Customer Satisfaction and Loyalty in the UK Mobile Phone Industry Dissertation or Thesis

Customer Satisfaction and Loyalty in the UK Mobile Phone Industry
A quantitative analytical research study on customer satisfaction and loyalty in the UK mobile phone industry.
# 153704 | 12,651 words | 43 sources | APA | 2013 | KE
Published on Oct 15, 2013 in Business (Industries) , Business (Consumer Behavior)

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This research study explores the background of the mobile phone industry, the relationship between customer satisfaction and loyalty, and how satisfaction and loyalty affect the profitability of the mobile phone industry. The paper discusses the research background, aims and objectives, research questions, rationale and hypothesis and then provides a literature review. Next, the paper outlines the methodology that was utilized and discusses the research findings and their analysis. Lastly, the paper presents the conclusions of the research as well as recommendations for the UK mobile phone industry. The paper includes many color diagrams, graphs and charts and a questionnaire as an appendix.

Literature Review
Data Analysis and Research Findings
Conclusions and Recommendations

From the Paper:

"The significance of customer loyalty and satisfaction has been recently emphasized by most firms in the business world today. Business companies are in the race to enhance the loyalty and satisfaction of their customers through good relationship marketing strategies and retention programmes (Oliver & Rust, 1994). There are several ways of defining customer satisfaction; either satisfaction as a process or satisfaction based on outcome. The most commonly used is the definition of satisfaction by process described as follows. Customer satisfaction is defined as the evaluation of what is received against what is expected by the customer (Oliver & Rust, 1994). Customer satisfaction based on the outcome approach is defined as an end fulfillment which occurs due to the experience of consumption. This kind of customer satisfaction maybe experienced in various forms which include; emotional satisfaction, fulfillment or status satisfaction. These are discussed elaborately in the literature review section.
On the other hand, customer loyalty is a commitment which is intensively maintained by a customer that enables the repurchase of a specified product or service from the same supplier (Oliver, 1997). Loyalty is the type of commitment which is characterized by a positive buying model and is associated with certain dimensions such as: behavioral and attitudinal dimension. Behavioral dimension is about the relationship between the customer and supplier while attitudinal deals with the feelings of the customer towards the purchase of a certain product or service (Vavra, 1997)."

Sample of Sources Used:

  • Anderson, E & Sullivan,W (1993). The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, 12, 2, 125- 143.
  • Anderson, Eugene W. and Vikas Mittal (2000), "Strengthening the Satisfaction-ProfitChain," Journal of Service Research, 3 (2), 107-120.
  • Aydin, S. & Ozer, G. (2005). The Analysis of Antecedents of Customer Loyalty in theTurkish Mobile Communications Market. European Journal of Marketing, 39 7/8, 910-925.
  • Berg, L.(2009). Qualitative Research Methods for social sciences. Boston;Pearson Education Inc.
  • Bowen, T. & Chen, S (2001), "The Relationship Between Customer Loyalty and Customer Satisfaction," International Journal of Contemporary Hospitality Management, 13, 5, 213-217.

Cite this Dissertation or Thesis:

APA Format

Customer Satisfaction and Loyalty in the UK Mobile Phone Industry (2013, October 15) Retrieved April 18, 2024, from

MLA Format

"Customer Satisfaction and Loyalty in the UK Mobile Phone Industry" 15 October 2013. Web. 18 April. 2024. <>