An adaptive nonlinear approach for estimation of consumer satisfaction and loyalty in mobile phone sector of India |
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| Institution: | 1. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Vaasa, Finland;2. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Helsinki, Finland;3. Associate to Hanken School of Economics, Helsinki, Finland;1. The University of Texas at Tyler, 3900 University Boulevard, BUS 103, Tyler, TX 75799, USA;2. The University of Texas at Tyler, 3900 University Boulevard, BUS 122, Tyler, TX 75799, USA;3. Auburn University at Montgomery, P.O. Box 244023, Montgomery, AL 36124, USA;1. Macquarie University, Sydney, NSW 2109, Australia;2. Seoul National University (SNU), Seoul, South Korea |
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| Abstract: | To facilitate business growth assessment of customer?s, satisfaction and loyalty levels in mobile sector are two important issues which need in-depth investigation. These two levels of customers are nonlinearly related to their corresponding attributes. The past studies have mostly assumed linear relation and have mostly used regression based models for estimation of these levels and the results are not encouraging. To overcome this limitation, the present study has developed simple nonlinear models for accurate estimation of these two parameters using their related key factors and results obtained are shown to be much better. This paper has also observed the positive effect of satisfaction on the loyalty estimation of customers. Employing the proposed nonlinear adaptive models, the service provider can also predict the satisfaction and loyalty levels of each of its customers which help the organization to determine the number of possible future churners. |
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| Keywords: | Customer satisfaction Customer loyalty Telecom sector Nonlinear adaptive models |
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