Canadian cellular industry: Consumer switching behaviour

Author: 
Date created: 
2005
Abstract: 

Due to the increased competition and high costs of acquisition in the cellular industry, it has become increasingly important for companies to focus on retaining clients. This paper outlines the current industry conditions and studies the causes of consumer switching behaviour, as outlined by Susan Keaveney (1995) in her study of the service industry, and identifies additional factors specific to the cellular industry. The focus of the study is to identify the most important factors that cause consumers to switch. Using primary research, the author evaluates how TELUS Mobility is rated on each of the factors against the competition, by its own clients and the competitor's clients. Finally, the author provides recommendations to TELUS Mobility to effectively enhance its customer retention and build long-term client relationships.

Description: 
The author has placed restrictions on the PDF copy of this thesis. The PDF is not printable nor copyable. If you would like the SFU Library to attempt to contact the author to get permission to print a copy, please email your request to summit-permissions@sfu.ca.
Language: 
English
Document type: 
Thesis
Rights: 
Copyright remains with the author
File(s): 
Department: 
Faculty of Business Administration - Simon Fraser University
Thesis type: 
Research Project (M.B.A.)
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