THE IMPORTANCE OF CUSTOMER SATISFACTION WITHIN THE WIRELESS INDUSTRY AND THE IMPLICATIONS TO A LOCAL TELECOMMUNICATION PROVIDER

摘要

As the wireless industry nears maturity in the United States, the role of customer satisfaction and its implications to the bottom line have become increasingly important. As of December 18, 2005, nearly 200 million Americans, or about 65% of the country's adult population, use cellular service (Gertzen, Building a Happier Customer). Compared to other national carriers, Sprint has struggled to improve customer satisfaction which is evident in its metrics including customer churn. This paper will explore Sprint's position in the marketplace; customer satisfaction; the link between satisfaction and loyalty and a causal model proposed to monitor satisfaction and loyalty.