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Impact of demographic variables on service quality dimensions of mobile value added services

A research study was conducted with an objective to understand consumer perception towards mobile value added services. Collected data was analyzed. In this article researcher highlights the impact of demographic variables on eight service quality dimensions. | Impact of demographic variables on service quality dimensions of mobile value added services International Journal of Management IJM Volume 6 Issue 11 Nov 2015 pp. 19-29 Article ID IJM_06_11_002 Available online at http www.iaeme.com IJM issues.asp JType IJM amp VType 6 amp IType 11 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ IMPACT OF DEMOGRAPHIC VARIABLES ON SERVICE QUALITY DIMENSIONS OF MOBILE VALUE ADDED SERVICES B. G. K. MURTHY Research Scholar JNTUK Kakinada Andhra Pradesh India Dr. A. SATISH BABU Reader PG Department of Commerce and Management Studies VRS amp YRN College Chirala Prasakasm Andhra Pradesh India Pin Code 523 155 Dr. B. NAGARAJU Assistant Professor Bommidala Dept. of HRM Acharya Nagarjuna University Nagarjuna Nagar India Pin Code 522 006 ABSTRACT A research study was conducted with an objective to understand consumer perception towards mobile value added services. Collected data was analyzed. In this article researcher highlights the impact of demographic variables on eight service quality dimensions. The outcome of this research provides diagnostic insight into how different demographic variables influences service quality dimensions in Mobile Value Added Services. Key words Consumer buying behavior Consumer perception Demographic variables Mobile Value Added Services and Service Quality Dimensions. Cite this Article Murthy B. G. K. Dr. Satish Babu A. and Dr. Nagaraju B. Impact of Demographic Variables on Service Quality Dimensions of Mobile Value Added Services. International Journal of Management 6 11 2015 pp. 19-29. http www.iaeme.com IJM issues.asp JType IJM amp VType 6 amp IType 11 1. INTRODUCTION With the rapid development of mobile telecommunication technology and wireless network new technologies and applications are emerging daily. In the meantime the telecom industry has become highly competitive market. Driven by various policy .