Skating on thin ice

Date of publication: October 20, 2002

Abstract:

Network operators have no claim on the final consumers. The consumer's relationship with the network is channelled through the service provider, and the consumer does not necessarily have to interact with the network.Yet fierce competition exists between the networks to retain their own airtime customers. What kind of interaction can improve the network's loyalty? This paper explores these issues using data mining techniques. The Portal, in particular, is reviewed in terms of its effect on the loyalty of those under 25 years.

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