Customer satisfaction monitoring to understand the market: Norwegian telecom

Date of publication: September 1, 1993


Due to deregulation within the area of telecommunications, an increasing number of Norwegian Telecom's former monopoly areas are, or will be, opened to free or licensed competition. This calls for a market and customer-oriented organization, with the clear strategy not to lose too many customers. In this context, customer loyalty is a major concern. In this study practical problems connected to the measurement of customer loyalty and related constructs are discussed, and some possible solutions are explored. Results from a survey conducted in January 1993 in the Norwegian telecommunication market, have been used as an empirical basis for decisions regarding measurement and research-design strategies. A research design for future tracking of customer loyalty, is presented.

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