Service quality, satisfaction and loyalty in the telecommunications sector
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Carlos del Castillo Peces [1] ; Camilo Prado Román [1] ; José Miguel Arcos de la Rosa [1] ; Victor Escribano Van Hoolwerff [1]
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[1] Universidad Rey Juan Carlos
Universidad Rey Juan Carlos
Madrid, España
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- Localización: Leveraging new business technology for a sustainable economic recovery / coord. por Abel Monfort, Susana Fernández Lores, 2022, ISBN 978-84-19480-06-4, págs. 133-134
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The telecommunications sector, and more precisely the mobile phone industry, is oneof the most important sectors both in Spain and worldwide, due to its high levels ofactivity and turnover, as well as its influence on consumer lifestyle and behavior, givenits high levels of penetration among the general population. According to data fromthe CNMC (2021), in 2020 the turnover of the sector was 32,600 million euros, whilemobile phone reached a total amount of 5,400 million euros, including both retail andwholesale services. In addition, following the CNMC (2021) data, the penetration ofbroadband and mobile phone lines reached 104 subscriptions and 117 lines,respectively, for every 100 inhabitants.As most sectors in developed economies, this sector presents a high level ofcompetition, which in this case is usually reflected in high churn rates, which isaccompanied by high complaints and claims of customers regarding the serviceprovided. According to the CNMC (2021), in 2020 the churn rate of mobile phoneoperators was 26.5%, and the level of portability carried out was 6.8 million. Moreover,the CNMC Household Panel (IV-2020) showed that the main reason for the changewas the search for better rates (60% of cases), but the second with 26% wasdissatisfaction with the service quality provided by the previous operator.For this reason, it is relevant to analyze within this sector, how the differentcomponents of service quality can affect both customer satisfaction, and their futuredecisions about their current mobile phone operators, thus their loyalty levels, whichconstitutes the main objective of this research. To pursue this objective a questionnairewas developed from which 987 valid responses were obtained from mobile phone usersin Spain. To trat the data structural modeling with PLS was carried out, using theSmartPLS software.The contrast of the proposed hypotheses shows that both technical quality andfunctional quality have a positive relationship with satisfaction, identifying a strongerone in the case of functional quality. However, this direct relationship between the twocomponents of service quality (technical and functional) has not been revealed withrespect to loyalty, which may be motivated by the mediating effect that bothsatisfaction and other variables of the relationship quality model, which have not beentaken into account in this research, may have when generating customer loyalty in thissector
