Kundetilfredshed og –loyalitet: På det danske mobiltelefonimarked

Susanne Barbara Reitzner Kieger & Camilla Sook Mark

Student thesis: Master thesis

Abstract

The Danish mobile telephone market is a highly competitive market with many actors, intense price competition and strong buyer power. To maintain and strengthen their position the actors are forced to identify and focus on which factors that influence customer satisfaction and loyalty in the market. Presently, the largest actors in the market have only a few initiatives to ensure their customers’ loyalty. It is therefore relevant to investigate the drivers that influence customer satisfaction and loyalty. This thesis presents a structural equation model based on a theoretical, qualitative and quantitative research which demonstrate which drivers that influence satisfaction and loyalty in the market and for the individual segments. The quantitative analysis is based on a survey with 198 samples and represents seven of the largest actors in the market. For the market in general there are four independent drivers, which have an impact on loyalty. These are Clarity – Service, Price, Image and Core Product. The drivers that influence and affect customer loyalty the most are: Clarity – Service, Price, Satisfaction, and Perceived Value. In general, the mobile telephone market has a low performance index for the loyalty drivers, which indicates that the customers are dissatisfied with their suppliers. Therefore the market is characterised by low customer satisfaction and loyalty. There are identified two segments in the market. Segment 1 is characterised by suppliers similar to full-service suppliers, which offer extra services that are not related to the core product. In this segment the independent loyalty drivers are: Clarity – Service, Price, Image, Expectations, and Core Product. The drivers with the largest affect on loyalty are: Clarity – Service, Image, Perceived Value, and Satisfaction. Although the performance index is low for segment 1 it is still higher than the performance index for the market. Hence, the customers are more loyal towards their supplier in segment 1. Contrary to segment 1, segment 2 is characterised by discount providers. The independent drivers, which affect loyalty, are: Clarity – Service, Price, Image, Expectations, and Core Product. The drivers that have the largest impact on loyalty are: Price, Core Product, and Satisfaction. Compared to segment 1 the performance index is lower for segment 2 and for this reason segment 2 is more dissatisfied and disloyal than the customers in segment 1. In general there are no priority areas in the market that are ideal for further strategic initiatives. The strengths in the market are: Clarity – Service, Price, and Image. These are areas where the providers can focus on their future activities. Segment 1 has like the market no identified focus areas. Therefore, the strengths Clarity – Service and Image constitute the areas for future activities. For segment 2 the target areas are: Price and Core Product while there are no identified strength areas.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2009
Number of pages346