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Languages : pt-BR
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O objetivo principal deste trabalho consiste em identificar, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm maior impactona retenção de clientes no serviço de telefonia celular. Foi realizada uma pesquisa de campo com uma amostra de 123 usuários do serviço de telefonia celular prestado por operadoras no estado do Rio de Janeiro. Inicialmente são discutidos os conceitos de satisfação, lealdade e retenção de clientes acompanhados pela identificação dos principais atributos destes elementos no serviço de telefoniacelular. Logo após é apresentado o modelo integrativo de Gerpott, Rams e Schindler (2001) que serviu de base para este trabalho. Depois é apresentada a metodologia utilizada nesta pesquisa seguida pelos resultados obtidos na pesquisa de campo. A análise dos dados confirma a existência de uma relação causal de dois estágios entre a satisfação, lealdade e retenção de clientes, na qual asatisfação é um atributo chave da lealdade que, por sua vez, é um determinante central da retenção de clientes. O estudo também identifica que o atendimento aos clientes, os benefícios pessoais que o serviço de telefonia celular oferecem, e a avaliação que os clientes fazem sobre os preços cobrados pelo serviço são, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm o maior impacto na retenção de clientes no serviço de telefonia celular.
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Publisher:
ISBN:
Category :
Languages : pt-BR
Pages :
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Book Description
O objetivo principal deste trabalho consiste em identificar, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm maior impactona retenção de clientes no serviço de telefonia celular. Foi realizada uma pesquisa de campo com uma amostra de 123 usuários do serviço de telefonia celular prestado por operadoras no estado do Rio de Janeiro. Inicialmente são discutidos os conceitos de satisfação, lealdade e retenção de clientes acompanhados pela identificação dos principais atributos destes elementos no serviço de telefoniacelular. Logo após é apresentado o modelo integrativo de Gerpott, Rams e Schindler (2001) que serviu de base para este trabalho. Depois é apresentada a metodologia utilizada nesta pesquisa seguida pelos resultados obtidos na pesquisa de campo. A análise dos dados confirma a existência de uma relação causal de dois estágios entre a satisfação, lealdade e retenção de clientes, na qual asatisfação é um atributo chave da lealdade que, por sua vez, é um determinante central da retenção de clientes. O estudo também identifica que o atendimento aos clientes, os benefícios pessoais que o serviço de telefonia celular oferecem, e a avaliação que os clientes fazem sobre os preços cobrados pelo serviço são, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm o maior impacto na retenção de clientes no serviço de telefonia celular.
Author: Farzana Quoquab
Publisher: Partridge Publishing Singapore
ISBN: 1482866102
Category : Social Science
Languages : en
Pages : 104
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Book Description
This book is for those who are interested to know more about the recent trend of service loyalty and service switching among mobile phone service users. This timely and important book is an essential guide for researchers, policy makers, managers, and marketers to develop an insight to better strategize and effectively implement loyalty programs and prevent their customers from switching. The term loyalty is acknowledged as an important indicator of the likely success of a service business, whereas switching costs a service firm the customers future revenue stream. However, recent research revealed that, in many industries, satisfied customers also tend to switch. This book discusses the role of switching cost and consumer innovativeness in explaining consumers switching tendency. Last but not the least, this book offers a richer explanation about loyalty and switching phenomena than past studies that mostly discussed these two constructs in isolation. Nowadays, divided loyalty as well as switching became a common issue, which made it difficult for the company managers to retain their customers for a long time. With no exception, the mobile phone service market is also filled with divided loyal ones as well as switchers. This book presents some depth and breadth strategies for the mobile phone network service providers in order to manage such promiscuous customers.
Author: Dr. Sakru Ketavath
Publisher: Lulu.com
ISBN: 1387680439
Category : Education
Languages : en
Pages : 166
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Book Description
The booming revolution in Information Technology sector has pushed India's telecom market significantly. India has shown tremendous growth in the past few years in terms of cellular services. For the past few years consumers prefer wireless mode of telephone services to wire line services. As per the survey report made by Voice & Data by the end of October 2014, the number of mobile subscribers has increased from 957.61 million at the end of the September 2014 to 962.63 million at the end of the October, 2014.
Author: Olayiwola Bello
Publisher: Diplomica Verlag
ISBN: 3842884737
Category : Business & Economics
Languages : en
Pages : 73
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Book Description
With the increasing competition on the market, customer loyalty has become a decisive factor for long-term business profits. At its high, customer loyalty connotes the high entry barriers the competitor faces when entering the market, and it contributes significantly to a reduction of marketing costs. To attract new customers, companies are required to invest a lot of time and money which can result in uncertainties and risks over longer periods of time. The number of loyal customers as a sign of market share is more significant than the total number of customers. More loyal customers translate to high profits. Loyal customers will continue to purchase or receive the product or service from the same enterprises, and they will be willing to pay higher prices for the quality products and first-class services, thereby increasing sales revenue. Consequently, the focus of many enterprise managers at this point is on marketing management aspects to improve customer loyalty in order to gain the competitive advantage in the face of fierce competition. The importance of customer loyalty has been identified by many researchers and academics in the past years. This importance is also predominant in the telecommunication industry and, consequently, the Nigerian telecom industry. This book attempts to assess and analyze the variables that influence a mobile phone subscriber?s loyalty and how Nigerian service providers can enhance this loyalty. The study is based on a survey that uses the quantitative approach. A structured questionnaire was developed and personally administered to a sample of University of Ilorin students across four major GSM operators in the country. Four hundred (400) respondents were sampled through a stratified random sampling. Out of this, three hundred and forty-eight (348) copies of the questionnaire, constituting an 87% response rate, could be used for the analysis. Of the eleven (11) operational factors that were used to assess loyalty of customers in the Nigeria Mobile Telecoms industry, all variables except Brand Image and Service Centre Quality were found to be capable of influencing customer loyalty and also considered as the most important loyalty variables in the industry. The unavailability of Mobile Number Portability was found to be a prominent factor in tying consumers down to service providers, while the generally low satisfaction with the present state of service delivery in the industry also plays a role. Therefore, the retention which the service providers were able to enjoy can be described as circumstantial. The given recommendations include that the service providers embark upon drives that will reduce dropped calls to a bare minimum, that they improve call quality, and that they develop SMS delivery standards.
Author: Eid, Riyad
Publisher: IGI Global
ISBN: 1466636327
Category : Business & Economics
Languages : en
Pages : 427
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Book Description
Due to the growth of internet and mobile applications, relationship marketing continues to evolve as technology offers more collaborative and social communication opportunities. Managing Customer Trust, Satisfaction, and Loyalty through Information Communication highlights technologys involvement with business processes in different sectors and industries while identifying marketing activities that are affected by its usage. This reference is a vital source for organizational managers, executives, and professionals, as well as academics and students interested in this constantly changing field.
Author: Ching-Gee Wan
Publisher: Open Dissertation Press
ISBN: 9781374723115
Category : History
Languages : en
Pages : 202
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Book Description
This dissertation, "Customer Loyalty in Hong Kong's Cellular Market: an Integrated Framework and Empirical Study" by Ching-gee, Wan, 溫靜之, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled Customer Loyalty in Hong Kong's Cellular Market: An Integrated Framework and Empirical Study Submitted by Wan Ching Gee for the degree of Doctor of Philosophy at the University of Hong Kong in April 2003 In the highly competitive mobile communications market of Hong Kong, customer loyalty has become the top priority for companies that wish to maintain market share and profitability. This paper aims to identify the potential determinants of customer loyalty in the mobile telecommunications industry. Based on the research literature on customer satisfaction, switching costs and service loyalty, an integrated framework which encompasses the constructs of overall satisfaction, relative satisfaction, price, switching costs as well as demographics and usage variables is developed. With the use of survey research method, an empirical study has been carried out in the mobile communications market of Hong Kong to examine the usefulness and the predictive ability of the framework. The research results support the framework posited in this paper and contribute to the understanding of customer loyalty in several ways. First of all, this study not only confirms previous research findings on positive satisfaction-loyalty linkage, but also complements previous research by providing a more comprehensive view on the relationship between satisfaction and switching intention. This research has found that the satisfaction-retention relationship is positive but asymmetrical, and the intensity of customer satisfaction has an impact on the satisfaction-retention linkage. Second, the statistical significance of the new construct of relative satisfaction is confirmed by the empirical results of the study, and its inclusion is hence justified. It is found that satisfaction towards a current operator relative to previous operator(s) that have been used significantly impacts on loyalty towards the current operator. Customers who are less satisfied with the present operator are less loyal than those who are equally satisfied or more satisfied with the current operator. Furthermore, empirical results from this study reveal that customers were more loyal if they considered the price they were paying for the mobile services was equitable. Sensitivity to price differential, defined as the percentage of price difference offered by another operator that will induce the customer to switch is also positively, though less strongly, correlated with switching intention. Regarding the impact of switching costs on the intention to switch, the presence of high switching costs deter customers from switching and its impact is more pronounced among dissatisfied customers. Last but not least, age and usage characteristics including the monthly minutes of use, the number of years using mobile phones and staying with the current network operator have significant impact on switching intention. The research findings not only enrich our understanding of customer loyalty in the cellular market, but also generate useful managerial implications for the practitioners in the industry on churn management and retention strategies. An evaluation of the existing loyalty programs is made, it suggests that network operators should make use of innovative value-added services, handset trade-in programs and group calling plans to enhance c
Author: Arpan Kumar Kar
Publisher: Springer
ISBN: 3319783785
Category : Computers
Languages : en
Pages : 284
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Book Description
This book offers a multidisciplinary resource on digital government, while specifically focusing on its role within the emerging market of India. The Government of India (GoI) is concentrating on transforming India under the Digital India initiative. In order to do so, it has emphasized three core areas: (1) Computing infrastructure as a utility to every citizen; (2) Governance and services on demand; and (3) Digital empowerment of citizens. The chapters in this book address issues surrounding these areas, highlighting concepts such as knowledge societies, urban operations and logistics, issues in managing emergent Information Communication Technologies (ICTs), and also smart analytics for urbanization. The chapters contribute to the theory, practice and policy for a “Digital India.” The book captures lessons, knowledge, experiences (about challenges, drivers, antecedents, etc.) and best practices emerging from implementation of various projects. While the book is dedicated to a “Digital India,” this book can also be valuable resource for public administrators, government officials and researchers in other emerging markets and developing countries in Asia, Africa and Latin America where similar socio-political and economic conditions exist.
Author: Joern Toellner
Publisher: GRIN Verlag
ISBN: 3656625492
Category : Business & Economics
Languages : en
Pages : 138
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Book Description
Master's Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Applied Sciences Essen, course: Master of Business Administration, language: English, abstract: Worldwide there is a strong growth in smartphone owners in comparison to previous years and the number of them will surpass the 1,4 billion mark worldwide by the end of 2013 (statista, 2013). Today, more than one third of world’s population and more than 40 percent of Germany’s population own a smartphone (GS1, 2013, 5, statista, 2013). Mobile phones and other mobiles are becoming part of our everyday life and are changing the way people manage it. They are the most used daily consumer good in the world and by this are becoming personal assistants that give users an always-connected and always-on lifestyle – a mobile lifestyle. Users are able to do everything from everywhere at any time with it: from doing business, communicating or playing interactive games to shopping. The increasing number of mobile devices and by this the anywhere accessibility of the Internet have an impact on the consumers’ behavior in stationary stores. Customers do price checks with their smartphone, watching product videos or reading product reviews in the store and more often buy the desired product elsewhere. Retailers face the challenge of understanding how customers interact with their mobiles while shopping and take advantage of any opportunities to increase customer conversion and gain loyal customers (comscore, 2012). Customers expect mobile offerings. Today some retailers already respond on these demand and development, and try with new possibilities of mobile marketing to bring customers back from digital world into their stores (KPMG, 2012, 38), but they have to add value to all their offering and products and even to new technological possibilities like mobile services, which do not automatically generate advantages over competition (Rudolph/Emrich, 2008, 266). Mobile services in retail are services, that can be used independently of temporal and spatial restraints, and that are accessed through a mobile device in retail environment like i.e. mobile couponing receiving or paying with mobile phone. When launching such a service the retailer has to be sure whether a mobile service has the power to influence customer satisfaction inside the store. Customer satisfaction is the important connection between activities of the retailer and the resulting behaviour like repeat purchasing, cross selling, recommendation or complaint and by this relevant for economical success of a company (Homburg, 2008, 19).
Author: Christos Frangos
Publisher: Christos Frangos
ISBN: 9609873901
Category : Business & Economics
Languages : en
Pages : 595
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Book Description
Author: Mandeep Singh
Publisher: GRIN Verlag
ISBN: 3656014515
Category : Business & Economics
Languages : en
Pages : 282
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Book Description
Doctoral Thesis / Dissertation from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, , course: Management/Business Studies, language: English, abstract: The Indian cellular services market is growing at a rapid pace and the competition has also increased many folds. It has become imperative for the service providers to adopt such technologies and strategies which ensure their success in such a dynamic situation. As a result, the service providers are trying to develop an understanding about the customers in terms of enriching their experience by providing quality services resulting into a higher satisfaction and ultimately loyalty. With constantly decreasing Average Revenue Per User (ARPU) per month in a low tariff regime, the cellular operators in India are looking towards value added offerings for their customers in order to increase their ARPUs and survive in the coming tough times as they are unable to rely solely on the conventional voice services. The fact that the majority of cell-phone users are prepaid customers indicates towards a tendency for higher customer churn rate and thin profit margins to the mobile service providers despite a phenomenal increase in subscriber base. However, the situation has further been complicated with the instigation of mobile number portability, as it is going to enhance the customer churn rate due to the intense competition being faced by the operators in this market on the one hand and on the other very demanding customers. In such a scenario, the challenge for Indian cellular operators is to understand the preferences of their customers better and then to successfully offer the services that foster greater customer retention, as the entry of new global players in telecom market has further resulted in mounting customer acquisition and retention costs. Thus, all these facts highlight the relevance of value added services in an ever growing telecom market as a key strategic tool, not only for differentiation of services but also as a factor responsible for developing satisfaction and loyalty among the customers. Therefore, the present research study attempts to study the effects of Value Added Services (VAS) on Service Quality vis-à-vis Customer Satisfaction and Customer Loyalty in wireless telecommunication market. The findings of the present study convey that the service providers must concentrate their efforts not only on improving the core services but also the quality of Value Added Service (VAS) offered, as they have a potential to act as a strategic tool in order to enhance the customers’ satisfaction which will ultimately result in higher customer loyalty.
