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

Luis Miranda-Gumucio (), Ignacio Gil-Pechuán () and Daniel Palacios-Marqués ()

Service Business, 2013, vol. 7, issue 4, 603-622

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

Keywords: Customer loyalty; Customer switching; Mobile/cellular phones; Concept mapping (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-012-0177-3

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