VODAFONE

Marketing Mobile Phone Services In The United Kingdom: What Are The Factors That Affect Customer Switching Behavior? A Case Study Of Vodafone

Marketing Mobile Phone Services In The United Kingdom: What Are The Factors That Affect Customer Switching Behavior? A Case Study Of Vodafone

Background of Study

As market growth slows down or become more competitive, the companies are expected to try to preserve their market share by focusing on retaining existing customers. Customer loyalty has been acting as a simpler and more reliable source of high-performance (Fornell and Vernerfelt, 1987; Peters, 1988, Reichheld and Sasser, 1990). To improve customer loyalty, initiate enterprises various activities, including programs for customer satisfaction (Anderson and Sullivan, 1993, Rust and Zahorik, 1993;. Anderson et al, 1994; Jones and Sasser, 1995), a complaint management (Hirschman, 1970; and Vernerfelt Fornell, 1987) and loyalty (Reichheld, 1996, Dowling and his uncle, 1997). In the understanding of customer satisfaction, the researchers paid particular attention to issues of quality control services to develop strategies to the expectations of customers, and explain the effect of service quality on profits (Rust et al, 1995; Zeithaml (Parasuraman et al , 1988) .. Etc.., 1996). The group was a process in which customers form expectations of service, perceived service performance is judged, and then decide whether to stay or to switch suppliers.

Problem Statement

In the presence of switching costs, ex-ante similar goods or services that are functionally identical services, steel rear heterogeneous (Klemperer, 1987). Consequently, there is a customer loyalty program to be associated with satisfaction or it may be associated with dissatisfaction in the category in which the relatively high costs of switching it difficult for consumers to switch providers. In addition, there may be infidelity on customer dissatisfaction or related to satisfaction in a market where low costs make it easy to switch suppliers change. The purpose of this study are:

1. explore the moderating role of switching costs in terms of customer satisfaction-loyalty;

2. to identify customer segments, and examine the heterogeneity in the satisfaction-loyalty relationship between the different segments.

We provide empirical illustration of our approach with the latest data from the mobile phone market in the UK.

Purpose of the study

We will study this report on threats and challenges, Vodafone had to face when investing in the UK in the fight with a customer is switching behavior. We will also see how they worked with the existing mobile phone company (Connex), and then, as it moves forward and covers the entire mobile phone market in the UK.

Aims and objectives

My aim in this study was to explain and clarify all the activities that made by Vodafone in the UK. My goal is to see this investment for Vodafone, through all aspects, including customer switching behavior in the UK.

Rationale of Study

In addition, the researchers investigated the effectiveness of the consequences of investing in the improvement of service quality and customer loyalty.

Explanation of the relationship between customer satisfaction and loyalty, just a few of the marketing research examines the role of switching ...