The Theory of the Marketing Firm and Regulatory Affairs: Evaluating Consumer Relationship Practices of Service Providers

Jorge M. Oliveira-Castro, Carla Peixoto Borges, Rafael Barreiros Porto, Patrícia Luque Carreiro, Elisa Vieira Leonel and Fábio Lúcio Koleski
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Jorge M. Oliveira-Castro: Institute of Psychology, University of Brasilia
Carla Peixoto Borges: Faculty of Economics, Administration, Accounting and Public Policy Management – University of Brasilia
Rafael Barreiros Porto: Faculty of Economics, Administration, Accounting and Public Policy Management – University of Brasilia
Patrícia Luque Carreiro: Behaviour Analysis Institute of Brasilia
Elisa Vieira Leonel: Anatel
Fábio Lúcio Koleski: Anatel

A chapter in The Marketing Firm, Volume II, 2025, pp 63-87 from Springer

Abstract: Abstract Regulatory agencies seek to balance markets by protecting consumer rights while fostering service provider’s innovation. The Theory of the Marketing Firm (TMF) is a well-grounded theoretical framework for guiding regulatory actions once it emphasises the reciprocal relationship between firms and consumers. This chapter delves into how Brazil’s National Regulatory Agency (Anatel) relied on TMF to map and evaluate consumer relationship practices (CRPs) in telecommunications services. Their research involved a survey identifying the leading Brazilian telecom operators’ main CRPs. It also counted with a mystery shopper approach, where consumers assessed these CRPs based on functional criteria relevant to responsive regulation: safeguarding consumer rights by enhancing access to contracted benefits, minimising punishing events, and broadening consumers’ choices without unduly restricting service providers. Anatel’s case study demonstrates that the functional approach TMF offers is a valuable guide for regulatory agencies in developing evidence-based and theoretically consistent assessments and interventions.

Keywords: Theory of the Marketing Firm; Responsive regulation; Consumer relationship practices; Customer experience (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-91591-8_4

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