Customer Satisfaction and Loyalty in Wireless Communications
US Consumer Surveys - 30/09/2009
To gain key insights into the actual and prospective behavior of consumers of wireless services, Centris has developed an ongoing, flexible, and wide-ranging survey that is supported by many levels of qualitative and quantitative analysis. With its pioneering focus on individual consumers of communications services, the design of the Centris wireless survey is both innovative and strategic. This micro-level and comprehensive survey tracks and evaluates the decisions and preferences of households and individuals, offering the best opportunity to understand the all-important demand side of a rapidly developing - and converging - communications marketplace. Most importantly, this survey offers information on the entire wireless platform, (i.e., all forms of communication made possible by wireless devices or technologies), not just the use of cell phones for voice and a limited number of other communication services.
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| MC1B09 |  | PDF | 80 |
4620 euros excl. VAT |  |
Satisfaction Metrics for Wireless Phones and Services
Overall satisfaction with cell phone
Satisfaction with cell phone characteristics
Overall satisfaction with cell phone, by make and type of cell phone
Satisfaction with cell phone characteristics, by make and type of cell phone
Models that explain satisfaction on levels in terms of cell phone and consumer (demographic) characteristics
Switching Behavior
Why do consumers switch service providers for their wireline phone, Internet access, TV, and wireless needs?
To whom do they switch?
Do they drop certain services for others?
Do they prefer a single source for all their services?
What makes them change their cell phones?
Contractual Arrangements
Term (duration) of contract for wireless service plan
Time remaining on contract, by type of service plan
Term of contract by category of wireless service provider, service provider used most often, and type of service plan
Interest in Next-Generation Wireless Services
Social Networking
Real-time traffic |
Conducted for a representative nationwide panel of households (and individuals within households).
Designed to be longitudinal, i.e., to follow the same households (and individuals within households) over time (every quarter).
Records wide-ranging access and usage data (including service provider, service plan, and cell phone handset information), both actual and prospective.
Records individual-specific demographics, key location information (census block group, designated market area, state and region of residency, etc.).
This design enables the survey to track and project:
Consumer behavior at the lowest possible level, i.e., the individual consumer of wireless services;
Subscription, usage, satisfaction, switching, service selection, etc. over time and within local or wider market geographies; and
Interactions across and substitutions within wireless and wireline access technologies for voice and non-voice communication services, Internet access, and television viewing.
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Besides providing valuable business information and insights, the Centris wireless survey offers many unique benefits. Charter members can combine their own proprietary data with survey data and have them custom-analyzed on preferential terms by Centris experts. For example, Centris can develop sophisticated models of consumer behavior that are essential for forecasting and strategic planning.
These models pertain both to wireless alone as well as the relationship between wireless and other platforms.
Charter members may also participate directly by inserting a limited number of questions of interest into the survey. Charter members will receive all tabulations and underlying statistical results from the survey. Finally, Centris can help to project consumer choice and demand at various levels from the local (Census Block Group level) market to regional and national markets.
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Comprehensive syndicated reports in each of three topic areas
- The Wireless Trifecta: Access Device, Service Plan, and Usage
- Customer Satisfaction and Loyalty in Wireless Communications
- Consumer Preferences for Wireless Broadband and Next-Generation Services
All tabulations based on the survey data
Ability to customize your data
- Merge your own data with those from the survey to answer questions of particular interest to you.
- Insert a limited number of your own questions into our survey. Responses to those questions will be available only to you.
Expert consultancy
- Receive additional expert consulting on preferential terms as part of your Charter Membership. Talk to our experts about issues that are important to you.
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Centris is a member of the AUS Group, one of the top research organizations in the United States. Centris provides market intelligence on buyers preferences and behaviors relating to the purchase and use of voice, video and data services. Centris conducts daily market surveys providing clients with syndicated research reports, tracking reports and custom studies. In addition, Centris develops and maintains analytic models and provides consulting services to help marketers plan and evaluate their marketing strategies, track competitor actions and optimize their marketing mixes. Centris helps its clients grow revenue, expand margins and build strong brands.
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