Publicação
Understanding Customer Satisfaction and Loyalty in Business Model Innovation in Telecommunications: Telecommunications Sector in Portugal
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rita, Paulo Miguel Rasquinho Ferreira | |
| dc.contributor.advisor | Sousa, Vasco Duarte Eiriz de | |
| dc.contributor.author | Lema, Afonso Cadillon Soares | |
| dc.date.accessioned | 2024-12-27T15:19:03Z | |
| dc.date.embargo | 2027-10-31 | |
| dc.date.issued | 2024-10-31 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203778367 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176755 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Satisfaction | pt_PT |
| dc.subject | Customer Experience | pt_PT |
| dc.subject | Loyalty | pt_PT |
| dc.subject | Telecommunications | pt_PT |
| dc.subject | Innovation | pt_PT |
| dc.title | Understanding Customer Satisfaction and Loyalty in Business Model Innovation in Telecommunications: Telecommunications Sector in Portugal | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |