Title: Marketing strategies in the wireless telecommunications market: a customers' perception

Authors: Prodromos D. Chatzoglou; Dionysios I. Gournas

Addresses: Department of Production and Management Engineering, Democritus University of Thrace, Greece; Business School, Hellenic Open University, Greece ' Business School, Hellenic Open University, Greece

Abstract: This research attempts to examine the main business strategies that may affect customer satisfaction from wireless broadband services and, as a result, business market share measured in terms of customer retention and customer acquisition. A research model is developed where the effect of a number of financial (three) and non-financial (11) factors on customer satisfaction, retention and acquisition is examined. The model has been empirically tested using data gathered from 165 people who use broadband and wireless services and applications. The results show that although financial factors affect users' satisfaction, it is the non-financial factors that mainly affect it. From those, price differentiation, bandwidth, ease of use, empathy, enjoyment and after sales support play the most crucial role. Further, customer satisfaction significantly affects the size of market share hold by a firm, being the main determinant of customer retention, which, in turn, significantly affect (along with customer satisfaction) customer acquisition.

Keywords: customer satisfaction; customer retention; customer acquisition; financial incentives; non-financial incentives; marketing strategy; wireless telecommunications; telecommunications industry; customer perceptions; price differentiation; bandwidth; ease of use; empathy; enjoyment; after sales support.

DOI: 10.1504/IJDSRM.2014.068158

International Journal of Decision Sciences, Risk and Management, 2014 Vol.5 No.4, pp.398 - 420

Received: 21 Jul 2014
Accepted: 05 Dec 2014
Published online: 31 Mar 2015 *

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