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The Influence of Post-purchase Experience on Customer Loyalty in the Telecommunications Sector in Portugal

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

Abstract

This study aims to analyse the influence of post-purchase experience on customer loyalty in the telecommunications sector in Portugal. A quantitative deductive approach was chosen, supported by the literature review of exploratory nature, analysing if there are significant differences between telecommunications operators regarding customer perceptions of Service Quality and verifying the customers’ intention to recommend telecom operators through the Net Promoter Score. Data collection was performed following the non-probabilistic sampling technique by age groups directed to the working population aged between 18 and 64 years. The tool chosen for the collection was the questionnaire survey, and the dissemination was done online and obtained a valid sample of 709 responses. It was found that the operator with more promoters is the one that obtained the best result when comparing the averages among its competitors, showing that, in fact, a good experience provided at these points boosts recommendations. Specifically, Net Promoter Score revealed that Vodafone is the operator with the largest number of promoters and NOS with the largest number of detractors. Although the topic of customer experience in the telecommunications sector had already been studied, no similar study has been done on the Portuguese context.

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Author information

Authors and Affiliations

  1. IPAM, Portuguese Marketing Institute, R. Manuel Pinto de Azevedo, Porto, Portugal

    Mafalda Morais, José Luís Reis, Mafalda Nogueira & Mafalda Ferreira

  2. University of Maia—ISMAI, Avenida Carlos de Oliveira Campos—Castêlo da Maia, Maia, Portugal

    José Luís Reis

  3. LIACC—University of Porto, FEUP, Rua Dr. Roberto Frias, Porto, Portugal

    José Luís Reis

Authors
  1. Mafalda Morais
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  2. José Luís Reis
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  3. Mafalda Nogueira
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  4. Mafalda Ferreira
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Editor information

Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Morais, M., Reis, J.L., Nogueira, M., Ferreira, M. (2022). The Influence of Post-purchase Experience on Customer Loyalty in the Telecommunications Sector in Portugal. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_13

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