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Understanding Customer Satisfaction and Loyalty in Business Model Innovation in Telecommunications: Telecommunications Sector in Portugal
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.06 MB | Adobe PDF |
Autores
Resumo(s)
Understanding customer needs is paramount in today's competitive Portuguese
telecommunications market, characterized by oligopolistic dominance and a shift towards
bundled services. Business model innovation is a critical strategy for Telco companies to
adapt, offering new services and enhancing customer experiences. By investigating the
relationship between BMI and customer satisfaction, in areas such as pricing strategies,
service quality, brand and communication, and customer care, this study aimed to provide
valuable insights for telecom companies seeking long-term growth. A survey was
designed to understand the evaluation of innovation in key areas: pricing strategy, service
quality, brand communication, and customer care, as 287 participants completed the
survey online. This study utilized PLS-SEM to assess relationships between constructs
due to their suitability for complex models and small sample sizes. The analysis revealed
a strong correlation between customer satisfaction and loyalty, validating the importance
of innovation in areas like pricing strategy and customer care, while innovations in service
quality and brand communication show weaker correlations with customer satisfaction.
Data limitations include sample representativeness issues concerning older demographics
and removing certain measurement items to enhance model consistency. These findings
emphasize the need for ongoing innovation in the telecommunications sector to stay
ahead of evolving customer demands.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Satisfaction Customer Experience Loyalty Telecommunications Innovation