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Publication
Intenções de fidelização dos clientes no Mercado Móvel Português
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Advisor(s)
Abstract(s)
As comunicações móveis em Portugal foram o primeiro segmento das comunicações a ser liberalizado, essencialmente com o aparecimento da tecnologia GSM. Fruto dessa salutar concorrência, o mercado tem crescido, atingindo actualmente taxas de penetração superiores aos cem por cento, com uma dinâmica tal que Portugal foi o primeiro país a introduzir os cartões pré-pagos, bem como, mais recentemente, programas de acesso à Internet móvel para todos os alunos do Ensino básico e Secundário.
Num mercado de intensa mutação tecnológica e comercial, a Fidelização de Clientes e os determinantes Satisfação e Confiança são ferramentas essenciais para o sucesso comercial não só dos operadores móveis tradicionais, como também dos virtuais que começam a surgir, tanto mais que, tecnicamente, não existem diferenças significativas na qualidade dos serviços prestados pelos vários operadores.
Neste estudo utilizou-se uma amostra obtida pela técnica de Bola de Neve de 262 clientes dos operadores móveis portugueses, procedendo-se a análises estatísticas descritivas e a equações estruturadas. Com esta última técnica foram testadas as várias hipóteses referentes aos determinantes da Fidelização de Clientes, quer directamente, quer indirectamente, nomeadamente Preço, Valor Social, Valor Económico, Valor Emocional, Custos Processuais, Custos Emocionais e Custos Financeiros. Concluiu-se que o Preço e as Relações Emocionais são os determinantes mais importantes na Fidelização dos clientes portugueses.
ABSTRACT: Mobile communication was the first Telecom segment to be liberalized in Portugal, essentially after the breakthrough of GSM technology. Because of that healthy competition, the market has been growing, to present penetration rates over 100%, with such a momentum that Portugal has been the first country to adopt pre-paid cards, as well as, more recently, mobile Internet access programmes for all students in Basic and Secondary School. In an intensely mutating market, technology and commercial wise, Customer’s Fidelization and the Satisfaction and Confidence determinants are essential tools for the commercial success not only of traditional mobile operators, but also of the virtual ones that are appearing, being known that, technically, there are no significant differences in the quality of services rendered by the various operators. In this study we used a sample obtained by Snowball technique and including 262 customers of Portuguese mobile operators, proceeding with statistical descriptive analysis and structured equations. With the latter technique several hypothesis related to the Customer Fidelization determinants were tested, either directly or indirectly, namely Price, Social Value, Economical Value, Emotional Value, Processing Costs, Emotional Costs and Financial Costs. We concluded that Price and Emotional Relations are the most important determinants in Fidelizing Portuguese customers.
ABSTRACT: Mobile communication was the first Telecom segment to be liberalized in Portugal, essentially after the breakthrough of GSM technology. Because of that healthy competition, the market has been growing, to present penetration rates over 100%, with such a momentum that Portugal has been the first country to adopt pre-paid cards, as well as, more recently, mobile Internet access programmes for all students in Basic and Secondary School. In an intensely mutating market, technology and commercial wise, Customer’s Fidelization and the Satisfaction and Confidence determinants are essential tools for the commercial success not only of traditional mobile operators, but also of the virtual ones that are appearing, being known that, technically, there are no significant differences in the quality of services rendered by the various operators. In this study we used a sample obtained by Snowball technique and including 262 customers of Portuguese mobile operators, proceeding with statistical descriptive analysis and structured equations. With the latter technique several hypothesis related to the Customer Fidelization determinants were tested, either directly or indirectly, namely Price, Social Value, Economical Value, Emotional Value, Processing Costs, Emotional Costs and Financial Costs. We concluded that Price and Emotional Relations are the most important determinants in Fidelizing Portuguese customers.
Description
Dissertação de Mestrado, Gestão/MBA, 29 de Maio de 2009, Universidade dos Açores.
Keywords
Fidelização de Clientes Mercado Preços Relação Emocional Satisfação do Cliente Customer's Fidelization Emotional Relations Price
Citation
Amaral, Francisco Emanuel Batista. "Intenções de fidelização dos clientes no Mercado Móvel Português". 2009. 113 p.. (Dissertação de Mestrado em Gestão/MBA). Ponta Delgada: Universidade dos Açores, 2009. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4849>.