Customer Satisfaction and Loyalty as a Part of Customer-Based Corporate Sustainability in the Sector of Mobile Communications Services

Mariana Strenitzerová,Ján Gaňa

doi:10.3390/su10051657

Abstract

In the service sector, the issue of customer satisfaction is being paid great attention. It has become central concern for companies of services to improve service quality, and to maintain customer loyalty within a highly competitive marketplace. The success of customer satisfaction is not only closely related to a company’s quality management and marketing activities but it also has significant impacts on the company’s future and its customer-based corporate sustainability. Customer satisfaction influences variables that are indicators of customer loyalty and long-time customer relationships. The aim of this paper is to provide information about customer satisfaction with quality of electronic communications services and show the results of application of the European customer satisfaction index (ECSI) model carried out in Slovak electronic communications market. Our marketing research pointed out that the ECSI model can provide a better understanding of the complex relationships of the variables of customer loyalty and customer satisfaction and their impact to sustainability of Slovak telecom provider.

Highlights

In the service sector, especially on the electronic communications market, sustainability has been emerging in addition to the traditional competitive priorities
The application of the European customer satisfaction index (ECSI) model consisted of the identification of measurable variables determining quality of mobile communications services and its assessment of their relevance by Telekom’s customers
We could identify the relationship between customer satisfaction and customer loyalty as important elements of customer-based corporate sustainability

Summary

Introduction

Especially on the electronic communications market, sustainability has been emerging in addition to the traditional competitive priorities. It is necessary so companies are increasingly integrating sustainability priorities into their development and business strategy [1]. The majority of service companies take sustainability into account in developing and marketing new services. None of the business modeling approaches even consider sustainability as a major element. Dewan et al carefully identified and determined the required elements for a sustainable e-business model [2]. Customer value area as an element for sustainable business model is very important [2]. Customer satisfaction and customer loyalty are perceived as the main indicators of success in the development of companieseconomies and contributes to corporate sustainability development [2]

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Discussion

Conclusion