eng Science and Education Publishing Journal of Business and Management Sciences 2333-4533 2015-05-20 3 1 53 57 10.12691/jbms-3-1-7 JBMS2015317 article Monalisha Pattnaik monalisha_1977@yahoo.com 1 Abhipsa Ray 2 Biswa Bhusan Mall 2 Rosemary Kujur 2 Silpa Jena 2 Somu Jena 2 Department of Business Administration, Utkal University, Bhubaneswar, India-751004 IMBA, Department of Business Administration Utkal University, India-751004 The paper focuses on the perceived service quality of Idea Cellular which is a leading GSM mobile services operator in India. This study investigates the effect of marketing strategies espoused by Idea Cellular and its upshot on the consumers. It also attempts to study the expectations of the customers and the marketing strategies that have been taken by the organization to discharge them. A study of perception of distributors has also been made to understand insights and identify factors of customer satisfaction that the organization is focusing on. The study highlights the factors that contribute to the hedonistic escalation in this dynamic competitive world. http://pubs.sciepub.com/jbms/3/1/7/jbms-3-1-7.pdf brand preference distributors customer satisfaction marketing strategies service quality