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An exploratory study of the determinants of switching and loyalty in prepaid cell phone users. An application of concept mapping

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  • Luis Miranda-Gumucio
  • Ignacio Gil-Pechuán
  • Daniel Palacios-Marqués

Abstract

This study uses empirical data to identify the reasons that lead customers to discontinue their association with a cell phone company, along with aspects that foster customer loyalty with a view to strengthening business strategy, so that factors valued by customers are reinforced and those that can lead to switching can be avoided. Pricing strategy, network quality, innovation and development of products and services, and customer care are the major determinants of loyalty: while costly rates, problems related to technological capability, a lack of innovative promotions and deficiencies in the quality of customer care are the main reasons for switching. Copyright Springer-Verlag Berlin Heidelberg 2013

Suggested Citation

  • Luis Miranda-Gumucio & Ignacio Gil-Pechuán & Daniel Palacios-Marqués, 2013. "An exploratory study of the determinants of switching and loyalty in prepaid cell phone users. An application of concept mapping," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 603-622, December.
    • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:4:p:603-622
    DOI: 10.1007/s11628-012-0177-3
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    References listed on IDEAS

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    Cited by:

    1. Jesús Cambra-Fierro & Iguácel Melero-Polo & Javier Sese, 2015. "Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 297-320, June.
    2. C. Pons-Morera & L. Canós-Darós & I. Gil-Pechuan, 2018. "A model of collaborative innovation between local government and tourism operators," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 143-168, March.

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