Evaluation of the customer relationship quality and propensity to change mobile telephone operators
AbstractThe objective of this article is to shed light on the possible relations between previous events and the customer relationship quality and loyalty and a financial result indicator (lifetime revenue) on the predisposition to change mobile telephone operators. The study was carried out with a non-probabilistic quantitative framework and relied on the hypotheticaldeductive method. The data were obtained from a survey of 493 mobile phone users and were analyzed through a structural equation and logistic regression. The results partially proved the model proposed, because of the particularities of the groups analyzed. We confirmed (directly and indirectly) the premises of a positive and significant effect between Satisfaction, Trust and Commitment and their antecedents. Satisfaction and Loyalty were distinctive elements among the groups with lower propensity to change operators. These results demonstrate some particularities of this market, where consumers perceive supply as being homogeneous, a fact that stimulates the churn rate in Brazil.
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Bibliographic InfoArticle provided by Fucape Business School in its journal Brazilian Business Review.
Volume (Year): 8 (2011)
Issue (Month): 4 (October)
Pages: 01 – 22
Contact details of provider:
Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
Phone: +55 27 4009-4423
Fax: +55 27 4009-4422
Web page: http://www.bbronline.com.br/
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Relationship quality; willingness the change operators; logistic regression.;
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