Towards the selection of future 4G mobile service provider from customers´ perspective

Mobile communication is clearly one of the most astounding mass consumption phenomena of the last decades, which transversal diffusion has embraced all social classes. This paper focuses on the market dynamics of mobile telecommunications market from consumer´s perspective and we seek to explain the diffusion of technology intensive mobile communications among Saudi culture. We investigate the role of Tri Component Attitude Model and Standard Learning Hierarchy to evaluate the stages a consumer passes through before adopting an innovation. The myriad product and service choices available in mobile communication industry empowers consumers to switch products on the most fleeting of whims. In recent years there have been many articles about the changing face of telecommunications and how they provide consumers with more choices and better quality trends as they rapidly evolve with the changing needs of today´s consumers. It has come to our understanding that the role of Tri Component Attitude Model on consumer behavior is largely neglected in telecom market. Another goal of this research is to study the role of Customer Relationship Management (CRM) in Saudi Arabia telecommunication market. This study concentrates on major service providers of mobile and wireless internet services how they are rated by the customers in terms of CRM. It is empirically testified that the quality of customer service significantly effects customer satisfaction and predisposes them positively towards the brand hence increasing their loyalty.