Analysis of actual and potential customer of mobile communications In Italy


This report offers evidence on the practicability and corporate efficacy of one approach to the analysis of socio-cultural factors influencing mobile phone use. 1 > Our survey enabled us to draw a general map of attitudes to cellular telephony within which we have identified attitude ‘macro-areas’ that correspond to specific consumer spending patterns. Further a model is proposed for the interpretation of consumer decision-making processes and a number of factors identified that intervene at various stages of the customer’s life to impede the growth of mobile phone use and which also have a negative impact on customer satisfaction/loyalty. This survey forms part of a project developed jointly by several head office units and one regional sales department. The paper describes the qualitative and quantitative analysis methods employed the study’s main findings and certain general implications.

  • PDF
  • This could also be of interest