this study out to measure brand awareness.+ Minimum
reliability for the instrument required is about .6 to .8 for attaining minimum reliability. This study has
0.868 alpha (ie., 86.8% of reliability) values. It infers that this instrument has attained highest standards of
reliability.

6. Measuring internal validity for Brand awareness
Sum of
Between People
Within People

Between Items
Residual
Total

Total
Grand Mean = 3.6200

Squares
309.317
10.520
244.623
255.143
564.460

Mean
df
49
6
294
300
349

Square
6.313
1.753
.832
.850
1.617

F
2.107

Sig
.052

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for

measuring brand awareness among the Respondents. Mean value (3.620) infers that respondents are aware
about the services and various promotional aspects of the service providers.

7. Measuring reliability for priority of using internet

Cronbach's Alpha

N of Items
.809

21

Twenty one functional variables have been used to determine the Priority of using internet. Minimum
reliability for the instrument required is about .6 to .8 for attaining minimum reliability. This construct has
0.809 alpha (ie., 80.9% of reliability) values. It infers that this instrument has attained highest standards of
reliability.

8. Measuring internal validity for priority of using internet
Sum of
Between People
Within People

Between Items
Residual
Total

Total
Grand Mean = 2.6162

Squares
388.230
526.585
1485.510
2012.095
2400.325

Mean
df
49
20
980
1000
1049

Square
7.923
26.329
1.516
2.012
2.288

F
17.370

Sig
.000

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring priority of using internet among the Respondents. Mean value (2.616) infers to the moderate
value gained by the overall constructs of this study.
9. Measuring reliability for perceived quality

Cronbach's Alpha

N of Items

.971
34
Tangibility, reliability, responsiveness, assurance and empathy were used to measure the perceived quality
of users towards internet service providers. Thirty four functional variables have been used for this study
out. Minimum reliability for the instrument required is about .6 to .8 for attaining minimum reliability.
This study has 0.971 alpha (ie., 97.1% of reliability) values. It infers that this instrument has attained
highest standards of reliability.

10. Measuring internal validity for perceived quality
Sum of
Between People
Within People

Between Items
Residual
Total

Total
Grand Mean = 2.8935

Squares
1334.288
129.509
1287.932
1417.441
2751.729

Mean
df
49
33
1617
1650
1699

Square
27.230
3.925
.796
.859
1.620

F
4.927

Sig
.000

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring quality of internet service providers among the Respondents. Mean value (2.894) infers to the
moderate value gained by the overall constructs of this study.
11. Measuring reliability for perceived risk

Cronbach's Alpha

N of Items
.843

11

Eleven functional variables have been used for this study to measure the Perceived risk. Minimum
reliability for the instrument required is about .6 to .8 for attaining minimum reliability. This study has
0.843 alpha (ie., 84.3% of reliability) values. It infers that this instrument has attained highest standards of
reliability.

12. Measuring internal validity for perceived risk
Sum of
Between People
Within People

Between Items
Residual
Total

Total
Grand Mean = 2.8055

Squares
318.911
23.964
499.309
523.273
842.184

Mean
Df
49
10
490
500
549

Square
6.508
2.396
1.019
1.047
1.534

F
2.352

Sig
.010

F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring perceived risk of internet service providers among the Respondents. Mean value (2.806) infers
to the moderate value gained by the overall constructs of this study.
13. Measuring reliability for trustworthiness

Cronbach's Alpha

N of Items
.901

7

Seven functional variables have been used for this study to measure the trustworthiness. Minimum
reliability for the instrument required is about .6 to .8 for attaining minimum reliability. This study has
0.901 alpha (ie., 90.1% of reliability) values. It infers that this instrument has attained highest standards of
reliability.
14. Measuring internal validity for trustworthiness
Sum of
Between People
Within People

Total

Between Items
Residual
Total

Squares
357.089
11.680
212.891
224.571
581.660

Mean
df
49
6
294
300
349

Square
7.288
1.947
.724
.749
1.667

F
2.688

Sig
.015

Grand Mean = 3.1800
F-test is used to test the internal ability of the instrument and is valid for measuring the variables.
The P value of the F-test is below the 0.05. It infers that variables have a significant association for
measuring trustworthiness of internet service providers among the Respondents. Mean value (3.180) infers
to the moderate value gained by the overall constructs of this study.

1.10 SAMPLING DESIGN
Sampling design is a design, or a working plan, that specifies the population frame,sample size, sample
selection, and estimation method in detail. Objective of the sampling design is to know the characteristic
of the population.

1.10.1 TYPE OF UNIVERSE:
This study is hasthe nature of infinite population. It is not easy to estimate the customers of banks in
Cuddalore district. Apart from official source of information no information is available about the banking
customers in each Taluks.
1.10.2 SAMPLING UNIT:
Researcher has selected four major Taluks in Cuddalore District viz., Cuddalore, Chidambaram, Panruti
and Vrithachalam. Survey for this research has taken from these Taluks.

1.10.3 SOURCE OF DATA:
Data for this research study has been collected from the respondents.
Descriptive statistics for determining sample size
Functional Variables
I use this operator because of its brand image
I can quickly recall the symbol/ logo of this services providers
I can recognize my current service providers among other competing brands
When I think of internet services this internet service providers comes to my mind
I am aware of other services offered by my internet service provider
I have always had a good impression of my current service provider
In my opinion, my ISP has a good image in the minds of users
Utility bills payment
Mobile/ TV/ Internet recharge
Ticket booking
Compare the performance of the products
Purchasing fashion Products
Purchasing Apparels
Purchasing Children items

Mean
3.8
3.52
3.62
3.68
3.28
3.84
3.6
3.04
3.54
3.66
2.62
2.16
1.84
2.28

Functional Variables
Purchasing Electronic goods
Purchasing home appliances
Purchasing new vehicles
Purchasing Pre-owned goods
Selling Pre-owned vehicles
Selling Pre-owned goods
Internet banking
Account opening
Share trading
Playing games
Charting
Social networking
Sending & receiving mails
Cyber storage
My service provider gives compactable device
The service provider's employees are well dressed and appear neat.
My internet connection is fast
The service provider's physical facilities are visually appealing.
Material and information associated with the service (e.g. promotional brochure) are
visually appealing at the customer service counter.
The visual design of websites has good quality
The pages load quickly than other service providers
When the service provider promises to do something by a certain time, services are
delivered as promise or it does so.
The service provider staff keeps the transaction records accurately.
The service providers perform the service right the first time.
When I have a problem, the service provider shows a sincere interest in solving it.
It's easy to interaction with customer service personnel
Low error-free connection with the service providers.
I get quick communication from the service providers if any kind of changes in
service(e,g promotional offers).
Service provider understands my specific needs
This service provider \has customers' best interests at heart.
When you have a problem, this service provider shows sincere interest in resolving any
problems
The service provider staff tells me exactly when services will be performed.
Inquiries are answered promptly.
Service provider staff is always willing to help me at anytime.
Services providers has given me individual attention
The service providers offers me value added services based on my preferences.(eg.extra
information and services)
After sale service with these service providers is excellent.
I can trust employees of this service provider.

Mean
2.12
2.06
2.28
1.5
1.64
1.9
2.96
2.42
1.94
3.2
3.56
3.66
3.66
2.9
3.14
3.08
3.5
3.44
3.2
2.9
3.1
2.52
3.06
3.24
2.72
2.6
3.18
3.16
2.98
3.02
3.12
3.04
2.76
2.76
2.88
2.5
2.94
2.68

Functional Variables
Employees are consistently well-mannered with customers.
The customer support representative was courteous with me.
I feel safe in transactions with this service provider.
Employees have the knowledge to answer your questions.
Customer service staff seems to have received adequate supports from the service
provider to do their job well.
Service providers does not share users' information with others.
The service provider gives customers individual attention.
The service provider has operating hours and locations which are convenient to its
customers.
Employees give their personal attention to customers.
Employees understand customers' specific needs.
Knowing that risks associated with the internet use.
I am afraid of disclosing my bank account details on the Internet
I think that privacy is not guarnted while using internet services
Virus other malicious programs could harm my devices
I am very concerned that my internet service provider tracking my location
I may have to waste a lot of time and effort getting the service adjusted/repaired.
I am concerned about providing my credit card number to the websites while purchasing
online.
There may be some technical failure
It is difficult to try and evaluate the service due to its intangibility.
I fear that while I am paying a bill online, I might make mistakes since the correctness of
the inputted information is difficult to check from the screen.
I have more confidence with current services providers
This service provider is known to be concerned about customers' interest.
I feel safe with the network environment
I believe service provider is trustworthy
I have complete trust in doing business with this service provider.
I believe my information is kept confidential.
I feel that I can trust this service provider they have adequate security features.
In my opinion, it is difficult to ascertain the quality and other characteristic of the
products on internet
Standard deviation

Mean
2.72
2.64
2.58
2.92
2.98
2.78
2.82
2.46
2.32
2.64
2.88
2.84
2.78
2.58
3.14
3.06
2.64
2.52
2.54
2.82
3.18
3.14
3.56
3.28
2.94
3.08
3.08
3.06
0.503

Total number of valid response from the respondents -50
Total functional variables selected for this study- 80
Standard deviation of this study is 0.503
Sampling error can be controlled by selecting adequate size. Researcher has specified the precision in
respect of estimation concerning the population parameter. In this case the researcher’s desired precision is

± 5 i.e. The true values mean should not be less than 95%. Researcher accepts that the acceptable rate of
error (e) is equal to 5%.
Researcher uses the following formula for deciding the required sample size for this study.
n= z2 X σ2p /e2Here,n= size of the sample
z= the value of standard variate at a given confidence level. Here the confidence level is 95% and assumed
to be a normal distribution. So, the table value under normal curve is 1.96.
e= acceptable error
σp= Standard deviation of the population calculated by taking functional variables of the respondents as
the key source for deciding sample size.
Hence, the sample size required for this study is
n= (1.96)2X (0.503)2 / (0.05)2; n= 3.84 X 0.253 / 0.0025 = 388.62
Hence, 388.62 respondents are required for this present study. Finally, researcher decided to take over the
lower limit of sample size as 400 samples.

Sampling plan
Total
Populati
Taluk
on
Male
Sample
Melur
290985
112742
20
Madurai North
493838
205241
37
Vadipatti
238453
90624
16
Usillampatti
195236
75819
13
Peraiyur
200599
26231
5
Tirumangalam
232548
91406
16
Madurai South
1389379
592568
105
3041038 1194631
212
Source: Tamilnadu census 2011

Literates
Female Sample
87770
16
180799
32
74434
13
56263
10
44918
8
73518
13
536416
95
1054118
188

Total
Literates
200512
386040
165058
132082
71149
164924
1128984
2248749

Total
Sample
36
69
29
23
13
29
201
400

(http://www.census.tn.nic.in/census2011data/PPT_taluk_data_final.pdf)

1.11 SAMPLING TECHNIQUE
The researcher has adopted proportionate Area sampling, which is a probability sampling
technique. Area sampling in which the clusters that are selected from maps rather than listings of

individuals, groups, institutions or whatever. Sometimes a further sub-sample is taken in which case the
phrase multi-stage sampling is used.
This technique allows researchers to classify the Madurai district into various taluks. Sub- classification
has been done with different literacy and gender wise.
The researcher decided to distribute desired samples of the population of each geographical
location on the basis of its population. This method of proportion is applied in the current sampling
technique.
1.11 Method of Analysis:
Analysis of Variance:
One way Analysis of Variance was applied to identify if there is any variation

between

influencers of high involvement and low involvement factors which influencing Customer Based Brand
Equity of Banking Industry..
Cronbach’s alpha
In statistics, Cronbach's \alpha (alpha)[1] is a coefficient of internal consistency. It is commonly used as an
estimate of the reliability of a psychometric test for a sample of examinees. It was first named alpha by
Lee Cronbach in 1951, as he had intended to continue with further coefficients. The measure can be
viewed as an extension of the Kuder–Richardson Formula 20 (KR-20), which is an equivalent measure for
dichotomous items. Alpha is not robust against missing data. Several other Greek letters have been used
by later researchers to designate other measures used in a similar context.[2] Somewhat related is the
average variance extracted (AVE).
Cronbach's alpha statistic is widely used in the social sciences, business, nursing, and other disciplines.
The term item is used throughout this article, but items could be anything — questions, raters, indicators
— of which one might ask to what extent they "measure the same thing." Items that are manipulated are
commonly referred to as variables.
The theoretical value of alpha varies from zero to 1, since it is the ratio of two variances. However,
depending on the estimation procedure used, estimates of alpha can take on any value less than or equal to
1, including negative values, although only positive values make sense.[5] Higher values of alpha are
more desirable. Some professionals,[6] as a rule of thumb, require a reliability of 0.70 or higher (obtained
on a substantial sample) before they will use an instrument. Obviously, this rule should be applied with

caution when \alpha has been computed from items that systematically violate its assumptions.[specify]
Furthermore, the appropriate degree of reliability depends upon the use of the instrument. For example, an
instrument designed to be used as part of a battery of tests may be intentionally designed to be as short as
possible, and therefore somewhat less reliable.
Levene's test
In statistics, Levene's test is an inferential statistic used to assess the equality of variances for a variable
calculated for two or more groups. Some common statistical procedures assume that variances of the
populations from which different samples are drawn are equal. Levene's test assesses this assumption. It
tests the null hypothesis that the population variances are equal (called homogeneity of variance or
homoscedasticity). If the resulting P-value of Levene's test is less than some critical value (typically 0.05),
the obtained differences in sample variances are unlikely to have occurred based on random sampling
from a population with equal variances. Thus, the null hypothesis of equal variances is rejected and it is
concluded that there is a difference between the variances in the population.
Some of the procedures typically assuming homoscedasticity, for which one can use Levene's tests,
include analysis of variance and t-tests. Levene's test is often used before a comparison of means. When
Levene's test shows significance, one should switch to generalized tests, free from homoscedasticity
assumptions. Levene's test may also be used as a main test, for answering a stand-alone question whether
two sub-samples in a given population have equal or different variances.
Correlation
In statistics, dependence refers to any statistical relationship between two random variables or two sets of
data. Correlation refers to any of a broad class of statistical relationships involving dependence.
Familiar examples of dependent phenomena include the correlation between the physical statures of
parents and their offspring, and the correlation between the demand for a product and its price.
Correlations are useful because they can indicate a predictive relationship that can be exploited in practice.
For example, an electrical utility may produce less power on a mild day based on the correlation between
electricity demand and weather. In this example there is a causal relationship, because extreme weather
causes people to use more electricity for heating or cooling; however, statistical dependence is not

sufficient to demonstrate the presence of such a causal relationship (i.e., correlation does not imply
causation).
Formally, dependence refers to any situation in which random variables do not satisfy a mathematical
condition of probabilistic independence. In loose usage, correlation can refer to any departure of two or
more random variables from independence, but technically it refers to any of several more specialized
types of relationship between mean values. There are several correlation coefficients, often denoted ρ or r,
measuring the degree of correlation. The most common of these is the Pearson correlation coefficient,
which is sensitive only to a linear relationship between two variables (which may exist even if one is a
nonlinear function of the other). Other correlation coefficients have been developed to be more robust than
the Pearson correlation – that is, more sensitive to nonlinear relationships.[1][2][3] Mutual information
can also be applied to measure dependence between two variables.
Weighted arithmetic mean
"Weighted mean" redirects here. For the geometric mean, see weighted geometric mean. For the harmonic
mean, see weighted harmonic mean. The weighted mean is similar to an arithmetic mean (the most
common type of average), where instead of each of the data points contributing equally to the final
average, some data points contribute more than others. The notion of weighted mean plays a role in
descriptive statistics and also occurs in a more general form in several other areas of mathematics.
If all the weights are equal, then the weighted mean is the same as the arithmetic mean. While weighted
means generally behave in a similar fashion to arithmetic means, they do have a few counterintuitive
properties, as captured for instance in Simpson's paradox.
Regression analysis& AMOS (Analysis of Movement of Structure)
Regression analysis was used to formulate a model for predicting Customer Based Brand Equity of
Banking Industry. Within the framework of Consumer self-confidence measured used to evaluate the
brand equity dimensions in Banking industry dimensions are have number of variables which are scope
studying its causational effect on the sustainability of Banking industry.
Using the regression model it was proposed to construct a model. The general regression model
( linear) is of the type:
Y= a + b1X1+ b2X2+………..+ b15X15,

Where y is the dependent variable and X1, X2,…. X15 are the independent variables expected to be related to
y and expected to explain or predict y . b1, b2, b3……. b15 are the coefficients of the respective independent
variables, which will be determined from the input data.
1.12 LIMITATIONS
Respondents’ lack of understanding of language stood in the way of providing correct response.
Lack of awareness of internet services in people of rural areas are one of the limitations.
Some respondents were reluctant to divulge personal information which can affect the validity of
all responses.
The limitation of this study is that the sample was restricted to a single geographic area. Firstly,
this study was carried out mainly in Madurai district therefore; the results obtained may not be pertinent to
the country as a whole
Since the population of this analysis is very huge, the data were not easily available and it was
tough to have access to information that could help in contacting internet users because of solitude and
safekeeping issues.
Most of India's major internet service providers different Internet broadband service providers are
BSNL Airtel Aircel Reliance TATA Vodafone that can respond to the questionnaire rightly. Because now
there are 6 companies offering internet services in the Madurai district which already mentioned above.
This finding is based on the results gathered from users on the awareness of internet service
providers and the results of this study are based on customers' perceptions of service quality only, future
the researches should investigate the comparison between users’ and service providers' perceptions of
service qualityhave their presence in Tamil Nadu. In addition, the researcher selects the user from 6 brand
of internet services providers
CHAPTER SCHEME
Research report of this study will organised and presented in the following chapters.
Chapter one includes the Introduction, Statement of the Problem, review of literature, Objectives of the
study, Scope of the study, Hypothesis ,Need for the study, Research Design, pilot study ,and the Chapter
scheme.
Chapter Two deals with the theoretical background of the users’ awareness and perception of internet
services providers
Chapter Three contains the level of brand awareness of users with their service provider
Chapter Four includes the factors determine the user preference of internet services.

Chapter Five deals with user perception about the quality of service provided by the service providers.
Chapter Six deals with level of perceived risk among various internet services providers.
Chapter Seven includes summary of findings, suggestions and conclusion.
.
LIMITATIONS
Respondents’ lack of understanding of language stood in the way of providing correct response.
Lack of awareness of internet services in people of rural areas are one of the limitations.
Some respondents were reluctant to divulge personal information which can affect the validity of all
responses.
The limitation of this study is that the sample was restricted to a single geographic area. Firstly, this study
was carried out mainly in Madurai district therefore; the results obtained may not be pertinent to the
country as a whole.
Since the population of this analysis is very huge, the data were not easily available and it was tough to
have access to information that could help in contacting internet users because of solitude and safekeeping
issues.
Most of India's major internet service providers different Internet broadband service providers are BSNL
Airtel Aircel Reliance TATA Vodafone that can respond to the questionnaire rightly. Because now there
are 6 companies offering internet services in the Madurai district which already mentioned above.
This finding is based on the results gathered from users on the awareness of internet service providers and
the results of this study are based on customers' perceptions of service quality only, future the researches
should investigate the comparison between users’ and service providers' perceptions of service quality
have their presence in Tamil Nadu. In addition, the researcher selects the user from 6 brand of