THE IMPACT OF CUSTOMERNULLS SATISFACTION AND LOYALTY ON CUSTOMER`S RETENTION IN THE MOBILE TELECOMMUNICATIONS SERVICE AN INTEGRATIVE MODEL / O IMPACTO DA SATISFAÇÃO E LEALDADE NA RETENÇÃO DE CLIENTES NO SERVIÇO DE TELEFONIA CELULAR UM MODELO INTEGRATIVO

AUTOR(ES)
DATA DE PUBLICAÇÃO

2003

RESUMO

The purpose of this study is to identify, among a group of elements of customer satisfaction, loyalty and customer retention, the elements which have the greater impact over customer retention in the mobile telecommunications service. A field research was conducted with a sample of 123 users of the mobile telecommunications service in Rio de Janeiro. Initially the concepts of customer satisfaction, loyalty, and retention are discussed, followed by the identification of some of their elements in the mobile telecommunications service. Then Gerpotts, Rams and Schindlers (2001) integrative model, which is used as a basis for this study, is presented. Next, the methodology used in this research is explained, followed by the presentation of the results obtained in the field research. Data analysis supports the existence of a two- staged causal relationship between customer satisfaction, loyalty and retention, with satisfaction having a significant impact over loyalty which in turn influences customer retention. This research also identifies that customer care, the personal benefits derived from the use of the mobile telecommunications service, and the evaluation that clients make about the price of such service are, among a group of customers satisfaction, loyalty, and retention attributes, the elements which have the greater impact over customer retention in the mobile telecommunications service.

ASSUNTO(S)

customer retention telefonia celular retencao de clientes lealdade de clientes services marketing lisrel lisrel mobile telecommunications service satisfacao do cliente customer loyalty marketing de servicos customer s satisfaction

ACESSO AO ARTIGO

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