• Bhim Raj Suthar
• Shubham Kumar Thakur
• Dr. Tapesh Dubey

Indian mobile industry is one of the fastest growing sectors worldwide Approximately every people in India using a mobile phone, this is the main cause that the Indian market is the second biggest market in network providers in the entire world. In India at current time there are two major players in the Indian market is airtel and jio who share equal number of market share. To analyse the competitive nature of two giants in market this study has been made When Jio entered the market with a free membership plan, which had a significant impact on customers' unexpected behaviours and the competitive landscape. Customers are drawn to new plans because it plays a significant part in the telecommunications sector, and competitors must come up with new strategies to avoid the challenges that Jio created in terms of retaining customers and market share. In which airtel has successfully retain their maximum numbers of customers. Where other brands could not survive in highly competitive market. In this study we compare the services of airtel and jio and their customer satisfaction and analyse the consumer preference of services provided by airtel and jio in Vadodara city or which is most preferred brand in Vadodara city on the basis of service provided by telecom companies.

Customer preference, customer satisfaction, airtel, jio comparative analysis, telecom industry, internet, mobile phone, performance etc.

"A COMPARATIVE ANALYSIS ON CUSTOMER PREFERENCE OF SERVICE WITH SPECIAL REFERENCE TO AIRTEL AND JIO IN VADODARA.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 2, page no.d388-d397, February-2023, Available :http://www.jetir.org/papers/JETIR2302346.pdf

"A COMPARATIVE ANALYSIS ON CUSTOMER PREFERENCE OF SERVICE WITH SPECIAL REFERENCE TO AIRTEL AND JIO IN VADODARA.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 2, page no. ppd388-d397, February-2023, Available at : http://www.jetir.org/papers/JETIR2302346.pdf