Evaluation of the customer relationship quality and propensity to change mobile telephone operators

Eliane Cristine Francisco-Maffezzolli, Paulo Henrique Muler Prado, Wesley Vieira da Silva and Renato Zancan Marchetti
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Eliane Cristine Francisco-Maffezzolli: Pontifícia Universidade Católica do Paraná (PUCPR)
Paulo Henrique Muler Prado: Universidade Federal do Paraná (UFPR)
Wesley Vieira da Silva: Pontifícia Universidade Católica do Paraná (PUCPR)
Renato Zancan Marchetti: Pontifícia Universidade Católica do Paraná (PUCPR)

Brazilian Business Review, 2011, vol. 8, issue 4, 01 – 22

Abstract: The objective of this article is to shed light on the possible relations between previous events and the customer relationship quality and loyalty and a financial result indicator (lifetime revenue) on the predisposition to change mobile telephone operators. The study was carried out with a non-probabilistic quantitative framework and relied on the hypotheticaldeductive method. The data were obtained from a survey of 493 mobile phone users and were analyzed through a structural equation and logistic regression. The results partially proved the model proposed, because of the particularities of the groups analyzed. We confirmed (directly and indirectly) the premises of a positive and significant effect between Satisfaction, Trust and Commitment and their antecedents. Satisfaction and Loyalty were distinctive elements among the groups with lower propensity to change operators. These results demonstrate some particularities of this market, where consumers perceive supply as being homogeneous, a fact that stimulates the churn rate in Brazil.

Keywords: Relationship quality; willingness the change operators; logistic regression. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:bbz:fcpbbr:v:8:y:2011:i:4:p:01-22

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