The purpose of this study is to measure the service quality and to identify the factors which is preferred by the consumers to prefer the reliance JIO in Trichy region. The service quality is measured using a SERVQUAL instrument. A questionnaire survey was conducted. Data was collected from different areas from Trichy region. MANOVA and Chi Square were applied to test the results. The adapted SERVQUAL instrument is a helpful tool in measuring service quality. Two added dimensions of network quality and competitive advantage also showed significant results. The study also makes effort to ascertain the preference and satisfaction level of customers of reliance JIO. The unlimited voice calling and high speed data connection facilities fosters most of the consumers to prefer this service provider. Reliance JIO has already occupied the one third of the market share within a span of 5 months, and their marketing strategy plays a vital role in it. So, the present study made an attempt to reveal the service quality and its impact on customer’s preference and satisfaction level in reliance JIO.