This study deals with the customer retention strategy in telecommunication services of the select cellular phone service providers in Chennai region This study aims to find out the customers of major mobile phone service providers in India, namely BSNL, Aircel, Airtel, Vodofone and Idea. The entire research is mainly based on the customer’s perception of different mobile services offered currently by the service providers as well as based on their satisfaction with these services. After converting the qualitative information of the opinion into a quantitative one the average score of perception and expectation and its Gap were obtained from the respondents on various factors like “Assurance, Reliability, Responsiveness, Tangibility, Empathy, Network coverage, Value Added services, Tariff, Consent, Communication and Accessibility”
